Media and Entertainment: Current Trends and Future

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English for Specific Purposes
Portfolio Task 3: The Essay Task
Topic: The world of media and entertainment. - “What are the major trends in media and
entertainment industry?”
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Table of Contents
Introduction......................................................................................................................................3
What are the major trends in media and entertainment industry?...................................................3
Conclusion.......................................................................................................................................5
Reference List..................................................................................................................................6
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Introduction
The media and entertainment industry includes print, film, television, and radio. The segment
consists of movies, radio shows, music, news, TV shows, magazines, newspapers, and others.
The changes in trends of this industry are mostly due to technology incorporation. However,
other trends are also transforming the industry of media and entertainment such as increase in the
programmatic video advertising among others. This industry is often under the pressure of
innovation for development. This specific industry plays a major role in the social life as they
keep the people informed, entertained, and learned.
What are the major trends in media and entertainment industry?
Media and entertainment industry has experienced the increase in the digital video advertising.
According to Katz (2016), the expenditures of the organization have seen increment due to
expansion of digital technology. However, Rugg and Burroughs (2016), has the view that the use
of digital video streaming can be complicated if the keywords are not chosen wisely. The lack of
market targeting or neglect ion of bidding cap can harm the business. There has been increase in
the demand for the mobile data due to rise in streaming videos. Streaming videos has also
created opportunities for the independent artists in earning money. However, this feature in
media and entertainment industry is dependent on the connection of internet.
Another trend that has benefitted the business of media and entertainment industry is the use of
Artificial Intelligence. According to Carpenter et al. (2019), this trend is used in this industry in
metadata tagging, contextual advertising, and other fields. Its use in the asset management
system of media has been effective in reviewing the current media libraries and creating fresh
revenue sources. Moreover, Marschke et al. (2017), has view that temporal metadata assists the
companies in transforming the content to understand the consumers in a better way. This will
assist the firm in monetization of content that will enhance the contextual ads and
personalization. Metadata is also helpful in making compilations of data and promos, marketing
content, and trailers. This feature has been affected positively with the face detection, language
processing, and image processing features.
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The marketers in developing personalized content use the media and entertainment industry. This
has assisted them in delivering interactive and personalized videos. This feature is vital, as the
customers would need to be presented with user interface content. This benefits the organizations
in encouraging the customers to spend more time in the platforms of the firm and enrich the
cultural living of the consumers by provision of information and new content on various topics.
The use of Artificial intelligence is used in localization process in the media and entertainment
industry to enhance the reach of content to the new audiences of customers in less cost. This
system is used in this industry to manage the time as well by administering content of large
volumes. The organizations can use the localization service to enhance the behavior and
engagement of the customers. This will enhance the productivity as well as efficiency of the
projects of the firm.
As opined by Jalal et al. (2018), the media and entertainment industry can embrace the cloud-
based solutions to deliver content to the customers around the world at low cost. On the contrary,
there are some disadvantages of the cloud computing. Almorsy et al. (2016), has opined that the
system of cloud computing requires internet and lack of connection can be possible. There are
also chances of data hacking that might lead to delete of the information and loss in the business.
Security breaches can pose threat to the organization that would affect negatively. Even the
owner of the business has limited control over the cloud infrastructure. Therefore, this system
lacks flexibility and increase dependency of the cloud computing.
Another use of Artificial Intelligence in the media and entertainment industry has been TiVo that
is used to make personalized suggestions based on the watching habits of the customers.
Publishers are using this system in making content effectively. According to Cusumano et al.
(2019), it is also used in creating advertisement as well as trailers of movies. The stages of doing
these activities become simpler as well as faster with the use of AI.
Crosby et al. (2016), has the view that block chain has the capability of avoiding hackers to rob
the creators during distribution of entertainment and media. This system makes the system of
organization failure resistant. However, there could be difficulty in deleting or updating the
mistakes. The development process of block chain can be difficult. It has dependability on the
centralized applications that can create difficulty.
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It can be suggested from the provided discussion on the major trends in the entertainment and
media industry that machine learning can be utilized to the turbocharger the experience of the
users. It would assist tagging the image of the user for effective search experience (Sidiropoulos
et al., 2016). They would get the relevant content through creation of content with recommender
system. This would leverage the traffic of the site of the company by auto suggesting the users
with the relevant mages, content, and other results. The media and entertainment industry can
use analytics to target the right customers. Data science can be useful in dictating what to show
the customers. Recommendation engine would involve usage of various forms of data and
development of strategies based on the content type.
Conclusion
It can be deduced from the provided study that the major trends in the entertainment and media
industry have been discussed that have the ability to mould the business. The trends of digital
video streaming, cloud based solutions, and others have been analyzed to assess their effects on
business success and security. It has been found that there are positive influences of Artificial
Intelligence in the localization and personalization process. However, the negative influences of
the streaming videos and block chain have been discussed that can harm the business security
and functions. Some ways have been suggested to the industry of entertainment and media that
can be incorporated to leverage the opportunity of success.
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Reference List
Almorsy, M., Grundy, J. and Müller, I., 2016. An analysis of the cloud computing security
problem. arXiv preprint arXiv:1609.01107.
Carpenter, I.R., Poore, J. and Thielker, B., Valyant Al Inc, 2019. Artificially intelligent order
processing system. U.S. Patent Application 16/274,170.
Crosby, M., Pattanayak, P., Verma, S. and Kalyanaraman, V., 2016. Blockchain technology:
Beyond bitcoin. Applied Innovation, 2(6-10), p.71.
Cusumano, M.A., Yoffie, D.B. and Gawer, A., 2019. The Business of Platforms: Strategy in the
Age of Digital Competition, Innovation, and Power. HarperCollins Publishers.
Jalal, L., Anedda, M., Popescu, V. and Murroni, M., 2018. QoE assessment for IoT-based multi
sensorial media broadcasting. IEEE Transactions on Broadcasting, 64(2), pp.552-560.
Katz, H., 2016. The media handbook: A complete guide to advertising media selection, planning,
research, and buying. Routledge.
Marschke, M.C., Baker, J.D., Hartford, G.M.B. and Subramanian, R., Albecca Inc and
LARSON-JUHL Inc, 2017. Artificial intelligence in virtualized framing using image metadata.
U.S. Patent Application 15/401,376.
Rugg, A. and Burroughs, B., 2016. Periscope, live-streaming and mobile video
culture. Geoblocking and global video culture. Amsterdam: Institute of Network Cultures, pp.64-
72.
Sidiropoulos, E.A., Konstantinidis, E.I. and Veglis, A.A., 2016, October. Framework of a
collaborative audio analysis and visualization tool for data journalists. In 2016 11th International
Workshop on Semantic and Social Media Adaptation and Personalization (SMAP) (pp. 156-
160). IEEE.
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