Entertainment Group Rebrands for the Streaming Age
Innovation drives engagement
If you’re blanking on the last time you rented a movie at a video store or bought a DVD, the industry group that represents that ecosystem is giving a fresh face to a shifting field.
Last week, the Entertainment Merchants Association (EMA), which was founded as the Video Software Dealers Association back in 1984 and originally supported tape rental stores, announced it would rebrand to OTT.X and shift its focus to “over the top,” or streaming media accessed through the internet, rather than over cable signals. In a news release, the association notes that this situation reflects the broader shift in the market.
“The new vision positions the organization to more broadly support the business of bringing audio-visual entertainment to the consumer through all OTT means,” OTT.X said, including transactional video on demand (TVOD), subscription video on demand (SVOD), and advertising-based video on demand (AVOD).
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