Sony Pixel Power calrec Sony

#CTVWS 2023: Retencin de Abonados, el Papel de la IA y Nuevos Horizontes para la Industria de Medios y Entretenimiento (M&E)

31/03/2023

La semana pasada viaj a Londres para asistir a la cumbre anual Connected TV World Summit. Ahora se celebra en Bishopsgate, en la City, por lo que mi camino hacia el lugar de la reuni n me llev por una ruta tortuosa y, al pasar por Whittington Avenue, me pregunt si, tomando prestado un poco del folclore, el futuro de la industria de los medios de comunicaci n y el entretenimiento iba a estar pavimentado con oro.

Una cosa es cierta: el Sector de los Medios y Entretenimiento atraviesa un periodo de transici n. La fragmentaci n de los contenidos, la demanda de suscripciones de pago por uso y los nuevos modos de participaci n llevan tiempo en juego. Si a esto a adimos una crisis del coste de la vida que est exprimiendo a los consumidores hasta la saciedad, nos encontramos debatiendo c mo los medios de comunicaci n y los operadores pueden mantener el clima actual y explorar nuevas oportunidades de servicio.

No es de extra ar, pues, que la cumbre Connected TV World Summi se centrara en tres temas principales: Retenci n de abonados, el Papel de la IA y nuevos horizontes. Analicemos cada uno de ellos por separado.

Retenci n de Abonados en una crisis de Coste de la Vida

Seg n Tim Mulligan, de Midia Research, el cansancio de los abonados en torno al entretenimiento en casa, combinado con la crisis del coste de la vida, ha provocado por primera vez una contracci n del crecimiento del entretenimiento digital. Del mismo modo, en el mercado se observan dos enfoques de la venta de contenidos. Aquellos que venden dispositivos y/o servicios (por ejemplo, Apple o Amazon) a partir de contenidos y aquellos para los que los contenidos son el n cleo de su negocio. Para este ltimo grupo, y como coment la Vicepresidente Ejecutiva y Directora de Marketing de NAGRA, Nancy Goldberg, todos tenemos que preservar colectivamente el valor de los contenidos, ya que sin ello los operadores de medios de comunicaci n y entretenimiento tendr n un duro trabajo por delante. En el debate se analizaron las correlaciones entre los distintos tipos de demograf a: los grupos demogr ficos de m s edad son m s lentos en cambiar de canal y menos el sticos que los m s j venes. Esta segmentaci n de la audiencia no es nueva, pero reaccionar ante ella exige flexibilidad de precios, posici n, asociaciones de proveedores de contenidos y comportamiento de consumo.

Como parte de la obtenci n de valor de los contenidos, un factor importante es comprender cada gramo de datos sobre el comportamiento del consumidor. En NAGRA hemos estado explorando esto con cierto detalle. Utilizando tecnolog a de gemelos digitales, IA y algoritmos avanzados, nuestros equipos han creado una soluci n de precios inteligentes dise ada para simular el impacto de los cambios en las suscripciones, las nuevas ofertas o los precios en el gemelo digital de cada suscriptor. La soluci n, que trata de comprender las posibles reacciones en el entorno seguro del gemelo digital antes de su lanzamiento en directo, ha demostrado que ayuda a descubrir no s lo los h bitos de consumo, sino tambi n a obtener beneficios considerables. Esto puede abrir un nuevo mundo de posibilidades y permitir estrategias que antes no eran accesibles. Este enfoque, que constituye una poderosa herramienta para afrontar los retos del mercado actual, permite personalizar las ofertas en funci n de los comportamientos anteriores. De este modo, se ofrece el paquete adecuado al precio adecuado para el abonado adecuado y se pueden simular escenarios empresariales que maximicen la competitividad del operador.

El Papel de la IA

Ya he comentado c mo utilizamos la IA en NAGRA para impulsar nuevos enfoques en la retenci n de abonados. En el evento de Londres tambi n se habl mucho de c mo la IA puede ayudar a nuestra industria a impulsar cambios tangibles en otras reas. Uno de las reas fue la recomendaci n y la personalizaci n. Las herramientas de IA llevan tiempo siendo un arma clave en el arsenal de los operadores de servicios de v deo para ofrecer recomendaciones que ayuden a descubrir contenidos para los abonados, como hace XroadMedia, socio de NAGRA, en el marco de su soluci n OpenTV Video Platform.

