How Digital Technology is Revamping Broadcast Media?
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Digital Technology & Its Impact On Broadcast Media

Anand Prakash By Anand Prakash | May 7, 2021
what is broadcast media

As we continue to face unprecedented turbulence due to the pandemic, advancements in broadcast and media technology are at an all-time high.

Gone are the days when marketing and broadcasting were limited to newspapers, television, radio, pamphlets and magazines. From purchasing/leasing a DVD to streaming favourite shows on Netflix, from reading a newspaper to receiving instant notifications on the latest update, from taking up tuitions to cracking exams by preparing through online learning platforms on our smartphones – We are witnessing a paradigm shift in the consumption of media business via digital technology.

What is digital technology you may ask? It is an umbrella term for the computer or mobile-based products and solutions that is radically transforming almost every aspect of human life.

Moreover, as the coronavirus outbreak continues to wreak havoc across the globe, people’s time that was otherwise spent in the outside world is now being spent on the sofa by consuming vast amounts of media.

Given the burst of digital technology, the broadcast media (in the last decade) has blossomed to incorporate multiple internet platforms, a welcome addition to the traditional ways of circulating content. 

states of daily consumption of tv and internet per person

Broadcast media is not dead – but digital technology is branching out so rapidly that it has become essential to shift from being just a TV broadcaster to serving audiences with an overall broadcaster.

For the baby boomers who aren’t much familiar with the concept of broadcast media, let’s take a trip down memory lane.

What Is Broadcast Media?

Broadcast television, Cable television, Radio, On-demand television, On-air endorsements, TV/web integration, Long-form programming & Multi-language programming – All these are the forms of Broadcast Media. 

Technically, the term ‘Broadcast Media’ means sending information via television, radio, newspapers, magazines, even Bluetooth marketing and other forms of location-based transmissions to a vast group of recipients.

What are the Advantages of Broadcast Media?

Broadcast media is all about circulating your message across a wider audience or a potentially global audience. Some of its renowned benefits include:

  • Delivering a message, announcement or gig has never been easier in real-time before the introduction of new technology in broadcasting. 
  • There is no limit to the streaming of events as they aren’t restricted to time frame, scheduling or length.
  • Webcasting content is relatively cost-effective than using old-school ways of television transmission platforms such as satellites.
  • Users can interact easily by accessing links and resources online.
  • The web has emerged to the concept of ‘pay as you view’ that generates higher revenue.
  • Broadcast media is one of the best marketing ways. The organizers can leverage the power of streaming media to drive in visitors to their website and integrate strong branding messages into the viewing experience. 
  • Through new technology in broadcasting, you can ensure that everyone receives the same message from the same source. This eliminates the room for rumours and confusion. 

Since companies, in their endeavour, are adopting futuristic and state-of-the-art ways, according to television broadcasting global market report 2021, ‘The global TV and Radio broadcasting market is expected to grow from $317.05 billion in 2020 to $347.81 billion in 2021 at a compound annual growth rate (CAGR) of 9.7%.’ 

So you see – Broadcast media is still relevant and is gaining impressive reach day by day. Moreover, since it remains unaffected by the ‘black swan’ event for its ability to distribute content remotely through digital channels, it is a well-trusted and most authentic source of information for a majority of people than any other media.

Willing to incorporate the power of digital and media? Get in touch with the experts of Appventurez – the leading mobile app development company.

What are the New Trends in Broadcast Media?

From traditional broadcasters to online content platforms – we have come a long way in delivering the best content possible, expeditiously, that is highly affordable. 

Back in the time, newspaper, radio and television played a significant role in the mass distribution of content. So as we see an exponential increase in the surge of content consumption – coronavirus pandemic-induced social isolation has left people more and more time to kill – it’s time to twig the old ways with a modern approach. So let’s jump to-

Trends to Watch Out for Broadcast Industry in 2021

The old rules no longer apply: Cookies are going away, commerce has exploded and consumer expectations are driving the industry towards new future proofing opportunities and structures. In order for brands to succeed in a platform world, they must be digitally-resilient, have identity systems to provide personalization at scale and have the infrastructure set up to deliver relevant and meaningful experiences. When brands progress in all of these areas, they can create long-term consumer value and maintain a competitive advantage that will last far beyond any crisis lifecycle.

