AI’s Impact On Viewership Growth: Exploring Intersection Of Technology & Broadcasting

In the new era of broadcasting, the future belongs to those who can navigate the delicate balance between cutting-edge technology and timeless storytelling.

By Nitesh Agrawal

In a world dominated by screens, broadcasters are constantly searching for innovative ways to captivate and retain audiences. Enter Artificial Intelligence (AI), the new darling of the broadcasting industry, which is revolutionising the way we consume media. AI's role in broadcasting has evolved beyond the superficial; it is now deeply intertwined with content delivery and viewer engagement, leading to significant growth in viewership. But what exactly is AI doing to change the landscape for the future of media consumption?

Tailoring Content to the Individual

Gone are the days when content was a one-size-fits-all affair. Today, viewers expect a personalised experience that speaks directly to their interests, and AI is the linchpin making this possible. By analysing vast amounts of data, AI algorithms can understand viewers’ preferences, behaviours, and even the cultural nuances that influence these choices. It’s no longer just about recommending the next show on Netflix or Amazon; it’s about creating an experience that feels bespoke, tailored to the individual’s tastes.

Consider a person from Madrid, Spain, who is interested in films and sports events with a deep cultural context. AI can sift through the viewer’s past preferences, identify trends, and suggest content that not only matches their taste but also resonates with their cultural background.

AI’s advanced capabilities in natural language processing (NLP) ensure that language personalisation is taken to the next level, providing regional content effortlessly, with smooth translation and geo-gating. As a result, content can be easily tailored to local languages and dialects. With AI, content creators can now reach a global audience, enriching the viewer’s experience.

The Rise of Cultural Nuances

Cultural nuances are often the invisible thread that binds a story to its audience. They make a piece of content relatable, authentic, and ultimately successful in its engagement. AI has become instrumental in understanding and incorporating these nuances into content. Whether it’s through analysing the themes and motifs that resonate with different demographics or ensuring that subtitles and dubbing are culturally appropriate, AI plays an indomitable role in making content globally accessible while respecting local sensibilities.

The global demand for Korean dramas, music, films, and skincare products — known as the Korean Wave (Hallyu) phenomenon — has skyrocketed, with AI quietly playing a superhero role in its success. Technologies such as deep learning and intelligent search have been integrated into platforms to help disseminate this content worldwide while also localising it for diverse audiences. AI’s ability to bridge cultural divides has transformed a regional cultural product into a global sensation.

Viewer Engagement Up North

But AI’s influence doesn’t stop at content recommendation and cultural adaptation; it’s also transforming how viewers engage with content. Interactive features such as live Q&A sessions, polls, and quizzes are now standard fare, with AI as the engine behind these innovations.

By offering personalised, interactive experiences, the algorithm fosters a deeper connection between creators and viewers. It’s no longer just about watching — it’s about participating. Consider a popular sports channel on YouTube, where the creator uses algorithms to tailor content based on viewer preferences. AI determines sports topics and optimal streaming times for maximum engagement with tools that make live sessions more engaging and personal with interactive polls and Q&A sessions.

Driving Regional Content Growth

AI is fuelling the growth of regional content in broadcasting by analysing local tastes to create region-specific content. In India, for instance, the demand for content in regional languages has risen dramatically. AI tools enable content creators to produce high-quality regional content that is not only linguistically accurate but also culturally relevant.

AI helps create and translate content that resonates with viewers’ heritage and traditions, allowing them to enjoy their favourite content in the regional language of their choice. The popularity of regional commentary during events like the IPL and other sports competitions is a testament to this trend.

Future of Symbiotic Broadcasting

Integrating AI into broadcasting is not just a passing trend; it’s a transformative force that is here to stay. AI’s role in content creation, distribution, and engagement will only continue to grow. Embracing this technology helps broadcasters and content creators remain relevant in a competitive industry.

However, it’s not solely about technology; it’s about the symbiotic relationship between AI and the human elements of broadcasting—creativity, culture, and community. While technology may provide the tools, it’s the creators who wield them, using their understanding of human experiences to craft stories that resonate deeply with audiences.

In this new era of broadcasting, the future belongs to those who can navigate the delicate balance between cutting-edge technology and timeless storytelling. AI is not merely enhancing the broadcasting industry; it’s reshaping it from the ground up. By personalising content, respecting cultural nuances, and fostering engagement, AI is boosting viewership and unlocking new possibilities in how we create, share, and consume content.

(The author is the SVP Engineering, VideoVerse)

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