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Viacom
Strategy & Research

Viacom International Media Networks is a leading global broadcaster

Objectives

In Central and Eastern Europe (CEE) Viacom has a strong position in music, youth, entertainment and kids genres.

As Viacom’s Pay TV Platform customers (cable, satellite and IPTV) started to launch VOD in the region they requested that Viacom provide them with additional rights, in some cases with no clear revenue opportunity.

Viacom approached 3Vision to help them build their understanding of the VOD market and the strategies adopted by other large channel groups, and to develop the best commercial and operational response to this opportunity.

Approach

We have in-depth knowledge of the VOD business globally. To help Viacom’s CEE team quickly build it’s knowledge of the VOD sector we delivered a briefing presentation covering:

  • Development of the VOD value chain and trends
  • VOD strategy of leading international operators such as Comcast, Sky UK, Virgin Media and UPC
  • VOD strategy of key Viacom competitors such as Discovery, Turner, Disney and HBO

We then worked with the Viacom regional teams to understand the opportunities and challenges with providing VOD to their customers. This covered important areas such as rights management, product definition and the commercial approach. We then together developed a thorough but straightforward set of principles that the Viacom sales team could follow in operator negotiations as well as an operational process for delivering VOD content.

Results

Viacom’s CEE sales team was able to move forwards with a clear and easily deliverable strategy satisfying operator’s requirements but meeting Viacom’s strategic objectives.

"Very professional in their approach - it is always easier to work with people who understand the TV channel world.”

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