Selected data and insights in the Music TV Genre. based on Global Media Consult - Global Content Compass 2014 findings

1. Global Content
Compass 2014
Global Content
Compass 2014
Trends in
Global Television
& TV Distribution
Selected Data & Insights
MUSIC TV
June 2014
NOTE & DISCLAIMER:
The Global Media Consult Global Content Compass 2014 is a snapshot of trends in global
television and related television distribution infrastructure. The compass uses input derived
from a global online survey amongst TV industry experts conducted in February & March 2014.
Based on the survey results further research and analysis was done; in specific, a selected
number of industry experts were interviewed in person, via phone or email exchange. We had
around 300 respondents in our survey and eventually spoke with close to 60 different
individuals all around the globe. It is not to be meant a scientific research nor does it provide
statistical and empirical solid data. Our attempt is rather to provide an overview of trends in
order to help players in the industry navigating their businesses. We hence waive any
responsibility for business decisions made on basis of our findings. But we will happily consult
you on making such decisions and developing your plan for growth.

2. Global Content
Compass 2014
Overview
This document summarizes some data and insights that are specific
to the Music TV genre and based on findings from our
GLOBAL CONTENT COMPASS 2014 SURVEY
It includes three segments:
Content
Trends
Summary
data of
trends in
content
development.
Music
TV
Specific data
for music
channels /
formats.
Insights
What do
make of the
data and
feedback.
In the first segment,
we will list some
selected raw data of
answers to our survey
and interviews
In this segment we
have some data that
relates to music
channel specific
answers: based on
answers that were
given to us n the
survey/ interviews.
The last segment
includes some
interpretation and
insights in the data
and relevant markets.
08

3. Global Content
Compass 2014
Music related TV genre
segment answers:
3% Will Decline Heaviliy
22% Will Decline
31% Stays the Same
22% Will Grow
19% Will Grow Strongly
3% N/A
Music TV:
Only in the
lower Third
of Thematic
TV Channels
with Growth
Potential
Question: What type of thematic TV genre will you see as having
the best chances to grow and which will decline over the next three
years?
Data: Thematic TV

4. Global Content
Compass 2014
Question: Which content formats will you see growing or declining
over the next three years. We have selected some typical formats.
Data: TV Formats

5. Global Content
Compass 2014
Question: (…) Which audience segments do you plan to target
more and which less over the next three years?
Data: Target Audience
Music
Audience:
Only on
second
glance an
attractive
target
Not many platforms and
content providers plan
to target Music Lovers /
consumers in specific:
However, there are other
target groups that can
be an attractive target
group and who can be
reached with an
innovative music genre:
• Young Male Audience
• Ethnic Segments
• Technology Fans
Furthermore, it should
be noted, that the
Millenials are not seeked
after as targe.

6. Global Content
Compass 2014
Question: Which non-fiction genres see you growing/ declining in
your markets over the next three years
Data: Non-Fiction Growth
Music Genre:
Globally no large
growth potential
But perspective is
different for certain
markets
Details for Music Genre:
24% Will decline
29 % Stays the same
44% Will Grow
3% N/A
The perspective is different in markets
where our respondents expect larger
growth of new TV services; in specific in
Mobile TV growth markets.
Here more than 50% expect growth for
Music Genre.

7. Global Content
Compass 2014
Question: (…) Please, select each specific genre / subformat that
you see GROWTH in next three years
Specific Data: Selected Genres
Music as Niche:
Niche Music
Channels are seen
with good potential.
The view varies also
across markets and
the secret for growth
is in combining music
with other elements.
Niche Music channels are ranked third
amongst a pre-selected list of genre
specific TV channels for growth potential.
The responses show the way: combine
thematic news and music niche to
leverage each other for growth.

8. Global Content
Compass 2014
MUSIC TV
Details We have looked at the data in more details at those interview partners and
respondents, that:
• Believe music genre will grow / grow strongly
• Plan to target music audiences
• See growth potential for niche music channels
And found some common statistics amongst them
Distribution
Ranking
1. Satellite / DTH
2. Cable /MSO
3. Terrestrial
4. Mobile
5. IPTV
The respondents believe
more than others that
Social Media
Integration will
be a revolutionary
development for TV
Mobile TV
Viewing will
grow
exponentially
in these
markets
$
In markets with growth potential for
music genre, the respondents do
not believe PayTV is to grow.
Rather they see growth for
Advertising money and new
innovative ways to create revenue
streams
The respondents in favor of music tv are also above
average supporters of the idea that
• Integrating closely with social media will keep the
audience loyal
• It is impiortant to establish your platform / channel
as a trusted source of curated content
• Mobile TV requires tailor-made formats
Platform
Growth
In markets with growth poetntal for music
genre 8$% of respondents believe that
Mobile TV will grow strongest;
followed by 53% for IPTV, 38% for OTT,
30% for Satellite and only 23% for Cable
06
Typical Target
Markets:
(Southern) Africa
Lat Am
Parts of Europe
Take
Away
To grow music formats & channels, one has
to address less developed markets,
target young, trendsettiing audiences,
combine niches / themes (e.g. sports,
news, etc) and intgrate heaviliy with social
media and Mobile Viewing