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INSIDE MEDIA’S ‘NEXT WAVE OF CHANGE’
A Microsoft-hosted session taking place in the Showcase Theatre today will find the tech giant exploring the impact of change – including that heralded by AI – in the media industry. The session, titled ‘Navigating Media’s Next Era of Change’, will be presented by Francesco Venturini, CVP, Media and Communications Industry, Microsoft.
As part of a talk focusing on the “evolving needs and challenges of the digital age”, Venturini will explore the ways in which technology and innovation help to transform the media landscape and “empower content creators, platform companies, distributors and consumers worldwide”. The session will also see Venturini participate in a fireside chat with Allen Broome, CEO of MediaKind, which in spring 2022 announced an extension to its strategic partnership with Microsoft to enable new opportunities for video content owners, broadcasters, operators and enterprises to accelerate their video digital transformation. Venturini says that Microsoft’s participation in the Showcase Theatre is in keeping with its “long commitment to the media and entertainment industry”, but indicates that the year’s hottest topic has added a further dimension to proceedings. Recent Microsoft announcements – including the news in January that it is deploying OpenAI models across consumer and enterprise products, and introducing new categories of digital experiences built on OpenAI’s technology – have garnered “a huge level of interest across creative media, and there have been many conversations and meetings with clients to discuss the use cases and value that generative AI can create in their business processes and workflows”. Invited to characterise the current phase of AI adoption, Venturini says that it’s at “an early stage for most industries, but I do see a great acceleration [taking place]. In my conversations during the past three or four months, there is an acknowledgement of the importance [of AI in media], and early hypothesis of the workflows and processes that stand to gain the most. There is also an acceleration in experimentation. In the next phase of development, I think we will see that experimentation, whether it’s a pilot or POC, becoming industrialised and scaling faster.” So attendees can expect AI to be a prominent topic during the session, although more general reflections on the impact of change
Francesco Venturini, CVP, Media and Communications Industry, Microsoft
are also likely. “Media and entertainment companies have been on a change trajectory for some time, and they have always shown a great level of resilience in the face of technology disruption, competition disruption and value chain disruption,” remarks Venturini. “That change is not going away, and from some perspectives it is accelerating.”
“There have been many conversations and meetings with clients to discuss the use cases and value that generative AI can create in their business processes and workflows”
Meanwhile, in his conversation with
Broome, Venturini is set to focus on evolving business models for companies in media and entertainment. “We will look at how media companies are experimenting with new business models, and how they are reshaping
and redesigning customer engagement,” he says. Venturini enthuses about IBC’s long-running facility for “highlighting innovation and driving meaningful conversation around topics such as IP content distribution and OTT platforms”. He also reveals a little about Microsoft’s own emphasis on the IBC showfloor, indicating that visitors can expect to find out more about “innovation through the supply chain, content distribution and engagement. We’ll look at end-to-end processes in the cloud and explore why AI without cloud doesn’t really work. The two topics are connected as AI requires a computing capability that only cloud can provide.”
Microsoft is hosting sessions in the Showcase Theatre (12.A60) from 11:45-12:30 today.
These sessions are free to attend and no registration is required.
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