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Four brands to inspire your content marketing strategy

Four brands to inspire your content marketing strategy | Big Media (En & Fr) | Scoop.it
Content marketing is about telling a story that resonates with your audience and finding a relevant channel to deliver it.

It’s the loyal followers that then spread the brand message, these days, commonly, but not exclusively, via social media. Well that’s the theory. Getting it right can be hard.

Sometimes we all have to go back to the drawing board to gather ideas and inspiration. For a recent content marketing workshop we hosted, I did just that. I wanted to showcase the brands that are doing content marketing brilliantly.

OK, I admit, some of the companies I used as examples have massive budgets, but they still have their unique challenges.

What all the brands have in common is the creative flair, the ability to change direction, adapting to new environments and communicating with the people that are most important to them – their customers – in a variety of ways.
Via Alex Butler
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Big Media (En & Fr)
Connecting Media, Audience and Advertsing with Data. How media companies can benefit from Big Data, Open Data , Linked Data, Small Data to value their assets, improve their audience satisfaction and better monetize their inventories
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First BIG MEDIA event Connecting Media, Audience and Advertising with data in Madrid this June

First BIG MEDIA event Connecting Media, Audience and Advertising with data in Madrid this June | Big Media (En & Fr) | Scoop.it

Connecting Media, Audience and Advertising with Data

24 June 2014 – UAM Madrid

150 professionals / 30 speakers

keynotes / round tables / user cases / networking

  

Digitalization has positioned data in the center of the audiovisual media ecosystem.

A better control of content combined with a better understanding of the audience already enables to back up editorial decisions. It opens opportunities to offer more relevant content and more personalized experiences adapted to multi-device and contextual environment.

For publishers, how to efficiently leverage data has turned into a strategic question and became a new key to power its editorial, marketing and sales activities.

Good use of data enables to structure catalogues, reinforce the value of its assets, better know its audience and monetize its inventories thanks to new tools. When it is well controlled it can lead to find new audiences and open ways to diversification.

 

How Big, Small, Open and Linked Data can transform media contents into structured, rich and actionable knowledge?

How data help to connect audience with relevant content and drive the entertainment experience?

How business intelligence and real time analytic open doors for advanced advertizing solutions and new business opportunities for content owners and mediabrands?

 

On the 24th of June in Madrid, 150 professionals with 30 experts will explore those questions via practical cases, inspiring keynotes and debates.

In parallel, workshops will allow to better understand the practical operations of professional solutions critical for the success of Big Media.


More info : www.bigmediaconnect.es


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How to Optimize Your Content Strategy With Social Listening

How to Optimize Your Content Strategy With Social Listening | Big Media (En & Fr) | Scoop.it
Social media monitoriing can do much more than inform your social strategy. Here's how it can also help you optimize your content strategy.


This type of thinking is applicable to almost all businesses. If you understand what your customers are saying, what they need, and how they want to get it, you can craft the right content that meets their needs.

Unfortunately, just publishing great content isn't enough. You must also leverage social listening, content marketing, and SEO to ensure your audience reaches your content. But having an understanding of your audience and what they need is the first step.

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What Are Personalizations Biggest Challenges and Opportunities?

What Are Personalizations Biggest Challenges and Opportunities? | Big Media (En & Fr) | Scoop.it

Personalization is an area of growing importance, recently found to be US digital marketers’ most important future area. Yet research indicates that marketers continue to struggle with it, and many industry respondents have trouble linking data to individual customer profiles. A couple of recent studies – one from Experian Data Quality [download page] and the othercommissioned by Janrain [download page] and conducted by Forrester Consulting – take a closer look at the use of personalization and its associated challenges.

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2014 World Cup: A Global Mobile Perspective

2014 World Cup: A Global Mobile Perspective | Big Media (En & Fr) | Scoop.it

Smartphone-owning soccer fans across the globe expect their mobile devices to take on a pivotal role when it comes to their FIFA World Cup 2014 experience, according to “2014 World Cup: A Global Mobile Perspective,” a landmark international study from IAB. Querying sports enthusiasts from 11 markets – Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico and the United Kingdom, as well as the United States – who have smartphones and plan to follow the tournament, the survey reveals that 48 percent overall plan to use their phones to follow the World Cup, second only to TV (63%) when it comes to media channels for keeping up with the game.

