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Machine learning and artificial intelligence are gradually penetrating human life – in the future they will take an even stronger position, changing all areas and models of interaction. What will happen to the media industry in this regard?
Artificial intelligence and machine learning tools are now becoming increasingly relevant for large corporations and advertisers, including those in the media industry. It seems that our future is the reality of the hero of the movie “Ready Player One”, who, putting on glasses, remains in the real world, while also existing in the metaverse. Together with experts at the second TV2B meeting, Alexei Tolstogan, CEO of the National Advertising Alliance, discussed how the media industry will change due to the development of new technologies.
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Media consumption of the future: what awaits users
Ruslan Tagiev, CEO of Mediascope, said that thanks to the development of technology, people will soon spend less time on work and domestic employment – saving time will become a new trend. Technologies will continue to improve, the amount of content will continue to grow – in proportion to this, the demand for simplified navigation within the environment also increases. It is now important for people how the service is organized and what distribution tools operate there – the form of information presentation will change along with user preferences.
Since time remains the main resource of the consumer, with the increase in the volume of content, spent minutes have become a source of competition in the industry. Most likely, the need for closer interaction between producers and consumers of content will grow. Basically, users have already come into contact with content creators through likes, comments, searches, story engagement. Recently, no one could have imagined that “Friends” or the heroes of “Sex and the City” would again gather on the screen. The distance between those who create content and those who consume it is gradually getting smaller.
Of course, it is becoming more and more difficult for content producers to keep the attention of users, because even Jorge Luis Borges in his essay “Four Cycles” described the possibility of creating only a limited number of stories, and Georges Polti said that there are only 36 dramatic situations. Viewers are interested in entertaining stories, and this is unlikely to change in the near future. In addition, there is a growing demand for social and entertainment content with an idea and a message.
Improving the quality of human life and accelerating global processes that affect the rapid transformation, including the professional environment, potentially strengthens the position of edutainment – the presentation of educational content in an entertaining and interactive form.
“Set of established rules”: what will happen to television
Television will remain in demand. Channels create a predictable environment for the audience. From the point of view of navigation, television has always been convenient: a certain number of topics, a grid of programs. Now it is obvious that linear television in the classical sense will disappear: it will be rebuilt based on the principles of programming and algorithms that facilitate choice. At the same time, it is rather difficult to predict exactly how the holdings will build their interaction with the consumer: for niche audience groups, emphasis should be placed on predictability, while channels for a wide range of viewers may well focus on greater coverage.
Even now, television tools are expanding: delayed viewing functions, the possibility of digital viewing of premieres (catch up), and video on demand are becoming available. In addition, while channel interactivity used to be about the ability to call live or vote via SMS, in the future interactivity can reach the point where people will influence the storyline.
Environmental impact: the place of advertising in the media of the future
From the point of view of the advertising approach, creativity around content is an obvious advantage of television holdings, believes Jan Kuchalski, General Director of the Media-1 company. The success of creative solutions directly depends on understanding your audience and your content, as well as on a conscious approach to the tools and environment in which content is distributed.
Today, every point of consumption is a marketplace. But, despite the personalization trend, both niche and mass products will remain on the market, because a person, remaining an individual, in any case, it is important to share values with society. For advertising, this means keeping key tools. Here you need to keep in mind that reaching through reach is a story for mass products and offers that it is important to talk about quickly. Targeting is about accuracy and individualization. Such advertising is suitable for niche categories that focus on a specific range of consumers.
From a technological point of view, it becomes possible to return familiar stories and faces to content consumers: deepfakes are gradually being introduced into the advertising environment. In our country, an advertisement was recently released in which Bruce Willis took part, or, more precisely, only his face.
Metaverses: media as a first step into other worlds
A full transition to the digital environment is a serious step, because, as the lockdown has shown, people are not yet ready to give up social interaction in life. Nevertheless, large corporations are already working on expanding the capabilities of the global network, seeking to turn it into an analogue of the real world, but with greater manufacturability.
Jan Kuchalski believes that robotization and automation will ultimately lead the user to choose between the physical and digital worlds. The first option involves individual development, but constant interaction with people, finding solutions, facing challenges. The second is built on mass consumption and media with a wide range of coverage. People there will communicate within natural limits – a person in such a world will have an unconditional basic income, but a limited amount of money.