NAVIGATING THE SHIFTYour Partners in Digital Media Transformation

Navigating the Shift in Media & Entertainment 3 2 Navigating the Shift in Communications, Media & Entertainment | April 2017

Keeping media ahead of the game

The speed and nature of change

facing the industry, driven by the

rapid evolution in both consumer

technology and behavior, has left

many playing catch-up. Some have

managed the disruption well —

others are struggling to define

and re-engineer their businesses

to meet this new demand.

Today’s Media Ecosystem

While it is often said that content is king in the media

industry today, it’s consumers themselves who are really in

control, with constantly evolving preferences and demands.

Managing today’s media supply chain effectively, from creation

to consumption, means adapting quickly to new content

distribution opportunities, new format and localization needs,

multiple mobile device platforms, and more.

It’s an ecosystem that cannot afford to stand still. Instead,

individual components need to be continually adjusted, refined

or repurposed to meet current business demands and to

incorporate new capabilities in line with evolving consumer

expectations.

It’s difficult, of course, to anticipate future

trends, but this is where experience comes

into the equation. Most of our consultants’

careers have only been in media. The insight

that we have gained working with some

of the largest players in the business, plus

our extensive industry know-how, fuels our

ability to innovate across the entire digital

supply chain.

The question is what’s important to you?

What values should define your organization?

From this guiding principle, we will work

with you to shape the agile processes and

technologies needed to support more flexible,

digital distribution models.

Technology is the key enabler. We’re a

global leader in Digital Supply Chain and

Content Lifecycle projects, having delivered

more of them than anybody else. We can

provide Analytics, IP/Rights Management,

Metadata, Master Data Management, Media

Management/Workflow and Customer Insight

capabilities, and guide you in assessing,

selecting and sourcing the right solutions and

partners.

Cognizant’s value:

• We know it – industry expertise and know-how

• We’ve done it – deep experience through many years tackling digital media transformations

• End-to-end – from strategy to delivery to sustainment

• A rich client base across the Communications, Media & Entertainment (CM&E) spectrum

• A long-standing commitment to the CM&E industry and to recruiting its best talent

Navigating the Shift in Communications, Media & Entertainment 3

Serv

ices

ev i t aerC

Med

ia B

uy

Media Buy

Viewership Data

UserGeneratedContent

ProductionSupport

Content

ContentContent

Content

Delivery&Communication

Distribution

Revenues

Revenues

ADVERTISERS

AD PLANNERS/AGENCIES

TECHNOLOGYPARTNERS

CONTENTAGGREGATORS

(theatrical, linear, OTT, VOD, EST, mobile, etc.)

Technology

Enablement

CONTENTPRODUCERS

MEDIA RESEARCH& MEASUREMENT

CREATIVEAGENCIES

CONSUMERS

MEDIACOMPANY

CONTENTSTRATEGY

CUSTOMERLIFECYCLE

ANALYTICS

STUDIOS& ARTISTS

MEDIA DISTRIBUTION(theatrical, linear, OTT,VOD, EST, mobile, etc.)

Navigating the Shift in Media & Entertainment 5

Digital marketing spend is projected to grow from US$230B in 2018 to US$305B in 2019, challenging media organizations to think differently:

• Organizing first party consumer data for analytics to improve customer experience, findspend efficiencies and increase revenue

• Managing marketing technology across the organizations

• Measuring marketing performance across all digital channels

Digital supply chain:

• Companies have been developing their content digital supply chains for quitesome time - initial efforts added digital in parallel with existing channels, then cameiterations on efficiency & automation

• Companies are now moving on to the 2nd and 3rd generations: progressive adoption ofservices for commodity functions, cloud, & the transition from specialized platforms tocommodity infrastructure

Agile Ad Sales Automation is key for scalable digital products:

• Back-office systems must be integrated with buyers’ portals

• A single system to manage campaigns must support multiple distribution platforms

• Buyers are expecting deep analytics and dashboards to provide insight into campaignperformance, across all platforms

The intellectual property (IP) management market is estimated to grow from US$4.3B in 2016 to US$12.7B by 2021, driving key shifts in the processes that support it:

• Scaling distribution platforms, handling multiple formats, sites, parties, and systems,managing and tracking consumption, royalties, and payments accurately

• Tracking rights end-to-end, to validate compliance of distribution contracts & rightsagreements

• Maximizing revenue for available IP, through comprehensive & holistic planning & IPmanagementCognizant’s Point of View

• The focus on audience and data-first marketing models will enable M&E companies to startmaking predictive decisions for content acquisition and marketing activation

• Collecting, organizing, analyzing, & activating data is the heart and center of digitalmarketing for M&E: big data storage, data management platform strategies, customeridentity management & cross-device mapping, business intelligence visualizations,attribution modeling, fine-grained segmentation, & cross-platform campaign strategies

Cognizant’s Point of View• Critical is the ability to adopt new distribution channels in hours/days, not weeks/months

• Handle their unique metadata, wrapping, format, & delivery requirements with businesstools and operational teams, not by re-writing software

• Drive harmonized operational practices, workflow automation, & standards-based systemintegration

• Be ready for new distribution channels, business models, & licensing opportunities

Cognizant’s Point of View• Programmatic Advertising has progressed from watercooler buzzword to become a genuine

expectation of Ad buyers

• Digital web advertising has taught them a new way of purchasing and managing theircampaigns, & content providers must adapt – programmatic advertising is a key foundationto stay relevant and ready in today’s Ad sales environment

• Providing buyers with deep analytics to inform the campaign purchases and post-buyanalysis will help differentiate the seller in this expanding marketplace

Cognizant’s Point of View• A centralized IP management solution enables content providers to track rights inventories

across all distribution channels, optimize revenue opportunities and effectively managecontent – from franchise to long tail – across business units, territories, & platforms.

