How AI, Cloud, and People-First Strategies are Shaping the Media Industry
Breaking the Broadcast Barrier.
As we head into IBC 2024, it’s clear that the broadcast and media industry stands at the intersection of profound technological shifts and maturing workforce dynamics. Industry leaders are increasingly aware that staying competitive in this media landscape means more than just adopting the latest technologies - it’s about redefining business models, leveraging innovation, and aligning human capital to drive sustainable success.
This year's IBC themes of AI, Cloud, and people-first strategies are not just trends - they are critical levers transforming how media companies operate, compete, and grow.
AI and Cloud: Catalysts for Innovation, Not Just Efficiency
While much has been said about AI and Cloud computing, their role has grown beyond tools for operational efficiency. Today, they are catalysts for innovation. AI’s ability to process and analyse vast amounts of data in real-time is transforming content personalisation and viewer engagement strategies. The promise of generative AI - to produce new content or assist in creative processes - presents opportunities to streamline production workflows, but also challenges around ethical AI use in media.
One insight less discussed is AI’s role in mitigating churn in the OTT and streaming space. According to McKinsey, media companies using AI for predictive analytics can reduce churn rates by up to 15%, while also increasing content recommendations tailored to viewers' preferences. This data-driven approach offers a blueprint for the future of audience engagement.
Cloud computing, meanwhile, is not only enabling remote production but also fundamentally altering the economics of broadcast distribution. Cloud-based infrastructure provides the scalability necessary for handling spikes in streaming demand during live events or global sporting occasions, without the legacy costs of physical infrastructure. A shift to cloud-native production also means broadcasters can iterate faster, rolling out features and fixes in real-time—a significant competitive edge in an era where viewer demands are dynamic.
In August 2022, we helped a global content connectivity provider address their failing infrastructure by conducting a technical review and implementing modernisation efforts. This ensured operational excellence, resolved critical issues, and futureproofed their services, enabling them to support major broadcast clients effectively.
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Implementing change quickly is an exceptionally difficult undertaking. In 2022 a leading global content connectivity provider found themselves in a difficult situation. Their existing infrastructure was failing and no longer fit for purpose. Magnifying this issue was a major broadcast client who heavily relied on this infrastructure functioning correctly.
We were bought in to swiftly conduct a technical review, reporting on what work would be required. We did an onsite study of playout servers and network transmission, along with insight interviews with key staff members.
The investigation highlighted several infrastructure-related problems requiring urgent attention and uncovered issues in the client’s monitoring and control architecture. Existing technologies were being underutilized and required the introduction of new hierarchy.
We mobilised a projects team to directly respond to faults identified and by 2023, delivered on four different projects with seven SME resources. Despite the challenges modernisation presents, our client has remained focused on futureproofing its brand and becoming a go-to supplier within the broadcast industry. By significantly changing how they provide broadcast services we’re helping them to achieve this goal, working in partnership to ensure desired results are achieved.
The Shift from Linear Models to Platform-Based Ecosystems
One of the most profound changes in recent years has been the shift from linear broadcast models to platform-based ecosystems. This shift extends beyond just technology - it demands a rethinking of the business model itself. Media companies are evolving into multi-service platforms, blending traditional broadcast with digital streaming services and subscription models.
We’re witnessing a transition where content is now a product, and the platform is the distribution engine. This blurs the lines between content creation, distribution, and monetisation, making partnerships and collaborations with tech providers vital. For example, Caspian One’s experience in enabling a Managed Playout service for a leading broadcaster underscores how cloud technologies and strategic partnerships are critical for driving scalability and minimizing operational risk.
“We enable broadcasters to manage complex service delivery at scale, ensuring that critical services meet the high expectations of today’s audience, without compromising on speed or reliability.”
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A leading broadcast service provider embarked on a critical project to migrate major broadcasters to their new cloud-based Managed Playout (MPO) service. However, with limited internal resources and tight deadlines, the stakes were high - delays could result in significant financial penalties - putting their reputation and financial stability at risk.
Recognising the urgency and complexity of the task, the provider turned to Caspian One for support. Caspian One quickly mobilised a team of highly specialised broadcast technology experts, including project managers, solution architects, network engineers, and security specialists. Leveraging their deep industry knowledge and experience from a previous successful migration, these consultants were instrumental in ensuring that the onboarding of the new broadcasters was executed flawlessly.
Caspian One's approach included meticulous planning, regular communication with all stakeholders, and a focus on maintaining flexibility to adapt to any unforeseen challenges. This allowed our client to deliver the MPO service within the critical timelines, avoiding the risk of penalties and ensuring a seamless experience for their broadcasters.
