Technology Record - Issue 24: Spring 2022

132 www. t e c h n o l o g y r e c o r d . c om V I EWPO I NT The Intelligent Content Showcase – along with the ‘Create, Connect and Capitalize’ pillars – will be a key part of the 2022 NAB Show. Intelligent content has become a transformational element of today’s media and entertainment ecosystem, with practical applications across the content value chain. The concept is relevant and important to business. If you look at modern media, you can already see intelligent content everywhere, in broadcast, over-the-top and in all manner of digital and social platforms. This type of content uses smart technology before, during and after creation. It is informed by, and embedded with, data that can be traced, analysed and applied. Thanks to this data, intelligent content can more easily be discovered, reused and adapted. It can be used for more than one purpose and on more than one platform. And in the end, intelligent content can make great storytelling more intuitive by enabling a curated viewing experience for every single consumer. Data, artificial intelligence (AI) and machine learning are being used to make content work harder. It is a circular flow in which data informs content creation, and the data harvested through delivery and consumption across various devices and platforms informs further content creation and delivery. Used in this way, data drives smarter, richer and more meaningful connections between the producers and consumers of content. It supports new channels of engagement and new ways to generate revenue. This is the Intelligent Content Showcase that visitors will discover at the 2022 NAB Show. Within the showcase, attendees will find three focus areas: AI and Automation, New Engagement Channels, and New Business Models. It’s no accident that these areas respectively align with the ‘Create, Connect and Capitalize’ pillars. As broadcasters, streamers and networks pursue more direct relationships with consumers, AI manages the data that drives better-informed decisions and leads to greater success. Supporting behavioural analytics, AI allows for more accurate viewership predictions, enabling more effective monetisation of content, and even helps media organisations target new audiences while minimising risk. AI also enables greater automation of production workflows, improving efficiency and reducing costs across the board. These gains give media organisations the opportunity to explore new engagement channels and connect with consumers in different ways. As audiences increasingly expect personalisation at scale, content creators and distributors will need to engage with them differently and Shaping the future with data, AI and automation The Intelligent Content Showcase at the 2022 NAB Show will help attendees discover the value of their data and how it can lead to better decisions and new opportunities CHR I S B ROWN : NAT I ONA L A S SOC I AT I ON OF B ROADCA S T E R S “NAB Show is the perfect place to learn more about intelligent content”