173 MED I A & COMMUN I CAT I ONS Rapidly increasing demand is placing pressure on production companies to create compelling content and three world championships later, Yeshayah reports directly to him. He has leveraged technology to help creatives make better decisions and achieve success.” As he looks towards the future, Bonjour hopes to see a wider representation of people and ideas within the media industry, driven by easier and more affordable access to the technology needed to create content, as well as a shift in mindset from large media companies. “I believe the ideal situation is the democratisation of storytelling,” says Bonjour. “It’s one of the reasons why I’m so excited for short form content on platforms like YouTube and TikTok, because it gives everybody on the planet with a phone the opportunity to create something. What I’d like to see is more democratisation in the long-form space. Anybody who has a great idea should be able to surface that idea and see it come to life if data shows that it would resonate with the public. Traditional media players are continuing to acquire content in a traditional way at the moment, and technology can help change that.” However, despite the rapid pace of change, Bonjour is adamant that the most important part of media production will remain the stories it tells. “Media production is essentially storytelling,” says Bonjour. “The ways in which we use tools to tell these stories will continue to evolve and give us a more immersive experience, but at the heart of it remains the story, as it has done all the way from Ancient Greek theatre to the 21st century. A great idea, executed well by a great team creates great content.”
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