Spotlighting a strong opportunity to reach these soccer/football fans through mobile marketing, the research shows that 37 percent are already positively interacting with mobile ads on a daily basis. Moreover, respondents that self-identify as a “football fanatic” – saying that they watch or follow as much soccer as possible, no matter the team, league or country – are even more likely to click on or engage with mobile ads at least once a day (50%).

Signs point to mobile video being a major driver of mobile use, and a potential revenue stream as well, with more than two-thirds (68%) willing to pay for video of game-related content on their phones. In addition, 66 percent expect to share their excitement surrounding the tournament via social media through their smartphones.

The study also demonstrates the importance of dual-screening on television and mobile devices, with 35 percent of fans surveyed anticipating that they will be turning to their mobile phones for game-related activities throughout watching the game on TV.

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6 conseils pour innover (d'après Clayton M. Christensen) | Christophe Rufin

6 conseils pour innover (d'après Clayton M. Christensen) | Christophe Rufin | Big Media (En & Fr) | Scoop.it

Peut-on encore créer des innovations de rupture en France? C'est la question à laquelle Clayton M. Christensen était venu répondre fin juin, à l'occasion d'un cycle de conférences organisé par l'école Polytechnique.

Oui c'est possible, à condition de prendre en compte les 6 points suivants :1. L’innovation s’installe par le bas du marché2. L’innovation transformationnelle est le seul véritable moteur de croissance économique3. Pour introduire une nouvelle technologie, il faut cibler un nouveau marché, pas une substitution de technologies sur un marché existant…4. Pour prédire si une innovation va rencontrer son marché, il faut analyser les tâches que le consommateur final doit accomplir (indépendamment de tout produit ou service existant)5. La mise en place d’une stratégie d’innovation suit un processus structuré6. L’analyse financière est systématiquement biaisée à l'encontre de l’innovation



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Innovation au New York Times, la version française | Nouvelle formule - Lexpress

Innovation au New York Times, la version française | Nouvelle formule - Lexpress | Big Media (En & Fr) | Scoop.it

Il y a quelques semaines, le New York Times a laissé fuiter l’un des documents les plus passionnants de l’année sur la révolution numérique et la difficile mutation du journalisme, des journalistes et des titres qui les font travailler.J’ai déjà dit ici tout ce que nous avions à gagner, à L’Express mais pas seulement, à une lecture attentive des 96 pages de ce rapport. Mes chefs m’ont entendu et commandé une synthèse, de 13 pages et en français, que j’ai enrichie de quelques remarques sur les leçons applicables au journal et au groupe.

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Recommender Systems (Machine Learning Summer School 2014 @ CMU) [slideshare] by Xavier Amatriain, Research/Engineering Manager at Netflix

Slides for my 4 hour tutorial on Recommender Systems at the 2014 Machine Learning School at CMU
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Facebook : ses API médias passent la seconde

Facebook : ses API médias passent la seconde | Big Media (En & Fr) | Scoop.it

Facebook lance une nouvelle version de ses API à destination des médias, en particulier les chaînes de télévision afin de se relancer dans la bataille de la "Social TV" face à Twitter, qui a pris une bonne longueur d’avance.

Le programme Public Content Solutions de Facebook ouvre à un nombre restreint de partenaires revendeurs (dont MassRelevance/Spredfast, Livefyre, Never.no ou Monterosa) l’accès à de précieuses informations sur les sujets les plus cités, "likés"ou partagés chez ses utilisateurs.

Quel responsable de rédaction n’a jamais rêvé de connaître les sujets qui suscitent le plus d’intérêt à l’échelle d’un pays ?

C’est désormais chose possible pour une poignée d’heureux élus dont CNN et NBC qui utilisent déjà quotidiennement à l’antenne ces « what’s trending right now ». L’expression "média social" prenant plus de sens que jamais.

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TV 2020 – Five years that will change TV like never before

Based on Comcast's recent comments that "TV will change more in the next 5 years than it has in the last 50", telcos could rule TV and home entertainement more than ever by 2020. Here’s why. Presented at the Connected TV World Summit, June 2014. #CTVS14
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Online Video Advertising Is Growing Many Times Faster Than TV, Search, And Most Other Digital Ad Markets

Online Video Advertising Is Growing Many Times Faster Than TV, Search, And Most Other Digital Ad Markets | Big Media (En & Fr) | Scoop.it

Online video is growing faster than most other advertising formats and mediums.


