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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.