When you watch a streaming show on these services, you are prompted to watch several streaming commercials.

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I need a response to my classmate’s post.
Identify the type of industry or sector in which you are interested in choosing a company for your Capstone Project. For example, tech, healthcare, manufacturing, hospitality, etc. Explain your choice.
My name is Chad Carriere, and I am from Calgary, Alberta, Canada. I have had an eclectic background in my career. For my capstone project, I am choosing to focus on an industry that is near and dear to my heart and where I started my career; media. I will be focusing on the Canadian media landscape, in particular, the streaming segment and how to monetize pay-per-click advertising within free streaming applications. Nancy Duarte teaches us that data is compelling and can be used to tell a meaningful story. I am looking to use the existing data and provide context around how it can be used to find new sources of revenue within the media industry (1).
Identify a focus area you would like to develop in your Capstone Project. This can be a new product or service, an operational change that would result in significant cost reductions and/or quality or margin improvements, or a major branding or marketing initiative. Why did you select this focus area? What are some of the biggest challenges or opportunities organizations in this sector are facing right now?
I have long been thinking about a way to monetize the ad space on free streaming network services (i.e., as a Canadian, thinking Global, CTV, and Citytv in Canada). When you watch a streaming show on these services, you are prompted to watch several streaming commercials. However, what if there was a way to monetize people’s want to skip commercials by setting up software where people can link their payment systems to literally pay to skip ads and watch their shows more immediately? There could be one-off ad skips for a small price, say 50 cents an ad, to weekly, monthly or show-based packages where you pay a subscription fee to never see a commercial for that period of time. The ad revenue is then returned to the network and advertiser as part of a revenue-sharing scheme. This would be an operational change that could result in significant revenue generation while strengthening brand loyalty. I selected this focus area because many of my friends and family still work in the media industry, but the industry is facing significant change due to the COVID-19 pandemic, social media, and changing viewer habits resulting in “further accelerated structural shifts towards a more digital, mobile, and platform-dominated media environment” (Reuters, 2). The Canadian media landscape is faced with significant pressures to obtain ad revenue and viewers, given the mass competition of streaming services like Netflix and Amazon Prime, in addition to social media and different ways of consuming media in a saturated marketplace.
As you learn more about the CEO Mindset, what specific issues are you most excited about exploring in your Capstone Project?
In this week’s readings, Carolyn Dewer explains that the CEO’s control accounts for 45% of a company’s performance (3). That is a massive ability to shift a company for better or for worse. Dewer goes on to explain that there are six main elements of a CEO’s job: setting the strategy, aligning the organization, leading the top team, working with the board, being the face of the company to external shareholders, and managing one’s own time and energy (3). From there, Dewer identifies 18 specific responsibilities that a CEO owns. I am excited to learn more about these issues and just how much impact a CEO can have on a company and how a positive and data-driven approach can result in meaningful, impactful change. The media landscape is moving quickly, and as a viewer myself, I find myself increasingly frustrated with our free media applications in Canada, such as Global and CTV. I see opportunities and avenues for simple revenue generation while prioritizing and respecting certain viewers’ time and attention.
Should anyone wish to connect on Linkedin: https://www.linkedin.com/in/chad-carriere-31325620/
Regards,
Chad
Source List:
Nancy Duarte. 2019. Data Story.
Nic Newman. 2022. Reuters Institute. Overview and key findings of the 2022 Digital News Report.
Carolyn Dewer et al. 2019. McKinsey & Company. The mindsets and practices of excellent CEOs.

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