As video content continues to surge in popularity across multiple platforms in the Middle East, Africa and South Asia region, experts predict a surge in spending from content creators looking to improve the viewing experience.
dubai — As video content continues to surge in popularity across multiple platforms in the Middle East, Africa and South Asia (Measa) region, experts predict a surge in spending from content creators looking to improve the viewing experience, experts at CABSAT 2019 said.
The 25th edition of the event was opened by Sheikh Hasher bin Maktoum Al Maktoum, director general of the Dubai Department of Information, and will run till March 14 at Dubai World Trade Centre (DWTC). The three-day event brings together experts from the broadcast, satellite, digital media and filmed entertainment industries.
Speaking about how the industry has evolved in recent years, Gerry O’ Sullivan, executive vice-president, Global TV and Video at Eutelsat, said: “I cannot stress enough how important the user experience has become for TV customers in the Middle East and North Africa (Mena) region, both on their main TV and across all their mobile devices.”
“We are working with the best TV broadcasters in the region to provide the best local content in the most exciting and convenient way. The Mena region has always been a TV market for Eutelsat which showcases the best of our video innovation capabilities,” he said.
“We are excited to be showcasing for the first time at CABSAT, Eutelsat’s innovative video platform Cirrus. This is bringing exciting new TV customer experiences to the free to air market and the online video OTT market to the Mena region. What is unique is that Eutelsat is now providing this new experience as an end to end service to millions of TV customers in Mena,” he said.
Experts at the event also noted that the global entertainment and media industry is in the midst of a significant shift as viewers demand a more personalised experience, both in terms of the content they consume and their platform of choice.
The fast-paced development of mobile and streaming technologies have sparked a marked shift in consumer behaviour, thrusting the industry into an era analysts are referring to as Convergence 3.0, where viewers are demanding bespoke content that they can consume anytime, anywhere.
“Viewers are consuming more content than ever today, and this is a great news,” said Raffaele Annecchino, president, Viacom International Media Networks Southern & Western Europe, Middle East and Africa. “We’re living in an era where content is at the centre of everything we do. Our viewers consume content where and when they want, on the device of their choosing, so our mission today is to be everywhere, producing great content that can work on different platforms creating experiences for audiences that work across devices and in real life.”
With digital revenues set to make up 56.9 per cent of the industry’s income by 2022, competitors and niche providers alike have shifted their focus to providing bespoke content to consumers on an in-demand basis. As entertainment goes mobile, business models are being reinvented to unlock new revenue streams.
Content creators and distributors alike are looking to develop loyal, fan-based audiences with quality user experiences that engage viewers. This shift is most apparent in interactive sectors of the media market such as e-Sports. Though the Mena region is a relatively
young market for e-Sports, the regional industry has been valued at nearly $3 billion, with huge potential for growth in the coming years.
Majed Al Suwaidi, managing director of Dubai Studio City, said: “Today, the content creation landscape is a dynamic and evolving one, and the biggest challenge remains to keep up and adapt to the changes. As a developing content creation hub in the Middle East region, our future truly lies in producing exciting and ground-breaking work that meets and exceeds the expectations of our consumers. Lately, we have introduced several products and initiatives – including CineMENA – to provide a direct gateway into content creation.”
Today, the content creation landscape is a dynamic and evolving one, and the biggest challenge remains to keep up and adapt to the changes
Majed Al Suwaidi, Managing director, Dubai Studio City