Digital Entertainment as Next Evolution in Service Sector: Emerging Digital Solutions in Reshaping Different Industries 9811981205, 9789811981203

Citation preview

Digital Entertainment as Next Evolution in Service Sector Emerging Digital Solutions in Reshaping Different Industries Edited by

su bh a n k a r da s s a i k at g o c h h a i t

Digital Entertainment as Next Evolution in Service Sector

Subhankar Das · Saikat Gochhait Editors

Digital Entertainment as Next Evolution in Service Sector Emerging Digital Solutions in Reshaping Different Industries

Editors Subhankar Das The Honors Programme, Southern Star Institute of Management Duy Tan University Da Nang, Vietnam

Saikat Gochhait Symbiosis Institute of Digital and Telecom Management Symbiosis International (Deemed University) Pune, Maharashtra, India Neurosciences Research Institute Samara State Medical University Samara, Russia

ISBN 978-981-19-8120-3 ISBN 978-981-19-8121-0 (eBook) https://doi.org/10.1007/978-981-19-8121-0 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore

Contents

1

2

3

4

5

Emerging Trends for Reshaping Digital Entertainment: Role of Demographics, Consumer, and Technological Innovations Sachin Kumar Dynamic Restructuring of Digital Media and Entertainment Sector: Role of Urbanization, Industrial Innovation, and Technological Evolution Vasiliki Vrana and Subhankar Das Digital Solution for Entertainment: An Overview of Over the Top (OTT) and Digital Media Giri Gundu Hallur, Avinash Aslekar, and Sandeep Gajanan Prabhu Public Broadcasting Activities in Creating Environmental and Nature Awareness. TRT 4K “National Parks ” and TRT Avaz “Lights of Anatolia” Program Examples Emre Erturk Electronic and Digital Media; Accountability in the Age of AI and Digitalization: An Indian Perspective Gagandeep Kaur and Prashant Chauhan

1

15

35

55

69

v

vi

6

7

8

9

10

11

12

CONTENTS

Digital Solution for Gaming: How the Entertainment Is Evolving with New Interactive Games Kumar Shalender

81

Futuristic Approach of 5G in Marketing and Branding Through Entertainment Tripti Dhote, Pankaj Pathak, and Samaya Pillai Iyengar

91

Digital Solutions for Media: Role of Pandemic and Sustainable Development of Depleting Industries Jana Majerova and Subhankar Das

107

Digital Solutions for Social Media: Role of Digital Evolution on Business Enterprises Francesca Di Virgilio and Subhankar Das

127

Digital Solution for Industry 4.0 and 5.0 and Social Media Subhra R. Mondal and Subhankar Das

147

Modern-Day Gaming and the Role of FinTech Applications in Popularising Various Entertainment Platforms Across the World Subhankar Das Digital Solution for Print and Publishing Media Ceren Yegen and Subhankar Das

Index

163 181

199

Editors and Contributors

About the Editors Subhankar Das is Academician, Researcher, currently working as Professor and Researcher in The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam. He has 14+ Years of expertise in AI, blockchain, shared circular economy, and digitalization. He has published more than 30 Scopus SSCI and SCIE indexed research papers. Dr. Saikat Gochhait teaches at Symbiosis Institute of Digital and Telecom Management, Symbiosis International (Deemed University), Pune, India and Neurosciences Research Institute, Samara State Medical University, Samara, Russia. He is Ph.D. and Postdoctoral Fellow from the UEx, Spain and National Dong Hwa University, Taiwan. He was awarded DITA and MOFA Fellowship in 2017 and 2018. His research publication with foreign authors is indexed in Scopus, ABDC, and Web of Science. He is a senior IEEE member.

Contributors Prof. Avinash Aslekar is Associate Professor at Symbiosis Institute of Digital and Telecom Management, a constituent of Symbiosis International (Deemed University), Pune and has relevant certifications to his vii

viii

EDITORS AND CONTRIBUTORS

credit. His areas of interest are Networking, Information Technology, Cybersecurity, and Business intelligence. He is a software developer and implementer. He has been conducting corporate training in the areas of Networking and Cybersecurity. Prashant Chauhan is Research Scholar (Ph.D.) at the University of Petroleum and Energy Studies. He has research interests in Cyber Law, Information Technology Law, Cyber Crimes and Copyright. He has 5 years of academic experience. Dr. Tripti Dhote is Assistant Professor at Symbiosis Institute of Digital and Telecom Management, Symbiosis International (Deemed University) in Pune, India. She trains on subjects like brand management, IMC, Consumer Behaviour, and Marketing Analytics. Her research interests are also in analytics-driven Marketing. She has published research papers and case studies in indexed journals. She heads the Entrepreneurship Cell at SIDTM. She is empaneled on the MTDC (Govt. of Maharashtra) Tourism Branding committee. Francesca Di Virgilio, Ph.D., is a tenured Associate Professor of Organization Design and Human Resources Management in the Department of Economics at the University of Molise (Italy). National Habilitation as Full Professor of Organization Design and Human Resource Management from the Italian Ministry of University and Research, she is also a member of the Association of Italian Organization Studies Academics (ASSIOA). She is a team member of the international academic scientist of the Spinner Innovation center (Research Excellence in Digital innovation. Lisboa—Portugal). She has published in national and international academic journals, and she has contributed more chapters to various edited books. Her current research focuses on human resources management, organizational behavior, and knowledge management. Emre Erturk is an independent director and works as a lecturer at Kastamonu University. His research domain is Communication Sciences and applied studies on media and cinema. Prof. Giri Gundu Hallur works as the Deputy Director and Associate Professor at Symbiosis Institute of Digital and Telecom Management, a constituent of Symbiosis International (Deemed University), Pune. He has done his Ph.D. in Telecom Policy and Regulation which is his area of

EDITORS AND CONTRIBUTORS

ix

research. He has about 19 years of work experience as an academician and published more than 25 papers in international conferences and journals. Samaya Pillai Iyengar is Assistant Professor at Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed University), Lavale, Pune. She is presently involved in research projects on digital innovation. Dr. Gagandeep Kaur is LL.B. (Gold Medalist), LL.M. (Gold Medalist) and Ph.D. in Law with distinguished expertise in Cyber Law, Information Technology Law, Cyber Crimes and Copyright. She has more than 12 years of teaching and research experience in prestigious Universities and is presently associated with the School of Law, University of Petroleum and Energy Studies, Dehradun as Assistant Professor (SG) in Law. Dr. Sachin Kumar is currently working as Assistant Professor in the Department of Management Studies, National Institute of Technology Hamirpur, Himachal Pradesh, India. His major areas of Interest are Green Marketing, Digital Marketing, Online education, Organic Food, and Technology Adoption. Jana Majerova, Ph.D., works as academic and research staff at AMBIS University (Prague, Czech Republic) and as Associate Professor at University of Zilina (Zilina, Slovak Republic). Her professional and research activities are focused on the issue of the sustainable brand management and bankruptcy law. She has authored more than 170 publications: 4 scientific monographs; 3 university textbooks; 1 script; 36 publications in journals registered in WoS or SCOPUS; and more than 80 papers published in conference proceedings. Subhra R. Mondal (Academician, Researcher, Author, Writer) is Researcher in The Honors Program, Southern Star Institute of Management at Duy Tan University. She received her Ph.D. from the faculty of management, IBCS, SoA University. Her research interests are brand management, brand equity with innovative tools, smart tourism, destination marketing, social media marketing, AI and Web 5.0, and digital recruitment. She has over 12 years of experience in research and teaching. She is associated with different collaborative projects in European and Vietnamese organizations. Pankaj Pathak is Assistant Professor at Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed

x

EDITORS AND CONTRIBUTORS

University), Lavale, Pune with considerable research and academic experience. He is presently involved in research work in the field of Data Mining and Decision Making. Several Research papers are published in National and International Journals. He is a recognized Research Supervisor at SIU. Dr. Sandeep Gajanan Prabhu works as Associate Professor at Symbiosis Institute of Digital and Telecom Management, Pune. His research areas are Service Quality, Customer Experience, and Consumer Behavior. He has completed his Ph.D. from Pune University, Pune in Service Quality Management. He has expertise in data science with specific interest in Neural Networks and Deep Learning. Kumar Shalender (Post Doctorate, Ph.D.) is a faculty of Strategic Marketing and Change Management at Chitkara Business School, Chitkara University, Punjab. He is deeply engaged in exploring intricacies of Design Thinking, Innovation Cultures, and Leadership Change. He also holds command on the subtle nuances of managing team dynamics and group wisdom for achieving effective business outcomes (https:// www.linkedin.com/in/kumarshalender/). Vasiliki Vrana is Professor at the Department of Business Administration, International Hellenic University, Greece and serves at Tutor at the Hellenic Open University. She is a widely published author, two books and more than 150 papers in academic journals, chapters in edited books and in international conferences. Her research interests include Information and Communication Technologies in tourism and hospitality, education assessment and Web 2.0 applications in tourism, health, and politics. Ceren Yegen is Associate Professor at Mersin University in Turkey. She graduated from Girne American University (GAU) Faculty of Communication, Department of Journalism and Broadcasting and completed her master’s degree and doctorate at Gazi University Social Sciences Institute, Journalism Department. She has many articles in various national and international journals. She also has chapters in new media and political communication themed books. Her research interests include nationalism, political communication, new media, and journalism.

List of Figures

Fig. 3.1 Fig. 4.1 Fig. 4.2 Fig. 7.1

Digital media technology timeline 2021–2022 broadcast period TRT documentary program subject distribution and number of programs Film standards (Reference: www.webtekno.com) The Metaverse framework (Source Constructed by the authors)

37 62 66 97

xi

List of Tables

Table Table Table Table Table Table

1.1 1.2 4.1 4.2 7.1 7.2

Literature on digital entertainment Traditional to digital consumerism Cinema genre-discourse quality relation Design parameters of programs A round up on 4G 5G brands, marketing and entertainment potential source: Compiled by authors with inputs from Cooper Jennifer (2020)

3 6 61 65 94

103

xiii

CHAPTER 1

Emerging Trends for Reshaping Digital Entertainment: Role of Demographics, Consumer, and Technological Innovations Sachin Kumar

Introduction The bond between technology and entertainment is an old concept (Macedonia, 2000). Earlier, the entertainment industry was somewhat traditional in the sense to be based on newspapers, radio, etc. The present entertainment industry has now gone digital where smartphones, tablets, and TV are the landscapes of digital entertainment (Aguado & Martínez, 2014). Similarly, cloud computing, smart TVs, smart headphones, and other wireless technological gadgets have turned the entertainment industry into a new era (Singh et al., 2020a). From the theoretical perspective, it can be argued that entertainment is the delight or enjoyment of the users with some entertainment (Aguado & Martínez, 2014; Hallur et al., 2021). Entertainment varies from one person to another

S. Kumar (B) Department of Management Studies, National Institute of Technology, Hamirpur, Himachal Pradesh, India e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_1

1

2

S. KUMAR

person and is a non-ending phenomenon (Hallur et al., 2021). The technological innovations in the entertainment industry like TV, internet and OTT platform, games, etc., have an important contribution to reshape digital entertainment (Chadda, 2021). Digital entertainment is defined as the sort of advertisement that has specific structures of gameplay and interactions (Järvinen et al., 2002). Entertainment content has significant outreach in human life and will be in high demand in the coming years (Eskicioglu et al., 2003). Technology has impacted almost every area of human life. A change has been seen in the lifestyle as a transition from live theaters to movie theaters and now home theaters (Das & Gochhait, 2021). Similarly, recording in cassettes and CDs to internet-based entertainment has changed the music industry (Haupert, 2006). According to IBEF (2022), the media and entertainment industry in India is expected to reach US$55–70 billion by the year 2030. The concept of digital entertainment has attracted the attention of researchers in the last few years (Boyle et al., 2012; Elkins, 2019; Kumar, 2021; Mondal, 2021). Despite attracting the attention of researchers, very little is known about how consumer demographics and technological innovations are important in reshaping the digital entertainment. The objective of this paper is to find out “how the emerging digitalization techniques can help in reshaping digital entertainment from the perspective of demographics, consumerism, and technological innovations?” The paper is presented with an introduction in starting followed by a literature review and discussion section. The limitations and future work are then discussed in the end.

Digital Entertainment Literature Businesses in the present times are transformed from traditional systems to the digitalized world where almost every industry is influenced by advancing digitalization. The entertainment industry is influenced to a higher extent, especially after the advent of the smartphone and other gadgets (Kumar, 2020). The literature review gives us three broad application areas as to how emerging digitalization techniques can help in reshaping digital entertainment from the perspective of demographics, consumerism, and technological innovations (Table 1.1).

1

EMERGING TRENDS FOR RESHAPING DIGITAL …

3

Table 1.1 Literature on digital entertainment Sr. No.

Author and year

Findings

1.

Kumar (2021)

2.

Hallur et al. (2021)

3.

Nesteriuk (2018)

4.

De Kort et al. (2007)

5.

Järvinen et al. (2002)

6.

Rentfrow et al. (2011)

7.

Heponiemi et al. (2022)

8.

Eskicioglu et al. (2003)

9.

ˇ Certický et al. (2019)

10.

Hall et al. (2020)

11.

Ravi and Mondal (2021)

• USA is the most influential country in terms of citations • Consumer engagement and digital entertainment were focused • Drivers and IoT in entertainment • Upskilling of human resources and development in hardware and software IoT • Digital equipment has some technical and technological limitations • Games are an important medium for interaction and entertainment • Digital information technology has become common in everyday life • Personality accounted for significant proportions of variance in entertainment preferences over and above demographics • Aged people have a lower likelihood of using online services • Good digital competence enables the aged person to use online services • Securing the entertainment content from creation to consumption is highlighted • Psychophysiological measures are important in understanding the enjoyment of digital entertainment • Digital game players conceptualize creativity in three forms: ways of thinking, constructing in games, and games as an art form • Digital entertainment is focused on millennials • Doing it yourself content of the digital entertainment is attracting more consumer engagement

How Demographics Play an Important Role in Reshaping Digital Entertainment The pandemic has kept many consumers close to their homes by plugging into online and technological experiences. Even after the pandemic people of all age groups have increasingly turned to digital media platforms like streaming videos online, online games, and social networking sites (The Wall Street Journal, 2021). It is expected that the global middle class will become 4.9 billion by the year 2030 with a focus on education,

4

S. KUMAR

convenience, and digital content on-demand (World Economic Forum, 2022). Presently, we are living in the digital age or the information age in the twenty-first century that brought an industrial revolution based on information technology (IGI Global). Demographics matter to even small business processes (Fairlie, 2022). It is evident to note that millennials are demanding technology services in the form of convenience, anytime access, and entertainment (Singh et al., 2020b). Thus, digital entertainment is focusing more on the millennials (Ravi & Mondal, 2021). Similarly, the aged people are also demanding technology in health, wellness, and entertainment (World Economic Forum, 2022). Digital entertainment is most popular among children (Yanghuan et al., 2021). It is evident to note that old age people are at risk from digital services. Further, user engagement in online videos and entertainment has remained a popular activity (Statista). Chuchu TV and nursery TV rhymes are the YouTube channels that are most popular among children (Statista, 2022a). As per Statista (2022b), software and audio–video are the most popular online content among children followed by internet communication and video gaming. Among adult persons, traditional media is most popular followed by digital entertainment tools (Han, 2019). According to a study by (OECD, 2018), women are driving the social media revolution and women outnumber men in use and time spent on social media, although they have lower access to smartphones as compared to males. The over-the-top (OTT) platforms have come with a boom for women-related content (Roy, 2019). Since the digital platform providers are offering customer-centric and customer choice-based subscription packages, consumers are using these digital entertainment platforms based on their income level, as per the family structure. If a family has kids, obviously they must have a subscription to cartoon and children-related content. Females subscribe the TV shows and families with aged people have a subscription to devotional and health-related content. Earlier cable and dish subscriptions were in higher demand, but after the advent of 4G connectivity, the traditional entertainment measures are reshaped to digital measures. The type of employment also reshapes digital entertainment.

1

EMERGING TRENDS FOR RESHAPING DIGITAL …

5

How Consumerism Plays an Important Role in Reshaping Digital Entertainment Consumerism is defined as the social force aimed at protecting consumer interests in the marketplace by organizing consumer pressure against unfair commercial practices and commercial injustices (Ismail et al., 2006). It is a social movement (Kotler, 1971), and “an organized movement of consumers whose aim is to improve the rights and power of buyer in relation to seller” (Kotler et al., 1998). The internet has been instrumental in changing how businesses adapt to changing consumer preferences and how they build customer loyalty. Consumers are moving toward the consumption of digital media over traditional media such as television, print, and radio. In the present times, devices that support digital content are increasing in number. The speed of the internet has also increased and provided consumers to access entertainment content as per choice at anytime and anywhere (Deloitte, 2015). Modern technology significantly influences consumerism. People now have the choice to choose their brand messages. Even the consumers browse before making any purchase decision for better choices (Lucius & Hanson, 2016). The concept of consumerism has remained in debates and has paved the way for many writings on consumerism (Martin, 1993). Kotler (1971) has considered consumerism as inevitable, enduring, beneficial, premarketing, and profitable. According to Kotler (1971), factors affecting the rise of consumerism are: structural conduciveness, structural strains, growth of a generalized belief, precipitating factors, mobilization for action, and social control. The factors of consumerism have initiated the consumerism concept. Among these factors, advanced technology is a significant factor. Digital entertainment is an advancement in traditional entertainment media that represents the consumer requirements of entertainment. Kucuk (2016) presented the roadmap to digital consumerism as how traditional consumerism is different from the digital consumerism of the present time. The innovations in consumerism concepts, whether it is digital consumerism, political consumerism, environmental consumerism, and green consumerism, have attracted the attention of researchers (Akenji, 2014; De Zúñiga et al., 2014; Easterling et al., 1995; Moisander, 2007; Ottman, 1992; Park & Lee, 2019; Zhu & Sarkis, 2016) (Table 1.2).

