139 MEDIA & COMMUNICATIONS says Crownshaw. “A new startup entering this environment can take advantage of AI and the cloud to grow 10 times faster and put out content in ways they never could have before. Larger companies face a challenge to find the necessary flexibility to implement AI into their workflows and processes. It takes organisation and a culture of innovation to bring that vision to life, but once they do, businesses can expect to see the same, transformative streamlining in how they produce content.” Whether it’s AI, the cloud or another transformative technology shaping the media landscape by 2030, Microsoft is listening to the needs of its media customers and partners as it continues to support the industry into the future. “What Microsoft is doing is really resonating with customers,” says Crownshaw. “We’re not telling the industry what to do with these new technologies, we’re working with key stakeholders to find a way of using them that works well. We’re understanding the way that customers want to tell their stories because, in the end, storytelling is what the media industry is all about.” We talked with media experts to learn their perspectives on how the industry will have been transformed by 2030 Analyst perspectives I suspect the media industry in 2030 will be more dynamic and a lot less consolidated. The resurgence of anti-trust scrutiny and regulation coupled with the dismal results of recent media mergers will motivate spin-offs, divestitures and new participants. I am more certain about the tool than the fix for the dreadful economics introduced by streaming. All answers to reassemble media economics are enabled by technology. The potential productivity revolution in content creation when leveraging new technologies like AI, cloud computing and virtual production is especially promising. In 2030, consumers will continue to demand access to content on any device, from anywhere, and media experiences will have become much more immersive and interactive. From a Signiant perspective, media operations will have had to rethink their technology stacks to keep up with the change and will have fully moved away from custom solutions to reap the true benefits of the cloud and multi-tenant software as a service. The winning vendors will provide off-the-shelf, product-sized building blocks with modern application programming interfaces that provide much faster time to value, much lower total cost of ownership and far more agility so content producers can keep up with the huge breadth of platforms and formats that will be in play in 2030. In our Urgent Memo to the C-Suite report, MovieLabs identified some key trends that are driving transformative change in the media industry. These include the sheer volume of complex, global content produced for consumers whose viewing habits are changing distribution models at the same time that connected, creative collaborative workflows are ascending – all in a world where the traditional supply chain is quickly evolving. As a result, studios and creators are looking for more effective tools and interoperable cloud workflows and are following the MovieLabs 2030 Vision roadmap to leverage technologies such as real-time engines and AI to enable efficiency and more time for creatives. Joshua Stinehour Principal Analyst, Devoncroft Partners Jon Finegold Chief Marketing Officer, Signiant Leon Silverman Advisor, 2030 Vision, Strategy and Industry Relations, MovieLabs Photo: iStock/mikkelwilliam
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