The world of broadcasting is in the midst of a revolution. The traditional, linear workflows which defined the media organisations of the past are beginning to creak under the demands of the modern broadcasting landscape, with audiences now expecting content to be available anywhere, anytime. Media companies are therefore now searching for ways of working that can adapt with this new reality while continuing to deliver greater value.
The development of cloud platforms and the emergence of generative artificial intelligence has proved to be transformative in this search. Built on the foundation of the cloud, AI solutions have the potential to make production processes significantly more efficient and flexible – a fact that has been quickly recognised by the industry, suggests Silvia Candiani, vice president of telecommunications, media and gaming at Microsoft.
“The media and telecommunications industry is leading the way in AI-driven innovation,” she says. “This sector is exceeding others in terms of AI-driven returns, with projects delivering value quickly, often within 12 months or less. This swift implementation and realisation of benefits underscore the strategic advantage of AI in media and telecommunications, where the demand for personalised, on-demand content is rapidly evolving.”
The uses of AI span the entire production process, from content creation to distribution. Tasks such as scriptwriting, editing and scheduling can be streamlined, while machine learning algorithms can optimise content distribution by predicting viewer preference and recommending personalised content.
“These technologies are revolutionising the way broadcasters operate by automating and enhancing various aspects of their workflows,” says Candiani. “This automation not only increases efficiency but also allows broadcasters to deliver more engaging and relevant content to their audiences.”
AI also has an important role to play in enabling media organisations to make better use of data, says Candiani.
“The ability to manage and analyse large volumes of data efficiently is essential for making informed decisions and personalising content for viewers,” she says. “Advanced data analytics tools enable broadcasters to gain insights into viewer behaviour, preferences and trends. This information can be used to tailor programming, optimise advertising strategies and improve overall viewer satisfaction. By leveraging data solutions, broadcasters can stay ahead of the competition and adapt to the evolving demands of their audiences.”
Taking advantage of AI-powered solutions requires workloads to be moved into the cloud, marking a fundamental change in how broadcasters manage and deliver content. This presents a unique set of challenges, including the need to comply with data regulations, integrate legacy systems and to ensure staff are sufficiently trained in cloud operations.
“The journey to the cloud is not without its obstacles, but with determination and strategic planning, broadcasters can navigate these challenges and emerge stronger,” says Candiani. “Organisations should focus on implementing robust security measures, working closely with technology partners to ensure seamless integration, and investing in comprehensive training programs for their staff. By doing so, they can make the transition to the cloud as smooth and effective as possible, positioning themselves to capitalise on the myriad opportunities that cloud technology offers.”
Among the variety of benefits broadcasters could see as a result of moving to the cloud is a significant increase in the flexibility of broadcast operations.
“Flexibility is key,” says Candiani. “With cloud technology, broadcasters can swiftly adjust their resources based on demand, something traditional infrastructure simply can’t provide. This dynamic scalability ensures high performance and reliability without the need for substantial upfront investments in physical infrastructure.”
Cloud platforms can also enable media organisations to adapt to the changes in today’s work environment, as employees move to work across different locations. Teams spread across the globe can securely access content and workflows from anywhere, accelerating production timelines.
“The ability to work collaboratively, regardless of location, also opens up opportunities for broadcasters to tap into a global talent pool, bringing diverse perspectives and expertise to their projects,” says Candiani. “This eventually shows up in the quality of content your teams are producing.”
The wide variety of benefits to cloud-based, AI-enhanced workflows are already bringing substantial rewards to those organisations who have embraced the technology. According to The Business Opportunity of AI report by IDC, for every $1 invested in AI, companies are realising an average of $3.70, with some organisations seeing returns as high as $10.30.
Such substantial returns are encouraging more media companies to invest in AI solutions. For some, however, concerns remain around how the technology can be implemented while maintaining compliance with security standards. In an industry that relies on audience trust and content integrity, it’s essential that AI is used ethically. According to Candiani, this is one of the main reasons Microsoft is “uniquely positioned” to help broadcasters in their AI ambitions.
