Microsoft sets out top OTT strategies

Tony Emerson

Reaching “totally new audiences” was one of the top five media and OTT strategies and business models outlined by Microsoft executive Tony Emerson at the OTT TV World Summit in London this morning.

Offering a number of case studies for successful OTT deployments, Emerson, who is managing director, worldwide media and cable for Microsoft, said Fuji TV was an example of a non-European company that had reached new, younger audiences by harnessing the power of the cloud.

Unlocking new niche markets was Emerson’s second cores strategy, which he said has been exemplified by NGSN, which has bought the US streaming rights to non-top tier international soccer leagues and is offering it to viewers on an over-the top basis.

Number three, according to Emerson, was enhancing and growing existing broadcast or linear revenues, as NBCU did by offering streamed coverage of the Sochi Olympics.

“Create a better viewing experience” was the fourth strategy, while number five was “create a closer connection to your audience / fans.”

Emerson said Real Madrid was a good example of the latter. Microsoft partnered with Real Madrid earlier this year to launch an app for the football club, to help it reach and get more information about the football club’s global fanbase.

He said that 95% of Spanish team’s total fanbase turned out to be outside Spain, with Indonesia a particularly large fan market.