Amplified AI — The Key To a Holistic Media Content Supply Chain
The M&E industry has a complex and nuanced supply chain that spans from Content Creation to Distribution. Talent, Complex Technologies, 24X7 Operations, and Compliances are the main elements of the content supply chain.
If 2020 were a banner year for any business, that would undoubtedly be OTT. The global lockdown induced an unprecedented surge in OTT viewership, resulting in a meteoric growth of subscribers, revenue, and content creation/acquisition investments.
Broadcasters, Studios, and OTT platforms create/manage anywhere from a few thousand to a million unique essences every year. Efficiencies and the scale of AI applied to this can significantly benefit them.
AI (Artificial Intelligence) has been making inroads into adoption in a few specific use cases during the pandemic. However, the use of AI has been particular, and the nature of interventions is like sparse islands in a large workflow across the content supply chain. An AI intervention in one workflow gives efficiencies and opportunities that are meaningful. But it does not expand the benefits non-linearly.
A synergetic uplift across the Supply Chain with AI-led amplification will transform M&E businesses from episodic AI interventions here and there to sustained continuous AI-led supply chain, enhancing their abilities to create more revenues faster with the same content. This can be achieved by re-using and monetizing the content that has been unused so far, identifying content to distribute faster and monetizing faster, and preparing content faster, better.
An AI intervention in one use case typically provides efficiency improvements, but sustained AI-led efficiencies from Production/Acquisition across the supply chain bring in significant efficiencies.
However, businesses need to equip themselves with the know-how to adopt such technologies and start somewhere by dropping their inertia for existing technologies and being bold enough to implement emerging technologies: more the adoption, more non-linear the benefits.
AI promises to transform M&E Industry in every aspect. But do they possess the required data science talent in-house to tweak the AI/ML engine for their enterprises’ data model? And ensure accuracy and actionability? The fact is, no M&E clients’ business challenges can be solved effectively by anyone AI engine or solution provider. The lack of adequate expertise also foils any in-house project which attempts to build an AI/ML model.
AI can impact technically right from content production to distribution, but the adoption of AI by media companies will follow first from the demand side of the content. Customer is king in the Media Industry and wants to have multiple choices anytime, anywhere & any flexibility for content viewing. The media organizations will be focusing shortly on how AI can help reduce operating costs & faster respond to demand in processing the vast content. Also, make the content ready for all platforms and how the customer choice will match the content. Once the adopted automated process and solutions start giving the expected outcomes, the next phase will be producing complex content using AI.
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