Q&A With Amandine Cassi, Eurodata TV Worldwide’s Fact Hunter.
Mira Emmerling | On 10, Sep 2013
What are the consumption practices of television around the world? How do the narrative patterns of programs evolve? What are the genres that work the best? How do they respond to the local demand? These are some of the questions that Eurodata TV Worldwide faces every day. At the head of a team of twenty two people, Amandine Cassi, thirty three years old, manages its head of international studies. She shares with Disbook her key recommendations about the new challenges that broadcasters have to face, and her ‘secrets’ about a successful 2013/2014 broadcasting season.
Q: What is your main mission as the head of Research at Eurodata TV Worldwide?
A: My main mission with my team is to analyse audiences from 86 countries, the new consumption’s trends, and the television content. This represents a monitoring of 5,500 channels and 4,000 new programs per year.
But actually, my role is to go beyond this, as I must be able to provide our clients with qualitative analysis that leads to a 100% custom recommendation for action. I feel my job of ‘fact hunting’ is about identifying what is possible.
Q: What kind of service are you able to offer?
A: Our strength lies in our capacity to qualify broadcast content and to complete all of our data through extensive research, especially our research on the mechanics of television consumption. In fact, our added value consists of ‘making sense’, meaning we have the expertise to respond in a pointed manner to the majority of questions posed by producers and broadcasters.
Q: What are the specific skills of a ‘fact hunter’?
A: Being able to focus on one specific topic and putting it in perspective with the big (international) picture.
Always having an eye on social media and business newsletters in order to monitor what’s going on worldwide in the media industry.
Possessing management skills to efficiently supervise the team and make the most of research executives’ knowledge and talent.
Q: With your French background, how are you sure to get a good understanding of the foreign markets and behaviours?
A: Because Eurodata TV Worldwide is unique! We are the only ones to combine TV viewing analysis that is based on the official data of national peoplemeter companies with monitoring & analysis of content from all genres (from kids programming to sport events through scripted & unscripted formats). This is all in a single offer and all on a global scale. Eurodata TV Worldwide’s powerful and faithful relationship with its international partners, as well as the fact that 90% of our clients are outside of France, contributes to improve and consolidate our international expertise and understanding.
Q: What are your key words for the future of television?
A: Future is today! TV is and will keep on being social, connected and engaging.
With the boom of Digital TV, Connected TV and mobile screens such as smartphones and tablets, the new television’s DNA is: ‘Second Screen’, ‘Multitasking’ and
‘ATAWAD’ (anytime, anywhere, any device).
Q: What are the key factors of the mutating TV landscape and what are the new viewing habits?
A: Households around the world are being provided with TV sets and other equipment that encourages TV consumption more and more. The variety of screens is increasing, from the smallest to the largest, matching different levels of comfort for different consumption times or types of content. This proliferation of screens supports a growing thirst for content, and while ‘small’ screens such as phones and tablets are devised for individual consumption, the ‘big’ television screen offers comfort and the opportunity to gather with family members.
This phenomenon of multiple screens encourages ATAWAD viewing, while multitasking seems to be here to stay. For many, smartphones and tablets are indispensable companions when watching TV.
Q: In that regard, what would be your recommendation for a broadcaster?
A: The goal for broadcasters is to turn the distraction that is encouraged by multitasking into engagement in TV content.
With or without Smart TVs, content is already connected. Broadcasters are now developing digital experiments to address different issues: retention, acquisition and monetization. Second screens and social media are an opportunity for them to engage their viewers. Creating interest, offering interactivity, extending the experience and inspiring engagement are at the heart of connected TV strategies.
Q: What type of new methods and practices of measurement Eurodata TV Worldwide creates in order to follow this complexity of viewer’s behaviours?
A: While the TV screen clearly continues to dominate when it comes to TV viewing, metrics needs to reflect viewers’ adoption of de-linearized viewing across a variety of screens.
