Engagement, Monetization and the Impact of AI Take Center Stage at NATPE Budapest

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Focus on both financial resources and the preferences of your audience, particularly in today’s streaming era. This consensus emerged among TV industry leaders at this week’s NATPE Budapest, despite potential variations in their individual approaches.

AMC Networks International’s managing director in Hungary, Levente Málnay, stated during a panel talk with industry leaders titled ‘Where do we go from here?’, that their strategy is to track viewership across all platforms – whether it’s traditional broadcasting, paid streaming services or free streaming. He added that they also focus on the financial aspect because understanding the right revenue model is crucial.

One aspect that has presented a significant hurdle, according to him, is the matter of monetization. “The quality and abundance of content in this sector are unprecedented,” he pointed out. “Even if I stay up until 4 am, there’s still so much fascinating content I can’t manage to watch it all.” The issue lies in the fact that “despite the wealth of content available, our viewers haven’t yet fully embraced the concept of paying for everything they want to see. So, our main task is to strike a balance between catering to our discerning audience and fulfilling the expectations of our investors.

According to Málnay, content remains paramount. “Our strength lies in our exceptional content,” he said to The Hollywood Reporter. “Quality content eventually reaches its audience, no matter where they are.” He added, “We certainly deliver a lot: outstanding series from our U.S. parent company, which we broadcast simultaneously across many Central and Eastern European countries. Locally, we have top-tier sports, documentaries, and cooking programs that are either produced or commissioned by AMC in various languages, featuring talent from various regions.

Stella Litou, the CEO of RTL Croatia and Pro Plus Slovenia (both owned by Central European Media Enterprises or CME), stated during a panel discussion that there isn’t a one-way strategy for captivating audiences. Highlighting the upcoming launch of Voyo streaming service in Croatia in August 2023, she stressed the importance of maintaining viewers engaged with the big screen for as long as possible, whether it be through linear channels like news and live content, catch-up previews, or original programming.

Meanwhile, Magdalena Szwedkowicz, a producer from MAG Entertainment known for her high-quality productions such as the Netflix hit film “Forgotten Love (Znachor)”, expressed gratitude towards streaming companies like Netflix and their peers. During the panel, she acknowledged that streamers make decisions more swiftly compared to broadcasters, which can be quite slow. Szwedkowicz emphasized that these global streaming platforms need to tailor their content for local audiences because they already have a wealth of global content.

When addressing her audience, she emphasized the importance of never underestimating their intelligence and discernment. Today’s audiences are perceptive and can easily spot insincerity or attempts to cut corners. They tend to lose interest if they sense dishonesty or hollowness. However, an authentic, emotionally resonant narrative is what truly captivates them, and that’s the kind of story she strives to tell. For her, it’s all about forging a meaningful connection with the audience – that’s what truly matters.

One of the main issues faced by industries and content creators like Szwedkowicz is striking a balance between maintaining quality and promoting sustainability. As Szwedkowicz also mentioned to THR, audiences demand top-notch production, and we’re dedicated to providing it. However, the price of creating high-quality content continuously increases, while networks and streaming platforms are under growing financial pressure to generate revenue. This makes it difficult for them to invest in unique content independently. Yet, this predicament also presents an opportunity. It propels the industry towards more strategic collaborations – between producers, platforms, and even across countries. Co-productions, adaptable rights structures, and risk-sharing are increasingly important. For our company, that means remaining flexible, cultivating trust-based relationships, and maintaining a focus on stories that have universal appeal and emotional impact.

As a passionate enthusiast, I’d like to share some interesting perspectives on the Greek TV and streaming market that George Levendis, managing director of ANT1 TV, Mak TV, and Antenna Studios, revealed during a recent panel discussion. He noted that the free-to-air market in Greece is notably robust due to its intense competition, with around five to eight channels battling it out. This high level of competition has slowed down the shift towards other platforms somewhat. However, free-to-air TV still maintains a substantial audience base, largely thanks to the exceptional content being broadcast.

Despite the fact that global streaming services like Netflix gained ground during the COVID pandemic, he remained optimistic about Antenna’s plan. He acknowledged, “The market is shifting, and it’s doing so rapidly.” He continued, “We’re making efforts to adjust, but we are currently ahead in terms of our Subscription Video-on-Demand (SVOD) approach.” Notably, Levendis emphasized, “At present, we appear to be the only channel offering an SVOD service [ANT1+]. The majority of channels still focus on either advertising streaming or catch-up services.

Daniel Grunt, the CEO of CME’s Nova Group in Czechia, stated to THR that competing for viewers’ time and interaction is a crucial aspect of today’s industry, and AI might have a substantial effect on profit margins. “Viewers are currently overwhelmed by the amount of content but have limited time and focus,” he contended. “This is our primary challenge, and it will only intensify with the increasing use of generative AI. We’re now in a stage where high-quality video content can be produced quickly, economically, and in vast quantities using AI tools. The threshold for entry into the market is decreasing significantly, and AI agents may soon assume roles that were previously handled by content curators, distributors, aggregators, and even TV broadcasters.

Szwedkowicz, while accepting one of the first NATPE Honors Europe, emphasized AI’s role in our industry: “With AI now redefining numerous facets of our field, it’s simple to become sidetracked,” she noted. However, she believes that at its core, this profession revolves around people. It involves creativity, narrative-crafting, and empathy. Consequently, our mission is to foster technological advancements while maintaining a connection with the practical realities of business.

Levendis also emphasized AI as a significant focus area. “AI is dominating discussions within our industry currently, and for valid reasons,” he stated to THR. “It’s already demonstrating tangible uses in content creation, audience comprehension, and streamlining business operations.

ANT1 TV is carefully implementing AI technology into its operations, focusing on areas where it can genuinely address the issues faced by their teams. This includes identifying audience trends that may have been overlooked, making content more discoverable across multiple platforms, and providing valuable insights into viewer preferences. The main objective is to enhance the effectiveness of their staff without automating creative decisions. At ANT1 TV, AI is currently being utilized for tasks such as enhancing international content localization and refining marketing strategies. Additionally, they are experimenting with using AI during script development to offer additional data points when evaluating projects, rather than making creative decisions itself.

Levendis explained Antenna’s applications for AI in this manner: “We find that AI excels at processing vast amounts of data swiftly, but it lacks the creative intuition essential for compelling storytelling. It shines when it takes care of the analytical tasks, thus enabling our creative professionals to concentrate on aspects of their roles that necessitate human discernment. Its worth is entirely contingent upon how carefully it’s employed.

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2025-06-26 02:25