Broadcast Media

Industry Update: 16.01.2021

Vertical: Broadcast Media
Type: B2Both
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Broadcast Media, what are we seeing?

Our Broadcast Media customers are experiencing high demand, and in some cases record revenues, but there us a major problem in the post. Whilst the global lockdown has created significant demand for video content, games and digital media, the industry has seen a virtual freeze for film and television production, live sports have been shut down for months, the list goes on. Content may have already been king… but the next 12 months will see that message amplified as content production houses struggle to navigate social proximity restrictions and limitations on travel. There is widespread concern for the new content pipeline and the difficulties facing production, expect to see increased levels of live broadcast as the content wells run low in coming months. These are huge challenges and with them come clear opportunities for those that can help. Never has the rate of digital media consumption been so high.

What do these businesses need to do now?

1. Adjust your business targeting

Consumer targeting has changed to reflect the reality of the changing demand patterns… As an obvious example, Live Sports based packages and sales promotions are no longer appropriate since the content is no longer there.

Conversely, traction is being won in demographics such as elderly or high-risk health groups who are undergoing mandatory and often more extreme levels of isolation, with broadcast media being one of the few content lifelines available.

2. Review your marketing channels
B2B Direct Mail


Paid Search


Tradeshows and Exhibitions


Awards Circuit


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Focus on your provision of high quality, original and diverse content to help customers overcome the solitary nature of lockdown.

Alter packages to refocus from Sports and live events (none of which are happening anyway) to offering greater access to existing premium content libraries.

Most visible demand is appearing on the digital/on-demand side right now, so polish those VOD offerings and consider revisiting short term pricing to capitalise on the massive demand for new content with a tactful promotion.

Don’t go down the paywall path. Ad subsidised subscription models are almost certainly the way forward.

4. Revise your messaging

Revise messaging to set out how you proposition directly contributes to overcoming the current situation, in the case of lockdown the problem you solve is boredom, and you are solving it through the provision of entertainment, the immense impact of that service is far from trivial and the benefits are vast, even extending to the bettering of customer mental health.

Tailor messaging to be tactful but cognizant of reality. You are much needed, demand has never been higher and you have the media content and the distribution technology your customers need.

Live events will be back soon, act fast once timelines are announced in order to re-secure any Sports focussed customers with paused or canceled services.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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