137 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. “ These technologies are revolutionising the way broadcasters operate” MEDIA & COMMUNICATIONS Photo: Adobe Stock/Lek
RkJQdWJsaXNoZXIy NzQ1NTk=