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DPP: Consumer demand “requires revolution”

5 July 2017
DPP: Consumer demand

Consumer demand requires a revolution in the media supply chain, according to the latest DPP findings.

The report was published on the back of the DPP latest event: Home Truths: Building the New Supply Chain. Part of the DPP at Home series, the event brought together industry experts to look at how consumer demand is impacting the way in which content is made and delivered.

“Media has become increasingly commoditised,” said DPP managing director Mark Harrison. “Consumers are now firmly in the driving seat, dictating when and how content is delivered to them. This, in turn, opens up enormous business opportunities, but the media supply model will need an overhaul to keep pace with this shift.”

The session brought together 30 experts from across the industry. It focused on how supply chain thinking applies to media companies; mapped out what the new media supply chain looks like; and agreed the key principles that drive that supply chain.

Five key conclusions emerged from the session:

– One person’s problem is another’s opportunity: unlike their broadcast counterpart, the non-broadcast sectors view technologies that enable media supply chain methodologies as an opportunity.

– Human intelligence is the key to automation: while data exchange for automation and machine learning offers greater speed and efficiency, human intervention is still required to create opportunities.

– Breaking up is hard to do: for businesses built on hard-wired systems and contracts, the transition to assignable resources and consumption based billing is a huge challenge – both culturally and technically.

– You need to want what you need: as a demand-led media industry becomes the norm, only companies that embrace a flexible supply chain with conviction will thrive.

– The mid-life crisis: the middle stage of the content life cycle – in which content is processed, managed, moved and stored – will be the next major area for disruption in the media sector.

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