The Chief Growth Officer of Thinkingbox spoke to ttvnews at Natpe Global about the challenges of content creation and distribution as technology evolves and how the industry will continue to change in the coming years.
*By Luis Cabrera, from Miami
The future of media and new technologies is one of the main topics currently being discussed by everyone in the entertainment industry, as players seek to prepare for what’s coming next.
The topic was also the main one discussed during the Exploring the (Near) Future of Media panel at Natpe Global, where a team of thought leaders, innovation-focused analysts and emerging media content offered a comprehensive vision of what media will look like in 2030.
After participating on the panel, Alexandra Panousis, Chief Growth Officer of Thinkingbox, spoke to ttvnews about her thoughts on the matter and what the main issues currently affecting the industry.
“I’ll give you the example of Meta coming out and saying they’re no longer going to be fact checking. Advertisers want to buy content on behalf of their clients and it needs to be safe, appropriate. And because the volume of content is so massive, they trust these platforms are actually doing their due diligence to filter this content”, the executive said.
“I remember a while ago that there was a shooting in the US where the shooter had a camera and he was going through a school in real time. It was early in the morning when a show aired it. There was an ad and then that content. I saw this in Canada and I thought it was a video game at first. It was only after that they realized what it was”, she exemplified.
“Brands needs to ensure their clients’ reputation is managed. I think it’s difficult. It’s not like there’s a regulatory board reviewing it. But, for instance, in many markets it’s being questioned whether it’s ok to advertise to children. The question of safety is a big one that both platforms and content creators are challenged with”, she added. “Another example is if a brand joins forces with a content creator and that creator then posts something racist. How do you control that?”