“Our commitment to trustworthy AI helps broadcasters navigate the complexities of AI adoption while maintaining the highest standards of security and compliance,” she says. “Microsoft emphasises responsible AI, and we provide guidelines and tools to help organisations build AI systems that are fair, transparent, and secure. By prioritising ethical considerations, AI solutions can be built that not only deliver value but also maintain the trust and confidence of stakeholders.”
Media companies can also rely on Microsoft to help them with the task of leveraging their data for AI solutions, says Candiani.
“Good AI starts with good data, so it’s crucial to take a close look at how data is currently handled and identify areas for improvement,” she explains. “Our data solutions enable broadcasters to efficiently store, process, and analyse their data, providing the foundation for AI-driven insights and automation. By ensuring that data is clean, well-organised, and accessible, we help media companies unlock the full potential of AI, leading to more informed decision-making and personalised viewer experiences.”
Microsoft can also work with its partners to help integrate AI into existing creative workflows rather than reinventing them entirely.
“This allows media companies to adopt new AI tools without disrupting their established processes, making the transition smoother and more efficient,” says Candiani. “By working with industry-leading partners, we ensure that our AI solutions are tailored to the specific needs of broadcasters, enabling them to innovate without compromising on quality or efficiency.”
For those companies still unsure about how the new technologies can best benefit them, Microsoft can also provide significant resources to support education and ideation.
“By engaging in workshops, training sessions, and pilot projects, we empower broadcasters to envision and implement innovative solutions that enhance their content production and distribution processes,” says Candiani. “This hands-on experience is invaluable in helping media companies understand the potential of new technologies and how they can be integrated into their existing workflows.”
Candiani highlights that, though AI-powered solutions are now capable of bringing significant improvements to broadcasting operations, their greatest benefit will be in enabling innovation from media professionals.
“It’s not simply about automating repetitive tasks with AI,” she says. “It’s about giving media professionals the extra time that allows them to focus on more creative and strategic activities. That’s what drives the real value.”
Industry perspectives
Media industry experts offer their insight into the ongoing shift towards cloud-based broadcasting
“Ultimately the benefits of implementing cloud-based operations for broadcast primarily come down to scalability since it enables an organisation to avoid expensive redundancies as content is rolled out geographically,” says Sean Wargo, vice president of market insight at AVIXA. “Data security can also be a key benefit in that roll-out as long as it is carefully specified and addressed by all vendors contributing to the solution. A centralised cloud system also provides opportunities for large scale data analytics as the content is consumed, revealing patterns and enabling customisation.”
“The future of broadcasting is moving to the cloud, and Azure is leading the way,” says Ken DeGennaro, senior vice president of media operations and technology at NBA. “With its robust network infrastructure and powerful tools, Azure offers broadcasters, such as the NBA, a scalable, cost-effective, and reliable platform to revolutionise their operations.”
“We have transitioned to cloud-based operations by migrating petabytes of media assets to Azure,” says Aus Alzubaidi, chief information security officer and director of IT and media at MBC. “This partnership enhances our scalability, allowing dynamic resource allocation during traffic surges, and supports a hybrid work environment for remote collaboration.”
Partner perspectives
Technology Record asked Microsoft partners how they are helping media organisations transition to cloud-based workflows
“Harmonic is an innovator in cloud-native streaming technology – from ad insertion to video processing and delivery – for big scale sporting events,” says Eric Gallier, vice president of video solutions and strategic partners at Harmonic. “Integrating the company’s end-to-end VOS360 Media SaaS with Microsoft’s Azure cloud and OpenAI Service enables media companies to increase user engagement, advertisement revenue, and workflow efficiencies.”
“The integration of NVIDIA full stack accelerated computing with Azure enables broadcasters to leverage powerful cloud computing for complex AI workloads and high-performance video processing,” says Sepi Motamedi, live media industry marketing at NVIDIA.
“At OBT Live, we’re empowering media organisations to redefine viewer engagement through ScreenFlow AI, a cloud-based solution built on Microsoft technology,” says Chris Hodgson, Co-CEO of OBT Live. “ScreenFlow AI transforms traditional broadcasts into interactive, dynamic experiences by overlaying AI-driven engagement elements onto video content.”
Read more from these partners in the Winter 2024 issue of Technology Record. Don’t miss out – subscribe for free today and get future issues delivered straight to your inbox.