Amplified AI – The Key to a Holistic Media Content Supply Chain | by Jayarama Emani | March 2022

The M&E industry has a complex and nuanced supply chain that spans from content creation to distribution. Talent, complex technologies, 24/7 operations and compliance are the main elements of the content supply chain.

If 2020 was a banner year for any company, it would undoubtedly be OTT. The global lockdown has induced an unprecedented surge in OTT viewership, leading to meteoric growth in subscribers, revenue and investment in content creation/acquisition.

Broadcasters, studios and OTT platforms create/manage anywhere from a few thousand to a million unique essences every year. The efficiency and scale of AI applied to this can serve them well.

AI (artificial intelligence) has made inroads in adoption in a few specific use cases during the pandemic. However, the use of AI has been peculiar, and the nature of the interventions feels like sparse islands in a vast workflow throughout the content supply chain. AI intervention in a workflow yields significant efficiencies and opportunities. But this does not extend the benefits in a non-linear way.

Synergistic supply chain improvement with AI-led amplification will transform M&E firms from episodic AI interventions here and there into a sustained AI-led continuous supply chain, improving their abilities to Generate more revenue faster with the same content. This can be achieved by reusing and monetizing content that has not been used so far, identifying content to distribute faster and monetizing it faster, and preparing content faster and better.

An AI intervention in a use case typically provides efficiency improvements, but sustained AI-driven efficiencies from production/acquisition throughout the supply chain deliver significant efficiencies.

However, companies must equip themselves with the know-how to adopt such technologies and start somewhere by abandoning their inertia for existing technologies and being bold enough to implement emerging technologies: the greater the adoption, the greater the benefits. are not linear.

AI promises to transform the M&E industry in all its aspects. But do they have the necessary in-house data science talent to fine-tune the AI/ML engine for their company’s data model? And ensuring accuracy and actionability? The fact is, no M&E customer business challenge can be effectively solved by an AI engine or solution provider. The lack of adequate expertise also thwarts any internal project that tries to build an AI/ML model.

AI can have a technical impact directly from content production to distribution, but the adoption of AI by media companies will first follow on the content demand side. The customer is king in the media industry and wants to have multiple choices anytime, anywhere and any flexibility for viewing content. Media organizations will soon focus on how AI can help reduce operating costs and respond faster to demand in handling vast content. Also prepare the content for all platforms and indicate how the customer’s choice will match the content. Once the automated process and adopted solutions begin to deliver the expected results, the next phase will be to produce complex content using AI.

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