The digital revolution comes of age

While technology is at the heart of the digital revolution, it is also at the centre of its woes. In 1946, 4.3 billion movie tickets were sold. In 2007 the figure just made it to 1.4 billion. Pink Floyd ‘The Dark Side of the Moon’, released in 1973 sold 40 million albums. In 2008, the number one selling album sold just 3.7 million copies.

As seen in the recently concluded BroadcastAsia 2009, we are now entrenched in the digital age of TV, broadband and mobile, where the classic distribution model of platform operator to consumer is dissolving. People are nowadays, using an array of digital tools, to create, distribute and consume content, anytime, anywhere.

Content providers and marketers tap into a vast arsenal of new technologies and services at their disposal to reach an ever-more sophisticated audience. They are today testing a myriad of different content on multi-platforms to differentiate their brands and content offerings. In such context, measuring success has become paramount to ensure they are wisely allocating their resources and budget.

In an ever expanding universe of choice and availability of media content, broadcast and internet tracking solutions are becoming critical tools for maximising content value throughout its life cycle.