  • Video ad revenue will increase at a three-year compound annual growth rate (CAGR) of 19.5% through 2016, according to our estimates. 
  • That's faster than any other medium other than mobile. And much faster than traditional online display advertising, which will only grow at a 3% annual rate. 



Read more: http://www.businessinsider.com/digital-video-advertising-growth-trends-2014-5#ixzz37npYlS6k

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CLASSEMENT APPLICATIONS MOBILE JUIN 2014 – OJD

CLASSEMENT APPLICATIONS MOBILE JUIN 2014 – OJD | Big Media (En & Fr) | Scoop.it
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2014 FIFA World Cup Second Screen Apps Capture Global Audiences

2014 FIFA World Cup Second Screen Apps Capture Global Audiences | Big Media (En & Fr) | Scoop.it

Few would have predicted the match results following thirty-two games into the 2014 World Cup, but many had predicted the remarkable second screen activity during broadcasts of the competition.

The opening rounds have been noteworthy for on-pitch activity, but also for the on-screen activity of millions of smartphone, tablet and connected app viewers around the world.

During some qualification matches, more than 400,000 dual-screeners were sync’ed to global telecasts, and connected with supplementary content provided by app developers and app users.

Fans are able to make live predictions, rate player actions, share top moments and personal passions, post photos and videos, react to opinions on match topics ('That yellow card was not deserved!' 'Those aren't teeth, they're special implants!') and tweeting from the inside the applications.


Visiware is another leading provider of second-screen solutions, and its recently launched Sync2Ad platform uses a synchronized mobile ad-unit that plays in real-time with TV spots, as developers continue to explore ways that the second screen brings together audiences, advertisers and content in a unique interactive media experience.

Dedicated apps for the event, such as Televisa’s Deportes, ESPNSync, and L’Equipe Connect, are powered by Visiware's Sync2TV platform.

Sync2TV powers interactive engagement for its clients World Cup 2014 matches on iOS devices, Android devices, and on the Web, providing live game stats, gamification, social buzz, and video commentary.

“The World Cup 2014 has shown even greater uptake for second screen activity than we thought. The second screen has become a key component of sports and entertainment consumption,” said Laurant Weill, founder and executive chairman of Visiware. “Users are now telling us that they will no longer see a game without a second-screen application.”

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Programmers Are Frustrated by a Lack of Netflix Metrics

Programmers Are Frustrated by a Lack of Netflix Metrics | Big Media (En & Fr) | Scoop.it
When Breaking Bad scored three Emmy wins last fall, its showrunner, Vince Gilligan, credited Netflix for his show’s longevity and for heightening its popularity. Similarly, program execs in general have been thrilled with how streaming video services have made up for lost DVD revenue. But a little bloom is off the rose.


“The places we have to go to find [usage data for Netflix] are either private research companies that field panels, which you pay a lot of money to maintain, or we can do surveys. But surveys are notoriously unreliable,” said one network executive. That person notes that some Netflix rivals, like Hulu (which is owned by programmers and therefore more transparent) and iTunes (which is a pay-to-play model) aren’t as problematic.

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Should publishers be taking better advantage of evergreen content in their archives? | Poynter.

Should publishers be taking better advantage of evergreen content in their archives? | Poynter. | Big Media (En & Fr) | Scoop.it

For most publishers, less than 10 percent of June page views came from traffic to evergreen articles — stories that were more than three days old byParse.ly’s definition.

Among the publishers included in the analytics company’s data: Upworthy, Conde Nast properties, The Atlantic properties, Fox News, The New York Post, Mashable, Slate, Business Insider, The Daily Beast, The Next Web and The New Republic.

Nearly half of the publishers see less than 5 percent of their web traffic attributed to content that is more than three days old, according to Parse.ly:

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Big Data Solutions Powering the Music Industry - Microsoft for Work

Big Data Solutions Powering the Music Industry - Microsoft for Work | Big Media (En & Fr) | Scoop.it

Big data, well-assembled, can provide a comprehensive picture of a business’ current landscape. It’s the smart business, however, that can manipulate that data and put it to work for them in the future.

