EXECUTIVE SUMMARY

Watching TV, reading the news and listening to the radio are everyday activities fulfilling the need of entertainment and information, but current developments and technological advancements aggravate the outlook on future media and information consumption. Are we facing the disappearance of the TV set in Austrian living rooms? What do costumers wish for in entertainment in 2032? The objective of this project course was to provide the project partner, ProSiebenSat.1 PULS4, with insights on potential developments of Austria’s media consumption in the next ten years.

How will Austrian’s media/information consumption develop in the next 10 years? To accurately target this focal question the scenario planning methodology was used. Scenario planning aims at providing a tool to succeed in uncertainty. The anticipation of the future, rather than the prediction thereof, is the objective and has the potential to provide competitive advantage through the identification of potential future scenarios. To tackle the problem set scenario planning can be considered an ideal tool to prepare ProSiebenSat.1 PULS4 for an uncertain future and enable ongoing success.

While scenario planning is comprised of five steps, the team has focused on the three stages trend analysis, scenario creation and strategic implications.

During the trend analysis an extensive trend collection was gathered, including trends that would influence people’s daily lives in the future. To ensure not to miss out on any relevant development and to provide a holistic approach, trends were categorized using the PESTEL framework. Eventually the collection was narrowed down to the 30 most impactful and uncertain trends and interdependencies were identified with the help of an influence matrix and a causal loop diagram. This further analysis constitutes an essential step for the identification of the two key driving forces as it provided the team with an understanding of interconnectedness and influences of trends among each other.

The second phase, scenario creation, builds upon the identified key driving forces and refers to the development of the four scenarios. The two key driving forces selected are the adoption of virtual worlds and globalization and represent the axes of the scenario matrix. The description of these scenarios allows the reader to immerse into the scenarios and make them tangible.

In the third phase, strategic implications, persona profiles tailored to ProSiebenSat.1 PULS4’s target group and the value proposition canvas were used to create products for every scenario. These products play an important role and showcase possibilities on how to succeed in each scenario. Furthermore, the team conducted a gap analysis and identified early warning signals, which help in detecting the likelihood of occurrence of a scenario.

This project course yielded in a comprehensive analysis and an understanding of current and future trends with regard to media and information consumption. Those insights were brought to use in the creation of four scenarios. Consequently, personas, customer segments and the value proposition has led to the development of unique products tailored to each scenario and can serve the project partner as significant indications on how to steer into a successful future.

 

Cooperation Partner

• ProSiebenSat.1 PULS 4 GmbH
  Media Quarter Marx 3.3
  Maria Jacobi Gasse 1
  A-1030 Wien
  Österreich

Contact Person

• Jürgen Bernkopf
  Juergen.Bernkopf@PULS4.com

Student Team

• Daniel Alacs

• Maria Böck

• Adin Karic

• Lara Reisner

• Matthias Schiller

• Christina Wieneroiter

Project Manager

• Alexander Staub, M.Sc.

• Erik Kommol, M.Sc.