Three Most Important Breakthroughs in the Media Business

david-kulczar-that big tv conferenceBig breakthroughs in media will be a hot topic at Cynopsis’ That Big TV Conference in September, and David Kulczar, Senior Product Manager of IBM Watson Media Analytics, will be key to the conversation. Kulczar shares his vision (“today’s viewers are the real showrunners”) of what promises to be a robust discussion. (To register for the event, go here).

What are the three most important recent breakthroughs in the media business?

 When it comes to innovation in the media business, the three most important recent breakthroughs are: the proliferation of esports as a driver of technology innovation, specifically as it pertains to full engagement of viewers and players; AR/VR for immersive entertainment, as it continues gaining wider acceptance and is finally starting to be used in ways that are not just novel, but truly useful and interesting; and AI for personalization, where we are rapidly approaching the ability for media consumers to attain a truly tailored entertainment experience.

Esports has become one of the media industry’s most impactful game-changers, mostly due to tremendous viewership growth, the immediate nature of participation and communication in these environments, and new revenue models that esports is starting to drive. The questions are around how we can maintain fairness in esports, make it more accessible to people of all ages, and help drive additional revenue in a space with such a rabid, yet often fickle following.

AR and VR have reshaped our ability to immerse ourselves inside the entertainment world, blurring the line between viewer and participant, and enabling consumers to experience media more intimately than ever before. The real issue with this space is that it is still often seen as a novelty item. The next phase will be finding true experiences that are engaging, fulfilling, and drive people to a technology that can often be seen as campy or not ready for primetime.

Lastly, AI is now deeply embedded in enhancing and personalizing the way content reaches consumers – it provides granular insight into video data and identifies the exact elements within a video that are most engaging to viewers, empowering publishers to recommend highly relevant content and create the most personalized viewer experiences to date. How do we give viewers what they want and are interested in, while still enabling them to find that diamond in the rough that they may not know they want?

How big a part will AI play in the future of media?

The future of media will see publishers of all sizes, from national broadcasters to local news stations, unlocking AI’s full potential and leveraging data-driven insights to enhance monetization opportunities and consumer experiences. As AI grows smarter and more sophisticated, however, its implementation requires larger amounts of training. This process is costly and time-intensive, yet necessary to ensure the technology analyzes and structures data to the best of its ability. The commitment to training AI will become a media industry standard found across the entire landscape, transforming both production for media companies and consumer experiences. Ultimately, the future of AI is similar to the future of most every new technology, which in short is improvement, commoditization, and democratization. How do we make it better, cheaper and get it into the hands of more people?

What’s your forecast for the media world 10 years from now?

 In the next decade, we’ll enter an era of hyper-personalization and new ways to engage with media. The media and entertainment industry is going to look different for every single viewer. We know that today’s viewers are the real showrunners when it comes to setting expectations for media trends. While industry experts will continue to race to provide the right content and platforms, advancements in smart devices, voice technology, as well as the widespread adoption of AI, will ensure that no two viewing experiences will be the same and will begin to blur the lines between viewer and creator.

I see a near future where viewers have an AI-powered concierge to manage personalized, participatory viewer experiences. Plus, with the growing amount of individual data media brands can use to inform recommendations, we’ll see recommendations informed by everything from the current weather to viewers’ emotions and interests – as told by social media. Imagine asking your TV, “What should I watch right now?” and it deducing that, while a romantic comedy is a great for a rainy day, you don’t want to watch any because of a recent breakup! Then, add the ability to dynamically control the outcome of content or to influence what a content creator might create, or even power an experience where content is auto-created for me based on my needs or desires, building a true “audience of one” experience.

 

Related Stories

07/22/24: Cynopsis Media Tech Update

Video advertising

Monday July 22, 2024 The faulty Windows update from cybersecurity firm CrowdStrike that caused a massive IT outage on Friday may not have been a cyberattack, but bad actors were quick to jump in and take advantage of the event. Cybersecurity agency CISA reported “phishing and other malicious activity” amid the blue screen errors. About […]

07/21/24: Cynopsis Jobs

jobs12

ASSOCIATE, GLOBAL LICENSING & DISTRIBUTION HEARST MEDIA PRODUCTION GROUP CHARLOTTE, NC Coordinate and execute asset delivery to content distribution partners and assist with ideation and execution of marketing campaigns with channel partners as well as capture, analyze, and report viewership data. You will also follow and report on industry trends and create weekly programming schedules […]

Cynopsis 07/19/24: Beloved Bob Newhart dies at 94

Beloved Bob Newhart dies at 94

Friday July 19, 2024 Today’s Premieres A+E: Cold Case Files: DNA Speaks at 9p; Tell Me How I Died at 10p AppleTV+: Omnivore; Lady in the Lake PrimeVideo: Betty La Fea: The Story Continues Today’s Finale WeTV: Mama June: From Not to Hot at 9p; Deb’s House at 10p Saturday’s Premiere A&E: New House No […]

Cynopsis 07/18/24: Shogun rakes in Emmy nods

"Shogun" rakes in Emmy nods

Thursday July 18, 2024 Today’s Premieres ABC: Press Your Luck at 8p; Lucky 13 at 9p BET+: Bruh Hulu: How I Caught My Killer Max: Kite Man: Hell Yeah! MTV: The West Coast Hustle Netflix: Cobra Kai; Master of the House Peacock: Those About to Die Prime Video: Top Class Tennis IN THE NEWS Hulu’s […]

CynCity

Cynsiders