Consumers of all ages increasingly favour content designed exclusively for digital channels. Mobile-centric and always on, they trust social networks and recommendation engines more than they do critics and friends for content choices. We call them Generation #hashtag. In order to harness the power of fans, video producers and distributors need to adopt a native-first mind-set, rather than continuing to digitize existing content and business models. Download this exclusive MIPTV-MIPCOM whitepaper by Bain & Company.

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Bain & Company is the management consulting firm that the world's business leaders come to when they want results. Bain advises clients on strategy, operations, technology, organization, private equity and mergers and acquisition, developing practical insights that clients act on and transferring skills that make change stick. The firm aligns its incentives with clients by linking its fees to their results. Bain clients have outperformed the stock market 4 to 1. Founded in 1973, Bain has 53 offices in 34 countries, and its deep expertise and client roster cross every industry and economic sector.

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