6

S. KUMAR

Table 1.2 Traditional to digital consumerism

Traditional consumerism

Digital consumerism

Right to safety

Right to information safety Right to privacy of user Right to access of the content or information Right to reliability of content Right to unlock Right to information prioritizing Right to free speech

Right to be informed Right to choose Right to be heard

Source Kucuk (2016)

The previous studies (Yadav & Srivastava, 2020) on changing consumer trends in traditional entertainment state that entertainment has now changed from folk theater, street theaters, fairs, and festivals to TV, online streaming, movies or cinema, etc. The changing consumer trend is made possible by smartphones, low data charges, increase in income, attractive marketing strategies by firms and digitization, and domination of streaming services. It is evident to note that people now gather information over social media before making any purchasing decision (PWC Global, 2019). They also take social media as entertainment. Facebook, WhatsApp, Twitter, etc., are the various platforms used. How Technological Innovations Play an Important Role in Reshaping Digital Entertainment The developments in technology are also one of the measures to reshape the digital entertainment industry. This reshaping is in terms of innovations in communication and media. It is because of technological innovation that people sitting at miles of distance from each other are brought closer. Similarly, it is a technological innovation that has developed digital entertainment with the advent of smartphones, smartphone applications, internet access, etc. According to a report by Forbes (Arnold, 2019), engaging with autonomous consumers over social media, security concern for smart TV, and innovations in using voice technology are changing digital entertainment services. The entire music

1

EMERGING TRENDS FOR RESHAPING DIGITAL …

7

industry, online media, and others are influenced by technological innovations. During this pandemic, technical innovations have reshaped digital entertainment by offering new entertainment trends, with the addition of artificial intelligence, and virtual reality. In TV shows, movies, online games, betting etc. the artificial intelligence, and virtual reality are displaying graphical contents and are attracting user’s interest. Digital Technology in the Creation, Distribution, and Consumption of Digital Entertainment in India Digital Entertainment and Streaming Services Digital technology has affected the way we create, distribute, and consume digital entertainment content, either video, audio, or any game to work, learn, or play. Indian cinema and the entertainment industry follow the Hollywood pattern of creation and delivery of entertainment. Over the last decade, digital technology has transformed the film industry (Kehoe & Mateer, 2015). The value of the Indian film industry in 2020 was 183 billion rupees (Statista, 2022d) and 161 trillion rupees for the media and entertainment industry in the year 2021 (Statista, 2022e). Entertainment over social media using different platforms is one example of digital entertainment using digital technology. The other is OTT videos via on-demand subscription-based video services. Digital technology has now included augmented reality, virtual reality, and mixed reality like advanced features in entertainment (Nyasa Times, 2021). Some of the hit movies like Magadheera, Eeba, Vishwaroopam, Shivaay, Robot, Ra.one, Baahubali, etc., are an example of visual effects and have changed the level of customer expectations of the entertainment. In India, people usually spend 290 billion minutes on OTT videos followed by social media and messaging (Statista, 2022c). After the years 2006–2007, the entire situation of watching online videos was transformed by the launch of on-demand video by Amazon Prime and Netflix which are still the most subscribed OTT platforms. Hotstar also provides subscriptionbased entertainment that was earlier available on dish platforms. Hotstar launched the IPL live streaming and paved the way for OTT platforms in India. Zee5, Sony Liv, and Amazon Prime are some other examples. After COVID-19, when theaters were shut down, many movies were released on the OTT platforms, which has been made possible only due to 4G connectivity in the country and digital technology. Amazon has now launched its amazon short movies available on its website which is

8

S. KUMAR

also a new trend in entertainment. Streaming audio platforms like Gaana, Saavan, and others also advertise themselves for entertainment purposes. Digital Entertainment and Online Games (Online Betting, Rummy, and Video Games) Online gambling is an illegal activity that is banned in India, but there are online betting games also called fantasy cricket which is one of the digital entertainment media for consumers and cricket fans. Games like Dream11 and others offer cricket, hockey, football, kabaddi, and volleyball fans to make their teams by choosing players of their choice and can earn money. Junglee rummy offers cash benefits to the winners. These games are protected by the constitution of India. The video games on mobile phones are based on artificial intelligence and virtual reality to enhance the consumer entertainment experience. More than one user can connect with others in a single video game and can enjoy entertainment. Besides that browsing internet and using social networking sites are some other ways of entertainment on mobile phones. Social media platforms like Facebook and WhatsApp are no longer used for messaging and texting but are also used for transferring money, shopping, etc., which are also a new segment in entertainment.

Conclusion and Implications The development of digital technology is important for understanding human technological requirements. Because of its incipient character, digital technology and digital entertainment are not yet together understood. The recent developments in digital entertainment reflect that digital technology is reshaping the way millennials, old, and other age group people are demanding digital entertainment. It is also indicated, however, that smartphones and emerging trends in technological developments are paving for new ways to use digital tools in the entertainment industry. Since old age people do not find it easy to use digital technology and entertainment services online, it is suggested that more training and supporting facilities should be provided to them. Apart from online service providing, face-to-face communication must be continued to create and maintain a sense of belongingness in the digital entertainment industry (Heponiemi et al., 2022). Prime Video, Netflix, Hotstar, SonyLiv, Zee, etc., are the commonly used entertainment sources. People

1

EMERGING TRENDS FOR RESHAPING DIGITAL …

9

are paying for more than one entertainment media on their smart TV or smartphone by purchasing subscriptions, which represents a bright future for the digital entertainment industry.

Limitations and Future Scope of Study Like other studies, this study has some limitations. First, it is a theoretical framework only and is based on Indian studies. The concepts may not be generalized to the whole world as requirements are different due to consumption habits or cultural trends, etc. Furthermore, COVID-19 has disrupted human life, but digital entertainment during lockdown has emerged as an important pillar of human well-being and avoiding psychological depression. Since technology, consumerism, and demographics are very important in reshaping the entertainment industry, future research works must be conducted on these topics where consumers may be asked information with relevant questionnaires about their opinion on digital entertainment.

References Aguado, J. M., & Martínez, I. (2014). Feeding digital omnivores: The impact of mobile media in digital entertainment. In The Routledge companion to mobile media (pp. 181–194). Routledge. Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13–23. Arnold, A. (2019). 3 interesting ways technology is shaping the entertainment industry. https://www.forbes.com/sites/andrewarnold/2019/03/21/3-int eresting-ways-technology-is-shaping-the-entertainment-industry/?sh=567a83 85c466. Accessed May 1, 2022. Boyle, E. A., Connolly, T. M., Hainey, T., & Boyle, J. M. (2012). Engagement in digital entertainment games: A systematic review. Computers in Human Behavior, 28(3), 771–780. ˇ ˇ Certický, M., Certický, M., Sinˇcák, P., Magyar, G., Vašˇcák, J., & Cavallo, F. (2019). Psychophysiological indicators for modeling user experience in interactive digital entertainment. Sensors, 19(5), 989. Chadda, R. (2021). Team brand solutions. Digitalization emerges with newer mediums of entertainment. https://www.vccircle.com/digitalization-emergeswith-newer-mediums-of-entertainment. Accessed April 20, 2022. Das, S., & Gochhait, S. (Eds.). (2021, August). Digital entertainment. Springer. ISBN 978-981-15-9724-4.

10

S. KUMAR

Deloitte. (2015). Digital media: Rise of on-demand content. https://www2. deloitte.com/content/dam/Deloitte/in/Documents/technology-media-tel ecommunications/in-tmt-rise-of-on-demand-content.pdf. Accessed May 3, 2022. De Kort, Y. A., IJsselsteijn, W. A., & Poels, K. (2007). Digital games as social presence technology: Development of the Social Presence in Gaming Questionnaire (SPGQ). Proceedings of PRESENCE, 195203, 1–9. De Zúñiga, H. G., Copeland, L., & Bimber, B. (2014). Political consumerism: Civic engagement and the social media connection. New Media & Society, 16(3), 488–506. Easterling, D., Miller, S., & Weinberger, N. (1995). Environmental consumerism: A process of children’s socialization and families’ resocialization. Psychology & Marketing, 12(6), 531–550. Elkins, E. (2019). Algorithmic cosmopolitanism: On the global claims of digital entertainment platforms. Critical Studies in Media Communication, 36, 376– 389. Eskicioglu, A. M., Town, J., & Delp, E. J. (2003). Security of digital entertainment content from creation to consumption. Signal Processing: Image Communication, 18(4), 237–262. Fairlie, M. (2022). What are demographics in marketing? https://www.businessn ewsdaily.com/15779-small-business-marketing-demographics.html. Accessed May 3, 2022. Hall, J., Stickler, U., Herodotou, C., & Iacovides, I. (2020). Player conceptualizations of creativity in digital entertainment games. Convergence, 26(5–6), 1226–1247. Hallur, G. G., Prabhu, S., & Aslekar, A. (2021). Entertainment in era of AI, Big Data & IoT. In Digital entertainment (pp. 87–109). Palgrave Macmillan. Han, J. (2019). India time spent with media 2019. Consumers continue to use traditional media, even as they embrace new digital channels. https://www. emarketer.com/content/india-time-spent-with-media-2019. Accessed May 4, 2022. Haupert, M. J. (2006). The entertainment industry (G. Press, Ed.). ScienceDaily. https://www.sciencedaily.com/terms/entertainment.html. Accessed March 2, 2022. Heponiemi, T., Kaihlanen, A. M., Kouvonen, A., Leemann, L., Taipale, S., & Gluschkoff, K. (2022). The role of age and digital competence on the use of online health and social care services: A cross-sectional population-based survey. Digital Health, 8. https://doi.org/10.1177/20552076221074485 IBEF. (2022). Media and entertainment industry. https://www.ibef.org/ind ustry/media-entertainment-india. Accessed May 1, 2022. Ismail, H. B., Panni, M. F. A. K., & Talukder, D. (2006, July). Consumer perception on the environmental consumerism issue and its influence on their

1

EMERGING TRENDS FOR RESHAPING DIGITAL …

11

purchasing behavior. In Allied academies international conference. Academy of legal, ethical and regulatory issues. Proceedings (Vol. 10, No. 2, p. 13). Jordan Whitney Enterprises, Inc. Järvinen, A., Heliö, S., & Mäyrä, F. (2002). Communication and community in digital entertainment services (pp. 1–76). Prestudy Research Report. Kehoe, K., & Mateer, J. (2015). The impact of digital technology on the distribution value chain model of independent feature films in the UK. International Journal on Media Management, 17 (2), 93–108. Kotler, P. (1971). What consumerism means for marketers. Harvard Business Review, 50(3), 48–57. Kotler, P., Armstrong, G., Brown, L., & Adam, S. (1998). Marketing. Prentice Hall. Kucuk, S. U. (2016). Consumerism in the digital age. Journal of Consumer Affairs, 50(3), 515–538. Kumar, S. (2021). Consumer engagement in digital entertainment: A systematic review. In Digital entertainment (pp. 1–22). Palgrave Macmillan. Kumar, V. (2020). Significance of digitalization in the entertainment industry now and the future. https://industrywired.com/significance-of-digitalizationin-the-entertainment-industry-now-and-the-future/. Accessed March 31, 2022. Lucius, H. W., & Hanson, J. H. (2016). Consumerism and marketing in the digital age. American Journal of Management, 16(3), 41. Macedonia, M. (2000). Why digital entertainment drives the need for speed. Computer, 33(2), 124–127. Martin, A. S. (1993). Makers, buyers, and users: Consumerism as a material culture framework. Winterthur Portfolio, 28(2/3), 141–157. Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404–409. Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. In Innovations in digital branding and content marketing (pp. 113–133). IGI Global. Nesteriuk, S. (2018). Audiogames: Accessibility and inclusion in digital entertainment. In International conference on digital human modeling and applications in health, safety, ergonomics and risk management (pp. 338–352). Springer. Nyasa Times. (2021). Impact of digital technology on entertainment. https:// www.nyasatimes.com/impact-of-digital-technology-on-entertainment/. Accessed May 7, 2022. OECD. (2018). Bridging the digital gender divide include, upskill, innovate. https://www.oecd.org/digital/bridging-the-digital-gender-divide. pdf. Accessed May 4, 2022.

12

S. KUMAR

Ottman, J. A. (1992). Industry’s response to green consumerism. Journal of Business Strategy, 13, 3–7. Park, H., & Lee, J. (2019). Discourse analysis of online product reviews: A discussion of digital consumerism and culture. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2). PWC Global. (2019). Consumers moving away from traditional forms of entertainment and media consumption. https://www.pwc.com/gx/en/newsroom/press-releases/2019/consumers-moving-away-from-traditional-formsof-entertainment-and-media-consumption.html. Accessed May 2, 2022. Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. Rentfrow, P. J., Goldberg, L. R., & Zilca, R. (2011). Listening, watching, and reading: The structure and correlates of entertainment preferences. Journal of Personality, 79(2), 223–258. Roy, L. T. (2019). OTT platforms a boon for women-centric content. https:// www.exchange4media.com/digital-news/ott-platforms-a-boon-for-womencentric-content-95199.html. Accessed May 4, 2022. Singh, L. B., Mondal, S. R., & Das, S. (2020a). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(07). Singh, S., Mondal, S., Singh, L. B., Sahoo, K. K., & Das, S. (2020b). An empirical evidence study of consumer perception and socioeconomic profiles for digital stores in Vietnam. Sustainability, 12(5), 1716. Statista. (2022a). Most popular children-themed YouTube channels as of March 2022, ranked by number of subscribers. https://www.statista.com/statistics/ 785626/most-popular-youtube-children-channels-ranked-by-subscribers/. Accessed May 4, 2022. Statista. (2022b). Most popular online content categories among children worldwide from May 2020 through April 2021. Available at: https://www.statista. com/statistics/605211/parental-control-notifications-during-child-onlineusage/. Accessed May 4, 2022. Statista. (2022c). Breakdown of time spent on online entertainment in India in October 2021, by type. https://www.statista.com/statistics/1308170/indiatime-spent-on-online-entertainment-by-type/. Accessed May 6, 2022. Statista. (2022d). Value of the film industry in India FY 2014–2024. https:// www.statista.com/statistics/235837/value-of-the-film-industry-in-india/. Accessed May 7, 2022. Statista. (2022f). Value of the media and entertainment industry in India 2019– 2024. https://www.statista.com/statistics/235784/india-value-of-the-mediaand-entertainment-industry/. Accessed May 7, 2022.

1

EMERGING TRENDS FOR RESHAPING DIGITAL …

13

Statista. Online video & entertainment. https://www.statista.com/markets/ 424/topic/542/online-video-entertainment/#statistic1. Accessed May 4, 2022. The Wall Street Journal. (2021). Digital media trends: Online entertainment usage up. https://deloitte.wsj.com/articles/digital-media-trends-online-ent ertainment-usage-up-01638474446. Accessed May 1, 2022. World Economic Forum. (2022). Reports for digital trends reshaping the media industry. http://reports.weforum.org/digital-transformation/digitaltrends-in-the-media-industry/. Accessed May 6, 2022. Yadav, M. A. M. T. A., & Srivastava, D. M. K. (2020). A study of changing consumer trends in the entertainment industry. Iconic Research and Engineering Journals, 4(4), 9–16. Yanghuan, L., Qiang, W., Zhenwei, Y., Yu, G., Xiangyu, L., & Mengjie, S. (2021). Effects of smoking behavior and cognition of tobacco control on digital entertainment and mental health of school-age children during holidays. Tobacco Regulatory Science, 7 (5), 956–966. Zhu, Q., & Sarkis, J. (2016). Green marketing and consumerism as social change in China: Analyzing the literature. International Journal of Production Economics, 181, 289–302.

CHAPTER 2

Dynamic Restructuring of Digital Media and Entertainment Sector: Role of Urbanization, Industrial Innovation, and Technological Evolution Vasiliki Vrana

and Subhankar Das

Introduction The rapid emergence and evolution of virtual and augmented reality have caught the attention of the entertainment industry (Mondal et al., 2022a). Due to technological advancements, these two forms of media have gained a foothold in the mainstream (Tiwari & Mondal, 2022). One

V. Vrana Department of Business Administration, School of Economics and Administration, The Campus of Serres, International Hellenic University, Serres, Greece e-mail: [email protected] S. Das (B) The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_2

15

16

V. VRANA AND S. DAS

of the most prominent examples is James Cameron’s 2009 film “Avatar.” It features augmented reality capabilities that allow users to interact with the world around them. More AI can help filmmakers create engaging and captivating storylines by enabling them to utilize the various features of this medium (Mondal & Das, 2021). The evolution of the entertainment industry has been a result of technological advancements. They have allowed people to consume more content and stay connected with their friends and family even when they cannot go outside (Sharma & Das, 2021). Due to the pandemic, people are more likely to go out and watch new movies (Das & Gochhait, 2021). Online video streaming services have also significantly grown (Siri & Das, 2021). The rapid emergence and evolution of virtual and augmented reality have caught the attention of the entertainment industry (Ravi & Mondal, 2021). Due to technological advancements, these two forms of media have gained a foothold in the mainstream (Duman & Das, 2021). One of the most prominent examples is the popular video game “Pokemon Go.” Even though films have been criticized for their lack of use of virtual and augmented reality, they still feature these forms of media in their storylines. For instance, in James Cameron’s 2009 film “Avatar,” the characters could use various features of this medium. In the Marvel Cinematic Universe, various characters have been able to use augmented reality in their storylines (Yegen & Mondal, 2021). For instance, in “Captain America: Civil War,” Nick Fury used his augmented reality head-up display to interact with Maria Hill. The development of virtual and augmented reality apps has revolutionized how people interact with content. They allow filmmakers to create engaging and captivating storylines. Researchers discussed the entertainment industry’s evolution and how technology affects it (Das, 2021a; Sharma et al., 2020). They noted that the industry is one of the fastest-growing sectors of the digital economy. According to the researchers, the various business domains within the entertainment industry understand the need to integrate digital and physical elements (Das, 2020a, 2021b; Mondal, 2020a). They noted that the industry is constantly adapting to the changes brought about by technological advancements. The researchers pointed out that the increasing technological changes have affected how content is created and distributed (Duy et al., 2020; Mondal, 2021; Van et al., 2020). In particular, the development of virtual and augmented reality technologies has dramatically impacted the industry. Various researchers noted that the increasing technological changes have significantly affected how content

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

17

is created and distributed (Sharma & Das, 2020; Singh et al., 2020; Siri et al., 2020). The integration of AI solutions has streamlined and enhanced the process of content creation (Das, 2020b; Mondal, 2020b; Nadanyiova & Das, 2020). It has also helped producers successfully utilize marketing tools. According to the researchers, artificial intelligence can help filmmakers create engaging and captivating storylines by allowing them to utilize the various features of this medium (Behera et al., 2019; Gupta et al., 2019; Mohanty et al., 2019). Different studies suggested that the future of virtual and augmented reality is expected to be a catalyst for the entertainment industry as it will allow audiences to experience an elevated level of personalization and immersive content. During its most recent investor briefing, Netflix revealed that it had reached 65 million members globally. This impressive figure was a 30% increase from the previous year and reinforced the company’s position as a digital disruptor. While the news about Netflix’s alleged financial troubles is exciting, it is also important to note that the company’s historical decisions have ensured its success. Although the concept of disruption is often used to describe a large-scale change that occurs at a specific point in time, it is also important to note that the most significant disruption that can happen is continuous change (Jain et al., 2018; Mondal et al., 2017; Singh & Das, 2018). Companies can continuously reinvent their industry using digital technologies (Das & Mondal, 2016).

