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RESEARCH, ANALYSIS & TRENDS

content, but a strategy that addresses the varying positioning. Picking your battles and leveraging deep
demands of audiences around the World and across all understanding of the viewing needs and habits of local
age demographics. audiences will be critical to surviving in an increasingly
competitive OTT landscape, which we expect will drive
Television’s new era the consolidation, or exit, of smaller players.

New technologies such as 5G mobile networks and Amidst these new technologies, industry changes and
artificial intelligence (AI) are also offering possibilities for evolution of audience tastes, television at its core must
traditional television’s revival. With exceptional retain focus on the critical factor: making shows which
bandwidth and low latency, 5G enables innovation of people want to watch. The allure of good content –
video in multiple areas. Augmented Reality (AR) and whether premium dramas, live sports, relevant local
Virtual Reality (VR) elevate the viewing experience to news – will always be the principle driver for audiences.
provide more immersive viewing offering audiences a Traditional television players have survived many
greater degree of control over the entire experience. threats in the past by maintaining this focus and co-
opting the best of the technology innovations, and it
For broadcasters, AI can help automate existing must evolve and adapt once more in response to
workflows driving down operating expenses while perhaps the most robust set of challenges it has ever
enabling innovation and efficiencies in audience insight, faced. ◊
content recommendation and predictive analytics.
Though still in its infancy, we are already seeing it at By Ed Barton, Chief Analyst –
work with content recommendations, ad targeting, TV and Entertainment, Ovum
automatic captioning and subtitling, scheduling and even
AI newscasters.
For more on how television broadcasters, Pay
While these evolving technologies provide interesting -TV and OTT players can navigate a digital-
first age, and what future audiences will be
possibilities for traditional television, it is crucial that like, join Ed Barton at ConnecTechAsia2019
broadcasters themselves augment their offerings by Summit, Day 2, 19 June at Suntec Singapore.
ensuring the quality of the viewing experience is He will speak on ‘The Evolution of TV, Media
maintained across online and mobile devices, focusing and Entertainment’ and will join fellow
on the content which is critical to their audiences, and panelists in the panel titled ‘Digital-First
Dialogue: Reinventing Television’s Ambition
working with partners to address gaps in the content and for the Modern Age’ on the same day.
service proposition.

With Disney+, Disney’s direct-to-consumer streaming
service, set to enter the market later this year traditional
television players will need to consider their competitive

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