-Tim Jones, CEO, Publicis Media Americas

As almost the whole world is confined to their homes, OTT platforms and TV channels have become the key source of entertainment. Tech-savvy viewers continue to sate their appetite while enjoying and absorbing information from platforms such as Netflix, InShorts, Amazon Prime and YouTube. 

This highlights how traditional cable isn’t the only way audiences are consuming TV content – mobile phones and OTT platforms are ruling the media and entertainment industry by keeping people glued to their screen & news-related apps are helping users catch on COVID-19 updates and lockdown measures. As a result, the consumption of broadcast media has increased like never before. 

According to the reports by eMarketer, in 2020, the number of traditional TV viewers grew by 8.3 million to 287.3 million. Similarly, the data by Statista displays that between the weeks of February 3 and March 9, 2020, the share of total gross quarter hours viewed across major broadcast television channels increased from 25.7 to 30.4 percent when it came to local news broadcasts.

digitalization around the world

It is of utmost importance for the broadcast players to understand the ever-evolving patterns and adopt new strategies and agile approaches for content development, accumulation and delivery. Some of the latest and key trends for the broadcast industry in 2021 are- 

#1- Artificial Intelligence (AI)

In this digital era, consumers prefer human-curated/tailored/custom content. As they become more and more tech-savvy, the broadcast and media technology service providers are leveraging the cutting-edge technology to automate the process and serve what users want.

Netflix integrated the power of Artificial Intelligence to recommend content to the users, based on their viewing preferences. This also results in video compression, delivery and an opportunity to automate workflows.

Harnessing the features of artificial intelligence and algorithms will offer better, more targeted recommendations and in turn, a better user experience. Not only AI, but companies are also doing their best to develop blockchain-based business models, keeping in mind the blockchain technology trends, to solve potential issues including security, payment and managing digital rights.

#2- Generational Shifts

The times are changing. Moreover, due to the frenzy of the coronavirus-induced pandemic, the switch has been felt more substantially. The Gen Z and Millenials consume data and content uniquely than other different generations. They are born and raised during the time when the rich data is flooded over the internet and traditional media, all within instant reach.   

However, such a generation is more likely to be unaffected by the conventional way of broadcasting. They rely on their devices to keep themselves informed and distract more than ever. 

Different age groups now have very different patterns of media consumption, and this is likely to persist.” says Les Binet, Group Head of Effectiveness (adam&eveDDB)

Thus, as digital technology becomes increasingly accessible and democratized, media companies should study media consumption by different age groups and their behaviour patterns to engage a captive audience by sharing interactive, dynamic and data-driven content, particularly one that interests the different age groups.

#3- Voice-Controlled Devices

Wishing to change the TV channel but feeling lazy to get out of the bed – Voice controlled devices are making lives simpler and easier.

Voice assistants have made a big splash in our personal lives. Also, a recent study by VoiceLabs states, ‘30% of respondents noted smart home devices as their primary reason(s) for investing in an Amazon Echo or Google Home.

Also, read | Google Assistant VS Alexa – The winner?

Voice-controlled searches are on the rise and will just keep on extending beyond 2021. Best-known streaming services like Netflix and Amazon Prime Video require advanced search skills to aid viewers surf through their massive content libraries. Voice controlled searches are proven to improve the customer experience and enhance accessibility to the content comfortably.

The crucial time is there for the voice-empowered devices where trends like AR VR development adoption by a large number of consumers are not to be seen at this point. 

#4- The NextGen TV – ATSC 3.0 Technology

The NextGen TV – ATSC (Advanced Television Systems Committee) 3.0, the future of television broadcasting, is the next generation technology for broadcasting. The NextGen TV is an upgrade of an antenna-based TV system or Over-The-Air (OTA) that comes with the internet to provide an awesome user experience.

Through this technology, the users can watch broadcast videos not only on TV but also on smartphones, tablets, etc. Android-based TVs like Sony, Samsung, and LG are now adapting this new ATS-3.0 model.  

Henceforth, integrating the NextGen TV ATS-3.0 technology will be your excellent shot at achieving the unachievable. 

We, at Appventurez, are tech evangelists who excel in enterprise mobility solutions to personalize the IT experience. If you are looking to incorporate the solution, get in touch with us. 

