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Choice vs. Quality in the Age of Innovation
EBS Managing Director Keith Bedford warns that in a marketplace dominated by the idea of consumer choice as the foundation for successful growth, the standard of content delivery should not be allowed to slide.
 
In the early 1980s, Howard Moskowitz was tasked with finding the perfect pasta sauce for a struggling U.S. food brand. He conducted an experiment in which a test group tried 45 varieties of pasta sauce, and voted on the best one. The results of this experiment lead to one of the most influential business innovations of the 20th Century.

Howard discovered that the group didn’t prefer one product, but that they liked plain, chunky, and spicy pasta sauces in roughly equal measure. Based on this evidence, Howard’s client released all three sauces at once, and made $600 million in profit over the next decade.

The message was clear: customers didn’t want to be told which product was ideal; they wanted to choose the product that was right for them.

Over the years this idea has changed businesses and industries worldwide. Broadcast entertainment has undergone decades of rapid innovation and segmentation in the name of consumer choice. Today the number of viewing options available to end users borders on the staggering. Content can be accessed in linear, PPV/VOD, DTO, streaming, and catch-up formats, with a plethora of companies offering a selection of extra service options and cost packages on top of this again.

But has this segmentation left us with a market that is fractured almost to the point of being inaccessible? These days it is not unfamiliar to hear of consumers struggling to understand how to access their desired content, or even to find out which platform that content sits on. With that in mind, is it time to ask if our culture of innovation is serving the end user as well as it could be?

At EBS, we work with our clients to provide exceptional content data and scheduling information across all broadcasting services. Utilising our innovative metadata solution Pawa2, we offer content suppliers the ability to easily adapt their metadata to the requirements of any distribution platform, anywhere in the world. In this way we can ensure that our clients are offering end users the same high-quality information however they are accessing their chosen content.
Looking to the future, it’s difficult to say whether market fragmentation will continue at the same pace, but at EBS we have ensured that our centralised metadata libraries are ready to be rolled out across whatever services they may be required on, either now or in the years to come.

It’s a dramatic and exciting time in broadcast entertainment, and we need to be ready to adapt quickly not just to the changes that we have become used to, but also to the changes that nobody is yet anticipating.

To this end the amount of choice on offer may be crucial, but the quality of content delivery will always be paramount.

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