Scrapper
region-specific frame rates, virtual on-screen advertising, as well as focused content versions relevant to specific markets to provide more personalised, valuable experiences. For example, they might take a live event stream and spin up a Lionel Messi-focused feed for one dedicated fan group, and another centring on Cristiano Ronaldo.” What we hear can be as tailored towards what we see, according to Cosgrave. “Machine-learning models can be trained to ‘unmix’ audio by identifying acoustic feature patterns. Audio tracks can be separated into dialogue, music and effects, allowing users to boost dialogue based on their own hearing requirements or viewing environment.” If this allows me to cancel the mindless background music that ruins so much documentary and current affairs output, then roll on the day. A fascinating prospect is AI- driven biometric personalisation, enabling content to be adjusted on the basis of physical and emotional cues. “Facial expressions, heart rate and other behavioural inputs could influence what a user sees next, creating a feedback loop that constantly optimises the experience,” remarks Desai. “Imagine watching a thriller that subtly adjusted the plot pacing based on your heart rate, or
Dio believes audience reactions to a programme or movie can be digitised through a mix of pre- and post-viewing questionnaires and advanced biometric analysis. Cameras track 38 facial data points and emotional states, while on-body sensors record more than 200 points,
appealed most to different demographics, such as people within precise age ranges. It also pinpointed some less- resonant aspects, such as fantasy moments, so these could be dialled down in the movie’s marketing. “Using the emotional response of the audience via Dio’s reporting helped us refine our strategy, ensuring we optimised our marketing budget and reached the right audience, ultimately helping us exceed expectations at the box office,” says Sara Frain, director of marketing and distribution at Picturehouse Entertainment. “Multiplatform providers such as Disney are building infrastructure to unify all their offerings, having just brought Hulu metadata under the Disney+ umbrella,” highlights Dembowski. “This sets the stage for personalised experiences across apps and devices, such as knowing someone was watching a series on their phone when they log in through their TV.”
measuring heart rate and electrodermal response. On the British comedy drama Scrapper , Dio was
able to plot a precise graph of the audience’s emotional responses – including the exact moments when the heartstrings twanged loudest – and discover the scenes that
an interface that changed colour schemes or text size based on your current mood.” Personalisation could extend beyond a single device, as David Dembowski, senior VP of global sales at Operative, points out – for example, through watch parties that allow friends and family to view the same show together, even from different locations.
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