The music industry had to smarten up before many other industries. They learned to repurpose an unprecedented amount of customer data to evolve to a changing marketplace, reimagining their marketing strategies. Today, for many businesses, there is much to be learned from the trail those music companies have blazed over the last ten years.

The music industry was one of the first hugely impacted by the Internet, with large-scale file sharing that affected music sales. After several years of fighting this change, the music industry embraced digital music sales—and to use the data produced to offer their customers what they want.

According to Alisa Olander, VP of Strategic Insights and Research at Universal Music Group, the world’s leading record company, data insights have made all the difference in improving marketing efforts:

“Today with big data, marrying both the [quantitative] and qualitative research methods is really key. We collect so much data within a given day and it allows us to have a more intimate look at who our consumers really are, how they are consuming, their affinities and their path of purchase.”

For Olander, the greatest driving force behind change in the music industry is technology because it has affected how people engage, consume, and purchase music.

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Which Types of Ads Do College Students Pay Attention to?

Which Types of Ads Do College Students Pay Attention to? | Big Media (En & Fr) | Scoop.it
Much like the population-at-large, college students pay a considerable amount of attention to recommendations from friends and family. But beyond word-of-mouth, traditional
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Hearst is Building a “Netflix Model” Around Magazine Video Content | Beet.TV

Hearst is Building a “Netflix Model” Around Magazine Video Content | Beet.TV | Big Media (En & Fr) | Scoop.it

Hearst has just launched “Cosmo Body,” a daily fitness show which is advertiser-free and is  being offered on a subscription basis.  This is the first of what will be a number of Hearst titles and Hearst partners who will be part of a new “Netflix model,” explains Chris Grasso, SVP and GM of Hearst Digital Studios, in this video interview with Beet.TV

While the platform is presently free of advertising, the publisher will evaluate a range of  ”native” and brand integration partners.

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Big data et panels : de nouveaux modèles pour Médiamétrie, de nouvelles opportunités pour les médias

Big data et panels : de nouveaux modèles pour Médiamétrie, de nouvelles opportunités pour les médias | Big Media (En & Fr) | Scoop.it

Pas un jour ne passe, sur le Web, sans qu’il soit fait mention de la révolution que constitue l’accès aux «Big Data». Grâce au numérique, on dispose de volumes de données considérables, qu’il faut savoir stocker et traiter.

Quel est l’impact de ce changement de paradigme pour l’industrie de la publicité, du marketing, des médias et des études ? Les modèles d’analyse et de prévision sont-ils vraiment bouleversés ? Lorsque l’on se penche sur la réalité de ce changement technologique, comme a permis de le faire le séminaire organisé par l’IREP le 30 mai 2013, on nuance quelque peu l’ampleur de cette révolution. La seule question qui vaille, comme le signale Philippe Tassi, Directeur Général Adjoint de Médiamétrie et membre du Conseil scientifique de l’IREP, n’est-elle pas de savoir si, ou plutôt à quelles conditions, « bigger » signifie véritablement « better » ?

Le changement de paradigme de la donnée

L’accès à des données exhaustives sur un objet d’étude particulier n’est pas en soi une nouveauté. C’était même la règle qui prévalait jusqu’à la fin du XIXe siècle. Ce n’est qu’en 1895 que, le premier, Anders N. Kiaer, directeur de la Statistique du royaume de Norvège, expose les avantages de l’échantillonnage sur le recensement, à partir du cas de son pays, et en 1925 que la Commission Jensen confirme officiellement le bien-fondé et l’efficacité de cette approche. En 1936, George Gallup, élève du grand théoricien des sondages qu’est Jerzy Neyman, prévoit l’élection de Roosevelt à partir d’un échantillon de 3 000 personnes, à l’encontre de la méthode artisanale dite des « votes de paille ». Par le gain de temps et d’argent qu’il permet, l’échantillonnage s’impose alors comme la méthode de référence statistique du XXe siècle dans tous les domaines d’application.

À la fin du XXe siècle, grâce au numérique, on dispose de bases de données dont la volumétrie était jusque-là inimaginable. Les « Big Data » se présentent ainsi comme un retour possible à une forme d’exhaustivité. Non seulement l’étendue des données recueillies est considérable, mais leur fréquence peut aller jusqu’au temps réel. On observe tout et tout le temps. Les « Big Data » tirent leur intérêt, et la difficulté de leur traitement, de la capacité du numérique à fournir de gros volumes de données en instantané.

