Depok-Media Production study program, Vocational Education Program, Universitas Indonesia (UI) held an online Media Production Content Lab activity on October 21, 2022. The event which was attended by Paula Kosasih, Product Management Lead ML/AI Warner Bros. Discovery and Ngurah Rangga Wiwesa, M.I.Kom., CICS, MIPR, as Head of the Media Production Study Program as well as moderator at the event, Media Production study program further explored the role of the media intelligence in over-the-top (OTT) media services. The urgency of media intelligence will later influence the perspective of methods of gathering information from the media into a cohesive whole in order to understand the character of audience behavior.
Paula explained the current developments in the media industry, especially in OTT services. “For example, the existence of cable TV with skyrocketing prices in America made Netflix a pioneer and created the world’s first OTT market. With a conventional initial concept, Netflix offers its services door to door. Slowly, taking into account the development of the digital world, Netflix is again a pioneer for application-based OTT services,” said Paula.
(Photo: Paula explaining the role of media intelligence)
After that, OTT applications have mushroomed and led to many marketing strategies for these services. Looking from the significance of the increase in the number of OTT services, Paula believes that Disney Plus has succeeded in marketing its products efficiently. Paula said, “The influence of consumer loyalty has a major influence on the strength of the product in the future. Therefore, offers in the form of rewards to users and discounts for certain seasons make users feel comfortable subscribing on an ongoing basis.”
She also explained that, from an analysis point of view, metadata is compiled based on the consumer’s personality; according to their taste or desire. Aspects of genre, rating, target market age, film duration, actors, and directors are mixed with the user’s viewing history and how long users spend enjoying the films they watch. The mix produces data analysis in the form of insights for OTT. The analysis then provides output in the form of recommendations for films that are suitable for further viewing. Paula ensures that the data set is secure and has a strict privacy scope.
Next, Paula alluded to the role of virtual product placement in promotional distribution. It can be said that virtual product placement is quite effective in movies or series thanks to its soft-selling placement. The placement of the product gives a natural impression while increasing brand awareness of the inserted product.
(Photo: Media Production student listening to Paula’s presentation)
Moving on to the topic of the urgency of media that is equal, inclusive and free from discrimination, Paula believes that everyone has the right to work through any content. “The diversity of genres and views of expansive OTT users will gradually be well utilized and maintained by creative people. Products that are inclusive and free from discrimination can be accepted by potential consumers. This can be examined from the behavior of consumers who feel that these aspects are relevant. So, they don’t hesitate to take these products in a sustainable manner,” said Paula.
Last, Paula discusses market expectations in closing. The media industry strategy in marketing is focused on potential targets by prioritizing loyalty, especially from old users while not forcing to find new users. “The way that can be adapted is by presenting quality content; provide services based on relevant consumer developments from analytical data; view the progress of the viewing duration; also setting the number of users who have the ability to pay and subscribe,” added Paula.
Rangga said, “This COLLAB activity provides a lot of insight to students. I hope that the presence of Paula Kosasih, who is a practitioner and already has a lot of experience in the media sphere, will help students get to know the media more expansively.”
COLLAB is a series of events held by the Media Production study program on an ongoing basis. Its activities include public lectures, guest lectures, and educational visits to a number of industries, especially the creative industries.