No Petting Zoo, Really?

Austria's top online and digital media strategist of the Austrian Broadcasting Corporation (ABC), Herr Thomas Prantner, who's turn in office is about to complete its run this year has not been invited to this year's "Fighting Spirit Conclave" of his private business competitors for the throne of King of DMK (Digital Media Kasachstan).

Hybrid TV and Online

Given the fact that Herr Prantner - in stark contrast to his market driven colleagues - has shown for the last 4 and a half years that he and his team of eminent experts has been able to a) conceive and b) really really implement "central" strategies as we now finally comprehend since we have read this brilliant interview with Austria's top "media business - experts only" journal by Austria's top media and animal husbandry ethics guru. So, despite having amply demonstrated you are not really interested, listen up, private media sector bosses, there is a still one thing or the other to learn from the top man.

Wenigstens einer hört zu Wenigstens einer hört zu.

The Situation

While from the late seventies to the very early twothousands being the most attentive follower of public ideas was a sure receipt for winning and easily held its own against the so called first mover advantage, since the mid zero years, the rise of new global behemoths and the return of tiny screesn you need more and new stuff to land a coup in the media market place. Without a vision and a consequent precisely conceived and concisely formulated and understandable strategy nothing is to be won any more. This is precisely what most of the publishers in the german speaking world say the have but really lack and what distinguishes our protagonist here. A certain greed for the public's daily tribute to the destruction of our forests and the continued usage of rags seems to lock those guy's into text-heaviness and blindspottedness towards newer digital mind over matter innovations. Let us listen to to what T.P. has to tell us.

The Central Strategy

Wir haben unser zentrales strategisches Vorhaben, ORF.at zur multimedialen Plattform auszubauen und damit auch die Marktführerschaft im österreichischen Medien-Online-Markt abzusichern, erfolgreich umsetzen können.

This is were we can observe how it is done. It all looks simple and clear. But imagine all the work that is behind concisely formulated operationalised objectives. Getting the right terms selected is essential. And while private publishers still follow old time values and fetishes like "portal" and "services", here are nearly all decisive ingredients of the digital future: "platform", "multimedial", "leadership", "market", "successful", "implement", "secure", all neatly combined into 1 understandable statement. To quote an old truth, video pics say more than a thousand words. Think about it, publishers.

The Tactical Implementation

In a rare gesture of generosity, Herr Prantner not only speaks his strategic mind in public - which still is rather common with visionaries - he also details the revolutionary tactical elements, aptly split into 4 clearly distinguishable moves that have safely carried said strategy to the down range and even the green.

Erstens wurden die größten ORF.at-Angebote technisch und designmäßig optimiert, modernisiert und barrierefrei gemacht sowie die Integration von Videos verstärkt. Das ist z.B. bei „news.ORF.at“ und „sport.ORF.at“ bereits geschehen. „oesterreich.ORF.at“ und die neun Bundesländerseiten sowie „wetter.ORF.at“ werden noch heuer im Sommer folgen.

While now we have enumerated the essential elements of strategic conception above, this technical terms here are of comparable essentiality: "offerings", "technical", "design", "modernized", "freely accessabile" and "integration" of the next big thing, video, are the key components of deployment. Headquarter strategies aren't worth a penny if you cannot carry them downrange or as we used to say, if Charlie does not feel them applied to his bodily sensations.

Zweitens ist mit der Videoplattform ORF-TVthek die wichtigste Online-Innovation des ORF der vergangenen zehn Jahre entwickelt und erfolgreich realisiert worden. Heuer hatten wir im Schnitt bereits 8,5 Mio. Videoabrufe pro Monat, Top-Monat seit Bestehen der ORF-TVthek war – nicht zuletzt aufgrund der auch online intensiv genutzten Japan- und Libyen-Berichterstattung sowie Dancing Stars – der März 2011 mit 10,5 Mio.

Never shy of learning, always interested in aquiring and ingesting raw data and never afraid of applying shopkeeper's math to them, we have dug into some figures provided by the "Austrian Web Analysis" institution:

It seems in March of the running year, ORF was able to certifiedly gather some 330 million so called page impressions. Now if we get it right, page impressions are essentially a measure of text retrievals (whatever embedded in it). After a few quick calculations the tiny analytic team in our headquarters conclude the 10.5 million video request mean that roughly 3% of text retrieval interactions from the audience result in a video view. As we have been told that this seems to imply a breakthrough. Given decent growth a 5% share of video viewing seems in reach. These figures also clearly show that successful distribution of serious high quality and investigative content about countries in Africa (Libya) and Asia (Japan) is still possible if rightly applied. There is hope that our youthful internet generation is not that superficial at all and still interested in the world at large.

Are you interested in more. We will analyse moves 4 and 5 of the tactical detail soon enough. And no, the ORF might be no petting zoo, as Herr Prantner says but neither is the market place. Battlefield is everywhere. If you've got enough of the right attitude at least.

Thank you for listening and watching!

The Bonnie Situation

Postscriptum: Just to not become overenthusiastic we have to remind the p.t. audience that not all of Mr. Prantners tactics have succeeded as well as the above ones. Here ist a modest example from more recent history (fall '08) of a project that gave our staff the impression of not being quite completed yet.

PS In German the uptodate expression would not have been "kein Streichelzoo". As a matter of fact all girls nowadays say "kein Ponyhof".

 

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Thank YOU - you made my day. :)

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last updated: 08.04.18 18:48
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