Speaking at an IBC2023 session on Building the Future of Tech, panellists discussed how they are planning to harness new technologies such as AI to build the platforms of the future.
But Gabriella Vacca, CTO Sky Italia, Nitin Mittal, President of Technology, Zee, and Brian Lakamp EVP, Media Supply Chain, Paramount, all agreed that understanding the needs of their customers was the first step towards building the media platforms of the future, whatever the technology.
Vacca said: “AI is such a great opportunity for so many components of the value chain - although it’s important that the architectural framework is clear. With technology like augmented reality, we want to ask how we can make content more engaging for the audience. In fact the reality is our audience has different needs; from Gen Z to the older viewers who want to watch it in a more predictable way.”
“It’s important that we experiment because that’s how we are going to create innovation in the marketplace,” added Vacca.
Lakamp underlined the importance of metadata in the process of development: “The more you understand about how content is used, the more you are able to develop services to respond to the needs of the audience in sophisticated ways.”