00:00Sous-titrage Société Radio-Canada
00:30of live TV must be compensated by all that is on-demand services as well from a B2B as a B2C perspective.
00:39And that is exactly what is happening today.
00:42Now the disruption as we call it from linear TV is in its fifth cycle.
00:48And CTV should and will be the new goal for local broadcasters.
00:52Not only for local broadcasters but certainly also for local broadcasters.
00:56We also saw that CTV is a very busy place.
00:58We don't only have the broadcasters but we also have the streamers, social channels, TV manufacturers and telcos.
01:05So the ones who said it's not that people don't like television.
01:10It's they don't like the television set.
01:12We're completely wrong.
01:13The television set is alive and kicking and stays the centerpiece of the living room.
01:20The Belgian ecosystem as we have seen from the UMA barometer is still holding strong.
01:25But competition is more than fierce.
01:28And we've seen from the interview with Erwin also that local content, community building, engagement, proximity and trust are key elements in, let's say, defending the local ecosystem.
01:39Now proof of impact as we saw close the loop type of measurement also like products like full CTV are important.
01:48Seamless creative integrations are important and simplicity and planning buying will also be crucial.
01:54Let's say agentic workflows to compete with what we call the Guffams.
01:59But how we call them today are the Mammans because NVIDIA we should also add as of today.
02:05Innovation remains key.
02:07And so we see walled gardens that are appearing.
02:10But we also see and encourage the open web and the interoperability between both will be crucial to have different ways of attacking this market.
02:20YouTube, 10 years ago, was lurking towards television and YouTube is becoming somewhere also for what we call the new television.
02:32International streamers are there and are flooding also our Belgian market.
02:37And the AVOT offensive, it's not a question of if, it's just a question of when.
02:44And fragmentation at the same time is also leading to new types of collaborations.
02:49It's very encouraging, I think, to see collaborations like TF1 and Netflix also for their international, let's say, Quest.
02:58And it's not only TF1 and Netflix.
03:01I think Sophie showed a lot of types of collaborations that are far from new, that are new, sorry.
03:09And that make that we choose as a broadcaster for different types of distribution where before it was only the telco distribution.
03:17Cross-media and cross-media ad measurement are and will be crucial for further growth of the video ecosystem.
03:25It will make the market more transparent.
03:27But for me, and I think the question remains somewhere, if politics shouldn't intervene in a sort of positive protectionism to assure our democratic values.
03:41Because, honestly said, for broadcasters, it's a rather unfair fight fighting those American giants.
03:48So, let's hope that politics will do something about it, because it should be a positive choice for and not against.
03:56But let's be honest, for Belgium, it's a rather small country, so broadcasters have a big challenge.
04:02Even if they work together within Belgium or, let's say, beyond their frontiers, it will still be a heavy thing to do.
04:12We'll see you next time.
04:24We'll see you next time.
04:25We'll see you next time.
Commentaires