Inteligência artificial no aparelho de TV: desafio de reinvenção diante de um consumidor multitelas
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Data
2019-03-08
Autores
Cazale, Rosiene Cristine Tondelli
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O presente estudo visa analisar a Inteligência Artificial no aparelho de televisão como oportunidade de negócios, para as emissoras de TV, fundamentado no modelo de negócio da televisão que é baseado em audiência e investimento publicitário e que necessita oferecer cada vez mais conteúdos interessantes, relevantes e que proporcionem uma experiência significativa para o espectador. Portanto, a questão que norteia esta pesquisa é: como alinhar os interesses das organizações televisivas aos desejos dos consumidores, que empiricamente estão se dividindo em nichos de audiência e diminuindo o consumo da programação aberta das emissoras de televisão? Nesse contexto, a televisão busca adaptar seu conteúdo aos novos hábitos constituídos na era da globalização digital, podendo ter na Inteligência Artificia - IA e na Internet das Coisas - IoT – fortes ferramentas para a captação e mapeamento do comportamento desse público e, assim, elaborarem estratégias que utilizem essas mesmas ferramentas e ofereçam conteúdo ou serviços quase em escala pessoal para o espectador. A partir de dados captados, a Inteligência Artificial aprenderá constantemente quais os padrões de comportamento do consumidor e que tipos de conteúdo ou serviços se enquadram em sua rotina. Para a elaboração deste trabalho, foi analisado o modelo de negócio da TV aberta brasileira, os desafios por ela enfrentados diante de um consumidor multitelas, as gerações comportamentais dos consumidores, a IA e os seus sistemas de funcionamento e a reinvenção da televisão através do uso da IA e da IoT no aparelho de TV.
The present study aims to analyze Artificial Intelligence in the television set as a business opportunity for TV broadcasters, whose business model isbased on audience indicators and advertising investment and which must offer increasingly interesting and relevant content that provides the viewers with a meaningful experience. Therefore, the question that guides this research is: how can one align the interests of TV companies with the desires of the consumers, which are empirically dividing themselves into audience niches and decreasing the viewing of the open schedule of TV broadcasters? In such a context, the TV companies try to adapt their content to the new habits formed in the digital globalization era, and may have the Artificial Intelligence and the Internet of Things as strong tools to collect and map the behavior of this public and, thus, elaborate strategies that use those tools and offer the viewer content or services in an almost personal scale. With the collected data the Artificial Intelligence will constantly learn which are the consumer’s behavior patterns and what kind of content or services fit better in her routine. In order to elaborate this work, we analyzed the Brazilian open TV business model, the challenges faced by it with a multiscreen consumer, the AI and its functioning systems and the reinvention of the Brazilian open TV through the use of AI and IoT in the TV device.
The present study aims to analyze Artificial Intelligence in the television set as a business opportunity for TV broadcasters, whose business model isbased on audience indicators and advertising investment and which must offer increasingly interesting and relevant content that provides the viewers with a meaningful experience. Therefore, the question that guides this research is: how can one align the interests of TV companies with the desires of the consumers, which are empirically dividing themselves into audience niches and decreasing the viewing of the open schedule of TV broadcasters? In such a context, the TV companies try to adapt their content to the new habits formed in the digital globalization era, and may have the Artificial Intelligence and the Internet of Things as strong tools to collect and map the behavior of this public and, thus, elaborate strategies that use those tools and offer the viewer content or services in an almost personal scale. With the collected data the Artificial Intelligence will constantly learn which are the consumer’s behavior patterns and what kind of content or services fit better in her routine. In order to elaborate this work, we analyzed the Brazilian open TV business model, the challenges faced by it with a multiscreen consumer, the AI and its functioning systems and the reinvention of the Brazilian open TV through the use of AI and IoT in the TV device.
Descrição
Palavras-chave
Inteligência artificial, Internet das coisas, Consumidor multitelas, Aparelho de TV, Televisão aberta, Artificial intelligence, Internet of things, Consumer multi-screen, TV set, Open TV broadcasters