A recent industry survey conducted by Mediagenix, a leading content management firm, has revealed that more than half of media companies are struggling to implement automated workflows and system connectivity. This gap between readily available technology and its actual adoption in the broadcast sector raises concerns about the pace of digital transformation in the media industry.
The M-Connect Survey, based on responses gathered during the May 2024 M-Connect event, paints a sobering picture. The findings suggest that 55% of media organizations are still in the early stages of digital transformation across three crucial areas: data-driven decision-making, automation, and system connectivity.
The survey underscores the need for media companies to prioritize these aspects of digital transformation. In particular, the results reveal a significant lag in the adoption of data-driven strategies. While nearly half of media companies report using data-driven approaches, they are only used sporadically. These organizations scored an average of 2.6 out of 5 in utilizing data for content acquisition, scheduling, and monetization decisions. This signifies a missed opportunity to leverage data for improved decision-making and better business outcomes.
Despite widespread industry discussions surrounding artificial intelligence and automation, the survey found that 67% of organizations lack structured approaches to automation. Only one-third of respondents have developed specific strategies for automating core processes, scoring an average of 2.3 out of 5. This suggests that a significant majority of media companies are not yet capitalizing on the potential of automation to streamline operations and increase efficiency.
Another major challenge identified by the survey is system connectivity. A concerning 48% of respondents reported limited integration capabilities, indicating a lack of seamless data flow between different systems. This issue persists despite the availability of cloud-based solutions, highlighting the need for better integration strategies across various platforms. The average score of 2.6 out of 5 in this area reflects the difficulties many organizations face in achieving seamless data flow.
These findings come at a time when media companies are under increasing pressure to streamline operations, reduce costs, and effectively manage their growing content libraries across multiple platforms. Industry analysts emphasize the importance of effective automation and system integration for media organizations to maintain competitiveness in the current market landscape.
MBC Group, a prominent media company in the Middle East, exemplifies successful digital transformation. As Gunel Mammadova, director of corporate planning and management at MBC Group, stated, “The industry needs to step up its use of smart workflows to remain competitive. By capitalizing on data-driven decision-making, automating our processes, and connecting our systems, MBC is future-proofing its workflows.”
While technology solutions exist to address many common workflow challenges, the survey results point to implementation as a significant hurdle for media organizations. Industry experts underscore that successful digital transformation requires a multi-pronged approach involving investments in technology, strategic planning, and organizational change management.