Ovum analysts relate their day-by-day highlights at this year’s TV Connect
Jonathan Doran, Principal Analyst, Consumer Services, Ovum: Alex Green, Director of TV at BT, talked about the telco’s relatively recent expansion into media and broadcasting following the creation of BT Sport. Having taken a significant gamble by entering a field that seemed virtually sewn up by Sky, the operator says it is paying off, with its share price having doubled since its investment in costly premiership football rights. It was a calculated risk. The operator recognized that there is a degree of certainty with sports – in terms of consumer behavior – that is absent from spending on acquiring rights to movies, commissioning TV content, or producing original programming.
When questioned about the implications of going OTT to promote BT Sport to a wider audience, Green rightly pointed out that, given BT’s position as the UK’s broadband market leader, it already has a sizeable addressable audience and its focus remains on cementing its relationship further with the existing customer base.
BT Sport, like other BT TV services, is cross-promoted as a value-add to BT Broadband customers and its positioning highlights the key difference between telco TV operators and their cable or satellite counterparts, which is the fact that TV is primarily a vehicle for selling broadband rather than the other way around.