Technological Innovation in the Media Sector: Understanding Current Practices and Unraveling Opportunities

Abstract

AI technologies offer significant opportunities for the media sector, including content production, distribution, and audience engagement. This case study aims to bridge the technological expertise of the AI, Media & Democracy lab in the Netherlands to stakeholders in the media sector, identifying current technology implementation practices and outlining the potential of our technological expertise. First, a visual portfolio of the expertise of the researchers was created. Then, focus group workshops were held with broadcasters and media institutions, using an interactive online Miro environment. Results include insights on current implementation of the presented technologies by the media organizations, and opportunities for further implementation. Key takeaways are the broadcaster need for short-term implementation possibilities and the importance of having both B2C (broadcasters) and a B2B (the entire sector) perspectives present in focus groups to provide confirmation of findings and offer a broader viewpoint on the media landscape.