Des données enrichies

Il est aujourd’hui possible de connaître, par exemple, le nombre exact de visites d’un site, à chaque instant. Ces données, qui relèvent des « Big Data », ne peuvent néanmoins pas se substituer aux mesures par échantillonnage. Les informations fournies sont différentes, elles se complètent et se précisent l’une l’autre. Les panels apportent des indications très précieuses sur les individus et leurs comportements. Les « Big Data » offrent, quant à elles, des volumes d’informations considérables mais non structurées. Pour la mesure d’audience, réussir à traiter les « Big Data », c’est trouver le modèle qui permette de combiner ces deux types d’informations, pour fournir une mesure plus riche et plus précise.

Médiamétrie a ainsi mis en place de nouvelles mesures, pour l’Internet mobile et pour l’audience d’Internet fixe, tenant compte des apports de l’échantillonnage comme de l’exhaustivité. L’accès aux services Internet via le téléphone mobile prend appui sur l’exploitation des fichiers de logs des opérateurs. Ces données sont qualifiées par le suivi d’un panel de 10 000 personnes pour en enrichir l’analyse. Pour l’Internet fixe, l’approche choisie est celle dite « Panel-up » : c’est l’échantillonnage qui est le socle de la mesure. L’information exhaustive apportée par les « Big Data » est considérée comme une variable auxiliaire, qui permet d’améliorer l’étude. La mesure hybride de type panel-up est, depuis septembre 2012, la référence pour l’Internet fixe en France.

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The Impact of Binge-Viewing [pdf] Interesting study of Annalec

KEY TAKEAWAYS

  •  Binge-viewing is not an atypical behavior – two-thirds (63%) of all TV viewers binge-view frequently, and mostly during prime time
  •  Despite the assumption that binge-viewing primarily occurs through video streaming, bingeing is almost equally split between streaming services (50%) and broadcast/cable TV (43%); platform preference is indicative of one’s generational TV viewing habits

 As bingeing becomes even more widespread, there will surely be impact on video content consumption
via streaming services, as well as through broadcast/cable networks

  •  Binge-viewing leads to program discovery, bringing TV viewers back to real-time TV watching after they have caught up with all episodes (e.g., ‘Breaking Bad’ success)
  •  Despite a conventional wisdom that binge-viewers are avoiding ads, they are not only tolerant of ads, but are even more receptive to them compared to non-bingers

 Binge-viewers are twice as likely than non-bingers to see and share ads on social media, as well as talk about ads with friends and family – marketers could leverage binge-viewers’ engagement with ads and look for cross-marketing opportunities and branded integration efforts with the most popular programs

  •  Binge-viewing behaviors differ by gender – men binge-view by appointment, whereas women are more impulsive, and binge-view because of a need for instant gratification
  •  There is no shame in bingeing – nearly three-quarters of binge-viewers do not feel guilty about their binge-viewing experience, even though they are aware of some negativity that comes with 
  • it, especially as recognized by men

 Binge-viewers enjoy watching TV this way, and plan to continue doing so in the future

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How to drive innovation inside large news organizations - American Press Institute

How to drive innovation inside large news organizations - American Press Institute | Big Media (En & Fr) | Scoop.it
When Quartz, the fast growing global business website from Atlantic Media, announced that it had created a chart building tool to enable reporters to quickly generate visually appealing charts, some of the writers and editors at its sister publications were a bit jealous. Kimberly Lau, the vice president and general manager of The Atlantic Digital, …
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Endemol Beyond CEO: Embrace the Digital Madness : 2nd Screen Society

Endemol Beyond CEO: Embrace the Digital Madness : 2nd Screen Society | Big Media (En & Fr) | Scoop.it

Will Keenan, president of Endemol Beyond USA, who oversees the launch of new digital ventures in the U.S. and is building a network of genre-focused premium channels, looks at what’s happening with content today, and sees “history book stuff.”

“The consumer is now in control,” he said July 6, speaking at the Social TV Summit. “And we have a chance to partner with them, not fight against them. The barbarians are at the gates, and they’re Millennials. Let them in now, collaborate with them.

“Engage or die.”