Ultimately, Caspian One's involvement not only helped the provider meet their critical deadlines but also reinforced their position as a reliable and innovative partner in the broadcasting industry, capable of delivering complex projects under pressure.
People and Purpose: Building the Workforce of the Future
While AI and Cloud represent the technological bedrock, the success of these initiatives hinges on the workforce behind them. Media companies that thrive in 2024 and beyond will be those that focus not only on technology but also on building a skilled, diverse workforce capable of leveraging these advancements.
In our collaboration with RISE Women in Broadcast, it’s clear that fostering inclusive work environments is a critical element for attracting and retaining top talent. However, the focus on diversity should extend beyond demographics to encompass cognitive diversity - fostering a culture where varied perspectives and approaches are encouraged. By embracing this broader definition of inclusivity, companies can unlock fresh innovation pathways.
In a practical sense, this means investing in upskilling and cross training your teams. The hybridisation of roles (e.g., blending traditional broadcast engineering with DevOps capabilities) has become essential in today’s media operations. Caspian One’s project to upgrade a leading provider’s in-house scheduling software to Linux Red Hat 8 is a case in point - - bringing in niche expertise to deliver critical upgrades within fixed deadlines, while ensuring operational continuity.
“We help organizations stay ahead of technological change by ensuring their teams are equipped with the skills and tools to meet evolving broadcast challenges.”
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A leading media services provider, responsible for managing key broadcasting schedules, faced the urgent need to upgrade their in-house scheduling software to Linux Red Hat 8 while simultaneously migrating their Puppet code—all within a stringent two-month timeline. Given the critical nature of their work with a British Broadcaster, failure to meet this deadline was not an option.
Caspian One stepped in to deliver a comprehensive solution under a fixed-price package. We deployed a team of two highly skilled Linux and DevOps engineers, ensuring that every aspect of the upgrade was meticulously planned and executed. Through weekly sprints and continuous communication, we kept the client informed, adapting quickly to any challenges that arose.
The project was completed successfully, with the scheduling solution fully migrated within the agreed timeframe and at the quoted cost. This outcome not only reinforced our client's reputation with their end customer but also demonstrated Caspian One's ability to deliver under pressure, providing managed outcomes that empower transformative change.
A Collaborative Approach to Navigating Industry Disruption
As the media industry navigates these seismic shifts, collaboration between tech providers, broadcasters, and resource partners is essential. This aligns perfectly with IBC 2024’s themes around people & purpose—ensuring that the industry not only adopts new technologies but also harnesses the power of collective expertise.
At IBC 2024, we’re excited to continue these conversations during our co-hosted event with BT Media and Broadcast and RISE Women in Broadcast. This is part of our ongoing commitment to collaboration and innovation—bringing together the best of technology and talent to build the broadcast industry of tomorrow.
“Our role is to foster environments where diverse talent and transformative technologies work hand in hand to solve the industry’s most complex challenges.”
Read: Attracting Highly Skilled Female Talent in Tech: A Collaborative Effort by Caspian One and Rise Women in Broadcast – click here
Conclusion: A Blueprint for the Future
As media companies continue to face disruption, the key to success lies in integrating AI and Cloud technologies with people-first strategies that encourage innovation and diversity. Caspian One’s role, whether through Resource Augmentation or Specialist Skills Acquisition, is to support these transformations by connecting the right people and skills with the right technologies.
Looking ahead, the future of broadcasting will be defined not just by technological advancement, but by collaborative innovation—where diverse teams, cutting-edge tech, and strategic partnerships drive the industry forward.
We invite you to connect with Caspian One throughout IBC 2024 to explore how our Resource Augmentation and Specialist Skills Acquisition services can help your organisation stay ahead of the curve. Whether you’re attending our drinks event (confirm your attendance here) or would like to meet us during the conference, we’re excited to discuss how we can support your next big project. To arrange a meeting at IBC contact hello@caspianone.com or contact Phil Hodgetts, Oscar Moon Nulty, Ralph Barrett or Austin Green directly.
References:
AI and Cloud Computing:
McKinsey: On AI reducing churn rates by up to 15%.
Source: McKinsey & Company, The Age of Analytics: Competing in a Data-Driven World, 2016
Cloud Infrastructure:
Deloitte: On cloud computing enabling remote production and altering broadcast economics
Source: Deloitte, 2023 Digital Media Trends Report, March 2023
Shifting Business Models:
IABM: On the shift from linear models to platform ecosystems in media
Source: IABM, Media Technology Market Insights, 2023
Diversity in the Workforce:
McKinsey: On cognitive diversity and its impact on innovation
Source: McKinsey & Company, Diversity Wins: How Inclusion Matters, May 2020
