Joe Zaller /
04.07.2011 10:38 AM
Broadcaster spending won't necessarily follow trend
This is the third in a series of articles about some of the findings from the 2011 Big Broadcast Survey (BBS), a global study of broadcast industry trends, technology purchasing plans and benchmarking of broadcast technology vendor brands. More than 8000 people in 100 countries took part in the 2011 BBS.
In previous articles, I’ve written about the 2011 BBS Broadcast Industry Global Trend Index, which shows the most important trends in the broadcast industry for 2011. As a follow-up, I wrote about how the commercial importance of these trends has changed over time.
Tracking broadcast industry trends is important because it provides insight into which areas are receiving the most attention from technology buyers. However, it’s important to note that industry trends are a reflection of what customers are thinking and talking about, not necessarily where they are spending money today.
Indeed, the 2011 BBS Broadcast Industry Global Trend Index includes a mix of current and future commercial priorities, some of which broadcasters have not yet determined how to implement. Thus, while trends are important, they do not necessarily translate into where broadcast technology buyers will be spending their money in 2011 and 2012.
Technology spending in the broadcast industry tends to be project-based. Projects might include anything from international elections and sporting championships to the long-term planned capital upgrades of broadcast infrastructure and facilities. Thus, an understanding of the major projects being implemented by broadcaster professionals around the world provides useful insight into the capital expenditure plans of the industry.
We presented broadcast professionals with a list of major projects and asked them to indicate which they are currently implementing or have planned/budgeted to implement in the next year. Their responses were then used to create the 2011 BBS Broadcast Industry Global Project Index, which is shown in the accompanying chart.
One look at the 2011 BBS Broadcast Industry Global Project Index illustrates the difference between what people are thinking and talking about (trends), and where they are planning to spend their money (projects). Although “multiplatform content delivery” dominated the 2011 BBS Broadcast Industry Global Trend Index, the corresponding “distribute and monetize content on multiple distribution platforms” ranked No. 9 out of 15 in the 2011 BBS Broadcast Industry Global Project Index.
Click here to read the full article, including charts and analysis.