Michael Eberhard (ARD/SWR), Chair of the EBU Technical Committee
The conductor stands as a pivotal figure in any orchestral performance, serving as both the guiding force and the unifying presence that brings a musical composition to life. Their role extends far beyond the simple act of waving a baton; it encompasses a profound responsibility for the interpretation, cohesion, and overall execution of the music.
In my spare time, I volunteer as the conductor of an orchestra that performs twice a year. As a conductor, I know what it means to analyse, interpret, coordinate and lead at the same time.
These are also the tasks of a director in public broadcasting, especially in ARD, where nine independent companies must be brought together. For almost two years now, in addition to my work as Technical Director at SWR, I have been Chairman of the ARD Production and Technology Commission. I am constantly reconciling the needs of the individual broadcasters in the areas of technology and production.
In the context of the EBU, many more Members need to be taken into account and be represented. Most of them have different needs with different priorities, but I am sure that in my role as Chair of the EBU Technical Committee, I will also succeed in bringing them together, serving as the guiding force and the unifying presence, much like a conductor.
Today's challenges
Over the past years, we have witnessed great advancements in technology, from hybrid and cloud-based remote production to the integration of 5G in production and distribution. These rapid developments also bring major challenges and in order to have a clear vision for tomorrow, we need a fundamental understanding of the challenges of today.
One of these challenges is the fragmentation of audiences across various digital platforms and devices. This dispersion requires us to develop effective strategies to engage a diverse audience while upholding our core values and mission. Personalization has become crucial, as audiences now expect tailored content experiences that resonate with their individual preferences. Additionally, balancing the fulfilment of our public service mandate with the need for innovation and relevance in a highly competitive media environment is a delicate task. Ensuring we remain true to our public service ethos while embracing new technologies and trends is essential for maintaining our impact and connection with the public.
Another challenge is ensuring the security of our data. We need to protect our content against cyber threats and piracy, ensuring the integrity and security of broadcast content and infrastructure to maintain our credibility.
The EBU promotes the interests of PSM, campaigns for a sustainable future for them, and provides its Members with world- class content. To fulfil these tasks, it is essential that the EBU’s committees collaborate closely and that we are always up to date with the latest technological developments. Because world- class content can only reach the audience via different distribution channels and on different technical platforms. It also must be technically accessible for everyone, this is why we are developing tools for subtitles, audio descriptions, and sign language interpretation.
Role of data
Creating world-class content requires a deep understanding of user needs, which is achieved through data collection and analysis. Technology enables broadcasters to gather detailed audience data, helping tailor content to their preferences. Data-driven insights inform programming decisions and marketing strategies, ensuring content resonates with citizens. Additionally, data is crucial for AI services, enhancing their ability to deliver personalized and efficient solutions. In essence, data is the cornerstone of creating content that truly connects with and satisfies the audience.
Collective efforts to develop unified visions and foster stronger collaboration are more important than ever. In a rapidly changing world, teamwork and shared goals are essential for overcoming complex challenges and achieving sustainable progress. By working together and aligning our visions, we can leverage diverse strengths and perspectives, leading to more innovative and effective solutions.
This article was first published in the September 2024 issue of tech-i magazine.