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In the study "Prominence visualized", Dialogic examines the findability and visibility of audiovisual content of general interest.
In the current digital and multimedia era, the possibilities for distribution, offering, and viewing audiovisual content have greatly increased. Not only through TV package providers (ZiggoVodafone and KPN), but also increasingly through on-demand video services via the internet (Netflix, Videoland, and Disney+), social media channels (YouTube, Vimeo), and tech platforms (Apple TV, Google TV, and Amazon Prime). The downside of this development is that the findability and visibility of specific media services, in the ever-expanding content offering, is at stake. This particularly applies to content of general interest (especially news and information, education, and culture), as we know it from public broadcasting, but which can also be offered by non-public broadcasters.
Prominence is the extent to which certain media offerings stand out compared to other offerings in, for example, electronic programme guides (EPG), video interfaces and catalogues, as well as in recommendations and search algorithm results. The European Audiovisual Media Services Directive (AVMSD, Article 7 bis) gives Member States the option to impose specific obligations regarding the visibility of content of general interest, in pursuit of objectives concerning cultural diversity, media pluralism, and freedom of expression.
For the Ministry of Education, Culture, and Science, Directorate of Media and Creative Industries, we investigated how the due prominence of media offerings or services of general interest in the Dutch media sector can be approached and organised in an optimally future-proof manner.
The research was carried out by Dialogic in collaboration with Paul Rutten Research and Bart van der Sloot. The report was presented to the Dutch House of Representatives and Senate by Minister Slob on 25th October. Read the relevant Chamber letter here.
Want to learn more? Ask Sven Maltha or download the research report here.