Today's broadcast engineers are in the midst of a technology revolution that is changing the definition of their business, customer expectations, and the speed and breadth at which content is delivered.

Impact of Changing Technology:

• New definition of the broadcaster's business model
• New ways media content is delivered (IPTV, mobile devices, etc.)
• New formats via which content is viewed (HDTV, 3D, etc.)
• Increasing customer expectations

Customer Loyalty is Changing:

• Caused by expanded options and changing consumption patterns
• Less loyal to traditional programs, networks, and media used to access content

Broadcasters are Under Greater Pressure:

• To invest in new technology (79%)
• To select the correct new technology from the alternatives (81%)
• To make technology decisions more quickly to gain/retain competitive edge (74%)

Broadcasters Feel Decisions Bring Greater Risk:

• 2/3 of broadcast professionals feel more risk when making a decision about technology investments
• More than half of broadcasters now involve corporate management to a higher degree

As a Result, Vendor Relationships are Changing:

• 59% of buyers require more support
• 54% hold vendors more accountable for performance
• 52% have a more rigorous and analytical evaluation process
• 80% are more likely to evaluate a broader range of technology/vendor options before purchasing

WHAT CAN VENDORS DO?
Build Your Brand

As buyers continue to make more objective decisions and evaluate a wider range of companies before purchasing, it becomes increasingly critical to brand your products more aggressively to:

• Build and maintain awareness of your company and what your stand for
• Create perceptions about the quality of your products/services
• Position your products/services vs. the competition
• Build preferences among buyers before they enter the purchasing process

The Goal: Lay the proper foundation with those buyers who lead their company's adoption of technology.

WHAT'S THE NEXT STEP?

Team up with Broadcast Engineering the media source that reaches the decision makers positioned to choose which brands are worth investing in—and when. An integrated marketing program with Broadcast Engineering's leading suite of media is where you will build your brand, identify prospects and increase sales.

"The Broadcast Industry: Changing Dynamics in the Adoption of Technology," an independent study conducted by Martin Akel and Associates, June 2010

CONTACT YOUR SALES MANAGER

Emily Kalmus - Eastern Sales Manager 312.840.8473 emily.kalmus@penton.com

George W. Watts III - Western Sales Manager 360.546.0379 georgeww3@aol.com

Richard Woolley - International Sales Manager +44.1295.278407 richardwoolley@btclick.com

Julie Dahlstrom - Inside Sales 312-840-8436 julie.dahlstrom@penton.com