the push necessary to create fast- tracked technological advances, resulting in essential practices that would extend beyond the pandemic. By working with the grain and empowering the workforce to develop creative problem-solving abilities, media companies can forge a culture where people learn from one another and respond to the various challenges thrown in their direction. Creative thinking: The way to go for media companies To succeed in the demanding age of binge-watching and instant access, creative problem solving is the ultimate catalyst for innovation. However, it’s important to note that there is a balance to be met. For creativity to realise its potential, it should be directed in the right way to meet the preferences and needs of today’s customers. This means finding ways to do more with less and discerning between chasing trends and authentic storytelling. When it comes to technology, the way you implement it is what really counts. Media companies should thoroughly evaluate and strategise new tech integrations, asking questions like: What problem does this address, and is there a better way to overcome it? With on-hand expertise, Sony can help media companies navigate these integrations and transformations. By strategically embracing both tech and creative problem solving, media organisations can go beyond the status quo and prepare for a sustainable future, redefining how stories are told and distributed.
revenue streams and alternative ways to tell stories. To no surprise, AI has been a popular contender for these process upgrades, automating mundane tasks like speech-to- text subtitling, captioning and translating. In this context, it can revitalise an astounding amount of archive content, which otherwise wouldn’t have been financially feasible. With these changes, larger audiences can enjoy previously inaccessible media, expanding reach and inclusivity. 5G is another technology transforming live broadcasting by reshaping production workflows, especially in live coverage. Broadcasters are using 5G to unlock new storytelling angles, including point-of-view perspectives in competitive sports, made possible by innovative camera placements. Establishing a growth mindset Equally important as technology integration is encouraging a culture of experimentation and adaptability in the workplace. Cultivating an agile culture can have a positive effect on a business’s ability to react to industry challenges in a timely manner. This flexibility will be critical to navigating the landscape as it continues to shift. During the Covid-19 pandemic, we saw production teams react with incredible speed. Despite sets becoming constrained by regimented safety protocols, these creative teams banded together to find alternative production techniques and continue filming. In this, cast members would perform in front of giant LED screens displaying 3D location imagery. Then, using game-engine software, post-production could weave these elements together into clear, cohesive visuals. While these challenges originally created significant barriers, it was
›› Broadcasters are using 5G to unlock new storytelling angles ‹‹
19% 70% 43% of surveyed TV consumers say they binge-watch more than three episodes at a time, whereas only prefer streaming a series with scheduled weekly releases of surveyed companies believe creative thinking will become an increasingly critical skill in the upcoming years
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