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How AI will accelerate growth in Thailand’s media industry

This piece is based on the article posted in The Nation by Phil Eade, Senior Director, Media Platform Business Development, APJ of Ooyala.

According to a recent report, Artificial Intelligence (AI) has been adopted by the Ministry of Information and Communication Technology to implement services and tools that facilitate information sharing and collaboration, along with supporting decision-making and problem-solving.

These initiatives have increased efficiency and brought about more personalised services for Thais.

While AI has been widely employed across industries, there remain many opportunities to be exploited by Thailand’s $14-billion media and entertainment industry. Broadcasters and media firms in Thailand face efficiency challenges in terms of delivering relevant and personalised content to consumers.

Drawing on the large amount of data generated from the consumption of videos, AI could improve the management and delivery of content as well as automate operations. Beyond that, AI could deliver better insights to help media executives make informed decisions and develop sound strategies for their business.

Three things AI could do for content production 

1. Make worthy content

Content producers are in a race to make original and creative content that appeals to consumers. More often than not, this process requires an extensive review of past content to gauge viewers’ interest and avoid duplication of content.

AI makes it easier for the publisher or broadcaster to understand the specific preference and behaviour of consumers by leveraging machine learning.

For instance, if user X watches video A then clicks to watch video B, we can infer that the likelihood of user Y also wanting to watch video B is high if they had also watched video A.

These patterns feed into a powerful neural network of decision-making that content producers could rely on to create personalised content for consumers.

Couple this with an AI-powered in-depth calculation, which tells content makers the type of content they should prioritise and focus their production spending on. A decision-maker would be more empowered to make a calculated decision rather than relying on intuition or superficial assessment.

2. Give content a re-birth

As a lot of money is being spent on producing a piece of content, the ability to make the most out of it is key. The localisation of the content to cater to each market’s needs and relevance is one way – and AI could help speed up the process.

Tech giants have AI tools that make it easier to transcribe or translate audio into other languages so that you can sell your content to new markets.

Leveraging existing content is another way to profit. We can almost always hear the same pain point from broadcasters or publishers who argue that they don’t even know what they have in their archives at this point.

Locating, let alone monetising, relevant footage to supplement a news bulletin or a documentary often becomes a huge challenge for content companies as they sift through the vast amounts of video assets that sit in their archives.

With AI, media organisations can index existing content with powerful metadata capture techniques, enabling them to easily identify and repurpose that archived content.

3. Monitor live events

Live events often comprise many moving parts; if one thing goes wrong, it could cripple the entire event. That also means that monitoring a live event or troubleshooting issues is typically performed in silos, leaving media organisations in a fix as they try to accurately pinpoint and resolve issues.

Thus, AI could watch out for unexpected spikes in viewership during the live broadcast and alert companies immediately to add server capacity and prevent the event from crashing. This gives production companies the opportunity to monitor and troubleshoot more quickly and efficiently, sometimes even before they happen.

Never too late for AI

The benefits of AI are exciting. Streamlined workflows, increased efficiencies, and improved monetisation are all potentials that could very well be fulfilled.

Additionally, with Thailand becoming an increasingly mobile population, only media companies able to deliver content in various modes and formats in a timely manner will gain.

However, AI is still in its nascent stage and still ramping up across sectors. While it will in the foreseeable future become more advanced and integral in our tasks, that does not mean that human participation would be forfeited. Ultimately, AI should play the role of a work-partner able to give insightful answers, but it will still be up to humans to make the right decision.

 

PARTNER

Qlik’s vision is a data-literate world, where everyone can use data and analytics to improve decision-making and solve their most challenging problems. A private company, Qlik offers real-time data integration and analytics solutions, powered by Qlik Cloud, to close the gaps between data, insights and action. By transforming data into Active Intelligence, businesses can drive better decisions, improve revenue and profitability, and optimize customer relationships. Qlik serves more than 38,000 active customers in over 100 countries.

PARTNER

CTC Global Singapore, a premier end-to-end IT solutions provider, is a fully owned subsidiary of ITOCHU Techno-Solutions Corporation (CTC) and ITOCHU Corporation.

Since 1972, CTC has established itself as one of the country’s top IT solutions providers. With 50 years of experience, headed by an experienced management team and staffed by over 200 qualified IT professionals, we support organizations with integrated IT solutions expertise in Autonomous IT, Cyber Security, Digital Transformation, Enterprise Cloud Infrastructure, Workplace Modernization and Professional Services.

Well-known for our strengths in system integration and consultation, CTC Global proves to be the preferred IT outsourcing destination for organizations all over Singapore today.

PARTNER

Planview has one mission: to build the future of connected work. Our solutions enable organizations to connect the business from ideas to impact, empowering companies to accelerate the achievement of what matters most. Planview’s full spectrum of Portfolio Management and Work Management solutions creates an organizational focus on the strategic outcomes that matter and empowers teams to deliver their best work, no matter how they work. The comprehensive Planview platform and enterprise success model enables customers to deliver innovative, competitive products, services, and customer experiences. Headquartered in Austin, Texas, with locations around the world, Planview has more than 1,300 employees supporting 4,500 customers and 2.6 million users worldwide. For more information, visit www.planview.com.

SUPPORTING ORGANISATION

SIRIM is a premier industrial research and technology organisation in Malaysia, wholly-owned by the Minister​ of Finance Incorporated. With over forty years of experience and expertise, SIRIM is mandated as the machinery for research and technology development, and the national champion of quality. SIRIM has always played a major role in the development of the country’s private sector. By tapping into our expertise and knowledge base, we focus on developing new technologies and improvements in the manufacturing, technology and services sectors. We nurture Small Medium Enterprises (SME) growth with solutions for technology penetration and upgrading, making it an ideal technology partner for SMEs.

PARTNER

HashiCorp provides infrastructure automation software for multi-cloud environments, enabling enterprises to unlock a common cloud operating model to provision, secure, connect, and run any application on any infrastructure. HashiCorp tools allow organizations to deliver applications faster by helping enterprises transition from manual processes and ITIL practices to self-service automation and DevOps practices. 

PARTNER

IBM is a leading global hybrid cloud and AI, and business services provider. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Nearly 3,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and business services deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity and service.

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