Ateme is a global leader of video compression and delivery solutions, helping tier-one content providers, service providers and streaming platforms boost their viewership and subscriber numbers.
Leveraging an R&D task force that is unique in the video industry, Ateme’s solutions power sustainable TV services, improve end-users’ quality of experience, optimize the total cost of ownership of TV/VOD services, and generate new revenue streams based on personalization and ad insertion. Beyond offering technological agility, Ateme partners with its customers, offering flexible business models that match their financial priorities.
As part of our 'Brains Behind the Bigger Picture' series, we asked our partners to answer some of the burning issues from this year's programme. Here Ateme gives their take on TV today and tomorrow:
Fast-forward to 2030 – what do you think will be the single biggest change in how people experience television?
Television will become increasingly personalised and immersive, combined with the capabilities of generative AI.
What emerging technology do you believe is most likely to disrupt TV – and what are we underestimating?
Personalisation through generative AI.
Generative AI will not only create tailored video stories but may also alter traditional audiovisual experiences in real time – changing the viewing angle, modifying the surrounding environment, adding accessibility features, or even representing your friends alongside you. All of this could happen in near-live scenarios.
What’s the biggest misconception people have about where TV is heading?
"Misconception" might be a strong word, but the idea that audiovisual content will always remain a uniform "one-to-many" experience is perhaps too limiting for the future media world.
As described above, while the narrative or event may stay the same, there could be personalised "renditions" of it.
Another assumption worth challenging is that most entertainment will continue to be consumed on conventional 2D screens (TVs, tablets, mobiles). A shift towards XR glasses and head-mounted displays (HMDs) is anticipated.
From multi-view to spatial audio – what’s your vision for the future of immersive broadcasting?
As mentioned, immersive experiences will play a growing role – but only if devices are affordable and deliver good quality. Production itself is not the barrier; success will depend on building a sufficient audience and sustainable business models.
How do you see personalisation and interactivity shaping the next chapter of TV – and what tech needs to evolve to make it happen?
Again, as outlined above, recommendations and the user interfaces that deliver them will be fundamental to personalisation.
These recommendations could extend beyond content to spatial viewpoints or favourite locations within a story or event.
Linking personal activities and personality traits can provide further insight. Natural language and emotion analysis, powered by AI, could "know" the viewer, understand reactions, and adapt content accordingly. Personal recommendations from relatives and friends could add another layer to this experience.
This "knowledge" naturally raises important questions around "privacy by design".
The user interface will be crucial to a positive personalisation experience – enabling users to easily pursue their interests without feeling restricted or overwhelmed.
RAPID FIRE QUESTIONS
Fragmentation or consolidation? Both: fragmentation of the offers but consolidation from media company perspective
Linear schedule or On-demand freedom? Linear personalized = linear on demand (without demanding)
One platform to rule them all or Specialist services? Specialist services
Subscription-based or Ad-supported? Ad-supported
Binge releases or Weekly drops? Weekly drops or instant generated
Local content or Global hits? Personalised content and Global hits
Traditional ratings or Engagement metrics? Engagement metrics
Second screen or Single screen? Second screen
Smart TVs or Streaming sticks? Smart TVs
Voice control or Remote control? Voice control with “Mood control” (Emotion control)
Augmented reality or Virtual reality? Augmented reality
Short-form snackable or Long-form immersive? Long-form immersive
Personalisation or Shared national moments? Both
AI-generated content or Human-made storytelling? AI-generated content
Interactive formats or Classic narrative? Classic narrative