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Interview with CVE CEO Luca Catalano: "The New Paradigm of Media Production", Part 2

LucaCatalanoCVE1A brief summary of the first part of the interview:

In the dynamic context of Broadcast & Media production, key themes such as High Definition Content, Artificial Intelligence, Future Perspectives for Content and Broadcast Producers emerge.

This interview, divided into two parts, began with Luca Catalano of CVE exploring challenges and opportunities related to visual quality demands, the impact of IP, the significance of the cloud, and the shift in the sales model towards "technology as a service."

The discussion extended to how technology drives a mindset transformation, embracing the concept of SAAS. Catalano also reflected on the "Sentiment" observed at trade fairs, emphasizing a preference for services over products. Finally, the interview examined the influence of the shift to streaming, its impact on traditional platforms, and the redefinition of advertising strategies. Let's continue with the second and final part.

1) Presspool: How is the relationship evolving between content producers, broadcasters, and distribution platforms? What challenges are associated with this change?

Luca Catalano CVE: Through a seduction strategy achieved through content, broadcasters are seeking to become more vertical, aiming to create a unique experience for the end customer on their platform. This implies a radical shift towards a unified chain, where the broadcaster or publisher, instead of specializing in a single segment, tries to manage the entire chain, transforming content from simple products into distinctive elements. Technology, now more accessible, favors this approach, allowing those who already own content to manage it more integratively and distribute it across various channels and platforms without major alterations. Renting space on a platform is a common practice today, with significant implications related to the growing demand for high-definition content, including the challenge, in part, of the 4K format. While quality must always be ensured, personally, I do not observe a massive demand for 4K. On the contrary, well-produced content in HD HDR fully meets expectations, especially considering the average audience's limited ability to discern the difference between 4K and well-executed HD.

2) Presspool: So, are HDR (High Dynamic Range) and HFR (High Frame Rate) among the most significant changes?

Luca Catalano CVE: The adoption of HDR and HFR, in my opinion, represents a more significant change than the concept of 4K. The idea of transitioning to 4K implies a transformation at the production and transmission levels, whereas moving from HD to HDR already achieves a very high level of quality, allowing for greater differentiation between the brighter and darker areas of an image. This leads to a more detailed and realistic image with a broader color range. A higher frame rate, as in HFR, can improve the smoothness and clarity of motion in moving images, reducing the blurring effect during fast-action scenes. Currently, I believe that progressive HD 1080 content with HDR offers an exceptional visual experience for the home user.

3) Presspool: How are artificial intelligence and machine learning influencing broadcast content production and distribution?

Luca Catalano CVE:  I acknowledge that each producer has their personalized artificial intelligence. Our partner in this regard is Perfect Memory, which excels not only in developing off-the-shelf artificial intelligence but also in optimizing various facets of AI. However, the key lies not only in customization but in implementing systems that allow flexible, dynamic, easy, and quick use. Perfect Memory has devised a solution capable of embodying these principles, naming it "cognitive asset management." Here, the crucial aspect is the cognitive ability to define and identify elements within the content correctly. However, the ongoing ethical issue related to the use of innovations must be emphasized. While recognizing that emerging findings are very interesting, there are still several doubts on the table. Among these, issues related to data privacy and security have a significant impact on the transmission and consumption of television content.

4) Presspool: Are there other future perspectives or issues for broadcast content production and consumption, considering the evolution of technologies and audience habits?

Luca Catalano CVE: Beyond what has been said about issues and perspectives across the board, the real problem common to all segments, both in production and consumption, emerges when companies in our sectors do not perceive the need to protect their content. As long as the system is not violated, many of them do not feel sufficiently motivated to implement security measures. This lack of risk perception represents a significant challenge. Today, piracy has taken various forms, and the key to addressing it is to adopt effective preventive protection measures. The risk perception needs to spread more widely so that companies understand the importance of ensuring the security of their content. Another of the brands represented by CVE, NAGRA, plays a fundamental role in the fight against piracy and content defense, representing a significant driver for our industry.

5) Presspool: The convergence of media, where the boundaries between television and the internet have blurred, is still a topic of great interest in the current market, despite being a widespread reality. Is this convergence helping or presenting challenges?

Luca Catalano CVE: The main problem is the complexity that this convergence can introduce into the system. Excessive complication risks confusing and making the process difficult, and that's why companies like Communication Video Engineering remain crucial in this evolution. While many people experiment on their own and try different approaches, the results indicate a lack of clarity on how to effectively address these challenges. There is a clear multiplicity of perspectives, but the key at the moment is to find a formula that generates a considerable flow of money overall.

6) Presspool: In such a fragmented media landscape, what challenges arise in current attempts to engage new users and acquire new customers, especially the younger generation? Does technology, as with "advertising targeting," also help in this direction?

Luca Catalano CVE: Currently, challenges are seen in various attempts to engage new users, especially young ones, but these efforts do not seem to create a genuinely significant revenue source yet. "Targeting" advertising emerges as a crucial element in this context. Not only does it allow for accurate profiling of the target group and sending targeted ads, thus adding value to the advertising market, but it ensures a lighter viewing experience. This is certainly more suitable for the specific characteristics of the customer watching the video, making the experience more engaging overall. The use and various solutions of TARGETING ADS are undoubtedly very useful for managing "customer retention." So, relying on the changing process that industry players must face becomes increasingly crucial for success.

7) Presspool: Can we indicate an "almost conclusion," a concise snapshot of the state of the art to date?

Luca Catalano CVE: The discussion remains, of course, in continuous evolution, and that is also its charm. In conclusion, the challenges and opportunities in the constantly evolving media convergence market, involving television, internet, and telephony, require even more careful analysis than in the past to understand how to overcome the many obstacles of various natures and capitalize on the possibilities offered by this ever-changing scenario. At CVE, we have decided to invest in our human resources, creating knowledge, training personnel, and introducing new figures, young ones, with knowledge in the IT/IP/CLOUD sector, blending them with the experience that over 40 years of activity in the broadcast world have given us in terms of technical knowledge and credibility in the market. I am confident that this work will allow us to keep pace with the incredible speed that evolution has now reached and to do an excellent job for our clients.

© 2023 CVE – Presspool PressOffice Roberto Landini

[Link to Part One]


 #ProduzioneMedia #TecnologieBroadcast #InnovazioneMedia #ContenutiDigitali #Broadcasting #CloudSolutions #IntelligenzaArtificiale #SostenibilitàAmbientale #TargetingPubblicitario #ConvergenzaMedia


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