Documente Academic
Documente Profesional
Documente Cultură
Interviewees
1.
Name:
Gabe
Dunlop
Job
Title:
CPG
Lead
Client
Strategy
2.
Name:
Steve
Muscat
Job
Title:
Food,
Drink
and
QSR
Lead
Client
Strategy
3.
Name:
Coral
Fraser
Job
Title:
Retail
and
E-commerce
Lead
Client
Strategy
About
Bell
Media
With
passion
and
an
unrelenting
commitment
to
excellence,
Bell
Media
creates
content
and
builds
brands
that
entertain,
inform,
engage,
and
inspire
audiences
through
the
platforms
of
their
choice.
Bell
Media
is
Canadas
premier
multimedia
company
with
leading
assets
in
television,
radio,
out-of-home
advertising,
and
digital
media(Bell
Media).
The
following
is
a
detailed
SWOT
analysis,
which
includes
the
organizations
overall
strengths,
weaknesses,
opportunities
and
threats
in
the
media
industry.
Strengths
As
the
largest
media
company
in
Canada
and
one
of
the
only
national
media
companies
that
covers
both
English-speaking
Canada
and
French
Quebec,
Bell
Media
is
known
for
its
longest
running
television
assets
in
the
country.
The
organization
thrives
as
the
only
media
company
that
is
still
owned
by
one
of
the
oldest
media
institutions
to
date-
Bell
Media
Enterprises
(BCE).
Known
for
its
unparalleled
production
quality,
Bell
Media
produces
superior
content,
commercial
and
non-
commercial,
to
any
other
media
company
in
the
country.
The
company
excels
in
reaching
its
six
strategic
imperatives
that
place
the
business
above
its
competitors:
accelerate
wireless;
leverage
wireline
momentum;
most
premium
content
for
Canadians,
which
naturally
attracts
consumers
attention
and
desire
for
further
Bell
Media
services.
Bell
Media
excels
in
the
industry
because
the
organization
is
financially
cautious
and
therefore
only
takes
on
calculated
risks.
The
benefit
of
taking
these
risks
actively
fosters
potential
for
future
growth
within
the
business.
Bell
Media
only
invests
in
high-level
production
and
acquisitions
that
align
with
the
strategic
imperatives
and
overall
benefit
of
the
company.
A
strong
example
of
a
calculated
risk
taken
by
Bell
Media
was
its
acquisition
of
licensing
rights
to
Crave
TV
instead
of
the
NHL
broadcasting
channels.
This
decision
aligned
with
the
companys
objectives
as
a
smart-thinking
and
cost-efficient
media
buy,
rather
than
being
financially
irresponsible
by
investing
in
the
ownership
of
NHL
broadcasting
rights.
Weaknesses
Although
Bell
Media
excels
in
the
media
industry
on
many
levels,
the
organization
is
also
vulnerable
to
its
competitors.
Due
to
the
fact
that
the
overall
media
pie
is
shrinking,
traditional
media
players
are
short
sighted
and
there
are
many
competitors
that
are
desperate
for
short-term
investment.
Gone
are
the
days
where
your
company
was
a
guaranteed
must
buy
due
to
the
limited
variety
of
available
options.
Today,
as
the
media
landscape
continues
to
grow,
there
are
many
options
for
buyers
both
in
media
and
in
the
trade
level
marketplace
to
fulfill
consumer
needs.
In
particular,
digital
competition
continues
to
develop
more
than
ever
and
therefore
creates
a
renewed
demand
for
Bell
Medias
digital
expertise.
The
company
is
on
the
rise
after
suffering
from
a
lack
of
leadership
without
a
leader
in
digital
over
the
last
year.
path
to
purchase
and
how
Bell
Media
is
present
every
second
of
the
way.
Shifting
the
paradigm
would
allow
Bell
Media
to
redefine
its
thinking
from
transactional
to
value
offering,
which
will
allow
stronger
delivery
of
its
services.
As
a
final
point,
to
grow,
Bell
Media
must
follow
its
vision
and
overall
mandate
in
becoming
a
desired
want
rather
than
a
need.
