AMS sessions highlight technological innovations in media

The session entitled “Creative and Innovative Ways to Create & Use Content” focused on changing media consumer behavior which challenges broadcasters to create and use content in new and increasingly innovative ways.

Participants heard about issues related to local content which is a key source for creative programmes. With multiple delivery platforms, viewers and listeners expect interaction, conversation and engagement. Discussions also highlighted techniques and best practices to produce better content for large and targeted markets and for non-traditional platforms, with a focus on compelling content strategies to create a global brand.

“Embracing Social Media: Impact on Television” session focused on stiff competition and demanding audiences. Broadcasters are using social media to generate content and create excitement that will attract and retain viewership. Twitter, Blippy, You Tube, Flickr, Blogs, MySpace and Facebook are changing how viewers are developing their own personal broadcasts and engaging with media and the community. Participants discussed issues about how TV programmes, particularly news and public affairs, adapt well to social media and some winning strategies to engage viewers who can now create their own content, read information and watch programmes on their own time.

At the session titled “Technology Innovations: Driving Broadcasting to New Horizons”, participants heard presentations by speakers from the Educational Broadcasting System (EBS) from Korea, the Korean Broadcasting System and the NHK Science and Technology Research Laboratories from Japan and Commercial Radio Australia.

Presentations focused on shifts and innovations in technology that impact audience reach, content production, and business models. Multiple delivery platforms are offering broadcasters new ways to interact and engage with audiences. Broadcasters were also given information on preparing to tap technological innovations such as IPTV, open Internet television, HDTV, 3DTV and mobile television. The future of television and the web was also discussed.

Participants also discussed which new technology is appropriate and cost effective and delivers maximum outputs.

Mr Kwak Duk-hoon, CEO and President of EBS introduced delegates to new trends in broadcasting system in the context of globalization. He said that there have been major changes to broadcasting systems in the world, especially in Korea. Participants also gained a deeper understanding of EBS with a focus on the Educational Digital Resource Bank (EDRB) which has greatly supported Korea’s public education. 

Luu Vu Hai – Director General Authority of Broadcasting and Electronics Information under the Ministry of Information and Communications gave an overview of Vietnam’s radio and television sector, including the policies on radio and TV broadcasting, broadcasting technology integration, market integration and international cooperation.

Mr Hai said that there are 67 radio and television stations throughout the country. The broadcasting sector produces 200 public channels and about 50 pay TV channels. Vietnam is also a member of many international organizations such as the International Telecommunication Union (ITU), International Electrotechnical Commission (IEC) and the Asia-Pacific Broadcasting Union (ABU) as well as the Asia Development Bank (ADB). He emphasized that, in addition to the Press Law promulgated in 1989, Vietnam should have a master plan for radio and television broadcasting towards 2020 and issues related to legal documents and telecommunication laws.

At the last session entitled “Optimizing Broadcast and New Media for Development”, participants heard speakers from the Dart Centre for Journalism and Trauma-Asia Pacific, Australia, the Institute for Governance and Sustainable Development, the Pakistan Broadcasting Corporation (PBC) and the ADB.

Reports delivered at the session focused on achieving the Millennium Development Goals, efforts to address disasters and national emergencies, and the negative  effects of climate change and forest denudation, particularly for local communities. Participants also heard on how development stakeholders take full advantage of broadcasting and new media for development initiatives, policies and critical strategies to strengthen public service broadcasting and community broadcasting and multimedia centres by offering content more relevant to specific audiences.  The reports also focused on how broadcast and new media players can make life better for billions of poor and marginalized people.

The same day, the eighth AMS 8 also announced the World Television Awards which were divided into two categories: Humans and Society. The award winners included “Almost Famous: Close-up of the Kathoeys” by director Mark Pestana from Singapore, and “Energy – Efficient Refrigerators in Brazil by Vanessa Fischer from Germany.