Why Metadata & AI Will Revolutionise The TV Viewing Experience
In this guest post, John Lee (pictured below), vice president, APAC Sales, TiVo, predicts new technologies – namely metadata and AI – will impact our TV viewing like nothing we’ve seen since the advent of “the box’ way back in the 50s…
Watching television used to be a solitary activity. Today, that’s far from the truth as social media has opened up the floodgates for real-time discussion, allowing us to share our joy, shock, or dismay with fellow viewers all over the world as the plot to our favourite TV shows unfolds.
When Viserion was taken down by the Night King in that episode of Game of Thrones, the internet pretty much exploded with reactions to the unexpected plot twist – even if you were watching the episode alone at home, you’ll easily feel like part of a bigger community with so many people to share your experience with once you log on to social media.
With Asia Pacific accounting for more than half of all social media users worldwide, the immense amount of data generated can be used to inform and predict entertainment preferences and add a whole new dimension to the modern consumers’ TV viewing experience.
But how can broadcasters and content producers leverage this phenomenon to further improve their offerings? The answer is enhanced metadata powered by Machine Learning that can analyze current events and trending topics on social media, and in turn relating that to entertainment content to anticipate what viewers may want next.
Taking entertainment to the next level with social media
There are 3.1 billion active social media users and 2.8 billion active mobile social media users in Asia Pacific. The integration of social media content into ones’ viewing experience is propelling the industry to expand its current definition of metadata to include the behavioural element.
Through tagging of live social media updates during a show, broadcasters can push the viewing experience envelope by creating a social and entertainment hub that empowers consumers to be more than passive viewers, but active participants in a larger conversation.
For example, during the season premiere of Game of Thrones, HBO can run a live Twitter feed capturing tweets by the show’s cast members and other viewers who are using the hashtag #GameofThrones to share their reactions online. By analyzing the data generated by these real-time interactions, entertainment providers can efficiently track consumer habits to create an even more personalized entertainment experience for viewers that was not possible before the advent of social media and mobile devices.
On the other hand, studios, networks and broadcasters can now better monetize their cataloues because their discovery engines know when specific movies, TV shows or celebrities are trending and ensure that the information related to that content is current. Until now, these large untapped back catalogs have been buried by the content explosion and wild proliferation of distribution channels. With deep, real-time and regionalized metadata, powered by AI and machine learning, entertainment providers can make their entire catalogs more searchable and discoverable.
How metadata is shaping the future
So, what’s next for metadata and how can it continue to impact the future of the entertainment? The two key trends are conversational technologies and Virtual Reality (VR).
According to Grand View Research, the Asia Pacific market for voice recognition is anticipated to observe the fastest growth in the next eight years, with a predicted market revenue of close to USD30 Billion by 2024[4]. However, for voice capabilities to be delivered across households and become truly mainstream, the technologies will need to be backed by metadata in order to accurately reflect the mind of the consumer to deliver a natural and intuitive search experience. By providing interaction, accessibility and convenience to consumers, voice interfaces are shaping the future of user experiences and might just be the bait that reels viewers back to the square box that has been delivering entertainment for over 90 years.
In the past couple of years, we have seen VR technology grow in use, decrease in price and receive more investment. The experience provided by this technology is becoming increasingly sought after. However, as the delivery of VR is through an individual headset, people are isolated from one another and are therefore unable to enjoy the experience together. By incorporating the use of metadata through interaction to create an understanding of the user’s preferences and a method that allows them to discover the content they want quickly, either by moving their head, giving a voice command or even acknowledging the presence of another will lead to a more seamless integration of the technology and an overall enhanced entertainment and more personalized experience.
New innovative technologies will continuously emerge but it all boils down to the use of metadata, as this will be the key to finding and managing content in an efficient, fast and convenient manner that will change the way we consume entertainment in the future.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.