TV Navigator:
From Strategy to Execution

Assess strategic alignment of projects, plans and
ambition with strategic business priorities

It has been more than two years since we’ve released 2017s successful TV (Strategy) Navigator. The response was immense, from partners using it to model their customers’ priorities, to (potential) clients using it to align their internal TV strategies and more. Since we have gained a lot of new knowledge in the past two years that we would like to share with you, we decided to update the model to help you develop an even better strategy for your media business. But that’s not all… In addition we have also made a complete new model which is all about data and how to align your data strategy with your business objectives: the Media Data Navigator. Read more about it on the corresponding page. 

Forged by experience

Your business is changing fast. This isn’t necessarily a bad thing though. With the right mindset and – more importantly – the right strategy, the disruption of TV and video can be a huge opportunity. Therefore, we’ve developed a model that has been the first step in formulating this strategy for dozens of companies in the industry. 

For years, we’ve seen clients struggle with the challenges of TV and video’s digital disruption. The near-impossibility of writing an RFP with perfectly predicted requirements for some distant point in time – or setting up a service environment for a system that’s constantly evolving – can paralyze processes that are increasingly required to be quick and lean. Our efforts to effectively unearth, align and document strategic priorities for these organizations organically grew into the TV Navigator we are presenting you today.

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which permits all uses of the original work, as long as it is attributed to the original author. More information at

Since its first inception, the TV Navigator has evolved into a model that’s been used by dozens of operators, service providers and other TV industry stakeholders. It’s never a finished product, but rather a model that’s constantly evolving. If and when you use it, you’ll undoubtedly tweak it for your specific use-case. From our end, we’d like to assist you in the process by telling you about our reasoning behind its current incarnation, the way we currently utilize it with clients and some possible follow-up actions. The TV Navigator is released under a creative commons CC BY 4.0 license, which allows you to copy, redistribute, remix, transform and use the model in any way, shape or form, as long as you give appropriate credit. Ideally, it will help you like it helped many Divitel clients before you.

How to fill out the TV Navigator?

The TV Navigator allows you to document your priorities within ten main strategic domains, related to the TV and video industry:

  • Three domains on vision: business, proposition and value type.
  • Four domains of product and technology: content, network, access and device.
  • Three domains of operations: service design, data and (future) technology.
TV Strategy Navigator example

Within each strategic domain, you will document your strategic ambitions by color-coding the corresponding options:

  • Must Haves are the unavoidable goals, that define your business or service;
  • Should Haves are highly desirable goals that have definite, measurable added value for your business or service;
  • Could Haves are of interest, possibly realizable in the existing context and could be of added value;
  • Won’t Haves are simply not possible, and it’s best not to waste any energy on it.

You’ll notice there are spaces left at the bottom of most domains to add your own options. The world is changing rapidly and you’ll probably want to incorporate your own ideas and vision.

What defines your strategy?

Using the TV Navigator

Filling out the TV Navigator is – by itself – a great exercise. It forces you to think about what defines your strategy, as it relates to your video or TV business, within specific and relevant strategic domains. In ‘the real world’, we’ve used this process in several different scenarios that may be relevant for you and your business:

  • Filling out the Navigator to assess if the RFP you’re putting out for a video delivery solution fits your strategic priorities;
  • Filling out two versions of the Navigator: One detailing your current strategy and one filling out your strategic ambitions, thus allowing you to define the steps to take to get from here to there;
  • Having multiple people from within the same company fill out the Navigator separately, before moving to a joint session to find out where priorities overlap and where they diverge.

In all cases, a mapped out Navigator is a great way to get to a roadmap that translates strategy to actionable solutions.

There are many ways in which to use the TV Navigator and there’s really no right or wrong way here: We’d invite you to use this model in whatever way fits you and your business. If you do use the Navigator in an interesting fashion or simply have some feedback, we’d love to hear it. Send us an email at [email protected] and we’ll get back to you as soon as possible.

The categories of the TV Navigator


Which markets are you targeting? How will you compete? How will you differentiate yourself from your competitor? 


How do you create value? Who is your target market? What do you offering? How do you create revenue?

Value type

Will you be a leader, challenger, innovator or smart follower? Are you focusing on a specific niche?


What does your content look like? Are you creating your own content a la Netflix or are you counting on user-generated like Google’s YouTube? Will you offer VOD and/or linear programming? What role do live events and sports play?


Are you looking to maximize the use of your existing network? Will you use a closed network, an open network like the internet or will you operate as a MVO? Will others operate services on your network?


How will end-users access your service?


What devices are you targeting with your service?

Service design

What devices are you targeting with your service?


How can you use data to inform strategic and operational decisions?

(Future) technology

What kind of technology do you need to support now? What’s around the corner?

Align your strategic priorities with your business activities

The TV Navigator is a model that helps you align your strategic priorities with your business activities. It can be a great first step in a process that can significantly improve your businesses’ ability to survive and thrive in a market that’s going through unprecedented change. It can be used by itself, in some of the scenario’s we detailed earlier, but is most effective as the kicking-off point for a bigger process. 

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