Technology Is Reshaping the Entertainment Industry and Digital Media The rapid emergence and evolution of new digital technologies have become the primary factor that has driven the growth of the media and entertainment sector (Das et al., 2022a). Every business area in the industry has a unique digital need that is being met efficiently. However, various technological changes are still affecting the industry. Today, it’s easier than ever to send data around the globe, be it business email or news. The increasing number of innovations makes it harder for media organizations to make an impression on their audiences. Instead of focusing on making an impression, they are now focusing on building solid connections with their users. The increasing popularity of interactive media and entertainment solutions has led to the development of media esteems that are both conventional and computerized (Minh-Nhat

18

V. VRANA AND S. DAS

et al., 2022a, b; Mondal et al., 2022b). This approach enhances the client experience and develops a brand’s character. It is additionally utilized to improve the organization’s capacity to operate (Ngoc-Vinh et al., 2022; Nguyen et al., 2022; Tien-Dung et al., 2022a). Various technological advancements propel the reshaping of the whole media and entertainment industry. These are as follows: Artificial Intelligence (AI) Artificial intelligence (AI) has dramatically improved the efficiency of various content creation processes in the media and entertainment industry. It allows producers and performers to deliver top-quality content and promote their brands. Besides this, it can additionally help oversee the production of films with complex storylines and astounding cinematography. Augmented and Virtual Reality (AR/VR) The rapid emergence and evolution of virtual and augmented reality are expected to impact the media and entertainment industry significantly. They have allowed us to consume more content and have created a new level of insight. Blockchain and Media Evolution Although blockchain was initially developed for financial services, it has since been used in various ventures. For instance, the media and entertainment industry makes it easier for artists and performers to earn money by allowing them to access media easily (Puri et al., 2023). Most media shoppers are content consumers who have a routine of having free access to various media content. They do not pay for premium content through paywalls. Also, multiple sections of the industry have experienced digitization due to the availability of replicated content (Das et al., 2022b). Chatbots and Digital Media The media and entertainment industry are expected to benefit from the emergence of chatbots. Some models currently in the market are the Alexa

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

19

voice assistant and Google Home. These intelligent assistants can handle various tasks and requests, such as accessing the data collected, controlling content, and performing other functions.

Millennial Consumers and Their Interaction Through Digital Media Digital Music and Video Streaming Streaming technology’s rapid emergence and evolution has drastically changed how we consume media. Before, we had to download media using our cell phones. However, with the advent of streaming technology, it is now possible to access many songs and pay attention to a single track. The technology is becoming more sophisticated and allows people to interact with it in real time. The dynamism of video streaming has created a huge opportunity for various businesses in the entertainment and media industry. Digital Advertising Businesses can reach out to their target audiences in various ways (TienDung et al., 2022b). One of the most critical factors companies consider when promoting their products is the ability to reach out to their exact audience. VR Disruption in Media The dynamic growth of virtual reality has created a massive opportunity for various businesses in the entertainment and media industry. Due to its nature, it is becoming more mainstream. Some prominent media outlets experimenting with augmented reality include music theaters, movie complexes, and location-based climates.

Digital Media Disruption: How Dynamic Revolution and Growth Are Reshaping the Overall Industry In July 2015, Netflix revealed that it had reached 65 million members globally, which is more than 30% growth over the previous year. The company’s impressive growth and its share price rise were two of the highlights of its investor briefings. While Netflix needs to be acknowledged as

20

V. VRANA AND S. DAS

a digital disruptor, it is also important to remember that its success results from its continuous decisions. While disruption is often talked about as a large-scale change that occurs at a specific time, the most significant disruption occurs when companies continuously reinvent themselves through digital technology. It is when digital disruption can happen. Disruption Through Customer Value Chains The airline industry is an example of how disruption can spread from one place to the next. The rise of online travel was the initial catalyst for this, as customers started booking flights online. Then, various innovations such as the self-serve kiosks at airports and the online check-in process were introduced. Now, digital disruption is also affecting the flight cabin, with the introduction of in-seat connectivity and the development of virtual reality experiences. As a leader in the industry, Virgin America has been able to capitalize on its digital capabilities to connect with its customers. It has also tied these innovations to its more comprehensive customer experience. For instance, by providing great music when you board the plane and entertaining safety videos, the airline has enhanced its customers’ experience. No company is immune from the changes that happen within the value chain. As airlines have innovated, they have also had to deal with the disruption brought about by new technology. At the Pre-Purchase stage, customers can easily compare the offers and prices offered by multiple airlines using services such as Adioso and Expedia. Although some of the innovations introduced are incremental, the changes that have occurred during the last decade have significantly changed how people experience flying. New Evolution of Digital Platforms and Their Leverage In 2005, Netflix had 4.2 million members who could order DVDs online. In 2007, it launched its movie streaming service. In 2011, it started acquiring original content, such as House of Cards. It gave leverage to further develop its content creation and distribution value chain. Netflix didn’t stop looking for new ways to improve the experience of its customers. It also continued to invest in developing new content.

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

21

Through its continuous digital evolution, Netflix has introduced various innovations that help its subscribers get the best possible experience. These include supporting multiple viewing profiles, a recommendation engine that helps users find the best movie to watch, and new ways to improve the experience for its users. With over 65 million members, Netflix can provide its users with high-quality content at a great value. It can be accessed at home or on the go and doesn’t require advertisements. It is a disruption of the entire value chain. Digital Supremacy with the Combination of Innovation and Value in Experience Enhancement Are they enough to keep customers engaged despite the increasing digital innovations? Hundreds of companies have launched new websites and apps in the past few years. These new products and services often ignite the imagination of their potential customers. Some customers will still stay with a company even after they leave. They value the company’s continuous innovation and ability to connect with its customers. When Uber first launched in San Francisco, it was regarded as the new kid on the block. After a time, it became a brand that its fans could trust. During the launch of its services, Uber’s customers talked about how easy it was to use the app and how great it was at identifying the driver’s location. If the company had not been able to sustain this promise, it would have lost its brand. The success of UberX was primarily attributed to its ability to maintain the company’s “experience promise.” It brought a more convenient and lower-priced service to its customers. It also did so in a way that was close to the brand that Uber had become. Although it didn’t feel like it was getting a new product, the innovation of the existing product was what drew us in. Even though it launched a new service called Uber Rush, it still maintained its brand. This new product allows customers to order a courier service and have the details of their parcel delivered right to their door. Uber has a unique set of competencies that it can use to create different services that apply to various industries. For instance, it can map a strategy to provide multiple transportation services across other sectors. The rise of digital disruption is expected to bring new services and innovations to customers. These will happen through the combination of value chains and industries.

22

V. VRANA AND S. DAS

Digital Media During COVID-19 and the Role of AI If you work in the entertainment industry, you need to implement new tools to survive. Even high-profile events such as the Golden Globe Awards and the Olympic Games are moving online or rescheduled. It means that you also need to find new ways to adapt. One of the most critical factors you should consider is the creation of synthetic media, interactive content that uses AI and deep learning. Digital media with the after effect of AI is now known as synthetic media. Over the past few years, a significant shift happened in how people consume media. They are more likely to use social media to keep up with what’s happening in the industry, and they are more likely to embrace the various tools used to improve how they consume content. It has led us to ask: What can synthetic media do to the movie, fashion, and digital marketing industries? The movie industry is becoming more creative and cheaper due to the emergence of synthetic media. This technology can help improve the process of post-production and video creation. With the help of AI tools, it can now produce a better version of itself for less money. For instance, it took two years to create the Gemini Man scene, which featured Will Smith, 52. There are also simpler uses for AI technology, such as facial reconstruction. For instance, it can be used to create portraits of historical figures based on sculptures or photographs. It could help Hollywood avoid whitewashing scandals, allowing actors to appear more realistically. One of the main advantages of synthetic media is that it will enable people to reuse existing videos content more creatively. It is especially relevant for major video content producers such as YouTube and Sony. With the help of AI, they could create and distribute new content without spending a lot of money on production. Developers can also create new scenes with existing actors and then replace one actor for another in a movie. They can additionally preview an actor’s role before the video is made. Digital Entertainment in Fashion Merchandising and Experience Enhancement in Shopping AI and machine learning (ML) technologies can help boost fashion creativity by allowing people to create virtual models, predict future

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

23

trends, and create realistic and customizable models. They can also eliminate the need for people to leave their homes and try clothes in a crowded dressing room. In 2019, Gucci launched an augmented reality “try-on.” Then, in 2020, it partnered with Reface, allowing users to become the brand’s face in its ads. Through the app, users could create a personalized video and try on different looks. Another alternative to fast fashion is Dress X, which creates virtual clothing items that can be used for a single Instagram photo. This method is more eco-friendly than buying fast fashion. Models could try on different clothes while the models were not there. Everybody Is Now an Influencer and Digital Celebrity Due to the current economic situation, the live music industry is having a rough time. If you are a prominent celebrity, what do you do when the tour and travel stop being able to provide you with the necessary income? People still want to be associated with their idols. In October 2020, Justin released a new video that featured augmented and virtual reality. He asked his fans to join him in the recording. They could take their photos and associate themselves with him through the video. Many talented individuals are known for their ability to create unique and engaging content for brands. One of the synthetic media’s most exciting opportunities for celebrities and influencers is the ability to create unique and eccentric content. It can be done using technology, which eliminates the need for many skills and allows creators to develop entertaining and unique content. Digital Content for Advertising, No Personalities, and Anonymization Face-swapping AI technology can help create personalized ads for movies, commercials, and promotional videos. It can help generate excitement in how people interact with videos, allowing them to be the show’s star. In the past, people had to watch a video as it was presented to them, and this is no longer the case. With this new technology, viewers can personalize the video and be featured. It could transform the entire industry. Face swap tech can help digital marketing agencies create anonymization capabilities for their images and videos. In most cases, platforms that sell stock photos or videos need the consent of the human featured in the

24

V. VRANA AND S. DAS

image or video. With anonymization capabilities, users can easily change their facial features to an artificial ones. Accountable Use of Digital Technologies The creators and consumers of synthetic media content need to take responsibility for their actions. There should be a clear plan and regulations for using machine learning in media. Over the past decade, Twitter has shown the world how news can be delivered in various ways. In 2020, it became a vital source of information and communication as the world was caught in multiple crises. According to statistics, there were almost 2.8 billion people on Facebook last year. Instagram had over a billion users, and YouTube had over 30 million channels globally. The rise of digital media has created a new global order by transforming how we communicate. Through the internet, everyone has a voice and can create and distribute content. It is evidenced by the increasing number of people using and sharing digital content. The rapid emergence and evolution of digital platforms have disrupted traditional media companies’ business models. As a result, Modern Media institutes focus on teaching students how to navigate the changes in the media ecosystem. These institutes aim to provide students with the necessary skills to succeed. The rise of digital media has given consumers more freedom to consume information. They no longer must wait for the news to come out at 9 pm, and they can now watch and listen to it wherever they are. It has empowered them to make informed decisions and improve their lives. Today, newsroom editors can analyze consumer behavior using various tools, such as social media responses and web traffic. Through digital media, news outlets have been able to spotlight stories that previously would have never been featured on a newspaper’s front page. These stories have helped raise awareness about global warming and other environmental issues and expand our knowledge about international relations and conflicts. Digitalization has also sculpted the media landscape. What does this mean for students? The media industry is constantly adapting to meet the needs of today’s consumers. Before the rise of digital media, it was mainly focused on newspapers, television, and radio. The rapid emergence and evolution of digital and traditional media have created new skill requirements for today’s professionals. To meet these needs, Modern Media schools aim to provide their students with

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

25

the necessary skills to succeed in the future. The school’s curriculum and programs help students develop the skills required to achieve in the fastpaced and competitive media industry. Besides providing a comprehensive view of the industry, the school also aims to educate its students on how to integrate their various media platforms. The school’s curriculum is industry-aligned and designed to help students put their learning into practice. It also gives them the necessary skills to compete in today’s competitive market. Through various activities such as seminars, internships, and workshops, students can develop their communication skills and showcase their talents. Students can gain a competitive advantage through their exposure to digital concepts and skills.

Process of Digital Transformation of Entertainment Industry and Media The media and entertainment industry is at the forefront of digital advancements. Due to the increasing number of business domains dedicated to integrating digital and physical ends, the industry is developing effectively. The rapid emergence and evolution of new technology are affecting the value of content and its distribution. It has resulted in the emergence of new strategies that combine the applications and content. Instead of focusing on the brands’ image, the media organizations now focus on developing solid relationships with their consumers. The increasing number of business domains dedicated to integrating digital and physical ends has resulted in developing new strategies that combine applications and content. One of these is the use of personalization. It is a process that enables media organizations to improve the user experience and provide a more effective and personalized service. The global media and entertainment market is expected to reach a value of around 2.5 trillion dollars by 2021. Services such as video streaming and advertising will impact the industry significantly. Mobile advertising is expected to account for 80% of the global internet advertising revenue by 2021. The total revenue generated from this sector is estimated to reach around 117 billion. The video games industry is expected to grow significantly during the next few years. It is estimated that the revenue from this sector will reach $30 billion by 2021. The consumer content market is also expected to grow significantly.

26

V. VRANA AND S. DAS

New Emerging Trends in Digital Media a. The era of digital music downloads has evolved with new features. Due to the introduction of streaming technology, it is now possible to listen to millions of songs for a single price. Due to the increasing number of people using apps, the number of people who subscribe to musical services has also increased. The music industry is expected to benefit from the services offered through these platforms. b. The rapid emergence and growth of video streaming have been attributed to the increasing number of people interested in this technology. The growing number of smart devices that are used to stream video has also opened doors for various artists and industries. It is expected that the revenue generated by this sector will grow by over three times by 2021. c. Internet advertising is a type of marketing that allows companies to reach out to their target audiences using the internet. It will enable them to reach out to their potential customers in a variety of ways, such as through social media and website traffic. It is considered the best global marketing platform. d. The rise of virtual reality has been regarded as the latest innovation in the entertainment industry. Due to its immersive nature, it has gained widespread acceptance in various industry segments. Some of these include the gaming industry and music. Technical Support Which Brings a New Digital Media Revolution a. The rapid emergence and evolution of AI solutions in the entertainment industry have simplified the process of creating content. They have allowed creators to deliver high-quality content and practical marketing tools. They have also allowed them to manage feature films with fantastic cinematography and a captivating plot. b. The rapid emergence and evolution of virtual and augmented reality (AR and VR) are expected to impact the media and entertainment industry significantly. These technologies have changed the way we consume content, and they have created a more personalized experience. Examples include: The app that lets you play video games using augmented reality is called “Pokemon Go.” The game’s various manifestations and locations are done using algorithms. Another famous example is Snapchat, which allows users to

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

27

create facial expressions using various facial recognition tools. This app also designs a 3D structure based on the features of the user’s face. The system of this app is built on the user’s face, and it moves along with the user. Disney’s app for parks was created to help the customers who spend a lot of time waiting in line at the company’s theme parks. It uses Bluetooth beacons to track its users’ location, allowing them to look for markers in their area. c. Blockchain-based digital entertainment: Initially, blockchain was created to serve the financial services industry. It has since been used in other sectors such as media and entertainment. With blockchain, artists and entertainers can now receive payments without going through traditional intermediaries. Most media consumers are accustomed to having free access to a wide variety of content. They do not pay for premium content through paywalls. Also, various media outlets have suffered from digitizing their range due to how they can be easily distributed. Different blockchain solutions have been created to address the issue of digitization in the media industry. Some of these include Singular DTV and Creative chain. i. One of the essential factors that blockchain technology can help address is the issue of content monetization. With blockchain’s comprehensive records, it can track the exact ownership of copyrighted content. Its micropayments architecture allows users to pay for content based on their usage. This method is very cost-effective and can be used by creators and consumers. ii. One of the essential factors that blockchain technology can help address is the issue of content aggregation. Its decentralized structure allows content developers to distribute their works directly to their users. It eliminates the need for third parties and helps maintain a genuine relationship between the consumers and artists. iii. One of the most critical factors that blockchain technology can help address is the issue of music aggregation. Its smart contracts can provide a more accurate and timely representation of the compensation artists, and other stakeholders receive for their works. This method can also help improve the efficiency of the payment process. In short, this type of contract can help measure how the artists are compensated.

28

V. VRANA AND S. DAS

The rise of digital media has been attributed to the increasing number of people using the internet and the growing digitization of the media and entertainment industry. It has the potential to improve the quality of content and provide more entertaining content. Media companies and start-ups are developing mobile and web-based platforms to serve the masses.

Demographic Landscape Change and Digital Media The rapid emergence and evolution of new technology and the increasing number of people consuming media contribute to the media industry’s transformation. It has led to recent technological trends and changing consumer behavior. From buying a newspaper to viewing TV shows on a smart TV, the various media that people consume are becoming more sophisticated. Global Demographic Landscape The global middle class is expected to grow from 1.8 billion in 2009 to 4.9 billion in 2030. As the rise of the middle class drives the demand for new media services, such as education, video-on-demand, and convenience, emerging markets will be the ones where the demand for these services will most likely grow. The emergence of millennials also creates a need for technology services that provide users with memorable experiences. The increasing number of people over 65 is expected to drive the demand for various education and entertainment services, such as health and wellness programs. Also, urbanization is expected to increase the demand for media offerings that cater to the busy work lives of people. Millennial Consumerism and Digital Media These demographic shifts have also impacted how consumers consume media and navigate the digital world. The rapid emergence and evolution of new media and the increasing number of people consuming content worldwide have changed consumers’ expectations. For instance, the younger generations are more likely to consume content immediately, and they are more likely to judge the quality of service they receive compared to other products and services.

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

29

i. As the rise of digital advertising and the increasing number of people using ad-blocking software have led to the emergence of more sophisticated tactics, consumers have become more aware of the various forms of propaganda and marketing disguised as editorial content. ii. The rise of amateur content creators has led to an increasing number of young users seeking out channels operated by these individuals. One of these is PewDiePie, a Swedish star who has gained a massive following on YouTube. His channel has over 9 billion views. iii. The rise of digital advertising has led to the emergence of new platforms that provide publishers with the opportunity to create delightful and engaging content experiences for their consumers. These platforms are helping them reach new audiences and increase their ad revenue. Due to the rise of digital advertising and the increasing number of people aware of the privacy and security risks that come with it, consumers have become more susceptible to exploiting their data. Therefore, they must opt out of services that collect and use excessive data. Ecosystem Dynamics The media industry is adapting to the changes brought about by the increasing popularity of digital platforms. As a result, there are various ecosystem challenges that the industry must face. The rise of start-ups is primarily attributed to the increasing number of talented individuals and the changing attitude toward technology. These companies can create new models and disrupt the traditional media industry. They then invest in improving the quality of their content and launching new services to put them in a stronger position against the traditional media companies. As the number of content creators continues to increase, various organizations and brands are now taking on the role of broadcasters. For instance, Intel and Unilever have partnered with Vice Media. Due to the increasing number of talented individuals and the changing attitude toward technology, the creative community can access new financial resources. They are also turning to crowdfund platforms to fund their projects. The rapid emergence and evolution of digital technology have significantly impacted the employment landscape. The need for skilled digital workers will be

30

V. VRANA AND S. DAS

expected to increase, while job categories will be redundant. As the workforce continues to adapt to the changes brought about by technology, there is also likely to be a need for lifelong learning. Due to the lack of clarity regarding the legal boundaries surrounding intellectual property, many consumers bypass traditional means of accessing content. For instance, they can access Netflix through a VPN service. Technological Trends That Catch Millennial Minds Despite the technological advancements that have occurred in the media industry over the past few years, we believe there are still several trends that will continue to drive the industry’s digital transformation. The rise of the Internet and mobile connectivity has made it easier for younger consumers to connect to the world. It has created an opportunity for media businesses to create conversations that will continue to grow. With the ability to access content anytime, anywhere, technology has also allowed media companies to create new ways to reach their audience. The availability of open-source software and the rapid emergence of new startups have allowed media companies to create new products and services in record time. In addition, the rise of the Internet of Things has created an opportunity for media businesses to create new services that will allow them to connect with their audience. i. Data collection and analytics allow companies to get a deeper understanding of their consumers’ behavior across various devices and channels, which enables them to deliver relevant and engaging experiences. It is essential as media organizations now provide more experiential services, such as content creation and delivery. ii. The rapid emergence and evolution of social and mobile media have created a new world of media consumption and perception. Promoting and destroying institutions and brands through instant access and sharing is now possible. However, these new phenomena require the management of both technology and business perspectives. iii. The media industry is in the process of industrialization. As digital strategies become more prevalent, the traditional focus of the media industry has shifted to creating and distributing content. Instead, many companies are now automating the creation and distribution of content.

