by Aurelien Lesné , published on 26.08.2010

Available online, the summary of the Bearing Point and Mediametrie studies “Transmedia, digital, new behaviousr: the multimodel as new media horizon?” explores the challenges brought on by the digital revolution on our media consumption.

First conclusion: the penetration rate of digital TV units as well as the average viewing time per person are progressing. However, this progression is also marked by a constant fragmentation of audiences with TNT and non-linear offers among others.

The evolution of the market is therefore marked by:

• an increasing disintermediation forcing us to rethink the value chain
• a more complex multichannel offer with, on the one hand, traditional channels with important structure costs and on the other hand, emerging channels with revenues that are still fragile.
• and evolution of the client relationship, as he is now empowered to call upon his own network and communicate directly with the media providers on their editorial orientations.
• an unsynchronized and non-linear consumption that forces us to redefine production and distribution models.

In order to respond to those challenges, the study proposes a more integrated model that would be able to support the evolution of these new consumption patterns: the 4C (Content, Channel, Context, Client). The goal is to coordinate the different channels by adapting the nature of the content to the context of its consumption.

However, this model implies that we must rethink content production and distribution models according to four axes:

• better coordination of editorial offers, taking into account audience consumption and circulation.
• mastery of rights and contents in order to focus investments on the making of distinctive content that will be able to differentiate itself from the competition.
• better management of the client relationship through the multiplication of contacts as well as editorial and commercial exchanges.
• the implementation of modular offers (membership, pay as you go) focused on precise targets in a defined consumption context (the “time to market”).

You can find the summary of this study online.