Telstra Media Chief Rick Ellis on Broadcast, Broadband - VIDEO

Telstra Media Chief Rick Ellis stopped by the VideoMind studio recently and spoke about the shifting relationship between broadcast and broadband video. We also talk about Australia's killer insects.

He spoke about the move to mobile, multi-screen broadcasting:

"The uptake of video content in that multi-screen environment is just going crazy. We need to figure out how to monetize that."

On multi-screen monetization strategies:

"Telstra owns 50% of Australia's only pay-TV business. So clearly that is a subscription based model that extends to advertising in the TVOD space." 

He also said about how ad-supported models and online subscriptions were viable solutions for media portals. Selling digital marketing services is an emerging B2B play. 

On the challenges he is facing as Telstra's Head of Media:

"Challenge is opportunity. Our challenge is how do we leverage our network capability and our media assets . . . to get a good, elegant execution of media delivery into the laptop and tablet and mobile environment."

"We want a more elegant execution across the four-screen environment."

He spoke about how Australia's hyper-connected viewers are driving this change in how TV is broadcast.

"There's a real demand there, and we want to make sure that we're in front of the curve."

Finally, we discussed dangerous animals that reside in Australia.

"Australia is a warm place that's full of bugs that can hurt you and kill you."

Thanks so much to Rick for stopping by. It's always a pleasure to speak with the people working on the front lines of the online mediashift. 

If you missed it, be sure to check out my video interview with Telstra CEO David Thodey. Part One is here, and Part Two is here.