Legacy broadcasters can thrive in the digital age
Opinion
Broadcasters must better embrace tech and learn from streaming platforms by introducing concepts such as gamification. Moreover, they need a strategic approach to manage all these changes.
In the already competitive landscape of streaming services, Tubi is attempting to carve out a niche by launching its ad-supported free streaming model in the UK market.
With approximately 80m active monthly users in the US, it may well become a disruptor in the UK scene. Alongside the likes of Netflix and Amazon Prime Video, it is also competing with traditional broadcasters like Channel 4 and ITV.
It’s no secret that legacy broadcasters are facing challenges in keeping up with digital innovations and changing audience behaviours. Last month, The Times reported that Sky is facing uncertainty over Sky News and its key HBO deal. UKTV, meanwhile, has just launched a rebrand — an opportunity to refresh its image and attract a younger, more digitally inclined audience.
This sets the stage for discussions on how traditional broadcasters can continue to innovate in the ever-changing streaming market. And what do they need to focus on to attract audiences — and advertisers?
Navigating change seamlessly
To succeed, broadcasters must innovate to stay relevant and competitive. We’re already seeing many key players make moves in their pursuit to become more digital-savvy.
Channel 4 has posted strong growth in streaming audiences that has driven overall viewing growth in June. At UIC Digital, we recently worked on a major project to rebuild and redesign BBC.com and its app, creating a more connected, contextual and frictionless experience and transforming the way digital audiences read, watch and find its renowned journalism and storytelling outside the UK.
Broadcasters need to focus on the right strategies to attract and retain audiences and appeal to advertisers. As they navigate the increasingly competitive streaming landscape, broadcasters must invest in digital enhancements that make the viewing experience more engaging and efficient, while also staying at the cutting edge of new technologies and developments.
An example of this is embracing AI.
AI is a game-changer when it comes to elevating user experiences, particularly in search and navigation functionalities. AI-powered algorithms can offer personalised content recommendations based on user preferences and behaviours, enhancing engagement and retention.
Advanced search capabilities, driven by natural language processing, enable intuitive content discovery, while AI-driven interfaces predict user preferences for seamless navigation. Real-time updates based on AI-driven analytics allow broadcasters to adapt content offerings dynamically, keeping them relevant and appealing. Voice-activated interfaces powered by AI enhance accessibility, enabling users to interact effortlessly with broadcasting services through voice commands.
Following the streamers’ roadmap
Broadcasters can take a leaf out of major streaming players’ books by incorporating gamification to significantly boost user interaction and loyalty. But in an already saturated market, where 33% of viewers admit to feeling overwhelmed by the sheer amount of streaming services, broadcasters need to be innovative in how they do this.
Interactive content, such as choose-your-own-adventure shows and real-time audience participation, can make viewing more engaging. These features are like adding modern enhancements to a classic car, making the experience smoother and more enjoyable.
Gamified elements like points, badges and leaderboards act as incentives, encouraging viewers to stay for longer and return frequently. Just as drivers appreciate thoughtful features that enhance their journey, audiences value these engaging elements, fostering a loyal viewer base. Imagine being in the top 10% for being the first to finish a series — a sure way to engage, reward and win your audiences over.
These elements are particularly relevant to younger audiences (whom broadcasters need to capture) as opposed to the older generation, who have broadcast TV more ingrained in their day-to-day habits.
When to make a change
In an industry deeply rooted in tradition, knowing when to embrace change is crucial. This goes beyond adopting new tech.
It’s about finding a strategic approach to implementing changes seamlessly to avoid disrupting user experience and alienating loyal customers. Broadcasters need to be adept at identifying the right time for updates and understanding how to integrate these changes without causing disruptions.
Navigating these updates requires a meticulous process. Thorough testing of new features ensures that any potential issues are identified and resolved before a wider release. Gradual roll-outs allow broadcasters to introduce changes incrementally, minimising the risk of overwhelming users with too many changes at once.
Clear and consistent communication with the audience is essential to prepare them for upcoming changes. This can be achieved through announcements, tutorials and proactive customer support.
In fact, providing robust customer support and accessible feedback channels is vital during transitions. Tutorials and help guides can assist users in understanding and adapting to new features. Additionally, gathering and acting on user feedback helps broadcasters fine-tune updates and address concerns promptly. This is crucial here, especially with support more likely to be used and appreciated by the slightly older generation as opposed to younger people, who tend to be more digitally savvy.
Embracing new technologies while preserving core values ensures that broadcasters’ legacy remains cherished as they move forward into the digital fast lane. This strategic approach to change management allows broadcasters to enhance their offerings without compromising the user experience or alienating their loyal audience.
By balancing tradition with continuous innovation, legacy broadcasters can thrive in the digital age.
Sam Drury is UX director at UIC Digital