MANAGING THE DIGITAL TRANSFORMATION OF THE BROADCASTING INDUSTRY WITH BIG DATA - BIG DATA’S IMPACT ON CONTENT IN THE DUTCH BROADCASTING INDUSTRY

Due to technological advances, the global broadcasting industry is in the midst of a digital transformation. The factors that caused it, changing consumer behavior, the diversification of communication channels, and new market entrants, have threatened traditional players in their existence. For their fight for survival in this insecure environment, big data offer remedy: They present predictability and stability and presumably shine the light through an impenetrable world that is taken over by companies that do not consist of creativity but technology. To defy those tech giants, traditional broadcasting companies do not only develop digital products and new business models that revolve around data, they also lean towards big data analytics to see how they can differentiate themselves from their new competitors in terms of content. With Netflix setting first examples, the implications of data-driven content for creativity have been discussed fiercely within the industry. Academics, however, rather point out the limitations of big data analytics, such as possible biases, and their cultural implications. Yet, little has been said about current and future possibilities of data-driven content. Furthermore, not much knowledge exists about how big data change organizational processes within media companies and production processes of creative products. Therefore, this work researches the Dutch broadcasting industry’s application of big data for decision-making about content and answers the question how companies in the Dutch TV broadcasting industry use data and what are their intentions are regarding its possible application for content. 16 interviews with media experts in the field of data, production and decision making were conducted and served as the basis for a latent thematic analysis. The findings draw a detailed picture of current developments and suggest that big data analytics are seen as the solution for the industry’s struggle and perceived as highly beneficial for content. While the research revealed different levels of big data application for content between public and commercial broadcasters, the overall adoption of big data for content remains low and suggests a non-intrusive usage of big data analytics that traces back to isomorphic tendencies. The little interference of big data with creative processes as currently prevalent in the market shows the resistance of the required fundamental change. The main reason for this was detected to be a lack of managerial vision and skill sets to change existing routines and make data actionable. Overall, the development of a clear direction and strategic approach of traditional players within the broadcasting market is yet to come.