“Unmatched market understanding, insight and actionable strategic advice.”

That’s one client’s feedback for Allan McLennan, chief executive and founder of the PADEM Media Group, a global streaming media and entertainment management consulting, strategic advisory and analyst firm. And it’s the type of feedback McLennan has consistently received during the dozen-plus years he and PADEM have been in business.

With clients ranging from small, innovative startups to giant multinational corporations, McLennan and PADEM have a record of being ahead of the evolving trends and emerging challenges in the M&E space, with everyone from Ericsson to Siemens, Universal to TiVo, Comcast, Apple and Disney working with the industry vet and his company to advance their IP and digital media distribution and audience engagement roadmaps.

McLennan gave the Media & Entertainment Services Alliance (MESA) a rundown of the origins of PADEM Media Group, how PADEM addresses the differing needs of every corner in the M&E business, and what he sees on the horizon for the industry.

MESA: Why did you decide to launch PADEM Media Group back in 2007, what was the impetus for getting the company off the ground?

McLennan: PADEM was an opportunistic endeavor. I had been leading, launching and guiding Rentrak’s Advanced Media and Information (AMI) division. Experience garnered at that time enabled us at PADEM to step in and provide in-depth insights and understanding around the new TV audience’s evolving needs, and the technology required to meet viewers’ expectations worldwide.

MESA: How have you evolved PADEM over the years as media and entertainment technologies have evolved? And what forward-looking tech evolutions are you keeping in mind next?

McLennan: As we extract ourselves from this paralyzing moment in history, PADEM is working with new ways that technologies, services and offerings can enhance and provide direct interaction with each member of the video and TV audience, especially by providing informed and intelligent connections. This includes not only the creation of, but also the distribution/delivery of, targeted, personalized streamed programming, evaluating how live events; concerts; electronic town halls; selective audience programming and more will need to be reevaluated to provide an even better experience for both our audiences as well as our businesses.

MESA: What have you encountered when it comes to the differing needs of who you advise: tech corporations vs. broadcasters, hardware manufacturers vs. MVPDs, studios vs. brands? How do you approach so many varying businesses with just the right touch?

McLennan: Through our experience, large and small tech corporations, broadcasters, hardware manufacturers, MVPDs, studios, even brands have the same challenges in recognizing and presenting their capabilities and benefits. It is typically there and in many cases there’s a need to unify an understanding and clarity on what the market needs and be engaged. Are they product-centric, customer-problem-solving focused, revenue-driven, market-image concerned, innovation-driven, employee-supportive, market-opportunistic, culturally-sensitive? Those are just some of the questions PADEM asks.

MESA: How have your 25-plus years in the media and entertainment space informed your PADEM practice, what are some of the experiences that you rely on to improve the advancement of your clients?

McLennan: PADEM has been on the forefront of identifying not only current digital transformations, but how those transformations will impact the market in years to come. We look to share a reflective understanding toward executive function; accumulated knowledge; a bit of judgment, empathy and we’d like to think wisdom.

Through these perspectives we have been fortunate to be asked to actively participate in industry leadership organizations that look to anticipate the impact of new technologies, including IBC, the Producers Guild of America (PGA), and the Institution of Engineering and Technology (IET), as well as in NYC’s public schools, along with DC lobbying efforts through my board position for the Center for Educational Innovation (CEI) to connect all homes, students, teachers and families with highly effective and stable streaming services and networks.

These all are based on understanding the integration and importance of data analytics in creating new audiences and connecting them through smart programming and network efficiencies which has been in PADEM’s blood from the outset.

From our experience for example from years ago too with the launch of a head-of-its-time one of the first global OTT/streaming services, SelectPlay in 1999; our work with the first-ever CD-ROM experience with Disney’s “The Lion King,” and our backing (with partner Steven Spielberg) of the virtual, 3D, multi-platform World’s Inc. platform at VR’s outset, PADEM has repeatedly anticipated and help drive what’s next in media and entertainment.

MESA: What are some of your favorite PADEM customer success stories in the media and entertainment space, and why?

McLennan: Well, on ones we can respectfully talk about:

• Advancement of Siemen’s Video Engine into the U.S. for Deluxe.
• Multiple technology whitepapers and market advancement planning for extremely powerful codec platforms.
• Creation and production of the first fully shot-on-mobile TV series, the 13-part “Africa Diary” show, geared toward critical thinking for children, and licensed by the Sundance Channel.
• Integration and brand retainment for IPTV operator software Mediaroom into Ericsson.
• Global thought leadership summits for Conviva.
• Market evaluation and technical product solution planning for the launch of new codecs into the 1.5 billion person market for RealNetworks.
• Advisory of intelligent data analytics technology service Cognitive Media Networks prior to its 2015 sale to Vizio.
• And multiple successful and confidential M&A assignments.

MESA: What’s next for PADEM, what advances and offerings in consulting on helping with digital transformations can we expect from you next?

McLennan: The development of a new market and company development for IP/OTT streaming educational channel, providing curriculum-based programming and entertainment, and a youth-targeted, free-device network, is one that is active for us today. Live-music creation platforms, educational engagement, and the introduction of new, highly dynamic remote editing solution expanding into APAC are on our radar as well.

To learn more about PADEM Media Group, click here.