Title of the Page

 

A LOOK AT THE STATE OF THE INDUSTRY
A Revolution in Broadcast Technologies

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 broadcaster business model
• Content is delivered in new ways + viewed in new formats
• More options = less loyalty
• Buyers are under greater pressure to:
  • Invest in new technology (79%)
  • Select the correct technology from the alternatives (81%)
  • Make technology decisions more quickly to remain competitive (74%)

How do these Trends Affect Vendors?

• 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
• More than 50% now involve corporate management to a higher degree

What can Vendors Do?
Build your brand

• Build and maintain awareness of your company and what you 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

Build a foundation with those buyers who lead their company's adoption of technology.

What's the Next Step?
Cast a wide marketing net
Broadcast Engineering Targets Brand Builders and Burners - the decision-makers with the power to choose when and where to invest:

• 95% are involved in the purchasing process
• 83% are in the purchasing process at any given time
• 80% describe their firm as "aggressive in taking advantage of new/enhanced broadcast opportunities
• 66% are early adopters of new technology
• 42% describe their company's attitude as moving forward with most or all investments

 

 

86% of buyers want insight into a company and their equipment via a vendor's communication program

 

"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:
			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