Ivana Prpić (HRT)
As we near the end of 2024, the broadcast industry is undergoing rapid transformation driven by new technologies and changing viewer behaviours. For small broadcasters, this is both exciting and challenging. While innovations like IP-based workflows and AI offer great potential, adapting to them can be difficult due to limited budgets and traditionally trained teams.
Gradual shift to IP
The transition from traditional SDI to IP-based workflows has been one of the biggest shifts in broadcasting. While larger broadcasters are already benefiting from IP’s flexibility and scalability, for smaller players like HRT, the associated costs and complexities feel like significant barriers. Our existing SDI systems, though aging, still serve us well, and a full-scale shift to IP could feel risky.
However, this doesn’t mean we should ignore the benefits of IP. Instead, we can take advantage of a more gradual approach, learning from larger broadcasters that have already gone through the transition. Their experience offers valuable insights, particularly in terms of phasing the migration, handling staff retraining, and integrating old and new systems. By collaborating with industry peers through workshops, events, and partnerships, we can gain the knowledge needed to make informed decisions without rushing into costly overhauls.
This gradual adoption allows small broadcasters to implement IP where it makes the most sense for our needs, without jeopardizing the stability of our operations. The key is to embrace innovation at a pace that suits our capacity, focusing on strategic areas where IP can bring immediate benefits.
AI and automation
AI offers the possibility of automating repetitive tasks and optimizing workflows. For small broadcasters, one of AI’s key technical benefits is in media asset management, where it can automatically tag and organize content, drastically reducing manual work. This automation speeds up operations and ensures accuracy, freeing staff to focus on creative tasks rather than administrative ones.
AI also streamlines editing by generating multiple versions of content tailored for various platforms – television, social media, or web – without requiring additional manual effort. This allows small broadcasters to extend their reach without needing to expand production resources, optimizing content for different audiences.
Another benefit is AI’s ability to analyse viewer data, helping broadcasters tailor programming more effectively. By understanding audience preferences, broadcasters can deliver content that resonates more deeply, increasing engagement and loyalty. This data-driven approach ensures content meets local audience needs, creating a stronger connection with viewers.
AI should be viewed as a tool that enhances, not replaces, human creativity. By automating routine tasks, it frees up time for creative development and innovation, allowing broadcasters to focus on storytelling and quality content production. This balance between automation and human input ensures that content creation remains both efficient and meaningful.
Incremental innovation
For small broadcasters, the fast pace of change can be overwhelming, but the key is to approach innovation incrementally. Rather than rushing into every new technology, small broadcasters should focus on selective adoption, implementing technologies that offer the greatest value.
Learning from the experiences of larger broadcasters can help smaller players avoid mistakes and make smarter investments. Gradual transitions to IP and the careful integration of AI allow small broadcasters to modernize while maintaining stability. This approach enables them to remain competitive without sacrificing the mission of delivering local, valuable content.
The future of broadcasting isn’t about adopting every new trend. It’s about using the right technologies to enhance the way broadcasters serve their audiences. By embracing IP-based workflows and AI strategically, small broadcasters can thrive in a changing landscape, continuing to create content that resonates with their communities while staying up to date with the industry’s evolution.
This article was first published in the December 2024 issue of tech-i magazine.