Opportunities
As
a
desired
want
Bell
Media
has
many
opportunities
for
growth
within
the
company.
Out
of
all
of
the
divisions
inclusive
of
web,
television
broadcasting,
out
of
home
advertising
(OOH)
and
radio
within
Bell
Media,
the
company
ranks
first
place
in
all
areas
except
OOH
compared
to
its
competitors.
Currently
Bell
Media
is
in
second
place
falling
behind
the
Pattison
Company.
In
an
effort
to
attain
first
place
in
the
industry,
the
company
recently
acquired
Vancouver
International
Airport
and
Halifax
Stanfield
International
Airport.
Additionally,
Bell
Media
expanded
its
digital
OOH
footprint
in
Calgary
and
recently
purchased
Metromedia
in
Quebec,
with
a
first-time
breakthrough
in
below
ground
transit
advertising.
Bell
Media
is
forward
thinking
on
its
next
plan
of
action
to
move
in
new
directions
within
Pearson
Airport
and
is
currently
bidding
for
its
advertising
rights.
Due
to
the
fact
that
targeted,
relevant
and
measurable
advertising
is
becoming
more
important
to
marketers
in
the
ever-changing
media
landscape,
fragmentation
is
causing
marketers
and
agencies
to
implement
smart
media
thinking
in
their
decision
making.
These
industry
trends
have
increased
the
importance
of
a
greater
ROI
because
of
the
various
media
options
available
to
consumers
in
the
market.
Bell
Media
is
aware
that
customers
are
relying
more
on
Threats
In
this
changing
media
landscape
Bell
Media
is
still
a
part
of
the
BCE
organization
with
more
than
7
million
customers.
The
amount
of
consumer
consumption
data
that
is
generated
overall
is
considerably
large,
creating
difficulty
in
delivering
value
to
clients
in
the
form
of
insights
on
how
people
are
consuming
the
companys
media.
Therefore,
this
acts
as
a
threat
to
the
organization
because
it
holds
Bell
Media
back
from
realizing
its
maximum
potential,
as
the
research
used
is
outsourced
from
third
parties.
Although
Bell
Media
has
many
strategic
insights,
privacy
laws
make
the
process
difficult
to
turn
those
insights
into
useful
data.
Additionally,
there
are
alternative
threats
within
the
organization.
Evidently,
there
are
structural
issues.
There
isnt
a
direct
line
of
sight
into
what
each
individual
department
is
doing
to
create
strategies
for
clients.
There
is
an
issue
with
the
acquisition
of
Astral
as
Bell
Media
must
understand
the
reality
of
the
Astral
business
model
before
it
can
fully
thrive.
Each
platform
operates
as
a
single
business
unit
and
therefore
creates
a
communication
gap.
This
prevents
the
company
from
developing
an
efficient
way
of
linking
all
of
the
platforms
together.
Many
divisions
are
doing
their
own
administrative
work
because
the
systems
are
out
of
date
so
they
are
unable
to
utilize
their
core
strategies
in
their
individual
departments
(i.e.
manual
billing
systems
makes
things
difficult
to
share
information
with
other
divisions).
Finally,
emerging
media
has
created
a
new
level
of
challenges
for
Bell
Media.
There
is
a
lot
of
misinformation
in
the
industry
about
what
Bell
Media
specializes
in,
and
the
reality
around
television
and
radio
advertising
in
particular.
Since
the
organization
has
been
around
for
so
long
it
is
often
referred
to
as
the
dinosaur
of
the
industry
and,
thus,
this
perception
creates
challenges
for
Bell
Media
as
it
is
considered
by
todays
customers.
Bell
Media
is
held
to
governed
laws
under
the
CRTC,
whereas,
many
emerging
companies
are
not
and,
therefore,
are
at
a
disadvantage
compared
to
its
competitors
(e.g.
Netflix).
All of these threats are imminent to Bell Media. As a leader in the space, the
Work Cited
"About Us." Bell Media. Bell Media, n.d. Web. 11 Feb. 2016.