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Predictive Modeling is Changing the Way We Work and Live | SmartData Collective

Predictive Modeling is Changing the Way We Work and Live | SmartData Collective | Big Media (En & Fr) | Scoop.it
Thanks to ongoing advances in computing and warehousing technologies, big data keeps getting bigger and advanced analytics such as predictive modeling make it ever more useful. The proliferation of smart devices, cloud computing and SaaS applications, both in our personal lives and the workplace, gives us the ability to know more about human behaviors and practices than ever before.


Conclusions

Fueled by an ever-increasing volume of big data, predictive modeling is being used to improve everything around us from the way we shop to the entertainment we enjoy, and the way we receive health care. The more we know about the past and present, the better we're able to predict the future to serve others, making faster and better informed decisions capable of reducing costs and increasing customer satisfaction.

Predictive modeling's deep dive into big data is reaping amazing insights into the way we live, work and play. These insights are leading to innovations and first-in-market opportunities that not only serve corporate interest, but our general condition, responding faster and more cost effectively to customer and constituent needs.

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Beamly adds social layer to iPlayer, ITV Player and 4oD » Digital TV Europe

Beamly adds social layer to iPlayer, ITV Player and 4oD » Digital TV Europe | Big Media (En & Fr) | Scoop.it

Beamly, the service that was recently rebranded from Zeebox, has launched a new Chrome extension that displays Tweets as part of the UK’s leading catch-up services. 

The Beamly OnDemand extension adds a social panel to the BBC iPlayer, ITV Player and Channel 4’s 4oD on-demand services, displaying tweets and comments that were made about a show at that moment it first broadcast on TV.

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Orange contre-attaque face à Netflix

Orange contre-attaque face à Netflix | Big Media (En & Fr) | Scoop.it
A la demande d'Arnaud Montebourg, l'opérateur prépare une offre concurrente à celle de l'américain Netflix, prévue pour septembre en France. Basé sur le catalogue d'Orange Cinema Séries, ce service sera inclus dans une clef connectable aux téléviseurs de salon.
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GeekWire Radio: How data, technology and Amazon are reshaping children's television - GeekWire

GeekWire Radio: How data, technology and Amazon are reshaping children's television - GeekWire | Big Media (En & Fr) | Scoop.it
What happens when a tech company makes its own television shows? We get the inside details this week from a children's television veteran whose latest show

Santomero explains how Amazon’s approach meshes with her own focus on research-driven television programming, and how the emergence of apps and interactive television are changing the world of content creation. She also provides guidance to parents on managing screen time for kids, and shares her memories of Fred Rogers, one of the biggest influences on her life and career.

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Understanding the power of Hadoop as a Service — Gigaom Research

Understanding the power of Hadoop as a Service — Gigaom Research | Big Media (En & Fr) | Scoop.it

Across a wide range of industries from health care and financial services to manufacturing and retail, companies are realizing the value of analyzing data with Hadoop. With access to a Hadoop cluster, organizations are able to collect, analyze, and act on data at a scale and price point that earlier data-analysis solutions typically cannot match.

While some have the skill, the will, and the need to build, operate, and maintain large Hadoop clusters of their own, a growing number of Hadoop’s prospective users are choosing not to make sustained investments in developing an in-house capability. An almost bewildering range of hosted solutions is now available to them, all described in some quarters as Hadoop as a Service (HaaS). These range from relatively simple cloud-based Hadoop offerings by Infrastructure-as-a-Service (IaaS) cloud providers including Amazon, Microsoft, and Rackspace through to highly customized solutions managed on an ongoing basis by service providers like CSC and CenturyLink. Startups such as Altiscale are completely focused on running Hadoop for their customers. As they do not need to worry about the impact on other applications, they are able to optimize hardware, software, and processes in order to get the best performance from Hadoop.

In this report we explore a number of the ways in which Hadoop can be deployed, and we discuss the choices to be made in selecting the best approach for meeting different sets of requirements.

Key findings include:

  • Hadoop is designed to perform at scale, and large Hadoop clusters behave differently from the small groups of machines developers typically use to learn.
  • There are a range of models for running a Hadoop cluster, from building in-house talent and infrastructure to adopting one of several Hadoop-as-a-Service solutions
  • Competing HaaS products bring different costs and benefits, making it important to understand your requirements and their strengths and weaknesses. Some offer an environment in which a customer can run — and manage — Hadoop while others take responsibility for ensuring that Hadoop is available, maintained, patched, scaled, and actively monitored.
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