Unit 4

Syllabus
Understanding dynamics of revenue streams of satellite channels i.e subscription v/s advertising
revenues: Digitization – Advantages & Govt. Mandate/ Ruling. Future trend: Concept of
embedded advertising. Resource requirements for various types of channels depending on
their content strategy. Career opportunities in satellite broadcasting space.

Digitalization Advantages and Government Mandate.

Digitalization
This new digital era can be daunting and worrisome for some, especially the older generation
who often disapprove of this new way of doing things. Here, we take a look at the advantages of
digitalization.

Advantages

a) The digital era brings all kinds of information to our very fingertips thanks to the
centralisation and accessibility of data. For example, people now rely heavily on computers
and mobile phones with internet, which give you an immediate answer to any questions you
might have.
b) Digitalization has also transformed our ability to communicate, with numerous apps which
allow us to send messages to each other immediately and in many different formats. For
example, mentioning someone’s name on a social media post or doing a video call.
c) We are also better able to communicate new ideas thanks to digitalisation, which helps them
to spread more quickly. We no longer only have access to the thoughts of the wealthiest,
most powerful members of society; anybody has the ability to get their message out there
now.
d) Digitalization has opened up a new world of opportunity when it comes to jobs, due to the
remote working that the internet has allowed for. There are now completely new job roles
like internet technology specialists, and anyone can open their own online business which is
an amazing new advantage.
e) Lastly, it has increased commercial competition so much that consumers now have so many
more options to choose from, which is a positive as it means that we are no longer dictated to
by the biggest companies and the prices they decide to charge. The digital era is also bringing
digital currency which makes financial exchanges faster and easier, which is especially
advantageous for international trade. There are some consumers that believe cryptocurrency
may become the most popular type of currency soon. Consumers that wish to buy and sell
cryptocurrency can setup a free account in a matter of minutes on one of the world’s largest
providers, Binance.
f) More and more businesses are adding value to their collections through developing
digitization initiatives. Each organisation has different priorities but the benefits of
digitisation include:
1. Access: The information in documents can be published in a number of ways and made
available to global audiences, so that access is no longer restricted to those able to visit the
physical location, saving time and travel costs. There is also the ability to access existing
resources previously limited by their format, such as large maps and materials stored on
microfilm.

2. Generating income: Many documents contain information that can have a commercial value
when presented to the right audiences. Digitisation unlocks this potential to create new income
streams.

3. Brand: Opening up your archives can benefit your brand by inspiring new audiences and
raising the profile of the institution. Many modern brands are rediscovering the value of their
‘brand heritage’.

4. Searchability: Capturing the right descriptive data from a digitised document makes finding
relevant content much easier, and helps maximise research efficiency.

5. Preservation: Following digitisation, physical documents will not need to be accessed as often,
therefore reducing potential damage caused by handling.

6. Interaction: Digitised content is versatile and can be used to communicate with customers
across a range of channels. It is a particularly strong tool for social media, opening dialogue
with customers and encouraging activities like crowdsourcing and blogging.

7. Integration: Records can be integrated with digital systems and made readily discoverable
within digital catalogues.

8. Disaster recovery: Paper records are vulnerable to many risks. Digital copies ensure
information remains retrievable if a site disaster leads to loss of analogue formats.

Government Mandate
Public governance can be thought of as a system of institutions, strategic processes and tools, as
well as rules and interactions by which public decisions are made and executed. More concisely,
public governance refers to the formal and informal arrangements that support decision-making
in public policy and service delivery.
National digital government strategies are developed with the aspirational goal of turning them
into tools of governance in the efforts to modernise the public sector. They put forward a vision
statement for the digitalisation of government and the future of service delivery and policy
making. This shared vision sets common objectives and provides a unique opportunity for
aligning political, administrative and technical efforts in favour of the goals stated in the strategy.
As such, strategies are indeed an instrumental piece of what makes up the virtuous circle of
digital government implementation.
Governance is perhaps the single most critical aspect in ensuring the strategic action of
government. Indeed, the digital transformation of the public sector, as that of the economy and
society, entails power shifts, new expectations and anxieties associated with change. The
relevance of governance frameworks is that they endow governments with the ability to cope
with change. Indeed, they allow governments to work out the expectations and views of all
relevant stakeholders, build wide ownership of vision for the future, co-ordinate actions in view
of attaining specific objectives and, just as importantly, governance frameworks enable the
public sector to restructure and repurpose governments’ workflows and resources to make the
digital transformation possible.
Ultimately, governments strive to have a strategy that both effectively prepares for, and shapes,
the future. For this they need a governance structure that effectively channels energies and
resources to those ends, enabling governments to deliver services and policies that respond to the
needs and expectations of networked societies. These elements can lead to a virtuous circle if
they are linked to a robust monitoring system and to feedback loops providing data for the
continuous improvement of government operations.

