DIGI SOCIETY
Digitalisation in Video Production companies
I’ve been working in the creative industry for a decade now. We offer a video production services to different customer needs from interviews to commercials. My role is in customer management so basically my work is related to creativity and business.
The Future of Video production
If we review this first from content side I must say the the digitization have changed the industry a lot in last 20 years. There are now many new ways to consume the video content that you couln’t even dream about. The media selection has increased tremendously. Before there were only tv or events where you could watch videos – now there are endless ways and amounts.
So, how the future will look like, based on the growth of development? The use of the videos have increased wildly. There are estimates that in next five years most of the information data in the internet is video and that is increasing all the time. These facts increase the demands of video and creates the new consumption patterns that we as a video production company needs to take to account. These also creates us more business potential to utilize video for different customer needs and to different medias.
Maybe the future will help us to find more specific niche’s for different target groups and the content of videos are aimed to very specific group of people. This would mean even more tailored videos for very specific target groups. There already is a new technology that already helps us to creative dynamic video ads. The idea is that the video will be created automatically based on every customers object of needs. We are already used to see different ads from the products we have watched lately from online store. These ads haven’t yet been a videos at based on this new technology it might be possible.
Utilizing digitalization to be more creative
The digitalization have helped us to use our stakeholder group widely and globally. We can work independent of time and place. This helps our creatives to seek inspiration wherever they like. Digitalization also helps us to use freelancers even easier. We can cooperate seamlessly together without employer’s or employee’s obligations. Also the digitalization helps us to see and benchmark the industry globally. All information is available and discoverable easily. What happens in Kyoto today can be seen straight away in Helsinki and in best case scenario that input helps us to create new ideas.
Past year there have been videos and pictures about AI that is harnessed to create something new. For example there are now websites that use “deep AI” to create pictures that aren’t existing. I recreated a test where I asked the website to creative picture for me. I typed: “Elephant playing chess”. I pressed enter and in 3 seconds I got picture like this.
Deep AI created a picture that didn’t exist before.
It is clear that this will affect to creative industry. When there are already stuff that can be created with computer for free, in few seconds there can be lots of things that this technology can do. But will it kill the creativity or take creativity away from the people? I don’t think so. I think it will help us to create ever more versatile ideas that can help us to see the world in new ways.
Example about the digitalization
As we have already witnessed: bid data, machine learning and digitalization in general can help us to make smarter choices, create content that is made for us and for example predict future. When the computer makes the solutions, it doesn’t exist just to help us optimizing things, it helps us to create new solutions and ideas.
Chess is an excellent example how the digitalization has changed and developed. Before year 1990 the world’s best chess player hadn’t loss a chess game to computer. after 1991 that computer have never lost the game. Now in year 2022, we have next chapter to this dialogua. One of the world’s best chess player norwegian Magnus Carlsen lost a chess match to a pretty new and unknown player. After the loss Carlsen said that he doesn’t want to talk about the game because he might say something that can change to whole chess. It was interpreted to mean that Carlsen thinks that the opponent used AI to win the game. Later this summer Carlsen had a rematch against the same player. After the first move he discontinued the game saying he is now sure that the opponent is playing with AI. The public doesn’t really know yet what is the truth but this case shows us that the change of the digitalisation is moving forward and many times it is used against the rules.
Thanks GDPR for starting the conversation
The new GDPR reform was introduced in EU in year 2016 and it took for the use in 2018. The idea was the help people in EU to protect their own privacy data. In a nutshell people got better rights to see who has their data, how they use it and why they are using it. They also have a right to correct their own data and delete it.
In businesswise, it didn’t affect to my everyday work much. We started to follow the regulations and it changed a bit the way we handled the personal information. It also affected a bit to our own marketing actions. All in all to our company it was quite a simple maneuver to handle.
In general I see it more affective regulation. To me it was the first step to show to public that you as a user have I right for your own data. And also you have a right to handle and see it. Before this regulation it was a dark hole to most of us. Even if it was rather a small than a big change to the users, it started to conversation about privacy and personal data. This discussion has now carried to many other discussion such as the Facebook privacy issues.
Because most of the money in internet comes from the advertising and the big companies use data for advertising. The mails are fuel for the big companies as well. We are now taking the first step for data privacy and in that sense safer world. The big data can help us to create and predict future. The personal data can help us to create solution to our problems that we don’t even understand. But when to personal data is used for financial or political purposes we are in a scary road.
SELFEVALUATION: What I learned and what I should know more about?
In general I undestand the concept big data and data privacy quite well. As many of us I still like to watch TED-talks about hot topics to get more inspiration and understanding.
Kenneth Cukier mentioned the example how to use big data to understand customers behaviour – as an example he used the consumption of an apple pie. I must say that this example was very eye opening. This is definitely something I would like to study and understand more. We tend to use feelings a lot based on our decision making but sometimes I would be better to all of us to use numbers and big data to create better understanding.
Blogs I commented:
Heini’s blog: https://blogi.savonia.fi/heinilehtonen/digi-society/?unapproved=14&moderation-hash=05fab490536595d771f013d4746be068#comment-14
References:
Annunziata, M. (no date) Welcome to the age of the industrial internet, Marco Annunziata: Welcome to the age of the industrial internet | TED Talk. Available at: https://www.ted.com/talks/marco_annunziata_welcome_to_the_age_of_the_industrial_internet (Accessed: October 9, 2022).
Cukier, K. (no date) Big Data is Better Data, Kenneth Cukier: Big data is better data | TED Talk. Available at: https://www.ted.com/talks/kenneth_cukier_big_data_is_better_data (Accessed: October 9, 2022).
Data protection in the EU (2022) Consilium. Available at: https://www.consilium.europa.eu/en/policies/data-protection/ (Accessed: October 9, 2022).
Lyne, J. (no date) Everyday Cybercrime — and what you can do about it, James Lyne: Everyday cybercrime — and what you can do about it | TED Talk. Available at: https://www.ted.com/talks/james_lyne_everyday_cybercrime_and_what_you_can_do_about_it#t-59111 (Accessed: October 9, 2022).
Text to image – ai image generator DeepAI. Available at: https://deepai.org/machine-learning-model/text2img (Accessed: October 9, 2022).
Yen, A. (no date) Think your email’s private? think again, Andy Yen: Think your email’s private? Think again | TED Talk. Available at: https://www.ted.com/talks/andy_yen_think_your_email_s_private_think_again?language=en (Accessed: October 9, 2022).
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