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  • 17-Mar-2010
  • Customer retention no longer enough to justify VOD
  • Video | 6:47

Simon McGrath, Chief Marketing Officer at SeaChange International, says CFOs can no longer justify VOD investments on the basis of customer acquisition and retention alone. So the pressure is on to monetize VOD more effectively, which means more sophisticated bundling and three-screen services and a big retail push to up-sell customers. Premium ads around catch-up TV will prompt new debates about service provider and broadcaster relationships.

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