Active Content is the King; Media Companies are the Masters

In today’s fast-paced marketplace, having visibility into the performance of your live and on-demand video offerings is no longer optional. Without it, media companies are flying blind when it comes to key business questions—ranging from what type of content to offer and which distribution channels to use to whether their audience experience meets expectations.

In order to drive engagement, businesses have understood how the key factors of content, packaging, and quality impact their audience’s behaviors. 

Most adults are exposed to content predominantly through mass media. The media are therefore often assumed to play a key role in communicating and shaping public attitudes. However, the relationship between people and the media has been more subtle than often assumed.

People haven’t been passive consumers of media messages and they bring their own interpretations to what they hear and see. Media companies have never had it so good. Fans tell producers just what they like in TV programming from moment to moment with every Tweet, retweet, Facebook post and YouTube view.

Hence, deeper and continuous understanding of the fan base across all engagement platforms has given media companies the ability to deliver on both fronts. And that's has indeed been a good news both for media and their viewers.