A new content distribution strategy is needed for media content

Distribution methods for online media content provide improved audiovisual discovery

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Day: May 10
Time: 9:00AM - 9:40AM

The keynote features the pivotal moments in recent history that led us to this Age of Abundance. How did we come to be bombarded by content? How did we get from “must see TV” to “there’s too much to see on TV”? Without dwelling too much on the past, the keynote sparks the conversation, raises key points and encourages you to think outside the box. While you may be left with more questions, providing no answers, this is the perfect start to the Discoverability Summit!

Video summary

A new content distribution strategy is needed to improve audiovisual content discovery for consumers in the new digital environment. Traditional methods of media content distribution aren’t working in the age of the Internet, smartphones, and broadband applications. Similarly, traditional promotional and marketing techniques are losing their power. At the Discoverability Summit, filmmakers, producers, data analysts, and entrepreneurs get together to find new distribution strategies and improve discoverability for the video content consumer. Over history, original inventions mutated to serve a different, more successful purpose. This summit explores the different models for creation, discovery, and export of Canadian audiovisual content.

Experts in this video

Government Film Commissioner and Chairperson of the NFB

Associate Professor and Manager, Media Production Program, Ryerson University

Chairman and Chief Executive Officer, CRTC

Video transcript excerpts

“Too rarely do filmmakers, division executives, data scientists, musicians, academics, writers, archivists, game developers, public servants, and entrepreneurs meet on common ground, with a shared initiative, seeking approaches to ensuring that in the algorithmic world audiences, both here in Canada and globally, can easily discover our content.”

“We said, ‘What a neat toy the internet is.’ Right? This whole internet thing will never be in competition for our listeners and viewers. It’s just for print. Insert pity here for the print people of course. Sure, people are putting up some low quality audio and some little, tiny low-resolution videos, but this whole internet thing will really never take off because the bandwidth will never be big enough for audio and video. Right? How’s that working out?”

“The traditional ways of discovering content aren’t enough any more…We really want to create that spark to ignite new thinking, new ideas, new approaches to audiovisual content discovery.”

“You will also have an opportunity to hear about the strategies some of our panelists used to find success in the international market, but also learn from what did not work.”

“The overwhelming majority [of millennials] do not watch content through a traditional television service provider. Their primary source of content is the Internet. [Their} first thing is to find out what’s on YouTube and go on from there to their smartphones. With broadband and a slew of apps at their disposal, consumers and citizens have the power of ‘now’ in their hands, the power to choose, when the whim strikes, to watch or listen to this or to that as they please. This is why discoverability is relevant.”

“Traditional promotional and marketing techniques are not entirely as effective as they once were. Don’t abandon them, but how do we build on them? What, then, can be done to bring content and viewers back together again?”

“Audiences can be so paralyzed by so many choices that they revert to the familiar. I think we can all agree with conviction that Canadian creative productions are remarkable and that our filmmakers and television creators are superbly talented, but that their work is not exactly familiar or familiar enough.”

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