Beyond the Hype: How New Content and Technology are Redefining the Future of Media

Web 2.0 is emphatically here to stay. Social media is a powerful new force. And content owners must come to terms with the implications. Where will revenue growth come from and should organizations embrace online video as an opportunity—or fear it as a threat?

At Accenture we believe that this new landscape creates a huge media growth opportunity. Yes, competition is fierce on many fronts. But it always has been. With boundaries blurring between sectors, the question is: are you ready for battle? Digital transformation holds the key to success—and achieving that goal is the challenge for 2007 and beyond.

To help understand the scale of new content opportunities, and the ways in which companies are approaching them, Accenture recently completed its Media Content Survey 2007. Now established as a signpost to change in the media and entertainment industry, this research project surveyed more than 100 of the most influential content executives in leading companies worldwide.

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For Accenture's 2007 Content Study, we surveyed more than 100 of the most influential worldwide content executives from the film, TV, music, radio, video games, publishing, interactive entertainment and advertising industries. The study solicited opinions from executives around the globe—across North America, Europe and Asia Pacific—to gauge their views of where the greatest opportunities and challenges will come over the next five years.

Key findings for the 2007 Content Study include:

Sixty-two percent of executives look to “new platforms” as being the most important key to growth, followed by 31percent who chose “new content” and 7 percent who picked “geographic expansion” as the key growth levers.

Half of executives said that advertising could grow to become the most prevalent business model in the industry within five years, with digital advertising driving growth.