Understanding Dynamics of Revenue Streams of Satellite

a) The satellite communication (satcom) world is divided into broadcasting and broadband
services. Traditionally, the main business of satcom operator is the broadcasting of
television content. Over the last decades, the consumers’ consumption is shifting from
broadcasted content towards on-demand streaming, resulting in a shrinking satcom
broadcasting sector. Therefore, the whole industry is moving towards the growing
broadband sector, i.e., providing internet access to airplanes, cruise and cargo ships, remote
areas, backhauling of Wi-Fi and 4G/5G hotspots, and trunking.
b) In particular over the last few years, the transition towards broadband gained momentum
with several companies entering the market. In particular, several Low Earth Orbit (LEO)
constellations are proposed that provide throughput in the multiple Tbps range, with
Telesat , OneWeb, and SpaceX being most prominent. But there are also plans for smaller
Medium Earth Orbit (MEO) and Geostationary Earth Orbit (GEO) constellation. For
example, Viasat-3 will provide multiple 100 Mbps by 2020. SES will add with mPower
seven satellite to their current O3b constellation in 2021, and launch in the same year the
GEO satellite SES- 17.
c) All of these new constellations fall into the class of high- throughput satellites (HTS).
These new satellites are designed for different orbits and have different sizes, there is one
key development that will change how satcom operators manage their satellites: flexible
payloads. This flexibility is enabled by digital transparent processors and phased arrays,
and it allows for the dynamic allocation of resources. Depending on the technical
implementation, the degree of flexibility ranges from adjustable power only to a full
control over frequency assignment, beam pointing, and beam shape.

d) While these new flexibilities offer great opportunities, they also come with challenges,
in particular operational ones. Controlling the many degrees of freedom is no longer
 manually feasible and requires a Dynamic Resource Management (DRM) system.

The DRM receives input data from gateways and customers, generates an optimal control, and
pushes it to the satellite. This in return affects the downlinks to gateways and customers, and
hence closing the control loop. The DRM must be able to react dynamically to changes. This
introduces new capabilities to regulate resources since the ground segment is now directly linked
with the satellite payload control.

At the core of the DRM is an algorithm that handles the resource allocation. It determines how to
match resources to a demand pattern while minimizing the satellites’ resource consumption. The
main resources of a satellite are its power and frequency spectrum. In fully flexible payloads,
these are available as a pool and the DRM decides how to optimally split up the pool between the
customers. The decisions fall into four categories: power, center frequency and amount of
spectrum, beam pointing, and beam shape.

Most of the work on resource allocation is in the first category: power allocation. Author
experiment with various algorithms techniques: Aravanis, París, He, and Durand use
metaheuristics. Convex optimization is applied by Wang and Deep Reinforcement Learning by
Garau. The frequency assignment problem is less studied with París and Cocco applying
metaheuristics, Hu and Liu, Deep Reinforcement Learning, and a Park a binary search heuristic.
Beam pointing and beam shape are addressed by Camino with linear programming and by
Kyrgiazos with a self-organizing map. Pachler developed two heuristic algorithm to solve the
frequency assignment and beam pointing problem with particular focus on LEO constellations.

