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SLOW AND STEADY FOR INDUSTRY INVESTMENTS BY MONICA HECK
AI, geopolitical unrest and rising trade tensions have negatively impacted the morale of the media technology industry this year, according to Chris Evans, Head of Knowledge and Insight at IABM.
“This marks the second year we see a progressive decline, with a softening in market confi dence and an increase in negative sentiment following a peak in 2023,” he said during the ‘Leading Successful Transformations in Media Business’ session yesterday. Concerns include challenges to
broadcast operating models and the hunt for new opportunities for traditional and linear services. Limiting content distribution alienates the next generation of audiences, for whom content is more important than platform, added Evans. He highlighted TF1’s recent and unprecedented deal with Netfl ix as a way for
(L-R): Moderator Purminder Gandhu, Technology Evangelist, IABM; Donna Mulvey Jones; and Gareth Gordon, COO, QTV
broadcasters to negotiate live distribution of localised content with global streamers. The emergence of YouTube as the top TV viewing platform in the US in the past six months is not just driven by user-generated content and the creator economy. “Broadcasters are leaning into the platform as an opportunity to increase the reach of their content, and commissioning
original, digital-fi rst material designed for these platforms,” said Evans.
This is underpinned by the rise of multi-platform CTV in the home, allowing advertisers to reach consumers across different devices and environments, a major opportunity for monetisation of content. 2025 shows a conservative outlook for media technology
budgets. Donna Mulvey Jones, Director of Post Production for Banijay UK, suggested there was curiosity but caution around investment. “We are building a new in-house post-production department across the UK in this climate,” she said. “There are so many solutions out there, I’m looking for something that solves current problems and that can be trialled with minimum risk.”
HELPING AI START-UPS OVERCOME BARRIERS OF ENTRY TO MARKET BY MONICA HECK
At the ‘Bringing AI Media Solutions to Market with Nvidia’ session on the AWS & Nvidia Innovation Stage, the audience heard from companies who have used the Nvidia developer programme to successfully bring their ideas to life. “We have gone from doing compression offl ine to showing super resolution this year on our stand, thanks to an integration of the Nvidia platform and AI, with 720 coming in and the viewer gets 4K live, with low latency,” said Haggai Barel, COO at Beamr. “There is no way to do that if you are not on a GPU and don’t have AI integrated. It also allowed us to announce our fi rst product for the autonomous vehicle world.” Ofi r Krakowski, Founder and CEO of Deepdub, said that when he started in 2020, there were
(L-R): Haggai Barel; Jessica Powell; Ofi r Krakowski; and moderator Rick Champagne, Director, media and entertainment industry strategy and marketing, Nvidia
only fi ve companies producing voice models. “Taking technology and bringing it into production, especially in media, is quite hard. As a start-up you are dealing with big corporates and you need to earn trust, and you need to build technology that can scale, as that
is where the saving is. We used Nvidia technology on top of AWS services to build an infrastructure that could scale very fast.” Refl ecting on “how to give machines human superpowers” with the use of AI, Jessica Powell, CEO and Co-founder at
AudioShake, says she started with the model and ideas about what might happen on the AI side, but the harder part was how to bring it to market. “Without Nvidia tech these solutions could not exist. The delta between CPU and GPU is extraordinary.”
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