For instance, among these new behaviours, time shifted viewing is helping to drive the increase in viewing time across the world, and audience measurement companies are progressively taking this into account. In Belgium and Ireland, for example, where this kind of viewing was included in the measurement for the first time in 2010, daily viewing time grew by 10 and 11 minutes respectively when compared to 2009.
In France, time shifted viewing has been integrated into the measurement since January 2011, and a further nine countries will follow suit by 2013, bringing the number of territories where it is included up to 23.
Now, one of the challenges of television audience measurement is the convergence measurement of television programs on different devices (TV and also PCs, laptops, mobile phones, tablets…). The main difficulty with multi-screen television measurement is to reach a market consensus on the methodology to be used.
The role of companies that measure television audience remains critically important in driving this revolution. As technology manages to combine and accumulate viewers across all platforms and screens, the ratings will increasingly reflect genuine viewing levels and ultimately approach a true estimate of total viewers.
Q: Which Eurodata TV Worldwide report would you most recommend to the boradcasters attending Discop West Asia?
A: Eurodata TV Worldwide’s ‘One TV Year in the World’ report, which reviews the consumption of television worldwide and audience success in more than 80 countries. It is a smart first acquisition to get the big picture.
To keep up to date with the most successful TV shows of the season, understand the local markets and programming strategies of the leading channels, as well as identify programming trends and upcoming hits, I’d definitely recommend NOTA, our Tracking & monitoring service of new television content around the globe.
Finally, our thematic ‘Insights Reports’ (Scripted series, Entertainment, Kids, Sports, Feature films on TV) aim to allow our clients greater precision in their strategies of acquisition. This includes the programming and distribution of their programmes & formats, as well as the information they need to enter new markets with confidence.
HOW TO MAKE A SUCCESSFUL 2013/2014 SEASON, ACCORDING TO AMANDINE CASSY
- In order to make a difference and stand out from the crowd of TV channel and videocontent providers on the internet, content needs to resonate with local audiences while also being able to cross borders; therefore offering a global and /or a dual-screen experience.
- As far as scripted series are concerned, producing high-end dramas and comedy for the local market is more important than ever. The success of Turkish and Israeli series in their local market as well as on a global scale is the most emblematic example of this phenomenon.
- International coproduction also opens up new possibilities for the future of TV. Facing this thirst for local content, international coproduction series are an important means of financing new projects. In addition, they also represent an opportunity to produce world- class content that is on the air in multiple territories and that resonates with local audiences.
- On the entertainment front, formats that have a generally positive feeling are important. They counterbalance the often frightening images that viewers find in the news. Over the last several months, most of the top rating content was that which challenges the difficult economy, putting the emphasis on generosity and helping others. For example, because music is at the core of every culture around the globe and entertains people of all generations, singing or dancing formats are those which travel the fastest.
- Finally, in response to the new viewing habits of the younger audience, TV has to make itself available across all devices. Viewers no longer want to be mere spectators. They are eager to participate and be part of the program. They aspire to have an engaging TV experience beyond simply watching TV. ‘Conversation’ is a key element in the success of a show. The development of companion applications, the broadcasting of exclusive content on a second screen, and the optimized exploitation of social networking sites all play an important part in digital strategies of engaging the audience and extending their experience beyond the linear broadcast.
ABOUT EURODATA TV WORLDWIDE
Created by Médiamétrie (the industry leader in media research), Eurodata TV Worldwide distributes programming and audience information based on its partnership with the National Institute’s operation of people meter systems throughout the world. Today, Eurodata TV Worldwide’s database contains more than 5,500 channels in more than 100 territories and provides an exhaustive amount of daily program information. It includes: content, production, international distribution and the audience levels for targeted programs. All of the data emanates directly from the relevant authorized institute based in each country around the world. The data provides a range of services that assist the decision-making process for international professionals within the audio-visual world, such as producers, distributors, broadcasters, copyright organisations, sponsors, etc. To know more, be part of the Eurodata TV Worldwide community. As an initiation, follow Twitter: @EurodataTV