STV are keen to engage with local businesses and they are doing a lot of ‘new stuff’ we probably aren’t aware of – that’s why in April we invited them along to tell us about ‘Digital STV – the Future’
To give us the low down on their vision and the reality of where TV is headed who better than STV’s Chief Executive, Rob Woodward, so when he agreed to come along we were delighted.
Rob’s commercial background is one we as businesses can’t ignore and there was plenty for us to learn about the commercial opportunities for business via the ‘box in the corner’ and also find out how TV is going to affect our lives and businesses differently in the future.
As soon as everyone was settled in their seats following a great ‘Corinthian’ breakfast we wasted no time in introducing Rob to the floor.
We are all familiar with the fortunes and success that Channel 4′s digital service has brought to TV, a strategy that Rob implemented during his time as Commercial Director at C4, so primed and ready our captive audience were all ears.
Rob opened by telling us viewers are no longer seen as audiences but now known as ‘consumers’ – we engage and control what we watch not the other way round and this is only going to become even more so as TV and the internet mash together.
STV are very evidently at the forefront of digital media and it’s clear they have a leading position in the market they serve. Of course, technology helps drive this forward but it’s definitely the people behind the scenes, those with the creative ideas and know how, that make it happen and Rob was quick to share a few tips with us about their team ethos and culture:
- Be accessible internally and externally
- Trust instinct
- Instil confidence in the team
- Know when to make change in your organisation
- Communication internally with staff is key – they must be informed
- Implement and measure your KPI’s
- Companies can ‘super perform’ by inspiring others to over achieve
During the Q+A, we were reminded of the dark days just 3 years ago when ITV were threatening legal action against STV which could have forced the station to close. Rob’s quick introduction of a ‘radical’ strategy around this time has now turned the station’s fortunes around, and with the legal action dropped we can see what success for STV now looks like:
- Three million unique views to their digital service every month, that’s over half the population of Scotland!
- Employment for over 600 freelancers from in and around the creative hub of Glasgow and Scotland over the next 12 months
- 140 hrs now commissioned for Antiques Road Trip from, yes, the BBC! – now STV’s biggest client
- STV Local coming to Aberdeen and Edinburgh
The 100 strong audience or should that be ‘consumers’, also got an exclusive, we were the first to see STV’s new commercial for the station which will hit our screens in the next few weeks. TV really is becoming data rich and understanding consumers in order to fashion delivery of content to suit consumers seems to be the way ahead, so we were delighted to hear it from the man in the driving seat Rob Woodward – thanks.
We were certainly all the better informed and well fuelled up, and all before 9am in the morning, it just goes to show, it can be worth getting up early after all.
Also thanks to Stewart Cunningham for snapping away at the breakfast. greatscotphotography.co.uk
