Building Product at a Media Company in a Digital World
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This document summarizes a presentation about building products at a media company from the Director of Product Management at Disney. It discusses how connectivity and digital distribution have changed consumption of media from physical to streaming. It outlines the components of a modern over-the-top (OTT) streaming stack and internal tools. It identifies opportunities for old media companies to be bold storytellers, shift from audiences to users through product analytics, and evolve production workflows. Challenges include conflicting strategies within companies and balancing innovation with stable streaming quality. The document promotes product management training to help media companies navigate new technologies.
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Building Product at a Media Company in a Digital World
- 1. www.productschool.com Building Product at a Media Company by Dir of PM at Disney
- 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
- 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
- 4. Corporate Training Level up your team’s Product Management skills
- 5. Rachel Bailin S P E A K E R
- 6. 6 By Rachel Bailin Building Product at a Media Company
- 8. 8 Change is the only constant
- 9. 9 Connectivity is shifting our habits
- 10. 1 0 ONLINE OFFLINE Celluloid > Theater Chains > Projector Video Tapes > Retailers/Rentals > VCR Network Broadcast > Local Relay > TV Antenna Channel Feed > Cable Providers > Cable Box Audio Master > Record Store > Home Stereo Digital Simplifies Distribution Stream URL > Any Internet Connection > Any Device
- 11. 1 1 Digital Enables New Experiences Video On-Demand User-Generated Content Personalization Bookmarking HD & 4K Virtual Reality Interactive Streams Metadata Likes & Commenting 20th CENTURY 21st CENTURY 1878 - Motion Picture 1895 - Radio 1896 - Movie Theaters, Film Camera 1927 - Talkies 1928 - Television 1932 - Color film 1950 - Cable TV 1976 - VHS
- 12. 1 2 PART 1: OLD MEDIA
- 13. 1 3
- 14. 1 4
- 15. 15
- 16. 1 6 CMS/VMS: Assets, Categories, Metadata, Schedule Engines Ingest Assets CORE UX: Organize Catalog for Discovery, Retention, User Flows Google BIZ RULES: Paywalls, Ads, Auth, Analytics, Entitlements, Location, Blackouts, Etc Mobile UX Syndicate to Partners VIDEO STACK: Encoding, Clipping, Pipes to Cloud Web UX Living Room UX Product Orchestration Layer A MODERN OTT STACK, END-TO-END, IN 2019 Apple Facebook Amazon Etc iOS Android Web Chromecast Mobile Web Roku XBOX / PS Fire TV Apple TV Etc CLOUD: Storage, Security, CDN, Caching, Failovers Delivery
- 17. 17 “Oh no”
- 19. 19 Old Media Opportunity BE THE BEST STORYTELLERS • Send high-value content to SVOD • Keep investing in bold, visionary productions • Resist over-personalization
- 20. 20 Old Media Opportunity SHIFT FROM AUDIENCES TO USERS • Product Analytics instead of Nielsen, ComScore • Quit thinking in outdated demographic boxes • Build clear, delightful user experiences
- 21. 21 Old Media Opportunity EVOLVE PRODUCTION • Streamline workflow with cloud tools • Align production with the user experience • Explore user-generated content • Keep hiring best in class content teams to partner with Product
- 22. 22 Culture of Tech Business Uncertainty Old Media Challenges Conflicting Strategies
- 23. 23 If you ask 5 different executives at a studio what their digital strategy is, you’ll get 7 different answers.
- 24. 24 PART 2: NEW TECH
- 25. 25
- 26. 26
- 27. 27
- 28. 28 Nobody knows anything. Not one person in the entire motion picture field knows for a certainty what's going to work. Every time out it's a guess and, if you're lucky, an educated one. William Goldman
- 29. 29 Deep Understanding of Users Global, Localized Subscriber Base New Tech: Opportunities Innovate — New Experiences Best Streams — Stability, Security, Quality
- 30. 30 Cultivating Brand, Trust, and Voice Production Culture New Tech: Challenges Take Risks — Can’t Optimize Storytelling
- 31. 31 Finish
- 32. www.productschool.com Part-time Product Management Training Courses and Corporate Training