OSN is the leading pay-TV network in the MENA region, and TV Connect MENA (2-3 November 2015 Jumeirah Beach Hotel, Dubai) keynote speaker, Medea Nocentini is VP for corporate development, and in charge of strategy, strategy planning, market intelligence, as well as programme management.
Here she shares how OSN utilises consumer insight to tailor its next gen offerings…
IP&TV News: Hi Medea, first of all, could you tell us about OSN’s principal TARGET demographic?
Medea Nocentini: More than 50% of the population in the MENA region is below 25-years-old – it’s a very young demographic no matter what segment you cover. At OSN, we have something for everyone. We offer the widest choice of brand new premium Western, Arabic, South Asian and Filipino entertainment in the Middle East and Africa so in that sense anyone who wants to consume premium entertainment would be our target demographic.
We offer different services and products, from pay-TV (DTH or cable) packages for the entire family to digital products and services that target individual household members.
How is OSN tailoring products to cater to this younger demographic?
Digital platforms and distribution channels provide many opportunities to broadcasters such as OSN. In the OSN offering, there are multiple digital products, such as GO Online TV, that target younger consumers, as well as digital platforms, such as OSN Play, that offer anytime, anywhere viewing options for all household members. Nonetheless there are digital distribution challenges in the region, in particular the lack of digital payment gateways and the low penetration of credit cards, but also digital piracy that is increasing as much as digital consumption.
So tell us more about the research you’ve been doing?
We monitor consumption and preferences in terms of favourite content genres and programmes as well as broader entertainment and digital consumption, such as gaming and e-commerce. Although we tend to focus on our customer interaction with our products and services, digital behaviour is a big part of it, so we also monitor digital trends in the region, such as penetration of broadband, smart phones, and social media usage and how much people consume TV content online or on mobile.
Tell us about some of the patterns you’ve established through this research?
In the past five years the growth of digital consumption and social media consumption has been exponential, to the point where we feel that many of the regional consumers are actually leapfrogging a lot of steps we observe in developed markets – for instance, they are jumping straight into smart phone and mobile consumption. We also see a very early adoption of new social media platforms – a good example is Instagram, which is growing at a faster rate than Facebook in the region.
You’ll be attending TV Connect MENA next week. What’s the attraction of this conference?
I’ve attended the conference many times: I really enjoy the networking and discussions. The media and broadcasting sectors are evolving so fast, it’s always good to have a discussion around hot topics. For people like me that have been in the sector and the region for a while, it is also a great opportunity to catch up with friends and hear their opinions.