Marek Singer, CEO, Prima TV, Czech Republic
Transcript:
“Is the future of professional video ad-funded or subscription based? That is the question of today. But is it the right question we should be discussing going forward? I find the argument too black and white and missing one key point. How about asking the end-consumer what does he want? Is he happy with the current product discovery experience? I would argue that the current average length of content search on any global SVOD platform suggests it cannot be yet the winning model for video viewing of the future.
The same goes for free TV channels with loads of ads not even targeted to my needs. I believe this fight between linear TV and global SVOD platforms is just a foreplay. But it will accelerate a creation of a new hybrid total-video models. Technologies will enable much more customisable models, allowing every end-consumer to choose the right proposition according to his content needs and spending limits. But it won’t be driven only by global SVOD platforms with one size fits all approach. We shall also see local smart solutions arising, fulfilling many still unsatisfied consumer needs. A change for innovative, local players to define their VOD future.
Therefore, we should anticipate creation of Total Video 2.0, video world that is much more colourful and exciting than the world today.”