• The entire supply chain – from acquisition, aggregation, to distribution – must be consideredto ensure the full potential value from the intellectual property portfolio.

Key Client Success Stories • Design of an omni-platform sales module for a leading broadcast software/platform provider

• Ad sales planning analytics for a major content distribution & OTT platform

Key Client Success Stories

• Process, systems, and organization assessment across a leading performance rightsorganization

• Requirements & roadmap for non-linear/digital rights capabilities at a leading broadcastsoftware/platform provider

• Development & sustainment of the main residuals platform & its guild rules engine at amajor Hollywood studio

Key Client Success Stories• Process and technology structure for reporting of social and online marketing campaigns

and ‘bottom-line’ impact analysis at a major Hollywood studio

• Assessment of social CRM capabilities, developing consumer engagement strategies for a majorUK broadcaster

• Analytics-driven measurement framework to evaluate the business performance of amulti-tenant content ecosystem for a media/telecom conglomerate in Asia

Key Client Success Stories • Strategy, roadmap & target market analysis for a company entering the OTT business

• Re-imagining broadcast origination infrastructure with loosely-coupled services,interoperability standards, & a cloud architecture for a major US national network

• Non-linear digital supply chain automation for a major national network

4 Navigating the Shift in Communications, Media & Entertainment | April 2017

DIG

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DIG

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Navigating the Shift in Communications, Media & Entertainment 5

Navigating the Shift in Media & Entertainment 7

Our experience

Our capabilities for Media & Entertainment

OUR CLIENTS INCLUDE:

Business Advisory• Business Transformation

& Visioning

• Content Strategy

• Business Strategy

• Feasibility Studies

• Business Cases & ROI

• Solution Evaluation

• Financial Planning

Solution Architecture• Digital Supply Chain

• Media Systems Integration

• Metadata Standards

• Content Protection & Anti-Piracy

• Mobility

• Big Data & Analytics

• Social Media & Customer

Relationship Management

Technology Advisory• Physical to Digital Transformation

• Technology Strategy

• Technology Roadmaps

• Product Evaluation

• Implementation Planning

• Proofs-of-Concept

Analysis & Design• Requirements Gathering,

Definition& Management

• Gap Analysis

• Business Analysis

• Functional Design

Process Improvement • Process Reengineering

• Change Management

• Organizational Design

• Stakeholder Alignment

• KPIs & Analytics

Program Leadership• Project & Portfolio Management

• Project Governance

• Project Management Office

• Training & Coaching

• System Development Life Cycle

• Agile

• 4 of the 6 Major Studios in the US

• 8 of the 10 Largest US Broadcasters

• 4 of the 10 Major UK Broadcasters

• 6 of the 10 largest US Cable Networks

• 3 of the top Music Companies

• The #2 gaming Publisher in the World

• 13 of the top 15 Publishers

• 5 of the top 15 Education Companies

• 5 of the top 10 Information Service Providers

• 4 out of the top 5 Online Companies

• 5 out of the top 4 OEMs

• 7 out of the Top 10 CSPs & ISVs served

Why we can help you

We understand media, and have worked hard to develop and nurture a pool of the best industry talent available.

In fact, we have over 25,000+ professionals dedicated to our Communications, Media & Entertainment Practice.

What does this mean to you?

With such extensive talent to draw from we can quickly analyze your business challenges, advise on industry trends and best practices, and then implement your strategies in the most cost-effective fashion.

We think in terms of end-to-end delivery:

Step 1: Clarification and enhancement of the business vision & capability definition

Step 2: Current state assessment, future state definition, gap analysis, and solution identification

Step 3: Solution road map and agile implementation

What this adds up to is a new kind of working partnership, one that is uniquely suited to help you rethink your business models, reinvent workforce productivity, and rewire your operations.

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Fax: +1 201 801 0243Toll Free: +1 888 937 3277

inquiry@cognizant.com

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Paddington CentralLondon W2 6BD

Phone: +44 (0) 20 7297 7600Fax: +44 (0) 20 7121 0102

infouk@cognizant.com

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Okkiyam Pettai, ThoraipakkamChennai, 600 096 India

Phone: +91 (0) 44 4209 6000Fax: +91 (0) 44 4209 6060

inquiryindia@cognizant.com

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About CognizantCognizant (NASDAQ-100: CTSH) is one of the world’s leading professional services companies, transforming clients’ business, operating and technology models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more in-novative and efficient businesses. Headquartered in the U.S., Cognizant is ranked 230 on the Fortune 500 and is consistently listed among the most admired companies in the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.