A panel discussion titled “What Makes Content Buyers Tick and How Do They Find That Perfect Fit?” took place during the tenth NEM Dubrovnik. The discussion, moderated by Jonathan Broughton, head of strategy at EBU, explored the future of advertising, the role of creativity in the face of new advertising algorithms, and the importance of a human connection in the content industry.

Marek Solon-Lipiński, director of International Relations at TVP, shared some insights from the firm’s festival and forum, called “Heart of Europe”. This platform not only showcases existing productions, but also explores trends and facilitates connections between industry professionals. Through the event, TVP has gained a deeper understanding of audience preferences, explored content from other broadcasters and established networks across the region.

Katarina Pavlović, programme director at Prva TV and B92, emphasised the significance of collaboration among commercial TV stations in the region in order to foster creativity and idea sharing. While public broadcasters have an advantage in terms of cooperation, commercial stations can benefit from working together to identify content that may not suit their own stations but which could be a perfect fit for others.

Iza Piotrowska, director of Affiliate Sales and Business Development at ducktv, discussed the unique challenges of catering to a very specific audience of children aged six months to four years old. At ducktv, the content undergoes a rigorous process to ensure it is safe, relevant and suitable for the channel’s vulnerable audience. Piotrowska highlighted the importance of following market trends and technological developments in order to effectively reach their target audience.

Rahela Štefanović, editor-in-chief at HTV/Croatian Radiotelevision (HRT), emphasised the role of public-service media in educating the audience while also creating popular content. By focusing on developmental psychology, conducting ethnographic research and collaborating with independent producers, HRT has achieved significant success in creating engaging content for children aged zero to seven years old.

Pavlović highlighted the use of data in programming decisions at Prva TV and B92. The team relies on research, observation of how certain formats perform in original territories, focus groups and audience-behaviour analyses to make informed choices. Data play a crucial role in deciding when to introduce new content, when to end a series and how to transition the audience to new formats effectively. She also stressed the need to offer something fresh while still retaining the existing audience. This can be achieved by creating new slots, experimenting with different formats and tracking audience behaviour to ensure a smooth transition.

Jan Maxa, director of Content and New Media at Czech Television, discussed the challenges faced by public broadcasters and commercial broadcasters in transitioning from linear to non-linear platforms. Public broadcasters, funded by licence fees, have the freedom to explore new avenues without losing revenue streams. Commercial broadcasters, however, face more existential questions as they navigate the shifting landscape of advertising and content consumption. The panellists acknowledged that adapting to changing business models is crucial for both public and commercial broadcasters.

Štefanović highlighted the growing importance of OTT (over-the-top) platforms in reaching audiences. With the rise of streaming services, traditional broadcasters need to find ways to compete and remain relevant. Public broadcasters can leverage their extensive content libraries to establish their presence in the OTT space, while commercial broadcasters must strategise to attract and retain viewers in the digital realm. The panellists discussed the impact of targeted advertising and personalisation on the content industry. Solon-Lipiński emphasised the need to strike a balance between targeted advertising and preserving the privacy of viewers. Pavlović pointed out that personalisation can enhance the user experience, but it should not hinder creativity or limit exposure to diverse content.

The panellists agreed on the importance of building a genuine connection with viewers. Solon-Lipiński highlighted the role of public broadcasters in maintaining trust and credibility with their audience, while Pavlović underlined the power of storytelling and engaging narratives to establish an emotional connection. Piotrowska stressed the significance of creating content that resonates with the values and interests of the target audience.

The discussion touched upon ethical considerations and the role of regulation in the content industry. The panellists acknowledged the need for responsible content creation, especially when it comes to children's programming. Piotrowska emphasised the importance of adhering to strict standards and guidelines to ensure the well-being of young viewers.

In summary, the panel discussion shed light on various aspects of the future of content buying and the evolving content industry. It highlighted the importance of collaboration, creativity and audience connection in creating successful content. The rise of OTT platforms, the impact of targeted advertising and the need for ethical considerations were also discussed. As the content landscape continues to evolve, industry professionals must adapt, innovate and embrace new opportunities while staying true to their audience's needs and preferences.