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

31

Conclusion The dynamic rise of digital media has made it easy for people to communicate with each other worldwide. It has led to the belief that we are working under an operating system designed to work effectively. The dynamics of digital media have made our lives more dependent on it, and it has led to the fear that one day, we will be unable to function correctly due to the technological innovations that have been made. Unfortunately, this is not the case, as we spend a lot of time trying to achieve our goals without realizing that what we have left is already gone. However, the future of technology is auspicious, as unpredicted advancements are expected to transform our world and create a great mass quantity of new products and services.

References Behera, M., Dash, M., Mohanty, A. K., & Das, S. (2019). Entrepreneurial ecosystem: A geographical upliftment. Revista Espacios, 40, 26–36. http:// www.revistaespacios.com/a19v40n01/19400126.html Das, S. (2020a). Media impact of advertising on consumer buying behaviour: A comparative study of different media. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273691 Das, S. (2020b). Innovations in digital banking service brand equity and millennial consumerism. In Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. https://doi.org/10.4018/ 978-1-7998-5175-2.ch004 Das, S. (2021a). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. https://doi.org/10.1201/978042 9298509 Das, S. (2021b). A systematic study of integrated marketing communication and content management system for millennial consumers. In Innovations in digital branding and content marketing (pp. 91–112). IGI Global. https:// doi.org/10.4018/978-1-7998-4420-4.ch005 Das, S., & Gochhait, S. (Eds.). (2021, August). Digital entertainment. Springer. ISBN 978-981-15-9724-4. Das, S., & Mondal, S. R. (2016). Yours digitally: Patanjali. Available at SSRN 2737299. Das, S., Mondal, S. R., & Sandhu, K. (2022a). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2022.2098526

32

V. VRANA AND S. DAS

Das, S., Mondal, S., Puri, V., & Vrana, V. (2022b). Structural review of relics tourism by text mining and machine learning. Marketing, 8(2), 25–34. https://doi.org/10.5281/zenodo.7358349 Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market mavens in digital entertainment: A complete know how for curious customers. In Digital entertainment (pp. 147–172). Palgrave Macmillan. https://doi. org/10.1007/978-981-15-9724-4_8 Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of Web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140 Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11). Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from Indian banking sector. Revista ESPACIOS, 39(33). Minh-Nhat, H. O., Majerova, J., & Das, S. (2022a). Taking steps to help the phoenix rise from ashes: A roadmap for digital enterprises to develop new sustainable goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 35–51). Springer. https://doi.org/10. 1007/978-981-19-2173-5_3 Minh-Nhat, H. O., Nguyen, H. L., & Mondal, S. R. (2022b). Digital transformation for new sustainable goals with human element for digital service enterprises: An exploration of factors. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 85–103). Springer. https://doi.org/10.1007/978-981-19-2173-5_6 Mohanty, P. C., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios, 40, 7–15. http://www.revistaespacios. com/a19v40n02/19400207.html Mondal, S. R. (2020a). Factors influencing store image loyalty and satisfaction from customer perspective an empirical study in retail sector. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273688 Mondal, S. R. (2020b). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. https://doi.org/10. 4018/978-1-7998-5171-4.ch006 Mondal, S. R. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. In Innovations in digital branding and content marketing (pp. 113–133). IGI Global. https://doi.org/10.4018/978-17998-4420-4.ch006

2

DYNAMIC RESTRUCTURING OF DIGITAL MEDIA …

33

Mondal, S. R., & Das, S. (2021). Examining diabetic subjects on their correlation with TTH and CAD: A statistical approach on exploratory results. In Machine learning and the internet of medical things in healthcare (pp. 153– 177). Academic Press. https://doi.org/10.1016/B978-0-12-821229-5.000 07-0 Mondal, S. R., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista ESPACIOS, 38(61). Mondal, S. R., Majerova, J., & Das, S. (2022a). Sustainable development and innovation of digital enterprises for living with COVID-19. Springer. https:// doi.org/10.1007/978-981-19-2173-5 Mondal, S. R., Virgilio, F. D., & Das, S. (2022b). HR analytics and digital HR practices. Springer. https://doi.org/10.1007/978-981-16-7099-2 Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. https://doi.org/10.36708/Littera_Scripta2020/1/8 Ngoc-Vinh, N., Tien-Dung, P., & Das, S. (2022). Digitization of business; need for recombination during COVID-19. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 1–17). Springer. https://doi.org/10.1007/978-981-19-2173-5_1 Nguyen, T. D. M., Mondal, S. R., & Das, S. (2022). Digital Entrepreneurial Transformation (DET) powered by new normal Sustainable Developmental Goals (n-SDGs): Elixir for growth of country’s economy. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 69–84). Springer. https://doi.org/10.1007/978-981-19-2173-5_5 Puri, V., Mondal, S., Das, S., & Vrana, V. G. (2023). Blockchain propels tourism industry—an attempt to explore topics and information in smart tourism management through text mining and machine learning. Informatics 10(9). https://doi.org/10.3390/informatics10010009 Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. https://doi.org/10.1007/978-981-15-9724-4_7 Sharma, E., & Das, S. (2020). Measuring impact of Indian ports on environment and effectiveness of remedial measures towards environmental pollution. International Journal of Environment and Waste Management, 25(3), 356–380. https://doi.org/10.1504/IJEWM.2019.10021787 Sharma, E., & Das, S. (2021). Integrated model for women empowerment in rural India. Journal of International Development, 1–18. https://doi.org/10. 1002/jid.3539 Sharma, E., Nigam, N., & Das, S. (2020). Measuring gap in expected and perceived quality of ICT enabled customer services: A systematic study of

34

V. VRANA AND S. DAS

top ten retailers of India. International Journal of Applied Systemic Studies, 9(2), 159–184. https://doi.org/10.1504/ijass.2020.113260 Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(07). http:// www.revistaespacios.com/a20v41n07/20410715.html Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of Indian private sector and public sector banks. Revista Espacios Magazine, 39(26), 25. Siri, R., & Das, S. (2021). A study on processing of information storage & use of new age consumers in digital wellness sector through story telling & creating interest. In Digital entertainment (pp. 45–63). Palgrave Macmillan. https:// doi.org/10.1007/978-981-15-9724-4_3 Siri, R., Mondal, S. R., & Das, S. (2020). Hydropower: A renewable energy resource for sustainability in terms of climate change and environmental protection. In The handbook of environmental chemistry. Springer. https:// doi.org/10.1007/698_2020_635 Tien-Dung, P., Majerova, J., & Das, S. (2022a). Phases of possible recovery of digital enterprises in new normal business for living with COVID-19 times: Opportunities for a new era in sustainable development goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 19–33). Springer. https://doi.org/10.1007/978-981-19-2173-5_2 Tien-Dung, P., Nguyen, X. D., & Das, S. (2022b). Sustainable goal achievement by digital revolution during and after pandemic; how much one wins and losses: A bird’s eye view for future planning. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 133–147). Springer. https://doi.org/10.1007/978-981-19-2173-5_8 Tiwari, M., & Mondal, S. R. (2022). Technological dynamism of workforce management for effective education service delivery during and after Covid19. In HR analytics and digital HR practices (pp. 199–215). Palgrave Macmillan. https://doi.org/10.1007/978-981-16-7099-2_8 Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human-machine interactive devices for postCOVID-19 innovative sustainable tourism in Ho Chi Minh City, Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/su12229523 Yegen, C., & Mondal, S. R. (2021). Sharenting: A new paradigm of digital entertainment of new age parenting and social media. In Digital entertainment (pp. 213–231). Palgrave Macmillan. https://doi.org/10.1007/978981-15-9724-4_11

CHAPTER 3

Digital Solution for Entertainment: An Overview of Over the Top (OTT) and Digital Media Giri Gundu Hallur, Avinash Aslekar, and Sandeep Gajanan Prabhu

Literature Review and Market Scenario All great revolutions since sixteenth century will remain obliged to mass media industry. If not for newspapers and radios of the time, uniting people at large on a single cause would have been impossible. In 1566, roads of Venice were abuzz with information on politics and war printed on handwritten newssheets; these newssheets were the avatars of modernday newspapers. It took the world more than 40 years to print first newspaper in weekly form at Germany. By eighteenth century, North America and Europe had news reaching the streets in the form of newssheets. Governments of all the time were apprehensive of mass media may it be newspaper, radio, or television (Soundy, 2022). Autonomy

G. G. Hallur (B) · A. Aslekar · S. G. Prabhu Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed University), Pune, India e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_3

35

36

G. G. HALLUR ET AL.

assigned to mass media varies by continents; so far, Western societies see it as an important part on the social development, one of the reasons of flourishing media in changing social positions of individuals and groups (Bognár, 2018). A large percentage of the mass media are owned, controlled, or under strict code by the governments; to the extent in few countries, they are proponents of government objectives (ACE, 2022). Governments all over the world employ controls on mass media to influence thoughts and behaviours of citizens—there are efforts to shape citizens’ views towards government policies and to engage with society (Lee, 2010). Since printing technique was invented in 1455, technology timeline of digital communication has moved since then, to telegraph (1844), telephone (1876), television (1927), computer (1937), personal computer (1974), internet (1974), and Artificial Intelligence (2017) (Gregersen, 2022). Interestingly, the first incident of the need for analysis of big data was seen was in 1663 when scientists faced overwhelmingly large data related to plague epidemic. However, the term big data was termed later in twentieth century. Changing digital media technology timeline is depicted in Fig. 3.1; it took 400 years for the communication media industry to shift from printing technology to telegraph and another 80 years for flicker of television in homes. Personal computer, internet, and the recent Artificial Intelligence have been the revolution in every aspect of humanity. The media industry has changed its proposition from mass media to mass customization—i.e. customization for the masses by using intelligent technologies to produce personalized content by processing volumes of data. Flexible technologies such as Machine Learning (ML), Deep Neural Networks (DNN), Convolutional Neural Network (CNN), Recurrent Neural Network (RNN), Generative Adversarial Network (GAN), Artificial Intelligence (AI), and Natural Language Processing (NLP) are further supported by big data technologies, and internet. This “out with the old, in with the new” is breaking the old shackles of media industry. Governments are no more the owners of public views towards its policies and governance.

Drawbacks and Limitations of Traditional Media Companies have been using various media before the emergence of internet. These media were primarily used to advertise their products and

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

37

Fig. 3.1 Digital media technology timeline

services and improvement in brand value and customer base. This includes print media (newspapers), magazines, radio, TV, posters, banners, etc. Companies were spending a major portion of their budget on advertising on those channels. Some of those media became primary source of entertainment. We are focussing on mass media. Broadcast Media Broadcast media comprises all the communication channels, such as satellite TV, cable TV, and radio, which are used for mass communication. Generally, broadcast media is a one-way communication which reaches masses generally through wireless medium. Internet Media As packet switching networks emerged in 1970, connectionless networks came into existence in 1989. World Wide Web enabled exchange of information using hypertext documents. Internet service providers started providing commercial internet services. Broadcast Media Each of the media has its own advantages and limitations. We will primarily focus on the media reaching masses and discuss about their advantages and limitations.

38

G. G. HALLUR ET AL.

Television/satellite TV/Cable TV Television provides audiences with audio and visual stimuli to deliver information and entertainment. The advantages of television/ satellite TV/cable TV are as follows: • Wide geographical reach: Satellite and dish TVs can reach any corner of the world where internet connectivity may not be there. • High viewership: Millions of viewers watch popular television shows or live events, like sports. • No additional expenses for new users: Since its one-way transmission, there is no additional expenditure for additional users. • Highly targeted to key demographics: Channels can be developed based on language, general preferences of locals or based on subject matter such as cookery, sports and adventure, farming, dance, movies, and spiritual. • Multiple channels: Multiple channels from various sources can be combined multiplexed and broadcasted which can be accessed through the set-top box. • Ala-carte: Users have choice to select the channels from available bundle of channels. The limitations of television/satellite TV/cable TV are as follows: • High CAPEX: To set up a television channel spectrum is required. Provisions for satellite links earth stations and broadcasting equipment involves lot of expenses. In case of cable operator, multiple dish antennae and multiplexing devices are required. • Limited viewer choice: Viewers can switch among the channels but do not have choice to change the content on the timeline which is fixed. The viewer has to watch the content at a predefined time after which it is unavailable. Some set-top boxes have provision to save the programme, but it’s limited by space. • Limited customization-dish TV or cable TV providers support very little or no customization restricted by the firmware they provide. • Limited or no user interaction: Since it is one-way communication, user interactions are limited to selection grouping (favourites), scheduling.

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

39

• Delivering rich media is expensive: As the technology is advancing from HD, FULL HD (2K), and UHD (4K & 8K). Content is also available which require extra spectrum. Further limited content is available with this resolution and the number of takers may not be sufficient enough to break even. Internet Internet media refers to multimedia content transmitted online. It can include variety of media items including audio video animations and 3d rendered content as well. Before the advent of mobile handsets, internet was the only way to distribute audio and video content. Emergence of youetube.com in 2005 opened a new channel for uploading and sharing variety of videos with high resolution free of charge. YouTube also supports live streaming. Although optional free of charge, YouTube also provides for limited personalization of content. Facebook is leading the industry with 2910 million active users, closely followed by YouTube (2562 million users) and WhatsApp (2000 million active users). Most of the media sites on the internet are also available as applications on mobile. Social Media Emergence of Social Media platforms has revolutionized the communication. Platforms like Facebook, Twitter, Instagram, WhatsApp, and many more are also playing important role in media sharing. Social media is extensively used by many companies’ marketing plans because of its popularity and longevity. Advantages of social media are as follows: • Large audience: Since it is free, social media is used worldwide having billions of users. • Targetable audience: Social media users hold personal accounts and large data can be collected from the user interactions which can be analysed and used for targeted delivery. • Inexpensive: Social media subscriptions are generally free resulting into large number of subscribers. • Interactive: Social media posts can have interactive capabilities for viewers, increasing engagement.

40

G. G. HALLUR ET AL.

• Directly connected to consumers: One on one or group interactions are possible on social media, and hence, direct communication with user/customer is possible. • Large amount of data available: Advertisers can use a number of programmes to monitor, track, and report on social media ad performance. Limitations of social media are as follows: • Competition: With many players entering the market with new features, the companies are fighting for the same space. Subscribers keep shifting or may subscribe all the apps. • Difficulties in analysis: Huge amount of data is generated through user interactions; a variety of media is shared; and use of local language or hybrid language makes it difficult to analyse. The number of social media user is expected to reach 4.41 billion in 2025 as compared to 3.96 billion in 2022. • Privacy concerns: Customers may feel a lack of privacy when viewing highly targeted ads. • Potential for negative comments: Open comments sections may include negative posts. • Time-consuming: Building a brand and using social media effectively require frequency, consistency, and a high level of responsiveness to gain followers.

Need and Drivers for Customization The twenty-first-century customers are demanding and their expectations keep rising. They expect a service tailored to their needs and preferences. Companies have to fulfil their demands at each stage in the lifecycle right from subscription, consumption to renewals. They are looking for services that are delightful and deliver rich experience. The primary objective of the customization is to help members to find content which best fits their expectations, maximizes satisfaction, improves experience, and helps retention. Customization or personalization is not simply a requirement to beat the competition, but there is a push from technology side which shows ample number of possibilities to deal with content in a novel and efficient manner.

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

41

Global Content Local Delivery The OTT content is essentially digital and globally accessible. This can be viewed by different communities geographically apart, varying in culture, ethics, and social practices. The content needs to be filtered based on geographical, social, and cultural basis. Variety of End Devices The OTT media plays on variety of devices with different capabilities in terms of UI, display resolution, ability to handle media (Bandwidth), and many more. It’s a challenge to ensure uniform (best possible) experience across all devices keeping in device limitations. Leveraging the Technology Technological advancements and innovations generate a push effect enabling the OTT players to do something which was not possible earlier enabling them to reach more customers in cost-effective manner and improving customer experience. Gone are the days where requirements were mapped to technology to devise a solution, but now the requirements are derived from available technological possibilities giving novel methods of delivery. • Compression and storage optimization: Development of codecs and encoding standards help in loss-less optimized storage. • Advanced media players: Media players with amazing capabilities which can play various codecs or play between the markers are available. Players can also be programmed to play context sensitive targeted advertisements. • Cloud-based solutions: Cloud-based solutions are accelerating and optimizing content delivery. These solutions are also improving responses. Content delivery networks (CDN) are accelerating the distribution of shared media. • Improved connectivity (5g): With eMBB, richer content delivery is possible to 5g users. • User interfaces: Interfaces like voice (google assistant, Alexa, Siri) and touch screen simplify user interactions providing better customer experience.

42

G. G. HALLUR ET AL.

• Machine Learning and Artificial Intelligence: To provide the best user experience to millions of users dynamically, it becomes essential to capture user data and dynamically customize the content. Without dynamic automation using AI and ML, it is not possible. Lifestyle Demands The improving lifestyle and online expectations of busy customers are continuously increasing and changing. Customers may want to see a specific part of the content or may ask for a trailer covering the highlights; some would be just interested in action clips, romance scenes, or songs. These demands also change based on the mood and time of the day. In short OTT, players have a challenge to deliver what the customers wants and not what is available. We also need to predict what the customer wants of which he himself is not sure of. This gives rise to new possibilities in customizing the content delivery. Need for Rich Customer Experience The ultimate success of the OTT providers lies in delivering the best customer experience with dynamically changing requirements. Customization of content, UI, and delivery becomes indispensable. The paradigm has shifted from quality > satisfaction- > delight to experience. Rich customer experience can help companies to retain customers for longer time. Companies are extensively using AI and ML to understand user requirements and preferences dynamically and customize the content order of display, placement of rows, and personalized recommendations. New user interfaces for capturing variety of inputs from user like voice, gestures, and touch are helping in improving the user experience. Companies like Netflix are way ahead of their competitors in providing personalized Customer Experience. Netflix employs personalization of Customer Experience at three different levels namely Algorithm Level, Display Level and Interaction level. Algorithm Level Algorithm level strikes ideal balance among popularity, novelty, diversity, and freshness, which may vary from person to person.