While the authors use different approaches and optimization techniques, they all arrive at the
same conclusion: resource consumption is reduced by allocating resources more dynamically
(enabled by flexible payloads). However, the current literature does not detail how the freed-up
resources translate to a boost in revenues. Since the new digital payloads and phased arrays come
with a cost premium, it is crucial for satcom operator to understand how they can leverage this
technology.
CONCEPTS OF EMBEDDED ADVETISING
Product placement, also known as embedded marketing, is a marketing technique where
references to specific brands or products are incorporated into another work, such as a film or
television program, with specific promotional intent. Basically, Embedded marketing, product
placement and branded entertainment are all terms that mean the paid placement of brands
within entertainment channels such as movies, television, and video games. As advertisers
have become increasingly concerned about the efficiency and effectiveness of traditional
advertising placement in television, radio, and print, they have turned to alternative approaches
such as product placement.

Product placement occurs when a company pays the producer or creator of an entertainment
product to incorporate its brand within the show, film, or game. The amount of compensation
or monetary consideration paid for placement varies and depends on the potential audience and
prominence of the placement. Some product placement involves more subliminal placement of
the product within a scene or visual. Others includes spoken lines that make mention of the
brand or its products.

The purpose of embedded advertising is to sell something - a product, a service or an idea. The
real objective of advertising is effective communication between goods and clients and
increasing awareness. Mathews, Buzzell, Levitt and Frank have listed some specific objectives
of advertising.
 To make an immediate sale.
 To build primary demand.
 To introduce a price deal.
 To build brand recognition or brand insistence.
 To help salesman by building an awareness of a product among retailers.
 To create a reputation for service, reliability, or research strength.
 To increase market share.

RESOURCE REQUIREMENT FOR VARIOUS TYPES OF CHANNELS DEPENDING

ON THEIR CONTENT STRATERGIES.
What is a content distribution strategy?
A content distribution strategy is a plan that helps an organization disseminate its content,
whether it's promoting the latest blog post or sharing a new E-Book. Publishing content can only
take you so far; a content distribution strategy makes sure that content is seen by the world.
Some of the factors to consider while selecting a channel of distribution are:

 The Nature of the Product

 The Nature of the market
 The Nature of Middlemen
 The nature and size of the manufacturing unit
 Government Regulations and Policies
 Competition.

What is the most important element of

your content distribution strategy?
Conduct audience research:
 The starting point for a great content
distribution strategy is audience
research.
 You want to reach the right audience
rather than everyone on the internet.
 Research your target audience to
reveal who they are, including which
content types they prefer and where
they spend their time online.
What Is Content Distribution?

Content Distribution is the act of promoting content to online audiences in multiple media
formats through various channels. These channels can be categorized into three groups: Owned,
Earned, and Paid.

 Owned Content Distribution: This includes distributing content to web properties that

belong to you, like your blog, email newsletter, social media, or microsite.
 Earned Content Distribution: This is when third parties distribute your content or content
about you through press coverage, guest article contributions, retweets or shares, or product
reviews.
 Paid Content Distribution: This is when you explicitly pay for content distribution.
Payment could take many forms, but often works on a cost-per-click (CPC) model where the
owner of the content pays a certain amount every time someone clicks through to view the
content.

How does Outbrain Content Distribution work? With example:

Outbrain falls into the paid content distribution bucket. Our content recommendation modules
are installed on thousands of premium publications around the world. Websites like CNN, ESPN,
Time Inc, and the Washington Post, entrust us to serve interesting articles and videos to their
engaged audience of readers, and our algorithms personalize these content recommendations to
each individual consuming content on these premium publications. Marketers pay using a cost-
per-click bidding system to show up in these modules.

CAREER OPPORTUNITIES IN SATELLITE BROADCASTING SPACE.

