{"id":502500,"date":"2020-03-05T12:07:00","date_gmt":"2020-03-05T12:07:00","guid":{"rendered":"https:\/\/www.capgemini.com\/?p=597288"},"modified":"2025-03-26T09:58:07","modified_gmt":"2025-03-26T09:58:07","slug":"the-new-era-of-media-how-moving-from-push-to-pull-changes-the-game","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/pt-en\/insights\/expert-perspectives\/the-new-era-of-media-how-moving-from-push-to-pull-changes-the-game\/","title":{"rendered":"The new era of media: how moving from push to pull changes the game"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs header header-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>The new era of media: how moving from push to pull changes the game<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/pt-en\/wp-content\/uploads\/sites\/42\/2021\/05\/Madan-Sundararaju-2-6.jpg?w=360?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Madan Sundararaju<\/h5><h5 class=\"blog-date\">March 5, 2020<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content section--story-content article-body\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/pt-en\/insights\/expert-perspectives\/the-new-era-of-media-how-moving-from-push-to-pull-changes-the-game\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/pt-en\/insights\/expert-perspectives\/the-new-era-of-media-how-moving-from-push-to-pull-changes-the-game\/&amp;text=The%20new%20era%20of%20media%3A%20how%20moving%20from%20push%20to%20pull%20changes%20the%20game\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/pt-en\/insights\/expert-perspectives\/the-new-era-of-media-how-moving-from-push-to-pull-changes-the-game\/&amp;text=The%20new%20era%20of%20media%3A%20how%20moving%20from%20push%20to%20pull%20changes%20the%20game\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>Technology has dramatically transformed the media industry over the past decade. Streaming services such as Netflix, Hulu, and Amazon have turned the traditional media model on its head, and exciting new virtual and augmented-reality capabilities enable audiences to interact with their favorite content like never before.<\/p>\n\n\n\n<p>As impressive and swift as this streaming revolution has been, with millions of viewers every year cutting the cord on traditional cable, its success comes down to one thing: the viewer experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-push-vs-pull-media\"><strong>Push vs pull media<\/strong><\/h3>\n\n\n\n<p>People want to dictate life on their own terms: there is something liberating in doing what you want, when you want. This is fueling the mass-media migration we see today. Sitting down, bringing up a vast library of content, and finding the perfect show is an empowering experience.<\/p>\n\n\n\n<p>Instead of pushing content out in predetermined blocks and forcing its audiences to make time to watch, these new media titans have flipped the script, pulling viewers in with comprehensive libraries they can access whenever they want. This concept may seem basic, but it is the true differentiator in today\u2019s new media age.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-data-fueled-engagement\"><strong>Data-fueled engagement<\/strong><\/h3>\n\n\n\n<p>The transition from push to pull represents a profound shift in the media industry, but the real value for media companies lies in something much simpler: data.<\/p>\n\n\n\n<p>When you sign up for, say, Netflix, you gain access to a massive catalog of content. At the same time, Netflix gains the ability to gather data on you. As you watch programs, Netflix takes that data and, in conjunction with demographic information you provided when signing up, builds a complex profile of you. This profile then fuels personalized recommendations, offers, and communications.<\/p>\n\n\n\n<p>These personalization-enabling rich data sets are the holy grail for today\u2019s media industry. In sports, for example, our award-winning Capgemini Research Institute found that more than 60% of fans will <a href=\"\/pt-en\/insights\/research-library\/tech-in-sports\/\">increase their engagement with a team after having a positive, personalized game-watching experience<\/a>. With more touchpoints than ever, media organizations need to rely on personalized audience data \u2013 not just programming \u2013 if they want to find success in this new era.<\/p>\n\n\n\n<figure class=\"wp-block-image\" id=\"attachment_449475\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2020\/03\/OTT.jpg\" alt=\"\" class=\"wp-image-449475\"\/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/simpli.fi\/display-advertising\/ott-ctv\/\">Source<\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-building-a-platform-for-success\"><strong>Building a platform for success<\/strong><\/h3>\n\n\n\n<p>While the streaming giants may have gotten a head start, there is still profound opportunity in today\u2019s evolving media landscape for players to transform into personalized, data-centric organizations. Instead of hedging on paywalls and experience-ruining revenue strategies, companies need to invest in understanding their audiences at an individual level.<\/p>\n\n\n\n<p>This is not an easy recommendation to follow, and no media company out there really executes this personalization model perfectly \u2013 but by looking to the future and identifying key challenges and initiatives, organizations can begin to realize their transformational objectives and interact with their audience like never before.<\/p>\n\n\n\n<p>Madan&nbsp;Sundararaju is a Vice president and Media Market Segment Leader at Capgemini. For the last 10+ years, he has specialized in digital and emerging trends in broadcast media and implementing core M&amp;E for a number of Fortune 500 companies. For more information, reach out to him at <a href=\"mailto:madan.sundararaju@capgemini.com\">madan.sundararaju@capgemini.com<\/a><\/p>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/05\/Madan-Sundararaju-Feb2019-1-1.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/05\/Madan-Sundararaju-Feb2019-1-1.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/05\/Madan-Sundararaju-Feb2019-1-1.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h3 class=\"profile-title\">Madan Sundararaju<\/h3><p class=\"box-position\">Expert in Media &amp; Entertainment, Mobile<\/p><ul class=\"social-nav social-nav-icons\"><li><a aria-label=\"LinkedIn\" href=\" https:\/\/www.linkedin.com\/in\/madansundararaju\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><div class=\"col-lg-8 desc\"><p class=\"authorDesr\">I am\u00a0 a change agent and strategic oriented IT executive who is highly effective at developing solutions.<br>Over the last 22 years, I have successfully designed, developed and implemented enterprise IT solutions, managed staff in multiple regions and partnered with client executives to provide technology vision. I have been focusing on Media &amp; Entertainment for the last 12 years in the areas of Broadcast Media, TV, D2C\/OTT, Film\/Studios, Social Media, Digital Marketing.<br>My team and I have helped Fortune 500 clients to implement core M&amp;E solutions like Digital\/Media Asset Management, Consumer Intelligence, Direct to Consumer, IP Rights Management, Ad\/Sales\/Traffic Systems, Theatrical Distribution systems, Title Management, Event\/Promo\/Talent\/Contract Management for Media, Predictive Olympics Reporting, Digital Media Delivery, Cross Platform Mobile Applications and large transformational ERP, AMS systems.<br>Currently I lead the Media Market Segment team for Capgemini in North America.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":103,"featured_media":502501,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[251,252],"brand":[],"service":[],"industry":[28],"partners":[],"blog-topic":[83,219],"content-group":[],"class_list":["post-502500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-entertainment","tag-media","industry-media-entertainment","blog-topic-data-and-ai","blog-topic-innovation"],"yoast_head":"<!-- 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