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

43

Display Level The way items are displayed on the interface or why a particular item is recommended. Interaction Level Various types of users exist, there could be power users or lean back users, and the responses should change based on the type of user.

Technological Advancements and their Application: Cloud, Content Delivery Networks, Codecs, Telecom Network Over-the-top (OTT) players such as Netflix, Amazon, Hulu, Hotstar, Sony Liv, and several other streaming services distribute content via the internet as opposed to traditional distribution modes such as cable and satellite. The delivery of the OTT content is done on TV using a streaming device such as Google Chromecast, Amazon Firestick, etc., or directly on a smart or an internet-connected TV. Globally, the global number of streaming devices and connected TVs has crossed 1.1 billion (Silver, 2020). And the total OTT user-ship is slated to expand by 9.1% that translates to an increase of 157.1 million more subscribers will use OTT services in 2022 in comparison with 2021 (Cramer-Flood, 2022). The key trends in the global OTT market have seen resonance in India. The lockdown years 2020 and 2021 have witnessed a growth in downloads of OTT apps from less than 10 million to a fivefold growth to close to 50 million paying subscribers. India Brand Equity Foundation (IBEF) has predicted that the market size of the OTT video streaming market of India will reach USD 5 billion by 2023 making the country one of the top 10 global OTT markets to reach USD 823 million by 2022 (India Brand Equity Foundation (IBEF), 2020). On the network side, the factors driving the OTT adoption are reduced mobile data costs, increased availability and adoption of high speed internet both mobile and fixed, and multi-screen penetration across geographies and classes (S. Dasgupta, 2019). On the user’s side, factors such as autonomy of content consumption in terms of time, type, device, and costs are seen to drive adoption.

44

G. G. HALLUR ET AL.

OTT Technology The OTT technology can be visualized to be broadly divided into 4 parts or components. OTT Video Hosting Platform Video hosting platforms offer functionalities of hosting, storing, and managing video content. Some of the platform providers also offer functionalities such as analytics for monetizing the video assets as well as customized video recommendations, cyber security, Digital Rights Management and protection for the video content against piracy, video streaming applications, insertion of customized advertisements, and capability of API access for third-party integration (Wilbert, 2021). Content Encoding The OTT platform needs to be content and context aware so that users have a rich viewing experience irrespective of content type. OTT platforms distribute two types of content: video on demand (VoD) and live streaming. While the VoD content is pre-recorded such as a movie or a documentary, live streaming content can be live transmission of a sporting event to be watched in real time. All the supporting functions of the platform remain the same except the manner in which the content is encoded and transmitted. For VoD, video content is fragmented into blocks of larger duration making the data transmission process simpler and efficient. For VoD content, the OTT application on the user device can cache these larger blocks of content allowing users to fast forward, rewind, etc., giving the user superior user experience with lower processing load in the system. During a live event, the OTT provider will encode and segment their feed into small adaptive bitrate (ABR) blocks so as to minimize the time delay between the real event and the remote viewing. They need to adjust the bit rates according to real-time performance of the last-mile network. This makes it possible for high-quality and low delay streaming of live content. The OTT application on the user device then pulls each of these small blocks from that CDN to produce glitch-free playback. Most of the OTT technology platforms support content encoded in video codecs such as MPEG-2, H.264 MPEG-4, and H.265 HEVC as well as upcoming codes such as H.266 VVC, EVC, and LCEVC. They also support streaming protocols such as Dynamic Adaptive Streaming

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

45

(MPEG-DASH), HTTP Live Streaming (HLS), Real-Time Messaging Protocol (RTMP), Real-Time Streaming Protocol (RTSP), and Secure Reliable Transport (SRT). The latency for live OTT streaming currently stands at an average of 30 to 60 seconds which is far greater than the less than 5 seconds latency in terrestrial and satellite delivery networks. Recent reports indicate that Microsoft and Apple within the Moving Pictures Experts Group (MPEG) have worked on the development of the Common Media Application Format (CMAF) to address latency problems. Supported by HLS and DASH, CMAF includes a low-latency option that significantly minimizes latency (Ruether, 2019). At IBC, Harmonic gave a live demo on Akamai CDN where the delay was below 5s. It achieves this by mapping CMAF chunks efficiently into delivery containers that are quickly sent to an origin server (Fautier, 2017). So, one can visualize the content to be encoded through video codecs such as H.265 HEVC and then packaged either in large or in smaller ABR block sizes depending on its type. This packaged content is then streamed using protocols such as MPEG-DASH or HLS and delivered to the end user’s OTT application via the CDN. Digital Rights Management Digital Rights Management (DRM) is a way of ensuring that OTT content is hosted and streamed in a ciphered form to the destined subscribers and their devices, thus protecting the content from piracy and illegal usage. The video encryption process is designed to convert video into a nonvideo secure format so as to ensure that viewers do not have access to the original video file. Commonly used video encryption technologies, such as HLS E, RTMP E, and AES 128, employ critical exchange procedures that can be hacked and video content can be downloaded, defeating the very purpose of encryption. DRM systems protect the ciphering key by blocking easy entry to hacking software. It not only encrypts the video but also protects the video ciphering key. When a subscriber clicks on the video play button to play, the OTT application sends a request for the decryption key to access the content from the authorized server. The DRM server that sits between the user and the video hosting server ascertains whether the OTT application and user device are authorized or not before sharing the decryption key. When the authentication process gets complete, the OTT application

46

G. G. HALLUR ET AL.

can decrypt the video and start playback. This process gets completed within no time (Muvi, 2021). Application Programming Interface (API) API allows OTT providers to allow secured access of applications data as well as functionality to external third-party developers, analytics providers, downstream content partners, etc. In the context of OTT, there are two different types of API: the live streaming and player API. The player API allows the OTT player or its vendor to manage and customize aspects of the OTT application at the user’s end or the OTT player. On the other hand, API for live streaming is utilized to customize the video hosting experience by allowing downstream or regional offices/partners of the OTT provider to insert localized advertisements or customize content to run along with the OTT content. The OTT provider may also provide its analytics vendor API access for access to user data. The OTT provider can also provide automated API access to end users that enable them to create their own customized bouquet of content by allowing them to add other approved OTT offerings onto the OTT provider’s official application, thus providing the user with an enhanced and customized experience (msz991, 2021). Data Analytics To engage customers with content that appeals to and interests the subscribers, OTT providers need to deploy data analytics systems based on their business strategy. This is possible only through the use of big data streaming analytics that provide actionable insights into customer behaviours. Customized, relevant, in-demand, location-based, and context-driven content is the demand of the OTT subscriber. With a plethora of content being made available on a daily basis, the recommendation systems need to be customized and in sync so as to deliver the right content to the right set of users. This means the analytics engine needs to perform combined analysis of large user data and the associated metadata and provide insights for tweaking their recommendation engine thus ensuring that the right content is delivered to the correct user. Deep big data streaming analytics provides insights on user preferences for content consumption across key parameters such as preferred genres, gender, location, demographics, time of the day, type, and time

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

47

of content skipped. These insights help the provider to make key decisions on content distribution, cross-selling upselling in local as well as international markets. All these components or functionalities of the OTT platform (Content Encoding, Data Analytics, API) and DRM may be hosted within the platform or in the cloud depending on the network strategy adopted by the OTT provider. Content Delivery Network A CDN or content delivery network is a network of servers on the internet that helps in distribution of the OTT content in the most efficient and secures way. CDNs provide the following functionalities. Caching Content: CDNs temporarily store the content of the OTT provider’s website’s data enabling user instant access to content on the website. This cached content is periodically updated or replaced with new content. CDNs offer hosting of the OTT content in servers spread across geographically, enabling local distribution of content thereby reducing latency, providing redundancy, load balancing, and enhancing user experience. CDNs also help OTT providers manage and support unpredictable rise in traffic during a live event. As live video cannot be cached, the quality of the live stream depends on the content being delivered from a local data centre and not from a remote one. A well-designed CDN will help serve the user from a server closer to him irrespective of the number of users. Recent advances in CDN technologies such as Broadpeak’s ServerSide Segment Selection for Streaming (S4Streaming) offer variable video bitrate selection that helps prevent congestion, provides lower latency, and offers richer user experience. User Interface In order to provide easy access to OTT video content, OTT providers need to have a user interface that displays catalogue of video content as well as offer users their app with desktop, smart TV, and mobile versions that embeds a video player to stream content online. The user interface of most of the OTT providers offers users the functionalities such as seamless sign-up experience, intuitive user interface,

48

G. G. HALLUR ET AL.

AI-powered recommendation engine, a powerful previews and thumbnails functionality, and option of having multiple user profiles in a single log-in. OTT Devices Viewers need to have an internet-enabled device that they can use to access video players on the OTT platform. Some of these include a smart TV, a dongle based on Android or Apple or Amazon OS, Roku TV device, or a gaming console. Samsung, LG, and Sony are currently the global leaders in the smart TV segment. The OTT devices market is led by Roku TV device, Apple TV, followed by Amazon Fire TV, Google Chromecast & Android TV, and the new player NVIDIA Shield TV. Network for last-mile connectivity The video player on the device pulls the video content from the CDN’s server with the last-mile internet connectivity. So, a strong internet connection is another important element in the OTT distribution network. The recommended download data rate for streaming 1080p HD video content is about 25 Mbps, while that for 720p one is about 10 Mbps and for streaming 480p content 5Mbps would suffice. With mobile download speed increasing by 59.5% over 2020 globally and fixed broadband seeing a rise of 31.9%, OTT industry has seen encouraging trends in the last-mile connectivity (GSMA, 2021). This is trend is slated to continue given that the global 5G roll-out has seen an increase of 350% as compared to 2020 (FAIST, 2021).

Evolution of Customer’s Preferences, Customer Analytics, and Experience New technologies have been a revolution in media industry; powerful data storage and data management technologies; and data analysis techniques have changed the format of disseminator and receiver of traditional media. This new technology-based media format has brought in equality between disseminator and receiver of media communication, the communication is highly personalized, and the flow of information is two way (Guo, 2021). Dynamic or composite characteristic of the new age media

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

49

is powered by big data technologies, and Machine Learning and deep learning techniques. Big Data Technologies Big data is a collection and storage of a huge data continuously growing over time. The size of the data is so large that none of traditional data storage and data analysis techniques can process it altogether. Hence, multiple copies of data are stored on servers at different locations analysed remotely, and only critical required output is accessed at user locations. Data processing at user location is avoided to the least level to avoid overloading of machines. Big data technologies also have capacity of streaming the data creating seamless experience for the users. Netflix uses big data powered media management; hence, a HD movie can be watched on Netflix on a smart TV or an ordinary mobile phone seamlessly without buffering or device freezing problem. Machine Learning, Deep Neural Network, and Artificial Intelligence Machine Learning, Deep Neural Network, and Artificial Intelligence are group of broad-based multidisciplinary algorithms and technologies. A combination of these techniques vests decision-making capability in the system. Machine Learning (ML) is series of algorithms such as regression, logistic regression, decision tree, support vector machines, and many others. Deep Neural Networks (DNN) uses computer capability to run iterations for training algorithms mainly tabular data frames. Convolutional Neural Network (CNN) goes a step ahead and can process multi-dimensional image and video data. Recurrent Neural Network (RNN) is designed to process sequential data for predictive text analysis and other similar applications. Generative Adversarial Network (GAN) has capability of generating own data based on training data. GAN can create its own images, faces, abstract arts, etc. Natural Language Processing (NLP) can analyse word frequency for text analytics for applications such as sentiment analysis. Finally, Artificial Intelligence (AI) is a combined effect of Deep Neural Network (CNN, RNN), robotics, Light Detection and Ranging (LiDAR), and other technologies. These technologies are used extensively in most of automated driverless vehicles. The seamless flow of media managed through big data and processed using AI creates high-quality user experience. These technologies have

50

G. G. HALLUR ET AL.

changed three most crucial areas of the media industry; products and services; customers and suppliers; and infrastructure and processes. Customer Preferences Descriptive analytics can identify patterns in customer profiles and their preferences to the finest level. Behavioural data such as past media searches, likes and dislikes, and comments;—demographics such as age, gender, marital status, and guessed income; and geographic data of location, places visited, time spent make up a powerful media preference system. Customer Analytics Predictive analytics has the ability to predict future behaviour of media users—new videos, news, and articles are predicted using some algorithm and suggested to the user based on past preferences. Google, Instagram, Spotify, Amazon, and Netflix have developed strong recommendation system for user engagement to their media platforms. Customer Experience One of the important characteristics of customer experience is flow of enjoyable activities leading to satisfaction, a feeling of exhilarating feeling of accomplishment (Csikszentmihalyi, 1975). Experience is often a result of sensory, affective, intellectual, relational, and behavioural factors of experience (Brakus et al., 2009). In case of Internet of Things (IoT) enabled smart devices, the experience is a two-way process wherein the user and the device both exchange experiences; while user experience is much deeper in nature, unlike human the device does not have conscious experience. This interaction between the user and the smart device is termed as assemblage of the human and the smart device (Hoffman & Novak, 2018). Upcoming Trends in OTT Industry 5G is the game changer. With over 1,336 cities in 61 countries across the world enjoying 5G speeds which are 100X as compared to 4G, highquality video streaming will be possible. OTT video providers stand to benefit from 5G which will also enable live streaming of sporting events.

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

51

For some years now, Netflix has been the major player in the OTT segment; in the past one year, media giants, the likes of Disney, ABC, HBO, Amazon Prime, and Hulu have intensified competition by playing to their respective strengths and by offering customers a rich collection of content. Impact of emerging technology: The rapid adoption of AR/VR, availability of 4K devices and content, and availability of requisite bandwidth will lead to launch immersive streaming technology. Another area that will see application of AI-ML is the data analytics and its use in customizing the offering to individual subscribers. Given the fact that the OTT industry is poised for the next phase of competition, the industry is expected to see innovation in content offerings and user experience, and the biggest beneficiary will be user. Case of Technology in Sports Structure of 600,000-year-old bones found in caves of Zhoukoudian village near Beijing, China, suggest prehistoric humans were accomplished runners. In Neolithic period, humans practised fishing and swimming as sports skills. In 776 B.C.E., inside fortified walls of Greece, warriors played Olympic games. The tradition continued by Romans where annual events of games were emperor’s gambit to connect with people of his empire (Crowther, 2007). Sports have changed since then into a high-technology business. Every element of sports has been affected by different types of technologies. Sportsmen are selected based on their past performances, each and every movement of players is studied using sensors attached to their bodies, spectators’ profiles are built by data analysis, sports campaigns are run digitally, and competitors are studied and strategized for counter attack. Media channels like ESPN and Turner Sports are beaming their content from their websites and cable networks, and research companies like Neilson are analysing sports data for measuring fan base, digital impact, TV audience impact game-wise, year-wise, and country-wise (The Neilsen Company, 2021). Video gaming is another media and technology revolution. Augmented reality (AR), virtual reality (VR), and mixed reality (MR) powered by big data processing, 5G network, blockchain and Artificial Intelligence (AI) have taken the gaming industry and the world to the next level of metaverse. Metaverse technology is a three-dimensional simulated digital

52

G. G. HALLUR ET AL.

environment of social network built on AR, VR, blockchain, and digital media. These technologies provide captive experience with multiplayer realtime responses. Alan Kay, well-known computer scientist and pioneer in objectoriented programming and graphical-user interface famously said, “The only way you can predict the future is to build it”.

References ACE. (2022). Public/State media. Access Media and Publications. Bognár, B. (2018). A culture of resistance: Mass media and its social perception in central and Eastern Europe. Polish Sociological Review, 202(2), 225–242. https://doi.org/10.26412/psr202.05 Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52 Cramer-Flood, E. (2022, March 23). emarketer. Retrieved from https://www. emarketer.com/content/worldwide-subscription-over-the-top-users-forecast2022-beyond Crowther, N. B. (2007). Sport in ancient times. In Praeger Publishers. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. The experience of play in work and games. FAIST . (2021, October 7). Retrieved from https://www.faistgroup.com/news/ distribution-5g-worldwide/ Fautier, T. (2017). OTT Video Magazine. Retrieved from OTT Apps, Technology and Integration: https://ottexec.com/wp-content/uploads/2017/11/OTT Mag_Fall17lowres.pdf Gregersen, E. (2022). History of technology timeline. In Britannica. https:// www.britannica.com/story/history-of-technology-timeline GSMA. (2021, September 8). Retrieved from https://www.gsma.com/member ship/resources/despite-all-odds-global-internet-speeds-continue-impressiveincrease/ Guo, H. (2021). The development and application of new media technology in news communication industry. International Journal of Electrical Engineering Education. https://doi.org/10.1177/0020720921996593 Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178–1204. https://doi.org/10.1093/jcr/ucx105

3

DIGITAL SOLUTION FOR ENTERTAINMENT: AN OVERVIEW …

53

India Brand Equity Foundation (IBEF). (2020, October 15). Retrieved from India Brand Equity Foundation (IBEF). https://www.ibef.org/blogs/indias-ott-market-witnessing-a-rise-in-number-of-paid-subscribers Lee, T. (2010). The media, cultural control and government in Singapore. msz991. (2021, November 24). Retrieved from Techdee: https://www.techdee. com/implement-api-to-ott/ Muvi. (2021, August 16). Retrieved from Demystifying DRM for OTT plathttps://www.muvi.com/blogs/demystifying-drm-for-ott-platforms. forms: html Ruether, T. (2019, January 23). Retrieved from https://www.wowza.com/ blog/what-is-cmaf S. Dasgupta, P. G. (2019). Understanding adoption factors of over-the-top video services among millennial consumers. International Journal of Computer Engineering & Technology (IJCET), 61–71. Silver, S. (2020, September). National Interest. Retrieved May 7th, 2022, from https://nationalinterest.org/blog/korea-watch/number-streaming-dev ices-worldwide-crosses-1-billion-samsung-has-most-168257 Soundy, P. (2022). History of publishing. In Britannica. https://www.britan nica.com/topic/publishing The Neilsen Company. (2021). Sports consumption evolution. Wilbert, M. (2021, December 20). Comparing the Top 10 OTT Hosting and Video Delivery Solutions in 2021. Retrieved from DACAST: https://www.dac ast.com

CHAPTER 4

Public Broadcasting Activities in Creating Environmental and Nature Awareness. TRT 4K “National Parks ” and TRT Avaz “Lights of Anatolia” Program Examples Emre Erturk

Introduction Forests are one of the most important natural resources in the world. Although these resources grow naturally in some places, they are grown with human intervention. One of the most important features of countries in having forest assets is sufficient precipitation and temperature. Forests, which are very important for human life, have facilitating features in human life as well as their major roles in natural life. Forests, where many basic needs such as nutrition and shelter are met throughout history, have also started to be negatively affected by this relationship day by day (Istanbullu, 1978: 129–134). The biggest reason for this effect is the increasing human population and the convergence of forest areas with their habitats.

