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NEM Dubrovnik 2024

Rapporto industria: Distribuzione, esercenti e streaming

NEM Dubrovnik collega contenuti, telecomunicazioni e AI in un panorama mediatico dinamico

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Il mercato focalizzato sull'Europa centrale e dell'Est ha celebrato un'edizione di successo con numerose tavole rotonde e presentazioni, e un numero record di partecipanti

NEM Dubrovnik collega contenuti, telecomunicazioni e AI in un panorama mediatico dinamico
Un momento del panel intitolato "L'arte di acquisire contenuti: strategie per essere sempre all'avanguardia"

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NEM Dubrovnik 2024, hosted at the Hotel Dubrovnik Palace, brought together influential figures and companies from the global media, telecommunications and technology sectors. This four-day event (10-13 June) served as a platform to explore the synergy between content, telecoms and artificial intelligence (AI), drawing representatives from over 260 companies worldwide, including more than 150 buyers and a record number of exhibitors and sponsors, with the total number of attendees reaching close to 1,000.

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The event commenced with a keynote Q&A session featuring Nataša Rapaić, the incoming CEO of Croatian Telecom, who was interviewed by Sanja Božić-Ljubičić, CEO of Pickbox and NEM. Rapaić shared her vision for the telecommunications industry's future, emphasising the emotional connection between content and customers. She highlighted television as Croatian Telecom’s core business, stating: “TV is obviously based on content, and content is crucial for differentiation. But it's not only about content; it's also crucial to build an emotional connection. TV, IPTV and OTT bring this emotional engagement to our customers.”

AI emerged as a central theme, with expert presentations from Omdia, PlumResearch and independent senior media executive Maria Valenzuela exploring its transformative potential within the media industry. Maria Rua Aguete, of Omdia, predicted that media companies' AI investments would surpass $13 billion by 2028, enhancing sports coverage through game predictions and dynamic highlights, and automating multilingual content translation. Valenzuela emphasised AI's inevitable integration into daily media operations, opining, “We will no longer be able to remember how we worked without it.”

The panel "Strategies for Worldwide Success of CEE Content", sponsored by NEM Zagreb, featured insights from industry leaders, discussing the importance of partnerships, government support, funding mechanisms and strategic alliances for global success. This session underscored the need for a collaborative approach to navigate the competitive media landscape.

"The Art of Content Acquisition", sponsored by Prva TV, offered innovative approaches and practical advice tailored to specific countries. Experts from Ampere Analysis, Czech Television, Mediawan Rights and Latvian Television shared strategies for effective content acquisition and international distribution.

Keynote sessions from Warner Bros Discovery and BBC Studios highlighted diverse and rich offerings from major US studios. The Walt Disney Company and Amazon MGM Studios also presented new content. Disney introduced a slate of US and European TV series available for a second window after exclusivity on Disney+, while Amazon MGM Studios showcased its upcoming programming, offering a glimpse into the future of streaming content.

Izzet Pinto, founder and CEO of Global Agency, delivered a presentation titled "360-degree Marketing in the Entertainment Business", showcasing creative methods for engaging audiences and promoting content. Eutelsat Group’s presentation "Rising Above: Insights on the Resilience of the DTH Market in Central Europe" illustrated the continuing relevance and adaptability of the direct-to-home (DTH) market with innovative new content and services.

A panel sponsored by Moonbug affirmed the ongoing relevance of linear TV in CEE countries, featuring participants from ACT, Warner Bros Discovery, Paramount Global Content Distribution and ATV, and CEOs from Telemach Croatia and Croatian Radiotelevision (HRT). They highlighted traditional TV's enduring importance despite the rise of digital streaming services.

"The End of an Era? The Rise of Streaming Partnerships" panel examined the industry's shift towards collaborative efforts among streaming platforms. Experts from Omdia, CME, AMC Networks International and Viaplay Group, as well as Maria Valenzuela, discussed how strategic alliances are being formed to address the challenges of a competitive market.

SkyShowtime’s CEO, Monty Sarhan, discussed launching its ad-supported plan across all 20+ markets, including Central and Eastern Europe. He emphasised the importance of offering affordable streaming options to consumers, addressing concerns about streaming fatigue and the increasing number of services competing for viewer attention. “For us, it's about giving consumers more choice and flexibility as they look for more affordable options when it comes to streaming. People are talking about streaming fatigue, and there are more services taking up wallet share. We wanted to carry on being good value for money,” said Sarhan.

Ákos Erdős, CEO of Paprika Studios Group, discussed the growing responsibility of producers during the "TV Show vs Content" Q&A session. He highlighted the importance of relevant local storytelling and the challenges of producing content for smaller countries. Erdős noted that formats are broadening, genres are merging, and both long-form and short-form content are evolving to capture audience attention in an increasingly competitive market.

The panel "Pain or Drain – Intelligence-driven Video Distribution", sponsored by NPAW and Backscreen, promoted data-driven decision-making in product, content and advertisement strategies. Companies like Sky Switzerland, Alika Media and Tech and Cosmote TV OTE SA participated in this discussion, stressing the importance of informed decisions in optimising video distribution.

FAST and AVoD services are on the rise, with many SVoD platforms also incorporating ads. The "New Era of Advertising" panel explored market trends in addressable advertising in the CEE region. Experts from Tivio Studio, Ateme, Amagi Corporation and BIG Picture discussed the future of sophisticated, data-driven techniques to deliver targeted and personalised advertisements to viewers.

A particularly engaging panel, "TV Operators (Telcos) as Streamers", featured speakers from Telekom Serbia, Deutsche Telekom AG, POP TV and A1 Telekom Austria Group. They discussed the impact of telcos entering the streaming space, leveraging their existing infrastructure, and bundling streaming services and channels to influence the CEE market.

NEM Dubrovnik 2024 underscored the critical role of collaboration, innovation and strategic partnerships in navigating the evolving media landscape, particularly in the integration of content, telecommunications and AI.

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