Meaning
Satellite radio is a type of digital broadcast, which transmits audio signals over large areas with
greater clarity and consistency than conventional radio. Communications satellites located in
geostationary orbit about the Earth are used to send television signals directly to the homes of
viewers—a form of transmission called direct broadcast satellite (DBS) television.
 Career Opportunities:
Broadcasting jobs include a range of positions for technicians, announcers, managers, and
other personnel. The development of radio and television programs requires a vast support crew
in addition to the people viewers and listeners hear on the air. People who appear on air can
include announcers, reporters, and analysts. These individuals often receive broadcast training to
learn how to conduct themselves on air, and many are also skilled journalists. They participate in
story development, conduct interviews in the field, and work on background research to prepare.
It is possible to develop a specific beat, like court reporting or crime reporting, within a news
agency. Technicians like camera operators, sound engineers, and lighting crews support the
development of broadcasts. For live broadcasts, the pressure on technicians can be considerable,
especially when reporting from the field. These broadcasting jobs may require formal training
and experience, although some stations may accept interns and trainees who learn on the job.
Administration also plays a role at stations. Broadcasting jobs are available for producers who
develop programming, editors who perfect broadcasts before they air, and management
personnel who handle scheduling and related matters. Assistants and other support personnel are
also a critical part of the staff at a station. Broadcasting jobs as assistants and gofers can be a
good start in the industry for college students working on broadcasting careers. Several
broadcasting jobs are also available in marketing and ad development. Stations need personnel to
solicit ads and sponsorships to fund their activities. Staff members also engage in public outreach
to attract viewers and listeners to the station.

Subscription Vs Advertising Revenue

Sr.No Subscription Revenue Advertising Revenue

1- Meaning Subscription revenue is where a Advertising revenue is the monetary

customer will sign-up to get access to a
product or service continuously and is
charged the same amount either monthly
or annually.
income that individuals and businesses
earn from displaying paid advertisements
on their websites, social media channels,
or other platforms surrounding their
internet-based content.

2- Growth Factors Adding new revenue streams strengthens Ways to Improve Ad Revenue
your subscription model business
1) Choose Your Target Audience.
1) Establish an upsell strategy. 2) Increase Content Quality.
2) Expand your offerings with add-ons. 3) Provide Dynamic Content.
3) Create new versions of your 4) Offer a Free Tool.
subscription product. 5) Choose the Right Niche.
4) Charge setup or installation fees. 6) Bypass Ad Blocker Issues.
5) Provide professional services.
6) Expand your customer support
 options.
3- Strengths The primary benefit of a subscription
model is that you can generate revenue
from an engaged customer base.
Additionally, if you make money from
customers, you don't face the risks of
advertising reduction from economic
downturns.Signing up customers for
monthly, quarterly or annual subscriptions
also provides a more stable revenue than
selling advertising on a monthly basis.
Sr.No Subscription Revenue
4- Challenges A key concern with subscription models is
that if you don't attract customers, not only
do you not generate subscription revenue,
but you also don't have a large audience
that appeals to advertisers. Subscription
businesses also face the potential for higher
customer churn or loss than free services.
You also need an efficient, effective
system to manage customer payments,
including secured data collection to protect
customer privacy. Some companies also
alienate subscribers with free trials when
the customer is automatically billed at the
end of the trial.
5- Pros & Cons Pros:- Pros:-
A] Subscription revenue is predictable A] As a general rule, when your traffic
revenue. The number of subscriptions you grows, your ad revenue grows.
have gives you a good idea of the rough
monthly recurring revenue you should
expect.
B] You keep the total revenue from
subscriptions. That's as opposed to ad
revenue, which goes through various third
parties who all take a cut.
A core benefit of an advertising business
model is that you can offer free services or
content to attract users. If your business
provides similar or better quality than
subscription-based competitors, you
should be able to attract a sizable customer
base. Free online radio providers, such as
Pandora and AOL radio, attract large
listening audiences and then sell ads to
make money.
Advertising Revenue
A drawback of an ad model is that you
don't generate direct revenue from a large
or active customer base. If customers
would pay even a small fee for your
services or content, you have an
opportunity cost. Additionally, during
tough economic times or industry
downturns, advertising budgets often
diminish. This puts your business at risk
for revenue reductions if your sponsors
don't have as much money to spend.
B] Programmatic technology has made
the buying and selling of digital ads
mostly automatic and much easier for
publishers.
Cons:- Cons:-
A] Users need a lot more convincing to pay A] Until you have a large amount of
for a subscription than they do to see an ad traffic, ad revenue remains relatively
before or while they view some content. small.

B] If your content is leaked, copied, or B] Yield optimization amounts to at least

shared, you have a much more difficult one full-time job, if not more. And that's
time getting users to subscribe. time that most publishers do not have.