E. Erturk (B) Faculty of Communication, Kastamonu University, Kastamonu, Turkey e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_4

55

56

E. ERTURK

In this context, the more the contribution of forestry and forestry activities to humanity increases, the more the forests are affected by the human factor. Policies for forests and water resources are important for the country’s economy and national defense (Eryılmaz & Tolunay, 2015). As a result of technology and related developments that have a direct impact on human life, forest assets and other natural resources are adversely affected. With this change and development in production and consumption activities, societies have taken action with various interventions for the sustainability and protection of these resources, which are indispensable for their lives. Countries both develop their own policies and bring protective measures against nature and forests to the agenda with international agreements. This effect on forests, which are adversely affected by the development of technology and production opportunities, is intervened by applications with renewable and sustainable features, again thanks to technology (Uysal, 1998). Anatolia has been the scene of settlement starting from the earliest periods of human history due to its unique location, harmonious geographical features, rich natural resources and geopolitical location. For this reason, since the earliest periods of history, it has been invaded by many tribes from the east and west, and has hosted many civilizations (Yıldırım, 1996: 6). The lands of Turkey have hosted many civilizations from past to present. It contains the cultural and social characteristics of the peoples living on it throughout history. It is known that events such as the domestication of animals and the transition to settled life, which are important in terms of history, took place in Anatolia. Anatolia, which hosts many firsts in the religious and commercial sense, has a unique importance in the world in this sense (Özdo˘gan, 2002: 46). Turkey stands out with its natural and cultural beauties as well as its forest assets. Some of these regions with historical and geographical features are also included in national and international conservation programs. Turkey has signed many international agreements to protect both cultural and natural areas. These agreements and policies are very important both in order to find more permanent solutions with policies for protection and to increase the awareness of these areas, which have a great potential in terms of tourism. Many international agreements have been made for the protection of forests, some of which are; Convention for Monitoring and Evaluation

4

PUBLIC BROADCASTING ACTIVITIES IN CREATING …

57

of the Effects of Air Pollution for Europe—Convention on Long Range Transboundary Air Pollution (CLRTAP) (Ta¸sdemir et al., 2014). Perception and awareness for the protection of forests and historical areas are as important as all national and international agreements and arrangements. In this context, it will be difficult to control individuals who have not developed sensitivity toward the protection of the environment they live in, and to prevent them from the harm they may cause. Mass media play a very important role as an individual and mass awareness-raising tool on environmental awareness and consciousness. In this context, especially public broadcasting and state-controlled television channels are a suitable medium for this awareness-raising steps. Turkish Radio Television (TRT), which broadcasts with the principle of public broadcasting in Turkey, continues its broadcasts in this context from past to present. TRT has an education and culture-based approach with its variety of broadcasts, making public education broadcasts and culture-art programs. TRT aims to raise awareness of nature and culture in both adults and children with its developing and changing technological broadcasting systems, with its documentaries, films and programs shot both in domestic productions and special productions.

Mass Media and Society The history of humanity is full of developments and inventions that affect the lives of societies. Undoubtedly, one of the greatest inventions that created these effects is television and other mass media. The feature of television as a source of information and entertainment that can transmit both audio and video has made it more interesting. This process is basically based on the general development process model. Developing and changing technological possibilities have made the functions of communication action more qualitative. Although communication takes place in different techniques as verbal, non-verbal, written and visual, its function and purpose are the same. Communication carries information. Information is important for individuals, groups and institutions, and communication carries out the task of conveying information between these elements. • Communication helps to build healthy relationships. The improvement or worsening of the relationship between people depends on

58

E. ERTURK

•

•

•

•

the messages conveyed through communication, that is, relationships are formed thanks to communication. Provides communication interaction. All managerial and educational communications are aimed at interaction. From the point of view of the individual, if the aim is to change the ideas of the other party or to take action, this person will use the communication both administratively and educationally. Communication carries decisions. When a problem occurs in communication institutions and organizations, it ensures that the decision that will solve these questions reaches the right unit in a timely manner and without losing its importance. Communication carries orders. The information, which is necessary for the efficient continuation of the works, including the objectives of the institution, the duties and the explanation of the works, is transmitted to the personnel through communication. Communication provides feedback; sources of feedback in the organization are employees, supervisors, subordinates, customers, etc. It creates problems, suggestions, opinions, observations, evaluations, etc. It is also sent to the upper unit with feedback, so that plans and policies are developed (Ça˘glar & Kılıç, 2011: 5–6).

Television and other mass media have played a very important role in the information flow of social life and in the universe of receiving news. The fact that all these features facilitated access to the masses made it easier for it to become a tool by political powers and administrators. As a factor affecting social changes, communication has also become an important way of socializing and interacting. Considering all these factors that create social change and impact in the context of socialization, it is seen that the process is in interaction and in a close relationship with the elements of economy, security, family and society (Ka˘gıtçıba¸sı, 2008: 32). The communication process and action, which has a great impact on the development process of the human being, who is defined as a social being, is also valid for large masses. For example, television, radio, etc. The messages in the vehicles have an impact on the masses. This effect is also effective in the attitudes and behaviors that are desired to be changed. This power of the means of communication can be used for the dissemination of a thought as well as the attitude change in the society. With the developing technology and the changing communication systems accordingly, the scope and quality of communication tools are

4

PUBLIC BROADCASTING ACTIVITIES IN CREATING …

59

also changing. As a communication and entertainment source, television has also found a very common usage area as a result of this development. Television, which has an expanding audience and increasing diversity, should also appeal to a wide range of content. In this context, both private and public broadcasting organizations have developed and expanded their contents in the cultural, economic and social context as a result of these developments. As a mass communication tool, the contextual features of television in the function of giving and disseminating information are determined by which broadcasting understanding it is connected to. There are also public and commercial broadcasting systems in Turkey. Public broadcasting rate is Turkey Rayo Television (TRT). The articles in the 1982 Constitution include the following regarding the legal status of TRT: Article 133: (Amended: 8/7/1993–3913/1 art.). Establishing and operating radio and television stations is free within the framework of the conditions to be regulated by law. The autonomy of the only radio and television institution established by the state as a public legal entity and the news agencies assisted by public legal entities and the impartiality of their broadcasts are essential.

2954-Turkish Radio-Television Corporation Law Article 8: The Turkish Radio-Television Corporation, which has an impartial public legal entity, was established. Its short name is TRT. Its head office is in Ankara. In matters other than the matters regulated by the special provisions of this Law, the general provisions applicable to public economic institutions shall apply to the Institution. The Turkish Radio-Television Corporation conducts its relations with the Government through the Prime Minister. TRT has undertaken the mission of informing the public and being a cultural resource with its publications. It aims to highlight local and global values, especially in its documentary programs and films. In this context, the awareness-raising process and the social messages given to the audience in the documentary programs that constitute the research subject of this study are effective on the audience. On television, there are programs that undertake missions such as creating social message and awareness in their programs according to the broadcasting principles of their organizations. These features are seen in

60

E. ERTURK

many programs of TRT, which broadcasts in line with the principle of public broadcasting. Especially documentaries, which are very influential on social consciousness, have an important share in the content of TRT.

Public Broadcasting and Documentary Programming in Turkey Programs on radio and television have various features according to the structure of the institution in which they take place. These features directly or indirectly affect the type and contextual features of the program. Structures separated as public and private broadcasting produce programs in line with their service areas and purposes. The first publications in Turkey were made by Istanbul Technical University (ITU) in 1952. After various trials and applications, TRT took over the broadcasts and devices in 1971. TRT has been continuing its broadcasts with a public service broadcasting policy by increasing the number of channels and program diversity since that year. TRT is Turkey’s public service broadcaster. This publishing approach has spread to Turkey and other countries from Europe. The first example of public broadcasting is considered to be the BBC example. Although the BBC broadcasts publicly in accordance with its broadcasting principle, it aimed to be independent economically and politically. In this sense, it initially planned not to benefit from the state budget. For this purpose, it started to use the income earned from the licenses of mass communication devices sold. “The financing of public service broadcasting, especially television broadcasting within its system, consists of license fees received from television buyers, advertising revenues and aid provided by the state” (Uslu, 2011: 86). Another policy implemented in line with the understanding of independent and impartial broadcasting was not to receive advertisements. TRT in Turkey was established on January 1, 1968. As the first program, the documentary film “The Waters of Old Antalya” (1965), prepared by Sabahattin Eyübo˘glu and Aziz Albek, was presented to the audience (Aytekin, 2017: 120). Public service channels such as commercial televisions were opened in the USA with the understanding of public broadcasting, with broadcasts created by considering the needs of the public and without advertisements. In the USA, the Public Broadcasting Service (PBS) was established in 1967. The USA stands out especially with its commercial channels.

4

PUBLIC BROADCASTING ACTIVITIES IN CREATING …

61

The first private television channel in England is Independent Television (ITV), which started broadcasting in 1955 (Av¸sar, 2005: 22). In this context, the first institution to shoot documentary films for the benefit of public service was the Dersaadet Central Command Cinema Department (Central Army Cinema Department), which was established in 1916 by the Minister of War, Enver Pasha (Beyo˘glu, 2018: 94). Documentary differs from fiction films with its factual and documentary structural features, but it still carries traces of narrative cinema. The documentary is directly affected by the director’s style and understanding of art during the construction process (Table 4.1). The first example of the documentary genre, which is an important program type in public service broadcasting, was given at Istanbul Technical University ITU TV. Hittite Sun documentary film; It was built by Prof. Dr. Sabahattin Eyübo˘glu. Its director is Mazhar Sevket ¸ ˙ siro˘glu. This production, which is important with its feature of being Ip¸ the first and its content, is also accepted as the beginning of archaeology documentaries in Turkey (Tutuk & Barutçu, 2018: 57). Political turmoil, which had a great impact on Turkey’s social structure, also affected TRT’s broadcasting policy. Examples of this are the coup attempt that took place on March 9, 1971 and forced the government of Süleyman Demirel to resign, and the military coup that took place in 1980. At a time when political transitions, freedom of opinion and expression were suppressed and irregularities were experienced, TRT had problems in forming its own broadcasting policy and language. Table 4.1 Cinema genre-discourse quality relation Cinema Genre

The world told the creator’s

Classic Hollywood

Imagination and Form and plot a holistic in the structure realistic understanding inside Imaginative and Form and plot fragmented modernist narrative inside Historical and/or Explaining events social context-based in and point of view the structure rhetoric in a way

European Art Cinema Documentary

Discourse

The audience Ethics and generality in the singularity Uncertainties and to sense the ambiguity based on A thesis, a problem; both mind and based on empathy

62

E. ERTURK

Looking at Turkey’s broadcasting adventure, it is seen that TRT has been designing drama and documentary programs for years in line with the needs of the public. It has been observed that since the first day of its publication life, the content features have been created by considering the public interest and sensitivity. This system, which has been put into practice by taking the example from Europe, is maintained by both the government and TRT personnel. In the context of documentary programs, culture, art, nature etc., documentaries on the subjects are presented to the audience. TRT brings together local and global values in social, science, history, adventure, taste, nature-travel and cultural fields with the topics it chooses in its documentary films and programs. In this context, it is seen that TRT fulfills the function of “informing the public,” which is one of the principles of public broadcasting. In accordance with the developing and changing technology, high standards are applied in terms of both narration and shooting features (Fig. 4.1). When the documentaries broadcast on TRT channels are examined, it is seen that program contents are created in the topics of science, history, adventure, taste, nature-travel and human stories. While “human stories” constituted the subject of the documentary program the most with 23

30

25

20

15

10

5

0 SCİENCE

HİSTORY

ADVENTURE

TASTE

NATURE-TRAVEL

HUMAN STORİES

Fig. 4.1 2021–2022 broadcast period TRT documentary program subject distribution and number of programs

4

PUBLIC BROADCASTING ACTIVITIES IN CREATING …

63

programs, the programs on “taste” were brought to the audience the least.

Evaluation and Analysis Design Parameters of the Documentary Film As a production process, the subject of which elements will be used to create a visual text from the scenario obtained in the documentary is the design. Design is determining where and how often the elements in the narrative will take place. This structure consists of three main elements: narrative style, narrator mode and cinematographic narration dimension. Narrative Style The approach of a Documentary film is within the scope of the narrative. The expression hound, which is four in total, is grouped under two headings. These are “descriptive-observational” and “interpretiveexplanatory” (Rotha, 2000: 148). It is based on distinguishing the interpretative/explanatory narrative style from the observer, based on the gamification of the natural. These moments belong to the eyes and hands of the director as a style. The director prefers a narrative style in the same way the vehicle resembles an effect plan. Documentary film as an information distribution consists of news videos. Narrator Mode Every documentary film has a narrative style as a requirement of the director’s artistic understanding and approach. This style is directly related to the artistic value of the film and the bond it will establish with the audience. There are other factors that affect the film structurally. How the documentary will handle the event as a story is also determined by these factors: • • • •

Cinematographic Narration Player Iteration Detail attribute

64

E. ERTURK

• Sound universe and editing design (Sözen, 2010: 241–246).

Public Broadcasting Activities in Creating Environmental and Nature Awareness TRT “Lights of Anatolia” Documentary Program Lights of Anatolia documentary program is broadcast on TRT Avaz channel. Co¸skun O˘guz Namlı is the presenter of the Anatolian Lights documentary program broadcast on TRT Avaz. In this program, the natural beauties that are not known by everyone in Anatolia are brought together with the audience. The content of the program includes valleys, streams, plateaus and endemic animal and plant species belonging to Anatolia. The program is broadcast periodically on TRT and uploaded to the channel’s Youtube account. In the program, every region of Turkey is included on a weekly basis. The program is designed with a presenter and music. Topics such as Kamilet Valley, Nur Mountains, Anzer Plateau, Alli Cranes, Fırtına Valley, Black Diamond, Peanut Harvest are included in the program. The program, which conveys the culture and natural beauties of Anatolia to the audience, also gives information about nature protection and the measures that can be taken. TRT National Parks Documentary Program The documentary program “National Parks” broadcast on TRT Documentary and TRT Avaz brings together the areas designated as national parks in Turkey with the audience. National Park is defined as the national and international rare cultural resource values and natural parts with protection, recreation and tourism areas. The number of national parks in Turkey, which was 46, increased to 47 with the addition of Lake Abant (NTV, 2022). In the program, in which the national parks, which are the natural wealth of Turkey, are conveyed to the audience with documentary narration, a national park is covered every week. Information on the promotion, features and protection of the parks and their geography are included in the program. The results of the two films, which are considered as samples, are shown in the Table 4.2. The existence of the design dimension in the

4

PUBLIC BROADCASTING ACTIVITIES IN CREATING …

65

movies has been evaluated through the determined parameters and the variables that make them up. Evaluation keys were determined as follows: For the narrator typology: ˙ In-screen narrator P.I: P.D: Off-screen narrator For perspective: T.B:Divine Viewpoint, B.K: First person perspective For the emulation dimension: A: Successful B: Moderate C: Unsuccessful (Kochberg, 2002: 41). As a sample, the films shot in different geographical regions of Turkey were taken as a sample. 6 episodes from the National Parks program and 5 episodes from the Lights of Anatolia were analyzed. While the Nur Mountains, Yumurtalık, Allı Cranes, Anzer Plateau and Black Diamond sections from the Lights of Anatolia program were examined, the Kaçkar Mountains, So˘guksu, Uluda˘g, Göreme, Marmaris and Karagöl sections from the National Parks program were examined. These two documentaries in TRT, which is a public broadcaster, have been examined by paying attention to all elements. While the Lights of Anatolia has a first-person perspective, the divine perspective is preferred in National Parks. While the music selection was successful in the National Parks, it was insufficient in the Lights of Anatolia. In general, documentary films are successful in terms of image and sound techniques. In the documentary program Lights of Anatolia, subjective comments, evaluations and orientations are made by the presenter. In some scenes, this situation gets in the way of the message the image wants to convey. In this sense, a negative perception is formed. No actors were used in both documentaries. “Replica Design” was successfully produced in both documentaries. Table 4.2 Design parameters of programs ˙ Programs Descriptive Interpretive Narrator P.pective Iteration/ Timing Sound Speech observer explanator typology effect granularity Lights A Of Anatolia National A Parks

B

B.K

None

B

B

B

C

A

T.B

None

B

B

A

B

66

E. ERTURK

Fig. 4.2 Film standards (Reference: www.webtekno.com)

The programs are designed to cover all seven regions of Turkey. In this way, it is aimed to gain awareness about the natural beauties of each region and their protection. The music used in the programs is in harmony with the images and the dramatic structure. Descriptive observer and interpretive explanatory techniques were used as the narrative style. In this context, it is aimed to empathize with the audience with the individual comments of the presenter. In this way, it is aimed to put the awareness gained into practice in terms of environmental protection and conscious behavior. In both programs, no actors or animations were used in accordance with the structure of the documentary film. Broadcasting the programs on the TRT 4K channel is also important in terms of image quality and impact. Cinema creates a stronger effect with a quality screen and creates a strong bond with the audience (Fig. 4.2).

Conclusion Documentary programs broadcast on TRT Avaz and TRT 4 K channels bring the natural richness of Anatolia to the audience. Historical and natural features, socio-economic conditions of the regions are explained in relation to the programs. In addition, environmental problems sometimes offer alternatives for the solution of population density and related problems.

4

PUBLIC BROADCASTING ACTIVITIES IN CREATING …

67

As a public broadcasting tool, TRT raises awareness in the documentaries it broadcasts for the protection of the historical and natural richness of Anatolia and the promotion of certain regions that are not known to everyone. The world population, which continues to increase, poses a threat to both geographical structures and historical structures. Due to the inadequacy of human settlements, the opening of forests and plateaus to settlement causes the drying up of natural water resources due to faulty water use. In this context, the importance of these regions, which are treasures for Anatolia and the world, is emphasized in these programs. As a mass media, television’s content features and how it deals with the subject are very important in raising awareness with documentary programs. Another factor that is as important as this is the high standard of technology. In this context, TRT aims to raise awareness especially for the protection of natural beauties with its 4K high-definition broadcasts. Awareness is created by the power of discourse. Tell in documentary cinema, an art is created with various narrative styles. These are created via (rhetorical style). These styles are observational, expository, interactive and reflective (Kochberg, 2002: 32–33). In both documentaries, the observant style is at the forefront. This style does not accept studio operations, animations and artificial interventions. Increasing population, environmental problems and the destruction of natural areas are increasing day by day. In this context, the importance of nature, which is as important as bread for humanity, is increasing. The power of cinema is undoubtedly very effective in emphasizing this importance and bringing up the problems. TRT, which is a public broadcasting medium, aims to contribute to the protection of Anatolian geography with its unique nature and thousands of years of history, with its documentary programs such as culture, art, nature, and documentary programs on environment, history and social issues.

