2024 is the year of big events – the Olympics, key elections, and sadly, international tensions and broadening conflicts. Newsrooms and live event broadcasters (sports specifically) face mounting pressure to expand their coverage. A landmark election will take place. France will break tradition and host the Summer Olympic Opening Ceremony in the heart of Paris. Thanks to the advancements in AI and Cloud, the way we produce, manage, and distribute content will change significantly.

As I look ahead, one thing is clear about Media Trends 2024: “Operational transformation will be as important as technical transformation”. The pace at which media-centric organizations need to shift their approach may even surpass the rate at which they upgrade their technology.

From Chaos to Control – Connectivity in Storytelling

Just as office environments create instant connections with colleagues, we aim to seamlessly integrate connectivity into the fabric of news production. Think of today’s messaging apps that provide a dynamic hub where collaboration thrives, ideas ignite, and connections deepen. These apps integrate real-time communication, interactive meetings, and effortless file sharing.

Similarly, we must adapt, innovate, and elevate our industry, making media awareness a cornerstone of our approach. We’re not just upgrading equipment or relocating offices; we’re fundamentally transforming our newsrooms into a dynamic, story- and people-centric system that mirrors the energy of in-person teams. Many software developers across the media industry and beyond, especially the newer players, are following suit and embracing this type of development approach. All the better!

Unlocking the Potential of AI Integration

Imagine strategically positioning multiple stations to enable seamless collaboration and efficiency. Whether you’re assigning tasks or streamlining workflows, the synergy created by these stations is unparalleled. Yet, we’re only scratching the surface of this potential. Despite high expectations, implementing centralized planning to distribute tasks across teams and stations remains a challenge. The practice of covering the same exact story in LA and New York exemplifies the redundancy and inefficiency of disjointed collaboration.

The vision is for seamless mechanisms that foster collaboration even when physically distant. For now, the lofty promises of AI have yet to materialize. Despite glimpses of its potential, I think that we all struggle to establish AI’s true value. Consider concepts like Microsoft’s co-pilot, where AI acts as a trusted assistant capable of executing tasks with minimal guidance. For example, you could ask AI to quickly provide a montage of images from the last election cycle debates. The ultimate goal? A fluid dialogue between humans and machines that simplifies complex tasks and enhances productivity. To achieve that goal, AI-augmented applications, cloud-native software, and advanced metadata management will become truly indispensable.

If Data Is King, MAM Is its Queen

Within Media Trends 2024, the importance of Media Asset Management (MAM) systems cannot be overstated. The mention of metadata underscores a fundamental truth: without robust metadata and centralized repositories, automation and AI initiatives struggle. While some embrace this reality and establish comprehensive Media Asset Management (MAM) systems, others lag behind. I’ve had many conversations with prominent station groups, large content owners, and sports organizations, acknowledging the absence of a unified MAM despite the potential for enhanced collaboration, digital presence, and distribution.

I still remember one particularly vivid conversation that highlighted the untapped potential within a large station group. Each one of their regional US stations produced local content about food and new restaurants. They wanted the ability to compile a half-hour show featuring the best culinary content from each station. The goal was to repurpose local content for wide digital distribution. Yet, the lack of proper metadata infrastructure hindered even the initial steps. While progress has likely been made since then, the importance of this foundation remains paramount.

This is just one example of how the absence of a MAM negatively impacts ongoing efforts to combine content and assets across entities. Another example is the sports industry where profitability has historically tempered the urgency for swift MAM adoption. Yet, as revenue streams continue to expand, the imperative for efficient content management becomes undeniable. The intersection of data, MAM, AI, and industry dynamics reveals a compelling narrative; progress will be tempered by the enduring challenges of adaptation and integration.

Putting a Promise into Practice

The resounding message in 2024 is clear: it’s time to reimagine and reorganize our approach to collaboration for maximum impact on operations and productivity. Although AI is a multiform, complex technology, the objective is to harness its power to simplify production, communication, and collaboration processes.

Media-centric organizations that embrace centralized, cloud-native MAMs are poised at the forefront of this transformative journey, edging ever closer to the realization of AI’s vision.

Stay ahead of the curve by embracing the transformative power of Media Trends 2024.

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