#5- Augmented Reality Graphics (AR-GFX)

Augmented Reality Graphics (AR-GFX) is one of the hottest and new trends in broadcast media. The broadcasters have now shifted their focus on creating virtual environments where the virtual objects appear as if they are real or actually present. 

News-telecast, eSports, live streamers and Elections-telecast are some of the known examples of live broadcasts that follow real time data integration using AR graphics tools & technologies.

Why is AR-GFX creating so much buzz and gaining limelight? You get to create memorable experiences for the audience, connect content to the environment, reduce production costs, do storytelling in a very visual way and no more inconvenience due to lighting set up and chroma keys.

Rest, if you have been staying low-key and not well-aware of what Augmented Reality actually is, here is an augmented reality guide.

#6- Over-The-Top (OTT) Technology

Over the past few years, entertainment platforms like Netflix, Disney+ and Prime Video have grown exponentially to replace almost all traditional television channels. So what fueled this? The rise of internet and OTT technology development.

An OTT technology, one of the new trends in broadcast media, is a software for media distribution that makes it possible to avoid old-school streaming technology and broadcast video content over the internet. Basically, it has compelled viewers to ‘cut the cord’ of cable. Plus, according to the reports, about a quarter of cable users will cancel their subscriptions by the year 2022.

Read | How Netflix has transformed the video streaming services

Since the arrival of OTT technology, there has been a massive impact of digital transformation on media. The traditional broadcast media has undergone a revolutionary change. You get access to a wider audience, advanced picture quality and an instant time-to-air provision without requiring a traditional cable system or satellite-based TV service.  

Ads free content, stream anywhere, stream anytime and consumer freedom are some of the reasons why OTT platforms have become users’ personal favourite. All you need is an internet connection and a compatible device and voila! You can stream your favorite movies and shows.

#7- The Virtual Cloud Technology

As the world is reeling under the most severe pandemic of the century, the revolution is already underway – Thanks to virtual cloud technology. This new technology in broadcasting media has already been integrated via the IT-enabled technology known as Cloud. 

Amazon Web Services (AWS), Rackspace and Microsoft Azure are some of the Cloud Service Providers (CSPs) providing public and private types of Cloud services. The usage of such services requires a stable internet connection.

Almost every broadcaster has been transitioning to cloud technology to offer a seamless experience while developing, sharing and consuming content while managing both time and cost.

So, these are some of the new trends in broadcast media that broadcasters must adapt to in order to stay relevant. Identifying the key changes and incorporating emerging trends in broadcasting will most likely lead to success and prepare you for the future.

How Mobile Technology is Changing the Face of Broadcast?

According to recent data published by Zenith, ‘Averaging almost eight hours a day, people around the world spend more time-consuming media than ever before.’ 

For years, TV was the undisputed broadcasting leader (and it still is). However, with the increased internet consumption, TV’s reign has taken a setback. Smartphones have transformed the face of broadcast by offering an ‘on-the-go’ and ‘interactive’ mobile solution. 

With the rise in the number of mobile-connected devices, users are experiencing a more engaging, interactive and customised broadcast experience. In short, mobile phones have complimented the existing ways of viewing.

This has compelled the broadcasters and channel owners to opt for new and diverse distribution platforms and utilise innovative technologies to maximise reach in a fun and interactive way. All things considered, broadcasting on mobile is taking off at an exponential rate and seeing a steady curve.

How Appventurez can Help you Revamp your Media Platform?

As new technologies emerge, so does the way to present content online. If you are in the media industry today, it’s time you twig your old ways and take a serious look into how emerging trends could benefit your business. 

Ultimately, the service providers need to put their best foot forward to provide a unique and engaging experience – according to the target audience’s platform of choice. This is vital to ensure your business sustains and stays prepared for even the next generation of consumers.

Our experts at Appventurez can help you build a strategy to keep up and even leap ahead. Get in touch with us today!

Anand Prakash
Anand Prakash

Co-Founder and AVP Technology at Appventurez Mobitech. A tech enthusiast who has broad expertise in delivering end to end software solutions. He is an expert technocrat ho has in-depth knowledge and is highly experienced in delivering solutions for Android, Xamarin, Ethereum Smart Contracts, ASP.net.

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