References ˙ ˘ Av¸sar, Z. (2005). KAMU HIZMET I˙ YAYINCILIGI, ULUSLARASI ˙ ˙ YAKLASIMLAR ¸ VE TÜRKIYE RADYO VE TELEVIZYON KURUMU. ˙ sim Fakültesi Yeni Dü¸sünceler Hakemli E-Dergisi, (1), Ege Üniversitesi Ileti¸ 93–124. Retrieved from https://dergipark.org.tr/tr/pub/euifydhed/issue/ 33168/370033 Aytekin, H. (2017). Türkiye’de toplumsal de˘gi¸sme ve belgesel sinema. BSB Yayınları.

68

E. ERTURK

˙ Beyo˘glu, S. (2018). Imparatorluktan Cumhuriyete Türk sineması (1895–1939). Dergah Yayınları. Celal Ta¸sdemir, F. A. (2014). Hava Kirlili˘ginin Ormanlar Üzerindeki Etki˙ sbirli˘gi (ICP Forests) lerinin De˘gerlendirilmesi ve Gözlenmesi Uluslararası I¸ Kapsamında Taç Durumu ve Zarar Etmenlerinin Türkiye’deki Uygu˙ ORMAN VE ÇEVRE lama ve De˘gerlendirmesi. II. ULUSAL AKDENIZ SEMPOZYUMU. Isparta. ˙ v. (2011). Genel Ileti¸ ˙ sim. Nobel Yayıncılık. Ça˘glar, I. Eryılmaz, A. T. (2015). Ormancılık Politikası. Fakülte Kitabevi Yayınları. ˙ ˙ Istanbullu, T. (1978). Türkiye’de Devletten Ba¸skasına Ait Ormanların Idare ˙ sletilmesi Üzerinde Ara¸stırmalar. Türkiye’de Devletten Ba¸skasına Ait ve I¸ ˙ ˙ ˙ sletilmesi Üzerinde Ara¸stırmala, 129–134. Istanbul Ormanların Idare ve I¸ üniversitesi Orman Fakültesi Yayınları. ˙ ˙ Ka˘gıtçıba¸sı, Ç. (2008). Insan ve Insanlar. Evrim Yayınevi. Kochberg, S. (2002). Narrativity and intent in documentary production. Introduction to Documentary Production. Wallflower Press. NTV. (2022, July 3). ntv.com.tr. adresinden alındı. Özdo˘gan, M. (2002). Çanak Çömlekli - Çanak Çömleksiz Neolitik Ça˘g. ArkeoAtlas Degisi, 46. ˙ Rotha, P. (2000). Belgesel Sinema. Izdü¸ süm Yayınları. ˙ ˙ Sözen, M. (2010). BELGESEL FILM IN TASARIM BOYUTU VE TÜRK ˙ BELGESEL SINEMASINDAN ÖRNEK UYGULAMALAR. ZKÜ Sosyal Bilimler Dergisi, 241–246. ˙ Tutuk, B. T. (2018). Televizyon diye bir ¸sey varmı¸s. ITÜ Vakfı Yayınları. ˙ ˙ Uslu, I. (2011, Ekim). Uslu, I. (2011, Ekim). Televizyon yayıncılı˘gında kamu hizmeti yayıncılı˘gı. (Uzmanlık tezi) K). Radyo Televizyon Üst Kurulu (RTÜK). ˙ Yayınları. ˙ skiler. TODAIE Uysal, B. (1998). Siyaset Yönetim ve Halkla Ili¸ Yıldırım, R. (1996). Eskiça˘g’da Anadolu. Meram Yayıncılık.

CHAPTER 5

Electronic and Digital Media; Accountability in the Age of AI and Digitalization: An Indian Perspective Gagandeep Kaur

and Prashant Chauhan

Introduction Give me the liberty to know, to utter, and to argue freely according to conscience, above all liberties. John Milton

Speech and expression of thoughts have been considered to be a collateral facet of an individual’s personality. This is an element the absence of which shall result in the paucity of the holistic development of an individual (Jacobson, 1995). Various international and national documents have recognized the importance of this right of speech and expression as an essential constituent of human rights (Bychawska-Siniarska, 2017).

G. Kaur (B) · P. Chauhan School of Law, The University of Petroleum and Energy Studies, Dehradun, India e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_5

69

70

G. KAUR AND P. CHAUHAN

Efforts have been made constantly to preserve and promote the right to speech and expression (Das & Gochhait, 2021). Although the journey has not been smooth sailing, constant resistance has been witnessed through several means, in the name of law and order, national security, and public interest. In the current technological age, a new form of the challenge has been ushered (Sharan, 2015). Technology on hand has been facilitating the mode of speech and expression, and it has also posed serious challenges as well (Annappa, 2021). Media has been considered the most potent mode of speech and expression. Globally, the media has impacted the masses, mobilizing not only crowds but also ideologies. In the Indian context, the period when an emergency was imposed print media played a pivotal role not only form the government’s perspective but also from the perspective of those opposing it. The traditional form of media relied upon the manual parameters that took a considerable time for the information reach to the potential audience. Technology in form of digitalization has changed the entire facet of media. Currently, electronic media has to an extent overshadowed the other form or modes of media. Today the information in electronic form reaches the intended individual or audience at a blistering pace within a fraction of seconds (Balkin, 2004). The positive side has been witnessed in the Nirbhaya incident of 2012, where a college student was brutally assaulted and raped. The mass mobilization for justice for the victim and her family not only perused but forced them to amend the law. Whereas on the negative side, the issues like fake news have somehow contributed to the shattering of the social fabric. As the information travel at a rapid pace, the authenticity and the source are not in a position to be verified. Up to the time, it is verified the damage has resulted. With pros and cons, digitalization has led to the creation of a chaotic atmosphere to an extent. Another form of new-age futuristic technology in form of artificial intelligence has raised more serious concerns concerning the future of electronic media (Thakar, 2019). The media houses are implementing artificial intelligence not only to improve the quality of content which is not an issue, the issue is that the data collected through viewership is being analyzed by artificial intelligence applications not only to provide the suggestions to the intended viewer but sometimes appears to be manipulative due to the vested interest of the concerned content provider, especially on over-the-top

5

ELECTRONIC AND DIGITAL MEDIA; ACCOUNTABILITY …

71

(OTT) platforms. The whole idea appears to be market-driven, moreover marketing strategies rather than information transmission. From the author(s)’ perspective, the trend appears to be disturbing, as it to an extent erodes the essence of speech and expression. As it is clear that the right to speech and expression not only includes the conveyancing of idea and thought it also includes obtaining information as well. This whole process enables the viewer to form an opinion and then express it in a manner convenient to the individual. But due to technological interventions through artificial intelligence, the opinion so formed cannot be said to be free and fair. The objective of this research paper is to analyze the above-stated point in light of prevalent regulations about electronic media in India. The review of the literature suggests that the studies have been conducted concerning regulating electronic media, but not through the perspective of digitalization and artificial intelligence. That is the research gap the author(s) intend to fill. The objective of this paper is to draw the attention of the government and the academic fraternity to deliberate upon the issue raised in this research paper.

Review of Literature The Indian judicial approach initially adopted a more balanced approach as far as the right or freedom of speech and expression was concerned. In the case (Romesh Thappar v. The State of Madras, 1950), the court believed that the impugned Act in question was unconstitutional and void for want of authorization, whereas the restriction within the constitutional limits is permissible. Whereas in another case (Bennett Coleman & Co. & Ors vs Union of India & Ors, 1973) the Supreme Court of India held that freedom of speech and expression extent to bring changes in the composition of the legislature and the government, hence it must be safeguarded. In the case (Shreya Singhal vs Union of India, 2015) where the validity of section 66A of the Information Technology Act, 2000, was challenged, the Supreme Court of India held that section 66A appears to be excessively arbitrary and inappropriate, that cast a shadow upon the right to freedom of speech and expression beyond the reasonable parameter. Electronic media has an influential impact as it has an expensive outreach toward the masses (Medoff & Kaye, 2020). Digital media has become an essential component in the working of various organizations. Several electronic mediums are being employed in intercommunication within and among organizations. The use of electronic media is creating a platform

72

G. KAUR AND P. CHAUHAN

for e-leadership, confirming the point of expansion of electronic media (Kraft, 2019). Where the right takes a negative path in the form of fake or paid news, creating a question mark over the manner in which it should be exercised. Artificial intelligence on the other hand had given rise to deep fake as a new phenomenon. As the name suggests, deep fake is an offshoot of fake news. The deep fake phenomenon refers to the concept of creating a digital product that appears to be realistic although that was uploaded in the past two years on the social media platform. These types of content are generally created by individuals having minimal technical skill; counting on a computer application or software, such content can be circulated online very conveniently. The implication of social media is widespread, and the traceability of deep fake is an important issue in this regard (Karnouskos, 2020). Social media platforms have connected people overriding terrestrial boundaries, and it has become a potent tool of communication for the people uniting them. But the lack of responsibility in posting the content over these platforms has raised serious concerns (Tiwari & Ghosh, 2014).

Methodology For this research paper, the author(s) have adopted the doctrinal method. The approach shall examine the relevant research papers connected with the issues raised in this research paper. Assistance shall be taken from the judgments of the courts to gather the judicial approach concerning the issues of the current paper.

Electronic Media: Two-Edged Sword of Speech and Expression Where electronic media provides an alternative to other forms of traditional media, there are certain factors that make it lucrative. Some of the positive aspects of electronic media can be briefly discussed as follow: 1. Constant and rapid updating: The most beneficial aspect of electronic media is the rapid and constant updating, which provides the viewer and the user with almost real-time information, whereas in print media this benefit is not available. As the print media is based

5

ELECTRONIC AND DIGITAL MEDIA; ACCOUNTABILITY …

73

upon raw materials such as paper and other stuff, even the amount of information is limited in the print media. Such limitations are not prevalent in electronic media, giving it an edge over print media. 2. Large and widespread coverage: The electronic media provides wide coverage in comparison to the traditional medium. As per the reports that around five billion people around the globe are Internet users, which is around 63% of the world’s population, the media users are around 4.65 billion (Statista, 2022a), whereas in India as per the statistic there are around 6.24 active Internet users (Statista, 2022b). 3. Accessibility: Accessibility has been one of the vital factors in the overall popularity of electronic media. With the boom in the electronic and IT sector, digital devices have become much cheaper, and with the market expansion, the easy availability of these devices has also contributed to the growth of electronic media. This has led to the accessibility of information without and beyond territorial limits. On one hand, where the electronic media shows a ray of hope in terms of the availability of information, it has also raised certain concerns that can negatively impact electronic media. Some of the points are briefly discussed as follow-up: 1. Susceptible to Alteration: With improvisation in technology concerning computers, there are several easily available tools through which the content available over the internet can be altered. The alteration might be of such a nature making it impossible to distinguish between real and fake. Since there is no mechanism to check the veracity or the authenticity of the information, creating a check is also quite difficult. 2. Prone to Cybercrime: Although the electronic or digital media is virtually connected, it is vulnerable to cyber-attacks by hackers or cybercriminals. As the cybercriminals work based on certain agenda, there are possibilities that they might intrude into the system of an organization and manipulate the information stored on their servers. Such information manipulated may be used to spread rumors or cause disagreements among the community (Grandon, 2020). 3. Privacy Issue: One of the biggest of electronic or digital media is the issue of privacy (Kaur, 2020). The information shared by

74

G. KAUR AND P. CHAUHAN

the user through various website or web-based platforms becomes vulnerable to breach, endangering the personal space and information of the user (Kaur, 2021).

Artificial-Intelligence and Digitalization in E-Media: Impact and Consequences As the use of artificial intelligence has seen tremendous growth in a plethora of fields, the electronic media sector has not left being untouched. As the artificial intelligence, the electronic and digital sectors share a common genesis, and the role of artificial intelligence cannot be ignored. PwC’s Entertainment & Media Outlook in its report stated that the media industry in the USA, in the year 2021, reached around dollar 759 billion (AI in Media, n.d.). With the COVID-19 pandemic restriction, majority of the population back home, a rise in OTT platform was witnessed. AI in the media industry has witnessed many facets, some are briefly discussed as follows: 1. AI as assisting tool: Several big banner and production houses are implementing AI in the media and entertainment industry, resulting in the hype about the use of AI. These media and production houses are not only using AI to manage their financial issues but AI is also being used in simplifying the technical aspect of the content i.e., captioning, segregating repeated tasks including the news distribution, and allowing the creative professionals to focus more of their basic task. 2. Fake news filtration: The Internet, being an ocean of information, is also a complicated place for determining the authenticity of information as far as the source is concerned. Taking benefit of this the unwanted element of the society uses it to spread the fake news for their ulterior motives. AI has shown a ray of hope in this respect (Berghel, 2017). The AI-infused deep learning tools are being programmed in a manner to compare both the source of the information and the news to identify the fake one. The 2017 Google algorithm-based search update was designed in a manner to detect and stop the circulation of fake news(Google Search Changes Tackle Fake News and Hate Speech—BBC News, 2017). An application developed by the University of Michigan showed around

5

ELECTRONIC AND DIGITAL MEDIA; ACCOUNTABILITY …

75

76% accuracy in detecting fake news (Fake News Detector Algorithm Works Better Than a Human | University of Michigan News, 2018). Still, the technology hasn’t achieved a 100% accuracy level. 3. AI-based automotive news circulation: The broadcaster always tends to devise cost-effective means and increase the rate of efficacy. The production of news through AI-based automation can not only play a vital role in enhancing the viewership, but it can also provide a cost-effective mechanism. The use of AI in the media sector has been referred to as automated journalism. Through this, the use of AI in the production process is helpful in the collection, composition, and distribution of the content with a single click. 4. User-centric approach: With the use of AI, the viewer or the user experience has reached a whole new level. The media houses are placing reliance upon AI to gather the information as to the interest of view history of the user to provide them with similar recommendations. The use of AI in the media industry through the “recommender system” provide optimized content to the viewer based upon his/her individual preference. 5. Social media and AI: The expansion and the growth of social media platforms have allowed the Internet to express individual opinions, and reach out to the masses. The growing use of AI in the social media industry has transformed the user experience (Al-Ghamdi, 2021). Several features like photo recognition and advertisements based on users’ interests have played an effective role in the increase of the user base on social media (Garg & Pahuja, 2020). There is no iota of doubt that AI has to an extent transformed the electronic media. Not only the efficiency and content quality have been enhanced, but it has also made social media popular and user-friendly.

Current Regulatory Framework for Electronic and Digital Media in India Both pre-and post-independence, the role of media has been in the central stage. Not only it has been the source of communicating the information, but it has also in a patent manner promoted and conveyed ideologies as well. Although the regulation in pre-independence was to derail the independence struggle, the post-independence regulations were moreover

76

G. KAUR AND P. CHAUHAN

to maintain harmony, law and order, and public interest. There two major agencies for regulating electronic and digital media are the Press Council of India and the Telecom Regulatory Authority, respectively. The law that specifically deals with the regulation of digital media is the Prasar Bharati Act, 1990, and the Cable Networks Act, 1995, respectively. Some of the key features of these Acts are briefly discussed below: 1. Prasar Bharati Act, 1990 Implemented in 1997, although received presidential assent on 12 September 1990. India’s biggest public broadcaster was established, providing autonomous statutory status. The Act conferred autonomy upon All India Radio and Doordarshan, which were previously under the control of the government of India. The major objective was to grant electronic media to operate in a free manner. The objectives of this Act are reflected under section 12. Section 12(3)(a) states that broadcasting shall be considered a public service for this Act. Further, it states that collection and distribution shall be the sole duty of the broadcaster and it shall not be involved in any kind of propaganda. Clarifying the difference between public and State broadcasting, the Supreme Court of India in a case stated that the freedom of broadcasting means being free from the control of the government including the censorship imposed by the State. Further, the court held that State broadcasting cannot be at par with public broadcasting (The Secretary, Ministry of Information & Broadcasting. v. Cricket Association of Bengal, 1995). Further, the court stated that Article 19(1)(a) embodies that the broadcasting must be free from government control, and the statutory authority is bound to ensure that impartiality is maintained in issues related to the public (The Secretary, Ministry of Information & Broadcasting. v. Cricket Association of Bengal, 1995) 2. The Cable Television Networks (Regulation) Act, 1995 The shortcoming left in the Prasar Bharati Act, 1990, was attempted to be fulfilled as it was not possible to minder broadcasting through foreign satellites. The Act was introduced to regulate the rapid uncontrol growth of electronic broadcasting. Section 4 of the Act makes the registration of the satellite TV station mandatory, whereas section 5 enlists the procedure. Sections 5 and 6 of the Act deal with providing the notice and program code, having similarities with link administrator.

5

ELECTRONIC AND DIGITAL MEDIA; ACCOUNTABILITY …

77

Section 7 requires the link administrator to keep the record of the substance or the content transmitted; additionally, Section 4A of the TRAI (Amendment) Act, 2002, deals with an addressable framework related to project transmission. Section 9 makes it obligatory on the part of the link administrator to ensure that the satellite TV station doesn’t deviate from the standard transmission framework. Section 11 authorizes the appropriate government to put a hold upon the link administrator, in the case where the utilization of hardware without authority or enlistment. The Act under Sections 16 and 17 deal with the power to manage the offense under the Act. In furtherance of this Act, the central government on 17 June 2021 notified the Cable Television Networks (Amendment) Rules, 2021. The object of these rules is to provide a redressal mechanism related to broadcasting. The redressal mechanism is divided into three tiers i.e., 1. Level I—Broadcaster’s self-regulation 2. Level II—A common self-regulating body of broadcasters for selfregulation, like NBSA and BCCC. 3. Level III—The Union Government, constituted an interdepartmental committee In context to social media platforms, recent efforts of the Ministry of Electronics and Information Technology on 21 February, 2011, notified The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. The highlighted provision of these rules is: 1. Classifications of significant social media intermediaries. 2. Compliance personnel (officers) are required to be appointed. 3. The information originator of the first level requires identification subject to certain conditions. 4. Measure based on technology to be applied for identifying a certain type of content. 5. The content related to online publishers, news, current affair, and audio–video content to be curated.

78

G. KAUR AND P. CHAUHAN

6. Grievance redressal mechanics to be placed in for the users and the victims. 7. Self-regulated three-tier redressal mechanism for grievances. Despite certain positive steps being implemented through these rules, there are certain apprehensions as well: 1. The delegated power may outweigh in certain cases, especially related to the identification of the first originator. 2. The freedom of speech and expression may be affected by the grounds provided under the rules. 3. There is the absence of procedural safeguards regarding the request made by the law enforcement agencies to obtain information from the intermediaries. 4. Revealing the identity of the first originator may affect individual privacy.

