Optimise your media tech procurement: Six steps to smarter tech buying

Why smarter tech buying is crucial for media companies

For over five years, we at Caretta Research have guided leading broadcasters, content studios, and pay TV operators through complex technology strategy, procurement and implementation projects. We’ve stepped in when previous RFP exercises have stalled, offering a wider industry perspective and data-backed evidence to underpin major investment decisions.

Our mission is simple: to help technology buyers and vendors work better and make smarter decisions. We’ve saved clients millions of pounds and months of project delays. In this article, we outline key best practices for successful media tech procurement and introduce a proven six-step approach you can apply to your own projects. To access the complete, in-depth guide, simply request it using the form at the end of the article.

Create the right shortlist with research

Starting with a focused shortlist saves everyone time. Base your choices on solid data, but be sure not to miss out on less obvious, more innovative options. Your initial work should include:

• Research comparable deployments: Analyse product deployments in the Caretta Portal to see which solutions similar organisations are buying.
• Engage with other tech buyers: Conduct structured conversations with media companies to hear first-hand what they use and why, including the pros and cons of each option.
• Conduct vendor due diligence: A strong working relationship is as important as the product. Be alert to vendors facing financial pressures or imminent M&A.

Focus on user stories, demos and POCs

Vendors can be "optimistic" in their written replies. Seeing a solution in action and getting hands-on is vital to assess its day-to-day usability.

• Create user stories: Build a core set of 6–8 user stories that capture the key pain points and workflows the new solution must solve.
• Demand structured demos: Ask vendors to show how their solution delivers those user stories, avoiding generic sales pitches.
• Run short proof of concept (POC) workshops: A bake-off of two (maximum three) vendors over 2–3 days allows users to get hands-on and simulate using the solution, providing critical, final validation.

Don't aim for perfection

Effective media tech procurement is about finding the "best fit," not the "perfect" solution. Focus relentlessly on what’s most important: the key pain points and the financial return on investment (ROI).

• Avoid extensive customisation: Demanding unique or extensive vendor customisations often leads to project failure. Focus on the best-fit solution and then adapt your workflows to fit market norms.
• Question why features are needed: Those seemingly "crucial" requirements often turn out to be minor, twice-a-year tasks. It's often cheaper to perform those manually than to delay a major project.

Avoid long lists of requirements

It's tempting to use an RFP spreadsheet with 500+ yes/no requirements as an insurance policy, but this risks selecting a vendor for shiny features rather than core fit.

• Focus requirements on the core: Use a lightweight Request for Information (RFI) to select final vendors for detailed evaluation.
• Ask "how," not "if": Instead of asking for a binary response, ask vendors to detail how they achieve each required outcome. This prevents over-optimistic replies.

Involve the whole team

Change management is frequently cited as the hardest part of a technology leader's job. It is therefore crucial that every stakeholder is engaged from the very beginning of the vendor selection process.

• Technology and business collaboration: Buying tech cannot be led only by the technology team or only by business users. Everyone must be engaged to ensure buy-in and smooth change management.
• Senior management support: Projects must be driven from the top. Vendors need to see executive sponsors and clear budget before committing to respond to an RFP or POC.

Include external perspectives and validation

Technology buyers are at a disadvantage: they may only purchase a particular product once every 5–10 years, whereas vendors sell it constantly. Level the playing field with industry expertise.

• Work with the market: Projects are successful and cost-effective when they align with wider market trends rather than heading in a unique direction.
• Benchmark vendors and costs: Outside expertise directly speeds up procurements, quickens project timelines, and ensures you know how much to pay vendors, maximising your ROI.

This approach ensures your media tech investments are backed by research and focused on the best business outcomes. 

If you want to learn more about our digital transformation services, contact us at info@carettaresearch.com and be sure to fill out the form below to receive the full guide directly in your inbox.

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