Bringing TV to Life VIII: Innovation. Applied now.

April 25, 2018

RESEARCH REPORT

In brief

In brief

Practical recommendations for how to spark innovation in your products, engineering, operating models and ecosystems
Recaps how the S-Curve model serves as a compass to innovation for unleashing revenue growth
Advice broken down by type of company: content creators & broadcasters; operators & CSPs; platforms

Innovation has always characterized the television industry. But as today’s platform players shake things up with IP-based video consumption, there’s a new urgency to deliver that old characteristic.

In this report, we dig deep into why innovation remains essential to your success, and lay out the latest ideas you can use to keep it alive in your products, engineering, operating model, commercial models and ecosystems.

Bringing TV to Life VIII | Innovation Applied Now

Accenture's eighth annual Bringing TV to Life report explores the innovative approaches you’ll need along every step of this curve. See more.

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Reboot to advance forward

Digital disruption isn’t on its way, it’s here today. New players experiment with internet technology to launch new business models at scale. Meanwhile, incumbents are trying to carefully buoy their traditional business while setting new foundations for innovation in new areas.

In Bringing TV To Life VII, we introduced the concept of the S-Curve, a model that helps you to understand, cope with and balance your stages of development. Successful broadcasters and operators use the S-Curve to meet the challenge of investing in innovation with confidence.

The S-Curve helps you manage three waves of transformation. First, transforming the core to invest in efficiencies. Second, growing the core to invest to grow the existing business, and finally building the new by incubate it with disruptive ideas to achieve the Next Big Thing.

The S-Curve helps you manage three waves of transformation.
Transforming the core: invest in efficiencies
Growing the core: invest to grow the existing business
Building the new: incubate new, disruptive ideas; the Next Big Thing

"In this issue, we focus on the loaded but yet critical term: Innovation.''

– SEF TUMA, Managing Director – Accenture Digital Video

Sef Tuma

Managing Director – Accenture Digital Video

Widely-respected industry expert; leads Accenture Digital Video, related innovation programs and investments.

James Weeks

Senior Manager – Accenture Digital Video

British media industry veteran; now helps clients use content and data to optimize engagement and boost revenues.

Contributors

Gino Galassi

CONTRIBUTOR

Bikash Mishra

Contributor

John Ibbotson

Contributor

Matthew Gay

Contributor

Liam Friel

Contributor

Explore five ways to unlock innovation

Broadcasters, CSPs and platform companies must inevitably play both the short and long games to achieve sustainable stakes in a world where disruption is a constant. It takes a functional view to unlock innovation as you navigate along the S-Curve. Then iterative innovation helps to consolidate and broaden your reach—blending existing advantages with platforms to drive new models. Here are five areas of innovation you can explore to get there.

Product Innovation

Consider this the foundational level of your broader program, and think big.

Engineering Innovation

Drive the discipline’s best practices across your enterprise for speed at scale.

Operating model innovation

Your people can see this as a complete journey of transformation where a new wave of thinking permeates the culture.

Commercial Innovation

Growing IP-based consumption is driving material opportunities and allows companies to experiment with new engagement offerings.

Ecosystem Innovation

New worlds of partnership, product extension and customer interaction are available. How do you grab the opportunity?

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