Pero vayamos un paso m s all .

Si consideramos la IA como un veh culo para impulsar a n m s el compromiso, podr a extenderse tambi n a la generaci n de im genes en miniatura para contenidos vinculados a un perfil creado por la IA, tal vez derivado de una soluci n de gemelos digitales? Del mismo modo, los nuevos contenidos inmersivos ofrecidos a trav s de auriculares de realidad virtual o de realidad aumentada podr an presentarse de forma diferente mediante un motor de IA que rastree vastos dep sitos de metadatos para extraer los puntos clave que interesan al suscriptor. Por ltimo, podr a la IA dar respuesta a la costosa localizaci n de idiomas y subt tulos mediante traductores sobre la marcha o equivalentes? Aunque en Londres se abordaron algunos de estos temas, est claro que la IA a n ofrece muchas posibilidades.

Nuevos Horizontes

En la conferencia se debati intensamente sobre el futuro. Los nuevos servicios, dise ados para proteger los estilos de vida hiperconectados, deben reunir nuevas asociaciones y tecnolog as y, por supuesto, tambi n se habl del omnipresente metaverso. El objetivo ltimo es que los proveedores de servicios de v deo puedan dirigirse a los integrantes de los hogares y no s lo al hogar. El eje de estos nuevos horizontes gira en torno a una oferta b sica de identidad y monedero electr nico dise ada para devolver al consumidor el control de su identidad. Con ello se pretende evitar las islas de identidad que se producen hoy en d a, ya que nuestras vidas conectadas utilizan aplicaciones para una serie de necesidades que van m s all del entretenimiento, como los viajes, la compra de alimentos y las finanzas. En ltima instancia, es probable
LINK: https://dtv.nagra.com/ctvws-2023-retencion-de-abonados-el-papel-de-la-...
See more stories from nagra

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

07/10/2026

Dalet Flex LTS Delivers Smarter Media Operations from Ingest to Distribution

Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...

08/09/2026

Comcast Technology Solutions Signs Multi-Year VOD Distribution Agreement with A+E Global Media

Comcast Technology Solutions (CTS) has announced a multi-year agreement with A E...

08/09/2026

Spectra Logic Introduces Media Insight for Faster Discovery, Preview, and Retrieval of Archived Media

Spectra Logic today announced the availability of Media Insight, a new capabilit...

08/09/2026

Rogers and Quebecor Announce 12-Year French-Language NHL Sublicensing Deal

Rogers Communications and Quebecor have announced a 12-year sublicensing agreement for French-language national NHL games beginning with the 2026-27 season. TVA...

08/09/2026

IBC 2026: Skyline Communications and Bridge Technologies to Demonstrate Automated Broadcast Workflows

Skyline Communications and Bridge Technologies will demonstrate two integrations...

08/09/2026

IBC 2026: Boland Communications Makes European Debut of 4K55HDR7SNB

Boland Communications will make the European debut of its 4K55HDR7SNB 55-inch super-narrow-bezel monitor at IBC2026 (Stand 12.C57, RAI Amsterdam, September 11-1...

08/09/2026

Ateme and Comcast Technology Solutions Announce Collaboration for Live Video Delivery

Ateme and Comcast Technology Solutions (CTS) have announced a collaboration comb...

08/09/2026

IBC 2026: Haivision Joins IBC Accelerator Programme on 5G Network Control for Live Production

Haivision has joined the IBC Accelerator Media Innovation Programme as part of t...

08/09/2026

Blackmagic Design Cuts Prices on PYXIS 6K and Cinema Camera 6K

Blackmagic Design has announced price reductions on its PYXIS 6K and Cinema Camera 6K models, effective immediately through Blackmagic Design resellers worldwid...

08/09/2026

IBC 2026: AI-Media to Showcase Multilingual AI Captioning and Translation Platform

AI-Media will demonstrate its LEXI Suite at IBC2026 (Booth 5.C34, September 11-1...

