54 CLOUD FOCUS Future Building
HARRY GRINLING: I would love to revolutionise how video is made – with a Minority Report -esque set of tools for the editing and creation of video, empowering anyone to intuitively create artistically fulfilling content. The work that Adobe has done with Sensei is the tip of the iceberg. Couple that with AR, deep learning, and remote working, and we could see a new era of democratised creativity. I would also love to create a truth checker, so any piece of content on the web, TV or on the side of a big red bus could be independently verified. Gone will be the days of 'fake news' and we can all get back to normal. Go one further and you could even create an AR overlay on top of disinformation with the actual truth! NEIL MAYCOCK: I would develop services that better connect media companies with consumers. I think services that aggregate
user content from all sources to make it more easily discoverable for media companies (particularly in the case of news) would be enormously useful. And the reverse – discovery services that make it easier for consumers to find content on any platform – would also be hugely beneficial. FEED: WHAT NEEDS TO BE IMPROVED IN THE VIEWER EXPERIENCE? JAMES DEAN: Consumers are looking for more choice. We’re witnessing an age of more content creators than ever seen before, but there is a wide variance in quality and narrative, and consumers are overwhelmed. Improvement in curation and personalisation is absolutely required to carry the mass media forward. HARRY GRINLING: Personalisation! I watch a lot of OTT and VOD content and the irrelevance of some of the ads served to me disrupts the experience and adds very little value.
It’s also important to consider personalisation of content. Netflix is planning a build-your-own story for the next series of Black Mirror . Will this level of personalisation ripple through to other productions? NEIL MAYCOCK: As a consumer, I’m increasingly intolerant of services that remain SD and stereo. With 4K/HDR/5.1 content becoming more prevalent, I’m finding that HD is fast becoming my minimum expected quality level. FEED: WHAT IS NOT WORKING IN THE MEDIA BUSINESS RIGHT NOW? change moment where we are shifting from traditional vendor-on-premise tools to SaaS, and it is changing fundamentally how we make TV. More customers are moving to microservices and platform-based tools. Vendors want to provide this but need to make sure they can stay in business as they change their strategy and income streams! It will take another few years for everyone to settle into the new norm. NEIL MAYCOCK: Possibly the area that needs the most attention is advertising models. The old linear channel norms are persisting too much into the online and HARRY GRINLING: Looking purely at the technology, I think we are in a sea
feedzine feed.zine feedmagazine.tv
Powered by FlippingBook