Shaping the future: Why leveraging technologies & understanding what audiences want is key for APAC broadcasters

By Shaun Lim

At the risk of sounding trite, it is perhaps undeniable that artificial intelligence (AI) has had a profound impact on how content is created, distributed and consumed. 

2024, in particular, saw AI become a ubiquitous presence in the broadcast sphere, as Dr Ahmad Zaki, Group General Manager, Engineering, Media Prima, reflected, when speaking recently to APB+. “2024 saw the proliferation of AI in almost every aspect of technology … and broadcasting is no exception. In 2025, the increasing use of AI as a tool in almost the entire broadcasting value chain is definitely something to watch out for.”

For instance, Dr Zaki, who is also Technical Advisor for Media Prima, sees the usage of AI in areas such as content categorisation and metadata generation potentially alleviating manpower requirements in data acquisition. 

He described, “Large Language Models (LLM) based on neural networks (or a type of machine learning process) are becoming so powerful and accurate. It is sometimes frightening to see how these models, when supported by suitable training systems and supervision, can accurately translate speech to text and vice-versa.”

The emergence of these LLMs, he predicts, could be the key to solving the traditional challenge of translation in subtitling. In Malaysia, where Bahasa Malaysia is the official language, traditional systems not only had to provide translation, but also needed to identify on-the-fly language as mixed languages and colloquial terms and phrases being used frequently.

“Throughout my career in Media Prima, I have seen some impressive translation engines for English, Indonesian Malay, Chinese (Mandarin and Cantonese), India (Tamil and Urdu), but never an adequate one for Bahasa Malaysia. I believe LLMs can be the key to solving this problem,” said Dr Zaki.

Another area where he sees AI being widely deployed is in Quality Control (QC), where AI can accurately determine picture and video quality while accounting for creative editing and production techniques. In the near future, Dr Zaki is hopeful of witnessing what he calls “a comprehensive QC system based on AI” to further close the gap.

While constantly studying how Media Prima can leverage technologies to innovate and stay ahead of the curve, he also acknowledges that he is a traditionalist at heart, making him more apprehensive about other AI use cases. “Creating 100% video content using AI-generated characters and images risks losing the human touch and may completely redefine the purpose of live broadcasting.”

Dr Zaki cited the example of deep-fake capabilities, where visuals of people talking can easily be altered to create fake facial expressions, as well as muscle and lip movements, to match certain scripts. 

In a recent demonstration he saw, famous sports characters spoke in Malay with perfectly synchronised lip movement. “This may be used as part of an enhanced script translation, but I suspect some legal issues need to be ironed out before such a technology can be widely used.”

Myriad changes ahead

Beyond AI, there are myriad technologies and developing trends that could potentially shape APAC’s broadcast and media industry in 2025.

With his finger firmly on the pulse of the industry, what does Dr Zaki expect to dominate headlines in the coming months?

“Augmented reality (VR) and virtual reality (VR) have become more accessible and common to broadcasters,” he observed. 

“In the past, AR technology involved huge investments into large graphic machines and processing servers, usually occupying large number of racks in the data centre. Today, broadcasters no longer need to invest in hardware, with all processing and rendering done in the cloud by Software-as-a-Service (SaaS) providers. This makes AR and VR more affordable and enhance presentation.”

The nascent interest in AR and VR from consumers may also stem from a desire for more personalised viewing experiences, which is also being manifested in the proliferation of content streaming. 

“Over-the-top (OTT) services is a part of our everyday video consumption,” Dr Zaki said. “I believe that further improvements in video streaming algorithms and architecture will enhance viewer experience and make streaming the mainstream platform of the future.”

So, how can broadcasters navigate this challenge and stay relevant to increasingly fickle viewers? 

Content, Dr Zaki highlighted, will remain the single most important differentiating factor for broadcasters. He points to broadcasters like Astro, who have shifted their strategies to content, as opposed to being a platform provider. “Euan Smith, Astro’s new COO, has said it very plainly that Astro will be putting more resources into content creation, rather than satellite service provisions.”

As personalisation becomes an increasingly important factor in the provision of live and video-on-demand (VoD) services, Dr Zaki urged broadcasters to embrace technologies such as 5G/6G and data analytics to enhance targeted advertising and customised viewing experiences.

“The increasing need for service providers to understand their customers will also be the next big thing,” he emphasised.

Understanding what viewers want can go a long way to improve broadcasters’ ability to monetisation their content, which will be no mean feat in a region as diverse as Asia.

Besides having to deal with the very basic human perception that anything available on the Internet must be free, there is also an old scourge that continues to plague APAC’s broadcasters.

“Piracy is still a major issue,” Dr Zaki proclaimed. “It remains the elephant in the room, where discussion can be complicated as it drags in other aspects such as regulation, enforcement and inter-departmental cooperation, which is still very difficult to achieve.

“Euan Smith made an interesting comment where he mentions that the issue of piracy has caused many content providers to lose their exclusivity and I agree with this to a large extent.

 “Content creators will have to factor piracy into their financial modelling before any content is produced.”

With collaboration likely to be a key factor as broadcasters look to navigate the challenges that will change the media landscape in 2025, mutually beneficial relationships will need to be forged and strengthened.

Whether these continue with more traditional partners or are derived from more unconventional sources is a question that will provide plenty of food for thought in 2025 as the media convergence between broadcasting and social media accelerates.

In particular, there may be a group of people that broadcasters can no longer afford to ignore. 

Dr Zaki explained, “The new role being played by social media influencers cannot be underestimated. They are slowing replacing the role of commercial advertising in a big way and are so effective that they are beginning to become an industry on its own.”

Global superstar Taylor Swift is a prime example of the power of social media influencers. Her romance with Kansas City Chiefs player Travis Kelce has helped the National Football League (NFL) franchise sell millions of dollars in merchandise, while encouraging more young female fans to watch NFL matches.

Closer to Asia, K-pop star Lisa drove what was once an obscure plush toy into one of the biggest social phenomena and most lucrative enterprises in the 21st century – enter Labubu.

This is not to suggest that social media influencers who will be game changers for broadcasters must necessarily be world-renowned celebrities. 

Ultimately, it boils down to Dr Zaki’s observation that broadcasters need to better understand and engage with their audiences, particularly the young. While having the likes of Taylor Swift and Lisa onside with their brands would undoubtedly represent an exponential boon, working with local social media influencers who resonate with their audience’s values, interests, and personalities may well present broadcasters with a key strategic advantage to thrive in 2025 and beyond.