Entertainment Media Companies Not Ready for Digital Opportunities?

By Rob Scott
July 18, 2011

Most media and entertainment company senior execs believe they are not fully leveraging customer data that would make it possible to deliver customized content, suggests a new study by consulting firm Accenture.
The research indicates that 91 percent of these executives are not taking full advantage of the data, and as a result, are not adequately prepared to identify revenue opportunities related to current and future digital technologies. Additionally, 95 percent do not have strong digital customer relationship management capabilities.
If fewer than 10 percent of the companies have a fully integrated view of their digital consumers, a new operating model may be necessary for sustainable digital growth (Accenture recommends a shift from legacy vertical, channel-oriented structures toward a horizontally-layered operating model).
Only 55 percent said their companies had a clearly defined social networking strategy in place, while 80 percent believe the industry is still in a state of flux. And 42 percent anticipate that advertising will serve as their main source of revenue in the next two years.
Accenture’s “Global Media & Entertainment High Performance Study” canvassed 130 executives across Europe, North America, South America and Asia Pacific from industries including television, gaming, film, music, publishing, portals and advertising.

2 Comments

Rob Scott July 18, 2011 at 06:02am

Thanks Phil — interesting numbers. I was surprised to read that only 22 percent of the companies polled currently get more than a quarter of their revenues from digital sources. For anyone interested, a PDF version of the report is available at the Accenture site: http://www.accenture.com/us-en/Pages/insight-media-entertainment-high-performance-study-2011-summary.aspx

Rob Scott July 18, 2011 at 06:02am

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