08/09/2026

Bitmovin and Ad Insertion Platform Deploy SGAI Solution for Belgian Broadcaster RTBF

Bitmovin and Ad Insertion Platform (AIP) have announced the first live deploymen...

08/09/2026

IBC 2026: Grass Valley to Demonstrate Story-Centric Newsroom Workflows

Grass Valley will demonstrate story-centric media workflows at IBC2026 (Booth 9.A01, RAI Amsterdam, September 11-14), connecting newsroom production, content ma...

08/09/2026

M2A Media and Ateme Partner to Scale Live Sports Video Delivery

M2A Media and Ateme have announced a partnership integrating Ateme's video processing solutions into M2A Media's MediaToAnywhere platform for live sport...

08/09/2026

IBC 2026: Ikegami to Introduce New UNICAM XE Cameras and Viewfinders

Ikegami will exhibit at IBC2026 (Stand 12.A31, RAI Amsterdam, September 11-14), including a Day 1 introduction of new cameras in the UNICAM XE series. Additiona...

08/09/2026

Caretta Research Shares Top Trends to Watch at IBC 2026

Broadcast industry analysts will be gathering plenty of insights at the 2026 IBC Show this weekend in Amsterdam, but Caretta Research has offered up some though...

08/09/2026

SENSHI and DAZN Announce Global Broadcast Partnership

SENSHI and DAZN have announced a global broadcast partnership that will bring SENSHI's live events free to viewers in more than 200 markets. The partnership...

08/09/2026

ESPN, ESPN2 Begin 4K HDR Rollout in the U.S. with New IP-Based Distribution Pipeline

New architecture built with Evertz will bring 4K HDR to Monday Night Football, N...

08/09/2026

Sauceware Audio release Scorch 2

Built for rap producers, by rap producers Sauceware Audio, the independent plug-in company founded by Grammy-nominated producer Jacob (Travis Scott, 21 Sava...

08/09/2026

Warm Audio unveil the Jude preamps

Classic Sound Techniques design revived Warm Audio's latest release delivers a meticulous recreation of the preamp circuitry employed by the Sound Techn...

08/09/2026

XILS Lab introduce MemoryTone

Latest soft synth inspired by the Memorymoog XILS Lab have just launched a software instrument that draws its inspiration from Moog's iconic Memorymoog,...

08/09/2026

The Airport Chaplain takes off as SBS's biggest launch of 2026

The Airport Chaplain takes off as SBS's biggest launch of 2026 8 September, 2026 Media releases 1.67 million viewers on National Total TV to date Best...

08/09/2026

IBC2026: Haivision Integrates Chyron LIVE into its Workflow

Share Copy link Facebook X Linkedin Bluesky Email...

08/09/2026

Mo-Sys completes reorganisation strengthens management te...

Mo-Sys, the world-leading developer of virtual production, camera robotics and image tracking technology, has completed a business restructuring, which has incl...

08/09/2026

Aicox and TAG Video Systems power monitoring and multivie...

New York, September 8, 2026 The TSAmediaHUB audiovisual contribution and distribution infrastructure developed by Telef nica's Audiovisual Services area re...

08/09/2026

Asharq migrates extended channel line-up to Pebble playou...

Expanded Riyadh operation brings Asharq and Thmanyah services together on a resilient on-premises Pebble platform. Pebble, the leading automation, content mana...

08/09/2026

Techex Extends its Lead in Software Defined Live Video at...

Techex, a pioneering leader in live video workflows, will showcase its broadest software feature set to date at IBC 2026 (Stand 2.B45), extending its lead in so...

08/09/2026

Grass Valley Advances Story-Centric Media Workflows for U...

Visitors to Grass Valley's booth at IBC2026 will be introduced to new Framelight X capabilities that connect content acquisition, management, editing and pu...

08/09/2026

BCNEXXT Showcases Latest Vipe Innovations at IBC2026 Rais...

BCNEXXT will showcase the latest evolution of Vipe at IBC2026 (Stand 2.B09), introducing a series of innovations designed to deliver higher-quality audience exp...

