Changing while re-inventing its business
“We are using Adobe Audience Manager to strengthen our digital transformation and go from multiscreen broadcasting to multiplatform logic,” explains Olivier Abecassis, CDO of TF1 Group. TF1 Group’s audiovisual offer was built around the TF1, LCI, HD1, TMC, NT1, TV Breizh, Histoire and Ushuaïa TV channels and was supplemented by its digital offer on the MyTF1 website.
“We are in a new ecosystem that combines broadcast and digital with totally different consumer habits. We are, of course, adapting our content offering to our audience and to these new habits, but above all, we are working toward offering new customer experiences to our advertisers and our audience,” he adds.
TF1 Group’s digital transformation is re-inventing its business as a producer and broadcaster of audiovisual content. Television is no longer the only media plug socket that can offer series, shows or films. It now constitutes the nexus of a multiplatform system that offers a multitude of ways to watch content. “We are embracing digital innovation to identify—or even anticipate—changing habits and adapt our offer to them,” says Abecassis.
The first stage of this innovation process begins with integrating digital into its broadcasting ecosystem, even if it means shaking up hierarchies and old mindsets. The French drama Bright-eyed Revenge was offered as a paid subscription on MyTF1 before being broadcast on the TV channel, without cannibalising audiences. The Young and the Restless has become a VOD bestseller.
“There are 40 million French people on the Internet and probably around 30 million use on-demand services. We are experimenting and testing without prior assumptions in order to develop our broadcasting model,” explains Abecassis. Diversifying the content offer should help the company expand its audience to include viewers who prefer digital media to television.