Objectives
Viasat is the leading Pay and Free TV broadcaster, as well as the number one satellite platform, in Scandinavia - with additional activities in a range of other markets, including Central and Eastern Europe.

The Viasat Digital TV proposition was always strong in the market but they were conscious that pressures were increasing from IPTV, DTT and new media. With a view to strengthening their position against emerging threats and new technologies, Viasat conducted an in depth review of their multiplatform strategy.

With the dual targets of maximising subscriber satisfaction and generating additional revenues, Viasat approached 3Vision to drive the development of its new media strategy.

3Vision Approach
3Vision first conducted a detailed analysis of the approach of other leading Pay TV platforms around the world to provide Viasat with best practice benchmarks. The analysis included:

• Sky, UK
• Comcast, USA
• n, Poland
• Telenet, Belgium

3Vision then worked closely with Viasat to:

• Produce a detailed analysis of key competitors and identifying Viasat’s position in what is a highly competitive market
• Establish the key investment areas for new media
• Evaluate the full range of options that should be exploited to deliver content to subscribers in new ways, including areas such as:
• Online video to PCs
• Push VOD to PVR set top boxes
• Mobile TV
• VOD

The key deliverable from the project was a roadmap setting out a clear strategy and timeline for the launch of new media services as well as agreed commercial principles to follow when acquiring relevant content rights.

Results
Viasat now runs an innovative multi-platform strategy - Viasat OnDemand – focusing on the TV and PC. The DTH operator has been proactive in securing catch-up deals with the major local broadcasters and on demandrights with leading international content providers. HD is also now available on demand showing their commitment in developing the service. Viasat OnDemand services have been cleverly bundled with TV products with the aim of driving TV uptake, as well as boosting customer satisfaction.

September 2009