Insights: Strategic priorities in media archive monetisation
Chapter 7.
Building partnerships to maximise archive value
Successful archive monetisation increasingly depends on strategic partnerships that combine complementary strengths and resources. Our interviewees highlighted various collaboration models that enable more comprehensive offerings and expanded reach.
Ayushman Saha emphasises the collaborative potential: "Media organisations should explore potential collaborations with other organisations and partnerships with media houses where they can combine their respective archives to create entirely new products. There are also opportunities for relationships with companies and different suppliers who might benefit from historical context and insights."
For broadcast media, partnerships are already transforming distribution models. Meropi Kylika explains, "This evolution has led us to develop a three-pronged strategy: direct-to-consumer products, B2B partnerships, and expanded reach through AVOD platforms. Different regions also present varying challenges and opportunities. While some markets remain predominantly subscription-based, others are rapidly shifting towards digital platforms."
Stephen Thomas highlights the growing demand for integration with enterprise systems: "We're seeing growing demand for API-based content redistribution as organisations build their own AI tools. Large companies want to maintain their own view of information, combining our content with their proprietary data – whether that's client information, portfolio data, or internal analytics."
The technical requirements for successful partnerships include standardised data formats and rights frameworks. Thomas notes: "We've structured our rights around specific user behaviours – human reading, machine reading, summarisation and sharing – combined with agreed business purposes for AI outputs. This framework allows us to maximise customer value while protecting our core journalistic assets."
Strategic considerations also include deciding which capabilities to develop internally versus through partnerships. Thomas explains, "The key to success lies in being strategic about development choices – understanding what we should build now, what we might build later, and what we should leave to partners. This helps us maximise both immediate returns and long-term value while maintaining our position in the evolving information landscape."
McKinley Muir Hyden emphasises the importance of experimentation within a controlled framework: "We need to find the right balance between experimentation and maintaining control. Media organisations should test new models and explore licensing agreements, but with a clear focus on both commercial benefits and customer value. This requires careful consideration and the willingness to stop initiatives that aren't working."
The key to success lies in media organisations' ability to:
- Identify strategic partners that complement existing strengths
- Develop standardised frameworks for content sharing and integration
- Create clear rights structures for different use cases
- Balance control with collaborative innovation
- Measure partnership success against clear business objectives
As Saha concludes, "The success of these initiatives ultimately depends on having clear, measurable KPIs that become the organisation's North Star. When introducing new tools or approaches to content monetisation, the entire organisation needs to understand the purpose and have quantifiable metrics to guide their efforts."
Key Insights Recap
Strategic partnerships enable more comprehensive offerings and expanded reach. Media organisations are exploring collaborations with complementary content providers, technology platforms, and enterprise customers to create new value from combined assets.
Quick Action Guide
Key Insights Recap
Strategic partnerships enable more comprehensive offerings and expanded reach. Media organisations are exploring collaborations with complementary content providers, technology platforms, and enterprise customers to create new value from combined assets.
Quick Action Guide
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