08/09/2026

Bitmovin and Ad Insertion Platform Power First Active Dep...

Bitmovin, a provider of video streaming solutions, has partnered with Ad Insertion Platform (AIP), a leading innovator in advanced ad insertion technologies, to...

08/09/2026

Brainstorm unveils major enhancements to its Suite 7 envi...

Brainstorm, a leading manufacturer of real-time graphics and augmented and virtual production, is announcing a major package of enhancements to its Suite 7 soft...

08/09/2026

Big Blue Marble Collaborates with TDF as Technology Partn...

Big Blue Marble is supporting TDF, French infrastructure and network operator, broadcasting Digital Terrestrial Television (DTT) and radio services, as a techno...

08/09/2026

nxtedition takes agentic AI from newswire to gallery at I...

Agents work inside a single production environment, from incoming wire copy to a live studio show...

08/09/2026

Ceeblue and Layercake Expand Strategic Integration to Lau...

Building on their strategic partnership, Ceeblue and Layercake make the unthinkable possible: scalable sub-second streaming over standard DRM, SSAI, and CDN wor...

08/09/2026

Brainstorm launches Engram a dedicated asset management t...

Brainstorm, a leading manufacturer of real-time graphics, augmented and virtual production, is completing the environment for fast-paced broadcast production wi...

08/09/2026

IBC 2026 - The new Synamedia - solving the business of vi...

A SaaS portfolio built to work together, helping operators grow audiences, monetise smarter and run leaner, on their own terms At IBC 2026 (stand 1.B49) Synam...

08/09/2026

Accedo Selected by PlayOn Sports to Enhance NFHS Network...

Accedo, global provider of video streaming software and services, has been selected by PlayOn Sports, a national leader in high school sports technology, to exp...

08/09/2026

AP brings new connectivity and workflow tech to global ne...

LiveU, the leader in live IP-video solutions, is enabling The Associated Press to take global newsgathering to the next stage with intelligent connectivity and ...

08/09/2026

Mediagenix Personalization Curates Sports Content Around...

Mediagenix, a global leader in smart content solutions to profitably connect the right content to the right audience, today announced the latest evolution of it...

08/09/2026

Appear X5 to enable flyaway contribution for DP World Tou...

Compact, power-efficient X Platform performance brings broadcast-grade reliability and ultra-low latency to space-constrained remote production (REMI) workflows...

08/09/2026

Zixi and Kiloview Partner to Deliver Broadcast-Grade IP V...

Zixi, the leader in live video delivery and workflow orchestration, and Kiloview, a leading provider of professional IP video encoding and decoding solutions, t...

08/09/2026

Quortex and NetActuate announce global agreement

Collaboration gives content owners scalable CDN capacity and broadcasters enhanced flexibility, including for C-band transition planning Quortex today announce...

08/09/2026

Orlando Magic, Gray Media Ink Full-Season Broadcast Deal

Share Copy link Facebook X Linkedin Bluesky Email...

08/09/2026

Telos Alliance and Pluxbox Announce Dynamic Media Facility Integration Partnership

Telos Alliance and Pluxbox Announce Dynamic Media Facility Integration Partnersh...

08/09/2026

Jnger Audio Showcases Industry-First S-ADM Cloud Workflow at IBC 2026

J nger Audio Showcases Industry-First S-ADM Cloud Workflow at IBC 2026 Search Dolby, MainConcept, Techex and J nger Audio will showcase the industry's ...

08/09/2026

Sky Go gets a major upgrade for Sky Glass and Sky Stream customers

Tuesday 8 September 2026 Sky Go gets a major upgrade for Sky Glass and Sky Stream customers Today, Sky launches a new version of the Sky Go app for Sky Glass ...

08/09/2026

Trailer released for The Wargame, launching on Sky from 21 September

Documentary thriller simulating a Russian attack on UK soil will culminate in a live final episode reuniting the playersTuesday 8 September 2026 Trailer releas...

08/09/2026

Riedel Introduces New OnAir Headset Platform

Wuppertal September 8, 2026 Riedel Introduces New OnAir Headset PlatformRiedel Communications today announced the launch of its new OnAir headset platform, a...