Background

Established in 1995, the Digital Television Group (DTG) is an industry association driving the evolution of the TV industry in the UK and consists of 120+ members across the entire value chain (e.g. Disney, Samsung, BBC, Channel 4, Sky, Amazon, Google, etc).

DTG is the UK’s unique and self-funded centre for innovation in digital media technology, including digital TV, interactive TV, on-demand TV, HDTV and UHD TV. It embraces the convergence of content, networks and digital, to efficiently deliver video content to all screens.

Brief

DTG asked us to help their Strategy Council members align on, and understand, how fundamental shifts in viewer behaviour will impact the industry and their organisations, and how to respond.

Approach

We transformed their Strategy Council day into three separate Lean Innovation Strategy workshops. We applied Lean Startup principles to help 30 Strategy Council members understand the impact of technological disruption on two key industry imperatives:

• Content prominence
• Viewer access

We adopted an open-innovation approach where TV industry entrepreneurs (such as the Founders of We Got POP, Particle6 Productions and A Tale Unfolds) were embedded within groups of Strategy Council members to form “blended teams”.

We helped members to gain a common understanding of the most critical issues undermining the viewing experience of three key customer segments and ideate collaborative solutions to experiment in the market.

Outcomes

Each team presented their solution concepts and an experiment plan for how they would test it. DTG is now leading the development and implementation of these solutions with their members. We increased meaningful collaboration across the industry value-chain.