At the church, weddings often start with Wedding March of Felix Mendelssohn. SFR also, which was celebrated on Wednesday a new era “history” of convergence between the telecom operator and the various media ( Libération , the group’s Express, TV channel i24 News, 49% of NextRadioTV group) bought by Patrick Drahi. Accompanied by Alain Weill, inducted boss SFR’s media branch, its CEO Michel Combes has declined more than two hours, in a setting very televisual scene – and broadcast live – the new organization of a group that has convergence between containers and contents as the “future response.” “SFR was first a mobile operator and a fixed-mobile convergent operator, is from now on a media telecom operator” , stressed, very playful, a Michel Combes that “the convergence many dreamed, we make it a reality.” a new strategy “total integration” that will allow unprecedented compete with the “ugly Gafa ‘(Google, Apple , Facebook, Amazon …) and falls, according SFR, in line with the maneuvers underway in the UK and overseas.
Six sports channels and TV Libération
Main vector of this new offering declined by different thematic subsets (Sports SFR, SFR News for the audiovisual news, SFR Press for written content and SFR Play for video on demand), television. SFR will thus launch between August and September a bunch of 5 paid sports channels, including the first premium, will be devoted to football including broadcast the matches of the English league which Altice, the parent SFR acquired the rights in November $ 300 million. Other channels from this bouquet will be devoted to other sports which Altice has acquired rights (basketball, volleyball, skiing, extreme sports and combat) and programs in high definition (4K). A set “all inclusive” which will draw on the expertise of my chain Sport (MCS) sports channel acquired in 2007 by Altice will be “strengthened and expanded” and about 70 journalists and consultants sports RMC, according . Alain Weill
in addition to this center dedicated to sports broadcasts, another free of charge and called SFR news together the various current antennas NetxRadioTV group acquired two new channels: BFM Sport launched in June at the during Euro and BFM Paris in October, a local news channel on the American model New 12, owned by the cable operator Cablevision bought by Patrick Drahi. In the summer of 2017, all group media should be grouped in the same Parisian building in the real estate brand new to the Q4drans Balard, which is expected to accommodate up to 1700 people. SFR’s media branch will have 7 TV studios to prepare 5 Morning Live. All entries of the new group will be invited to feed the antennas of the group. “We will break the silos and push the walls in a logic of compartmentalization, said Michel Combes, the idea is to bring a little different corporate cultures and make the maximum editorial diversity of this new group is its strength. “ a new channel, TV Libe, including Alain Weill said he had discussed the idea with the director of the daily, Laurent Joffrin, could emerge in 2017 and thematic synergies between media will be encouraged between titles as Expansion and Better living your money, group the Express, with the antenna BFM Business.
Third floor of the new set of drawers, a Press SFR hub combining different press titles written formerly grouped within Altice Digital born. An application called by Michel Combes “the Netflix of print” will offer unlimited access to all 17 titles ( Libération, L’Express, etc.) included in fixed and mobile offers of SFR and marketed to 19.90 euros for others. “We believe that there is a sustainable future possible for the press when you see that Jeff Bezos of Amazon managed with Washington Post, “further explained that Michel Combes securities acquired by Patrick Drahi have now been ” restructured “ ” the time has opened a new step by renewing their distribution model. “ Important, SFR may apply a VAT rate ” super-reduced “ (2.1% against 19.6%) to 19.90 euros, the price set for the service, within SFR subscriptions – that is to say all -. including the option press
Video on demand
Finally a last pole dedicated to entertainment called SFR Play Zive provide access to the video on demand service on the model of Netflix or CanalPlay launched in 2015 by SFR. Free access for premium customers of SFR, Zive claims a million subscribers, 10 000 programs – 6000 according to research firm NPA Conseil – and will start from autumn to offer exclusive content in France. Broadcast by RAI in Italy, the series Medici: Masters Of Florence created by Frank Spotnitz, the writer of X-Files , which account Dustin Hoffman in its cast will first. The SVOD service will also include productions of the Israeli cable operator Hot, Altice property, to expand the catalog of Zive. “Israel is not only” start-up nation “is also a” Nation series “ said Michel Combes and they will bring us all their experience in this field . “ SFR also aims to create its own original series co-produced with Hot. A project must be born in 2017, has still promised Michel Combes, that “the amounts invested will depend on our resources.”
Mixed paid and free content, SFR Media does not intend to reserve its content to its own subscribers. They will be distributed on other networks as in the case of SFR Sport bouquet but in “dirty all” adds Michel Combes, ie as a package and not chains to the unit. “The British telecommunications operator BT has invested in sports content already sells to Virgin or Sky television continues Michel Combes, we reason in a logical open and I wish also that everyone do the same “ An allusion to Canal + or Netflix who book their premium content such as sports or the series only to their subscribers. “The exclusivity is harmful because it would mean a much-maligned closed mode” , he justified by saying that its competitors (Orange, Bouygues Telecom, Free and even Canal +) will distribute its contents and that “many were interested to”
custom Advertising
Besides SFR Telecom for fixed and mobile deals. – the name Numericable disappears as advertised – and SFR Media for content, a third entity SFR Advertising also born in the same logical grouping all ad networks branches print, audiovisual and digital. “With Big data and our 18 million customers, advertising will explode” , further explained Michel Combes. Alain Weill gave an example, explaining that through knowledge of its subscribers by SFR, advertising “addressed” or custom was born. “Those known to have a dog see the advertisement for Canigou on their screens while those who have a cat will receive the Ronron.” A whole program.
After the presentation, Philippe Bailly, Council NPA firm specializing in media studies, estimated that SFR was now in battle to lead its convergence strategy. “After a frenzy acquisitions, they arranged the contents in boxes and streamlined their offering. The question is whether this content is strong enough to enable SFR to retain its customers, attract new ones and find new sources of revenue for its print and broadcast media activities. “
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