Conclusion The right to speech and expression is an essential facet of an individual’s personality. The protection and preservation of this right are concomitant to an individual’s life and personal liberty. With the advent of technology especially digitalization and artificial intelligence, the question of accountability has gained momentum. According to the above deliberation after examining the beneficial aspect of AI and digital media, it is crystal clear that determining the accountability of the electronic media in the technological age is not just a requirement rather a duty of the stakeholders. From the perspective of a legal obligation, the law is more concentrating on self-regulation, which in the opinion of the author(s) is not appropriate. If the argument that electronic media must be free from government control, there must be a framework classified based on the nature of the content and how it is to be presented before the redressal mechanism is pressed into force. Regulating electronic media through a statutory provision in the opinion of the author(s) will not hamper freedom of speech and expression but rather increase the credibility of the medium and lessen the chances of the conflict that are being witnessed on daily basis. One must bear in mind that freedom of speech

5

ELECTRONIC AND DIGITAL MEDIA; ACCOUNTABILITY …

79

and expression is to convey our ideas and viewpoints and not to create disharmony among the people of the community.

References AI in Media. (n.d.). Retrieved May 29, 2022, from https://www.permanentwin dows.com/ngaar/viewtopic.php?tag=ai-in-media-405255 Al-Ghamdi, L. M. (2021). Towards adopting AI techniques for monitoring social media activities. Sustainable Engineering and Innovation, 3(1), 15–22. https://doi.org/10.37868/SEI.V3I1.121 Annappa, N. (2021). Ensuring right to freedom of speech and expression on cyber space as against state intervention—Indian experience. Revista Direitos Fundamentais & Democracia, 26(1), 119–134. https://doi.org/10.25192/ ISSN.1982-0496.RDFD.V26I12123 Balkin, M. J. (2004). How rights change: Freedom of speech in the digital era. The Sydney Law Review, 26(1), 5–16. https://search.informit.org/doi/abs/ 10.3316/agispt.20041892 Bennett Coleman & Co. & Ors vs Union of India & Ors. (1973, October 30). https://indiankanoon.org/doc/125596/ Berghel, H. (2017). Lies, Damn lies, and fake news. Computer, 50(2), 80–85. https://doi.org/10.1109/MC.2017.56 Bychawska-Siniarska, D. (2017). Protecting the right to freedom of expression under the European convention on human rights. In Publications Production Department (SPDP), Council of Europe. http://www.coe.int/en/web/help/ help-training-platform Das, S., & Gochhait, S. (Ed.). (2021, August). Digital entertainment. Springer Books, Springer, number 978-981-15-9724-4. Garg, P., & Pahuja, S. (2020). Social media: Concept, role, categories, trends, social media and AI, impact on youth, careers, recommendations. https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ 978-1-7998-2185-4.ch008. IGI Global. https://doi.org/10.4018/978-17998-2185-4.CH008 Google Search Changes Tackle Fake News and Hate Speech—BBC News. (2017, April 25). https://www.bbc.com/news/technology-39707642 Grandon, K. (2020). Crime in the time of the plague: Fake news pandemic and the challenges to law-enforcement and intelligence community. Society Register, 4(2), 133–148. https://doi.org/10.14746/SR.2020.4.2.10 Jacobson, D. (1995). Freedom of speech acts? A response to Langton on JSTOR. Philosophy & Public Affairs, 24(1), 64–79. https://www.jstor.org/ stable/2265439?casa_token=XNBmoO84c98AAAAA%3ADF3Nz_sGFRJUX HsE2j6PN7qzPX9sSwfjY3mobOqfFZRoh1xqoRoW9vf46Y_KqtZuUG4py6b 8tYs1TeJIBRe97l2slPq-JTNFRMbx2m-KNXDuBZBr6cI&seq=2

80

G. KAUR AND P. CHAUHAN

Karnouskos, S. (2020). Artificial intelligence in digital media: The era of Deepfakes. IEEE Transactions on Technology and Society, 1(3), 138–147. https:// doi.org/10.1109/TTS.2020.3001312 Kaur, G. (2020). Privacy issues in cyberspace: An Indian perspective. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.3673665 Kaur, G. (2021). Cyber stalking as a new era of stalking: Legal implications in India. In S. P. B. Sehgal & M. Tomar (Eds.), Sexual offences against women. Universal Academic Books. https://www.researchgate.net/publication/356 592041_Cyber_Stalking_As_A_New_Era_of_Stalking_Legal_Implications_in_ India Kraft, Ü. (2019). How to lead with digital media effectively? A literature-based analysis of media in a E-leadership context. Editura Funda¸tiei România de Mâine, 8(4), 42–52. https://www.ceeol.com/search/article-detail?id= 814635 Medoff, N. J., & Kaye, B. (2020). Digital devices: Up close, personal, and customizable. In Electronic media (3rd ed., pp. 143–164). Routledge. https://doi.org/10.4324/9781315697031-8/digital-devices-close-personalcustomizable-norman-medoff-barbara-kaye Predict Fake News Detector Algorithm Works Better Than a Human | University of Michigan News. (2018). https://news.umich.edu/fake-news-detector-alg orithm-works-better-than-a-human/ Romesh Thappar v. The State of Madras. (1950, May 26). https://indiankanoon. org/doc/456839/ Sharan, N. (2015). Freedom of speech and expression; Indian constitution: An overview. International Journal of Humanities, Arts, Medicine and Sciences, 3(7), 69–76. https://www.academia.edu/14820245/Freedom_of_S peech_and_Expression_Indian_Constitution_an_Overview Shreya Singhal vs Union of India. (2015, March 24). https://indiankanoon.org/ doc/110813550/ Statista. (2022a, May 9). Global digital population as of April 2022a. Statista. https://www.statista.com/statistics/617136/digital-population-worldwide/ Statista. (2022b, May 15). Digital population across India as of February 2021. Statista. https://www.statista.com/statistics/309866/india-digital-pop ulation/ Thakar, M. (2019). A study on freedom of speech and expression with reference to social and electronic media a research guide. Maharaja Sayajirao University of Baroda, India. https://www.proquest.com/openview/b849784c6076d69 8294fb243a48d5251/1?pq-origsite=gscholar&cbl=51922&diss=y The Secretary, Ministry of Information & Broadcasting. v. Cricket Association of Bengal. (1995). https://indiankanoon.org/doc/539407/ Tiwari, S., & Ghosh, G. (2014). Social media and freedom of speech and expression: Challenges before the Indian Law. SSRN Electronic Journal. https:// doi.org/10.2139/SSRN.2892537

CHAPTER 6

Digital Solution for Gaming: How the Entertainment Is Evolving with New Interactive Games Kumar Shalender

In the past couple of years, technology’s evolution has dramatically changed every facet of our lives. Right from business to the shopping experience and from education to health care, everything has become more dependent on digital solutions. There are a lot of positives associated with this increasing dependence with comfort and convenience being the primary attractor behind the people thronging to digital aspects of technology. However, when it comes to witnessing the transformative power of digital solutions, then the mention of the gaming industry must be on the top of the list (Das & Gochhait, 2021). Undoubtedly, the gaming industry has undergone a massive transformation in the last one and a half decades, all thanks to the digital solutions. Not only technology has made considerable improvements in offering vivid and immersive experience to gamers, but also has induced positive sentiments among key

K. Shalender (B) Chitkara Business School, Chitkara University, Punjab, India e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_6

81

82

K. SHALENDER

stakeholders of the industry including policymakers about the potential of the segment. Today gamers can enjoy a very interactive and immersive gaming experience that is continuously evolving and making giant strides in technology, entertainment, and involvement of players around the world. The total market capitalization of the gaming industry is estimated to be around $300 billion by the end of 2027 (Statt, 2022). Millions of gamers globally connect through interactive games every day and it’s fascinating not only from the revenue viewpoint but also from the perspective of data produced and collected by the gaming platforms daily to further enhance the customer experience. To that end, smart digital solutions are helping the gaming industry not only to enhance their appeal among gamers but also to allow users to come together to co-creating the gaming experience. These solutions are also proving very effective in integrating the stakeholders in the gaming industry and by offering companies to come together as collaborative partner, the new-age digital solutions are proving instrumental in the growth of the gaming industry (Shalender, 2021). A range of new gaming organizations has already embraced the innovative digital solutions in the form of blockchain technology, digital coins, non-fungible tokens, Metaverse, and so on. These solutions are empowering the growth story of the industry by changing the very face of the gaming platforms. By offering organizations a chance to make a shift from competition to collaboration, these digital solutions are cranking growth engines for the gaming industry like never seen before. Here’s a look at some significant digital solutions that are scripting the success story of gaming industry: 1) Blockchain Technology for Adaptive Gaming Experience Unlike conventional games, the new gaming platforms powered by open ledger technology offer an adaptable gaming experience to users. As the case with most conventional games, gaming characters have been pre-programmed which means their actions are governed by predetermined rules. This leaves no scope for adaptation and takes away the fun and entertainment factor that can probably hook gamers for a longer period of time. However, thanks to digital solutions of blockchain technology, players now have the liberty to adapt the in-game characters in

6

DIGITAL SOLUTION FOR GAMING: HOW …

83

a completely independent manner for a more interactive and immersive gaming experience (Davies, 2022). Further, with the use of tech equipment such as headsets, haptic gloves, and swimsuits, gamers can create an altogether different world of entertainment in the game for a more engaging experience. The interaction between the neural experience of gamers and the gaming environment is further opening new avenues of possibilities for the enhanced interaction between users and the game. By taking signals from the brain of the gamers, the constantly evolving digital solutions are now able to create, modify, and adjust the in-gaming experience for a more engaging and captivating experience. Many organizations have already done commendable work in the field (with SEED being a leading name) and with blockchain technology on its side, gaming sector is expected to further revolutionize itself with its unique set of characteristics in future. Recommendation: The use of blockchain technology is recommended to offer an adaptable in-gaming experience to users for a more engaging and engrossing gaming experience. This capability to adapt the environment and characters within the game can significantly elevate the entertainment experience and help the gaming industry to find strong favor with the target audiences. 2) Metaverse Gaming Platforms for Unlimited Possibilities The concept of the Metaverse has captured the imagination of millions around the globe today. Also known as a network of digitally connected universes, the application of Metaverse in the gaming industry is specifically significant. The exceptional capability of a Metaverse in enhancing simulations, visuals, and gaming experience makes it a favorite among all stakeholders in gaming ecosystem. Owing to its all-encompassing benefits, Metaverse gaming platforms are emerging as the favorite digital solution for next-generation gaming experiences (Shein, 2022). The use of Metaverse platforms in the gaming industry is also helping the social media networks to enhance and widen their reach to new target audiences. This, in turn, brings more people to the digital economy and gaming industry for multiplying the overall benefits of the platforms. One of the crucial appeals of Metaverse for gamers lies in its capability to offer real monetary benefits to players. Based on the concept of play to earn (P2E), Metaverse offers gamers a chance to win real rewards and

84

K. SHALENDER

earn money by playing their favorite sport online. The platforms also help creators, developers, artists, and users to buy, sell, or trade digital assets in the game, thereby boosting the prospects of the creator’s economy. Along with the gamers, Metaverse platforms such as Decentraland, Sandbox, Axie Infinity, etc. offers attractive promotional opportunities for wider and more sustainable connections with users. The Metaverse industry is currently working on the interoperability of platforms and once it is achieved, the gaming industry can leverage the smooth communication between these digital universes to further reach new heights of success in the coming years. Recommendation: Integrating Metaverse platforms with the gaming industry brings a wide range of benefits for all the stakeholders in the gaming ecosystem. While users and gamers will be benefited from more immersive and interactive virtual world experiences, the Metaverse will also significantly push the creator’s economy while bringing business opportunities for brands to connect with their target market in a more interactive and immersive manner. 3) AI for Superior Performance and Sharped Graphics The potential of artificial intelligence (AI) doesn’t need any testimony as the technology has already proved its relevance across sectors. Businesses cutting across industries are using AI to elevate their performance on a variety of parameters including the customer engagements and loyalty. In the gaming industry too, the use of AI can considerably enhance not only the performance of the game but also the visual appeal of the characters for a more engrossing gaming experience (Dsouza, 2022). AI can make the background settings of the game more natural and can also be utilized to predict future scenarios that can become part of the popular trends in the coming years. With the help of digital technologies such as augmented reality (AR) and virtual reality (VR), AI can help to take the audio-visual experience of gaming to the next level. Take, for instance, the feature of upscaling in AI. With the help of this particular capability, the images in online gaming can be turned into real-life events while enhancing the overall quality of the graphics of the game. Nvidia, a well-known technology giant, is using this technology to its advantage and proving instrumental in augmenting the gaming experience for

6

DIGITAL SOLUTION FOR GAMING: HOW …

85

users. In fact, gamers are now able to enjoy the entire gaming experience in high-resolution images and graphics that are otherwise beyond the capacity of their systems. The use of AI is also helping the gaming industry by accurately analyzing and predicting the future trends that are expected to become popular among gaming followers in the coming times. The AI technology collects and analyzes data related to varied demographics and, accordingly, predicts with certainty the future trends that are going to define the future developments in the gaming industry. This can help the management of the gaming corporations to strategize effectively for future even amidst the fast-changing business conditions and use the critical inputs by AI to decide the strategic course of action. This usability of AI in both present in future scenarios makes this digital technology favorite among both users and developers in the gaming industry. Recommendation: The use of AI is recommended in both present and future scenarios as the technology can be effectively utilized to enhance the user experience as well as to predict what future gamers will like to have in terms of characters, gaming scenarios, and in-game environments among others. 4) NFTs for Powering Popularity of Games Non-fungible tokens (NFTs) have broken the internet in the last couple of years. Especially when it comes to the gaming industry, the use of these digital assets has witnessed exponential growth in recent times. The unprecedented success achieved by the games such as World of Warcraft and RuneScape testifies to the popularity of trading NFTs in the game. The digital solution of NFTs is beneficial to the gaming industry in more than one way. As these assets are minted on the blockchain, they come with the highest grade of safety and security. The owners get exclusive rights on these assets and can trade these collectables with other users in the game. Many gaming companies are now coming up with the limited-time or exclusive NFTs which further heighten the appeal of these digital assets for a longer period of time (Baheti, 2022). The owners of NFTs can also trade them for cryptocurrencies or tokens which means there is a financial reward associated with gaining NFTs while playing the game.

86

K. SHALENDER

While games using blockchain technology are helping to adapt the ingame characters and environments, NFT technology is going one step further and providing an opportunity for players to own their favorite characters. This particular capability of stepping up the engagement with users is proving very helpful in widening the scope of the gaming industry. Along with engaging gamers, NFTs are fueling the digital economy by allowing owners to buy, sell, and trade these assets in NFT marketplaces such as Open Sea, Rarible, Nifty Gateway, etc. NFTs also allow for customization of the in-game characters with the likes of Forest Knight offering a rare chance for gamers to buy the unique items for the gaming characters. NFT air drops is another attractive strategy used by gamers to take the engagement experience of players to a next level. Recommendation: The capability of NFTs in propelling the in-game economy though customized characters and ownership of items is proving immensely beneficial for upping the entertainment and engagement experience for users. NFTs also offer highest grade of secure ownership and owing to the underpinnings of the blockchain technology, these assets are immutable and immune to distortion. 5) Crypto Solutions for Anonymous Gaming Experience Taking the popularity of online gaming to a different level together is the integration of cryptocurrency in the gaming scenarios. One of the fundamental benefits associated with the digital coin is their capability to completely disintermediate the chain between the gaming platform and players. This disintermediation not only makes the experience costeffective but also helps in achieving the processing of transactions without any delay. Gamers can play crypto-powered games globally without any concern related to the exchange rates and currency value which is usually a primary issue in the traditional gaming industry. As digital coins are based on blockchain technology, transactions made on crypto games subscribe to the highest standards of safety and security. The cost-effective nature of the transactions involving digital coins adds to their appeal and value among prospective gamers. However, the biggest advantage associated with the use of crypto solutions for the gaming industry is the anonymity that users can enjoy while playing the game (Melinek, 2022). As these digital currencies are outside the purview of regulators and governments, users can stay anonymous

6

DIGITAL SOLUTION FOR GAMING: HOW …

87

throughout the playing experience by choosing to make transactions with the help of digital coins. As these transactions are completely discrete in nature (unless done otherwise), there is virtually no chance of being identified by any third party including the government and regulators among others. Even while depositing and withdrawing funds, cryptocurrencies are immensely beneficial in faster processing of payments. Especially when it comes to the cross-border transactions, there is no match for the swift processing capability of the digital coins. Recommendation: The use of cryptocurrencies in online gaming can prove beneficial in a number of different ways. Not only it will enhance the safety and security of transactions for users, these also help users to remain anonymous throughout the gaming experience. The transaction speed of both deposit and withdrawal are considerably higher in the case of digital coins which further help to enhance the popularity and customer experience offered by gaming platforms. 6) Smart Contracts for Delivering Royalties in Gaming Ecosystem Another trend that is fast catching up with that young generation in the gaming industry is the use of smart contracts. Consider smart contracts as underlying predetermined conditions that are required to be met for transactions to take place. For example, an artist can use the smart contract for getting a royalty on every subsequent purchase of the artwork. This aspect of retaining a part of the sales which proceeds through royalty is increasingly becoming popular in the gaming industry. Aligned with the concept of NFTs, gamers can choose to continue to benefit from their ownership of digital assets through the use of smart contracts (Biswas, 2022). Born out of the launch of the Ethereum blockchain in 2015, smart contracts today are helping the gaming sector to reach the pinnacle of success. Decentralized Finance (DeFi) is another emerging area showing enormous possibilities for the growth and sustainability of the gaming sector. Although in its infancy, DeFi is prominently poised to make sure that all stakeholders have equal access to the finance and banking services in the gaming domain. GameFi is the next evolution of the gaming sector that can be achieved through the amalgamation of NFTs and DeFi concepts. This new ecosystem will give rise to a number of new possibilities by integrating the ecosystems of the gaming world together (Elhanani, 2022).

88

K. SHALENDER

Players will be able to access enhanced opportunities not only related to earning incentives by playing the games but also availing new growth avenues of staking, farming, and minting liquidity among others. Recommendation: The increasing use of smart contracts and DeFi is augmenting the growth possibilities available in the gaming sector. The real benefit of these new-age digital solutions is making sure that players continue to receive the royalties on the digital assets they own and can avail a large number of economic avenues to further strengthen their financial independence and social status among others. There are many trends in the gaming sector that are shaping the future possibilities for the industry. However, the digital solutions mentioned in this chapter comprehensively elaborate on the future trends that are going to define the economic potential and growth of the gaming category in the years to come. All these new-age solutions are among the top of the list when it comes to the priorities for young and new-generation gamers. The biggest advantage associated with these digital technologies is their ability to financially benefit all stakeholders in the value chain, thereby ensuring the holistic well-being of the society. The new gaming formats fueled by the above-mentioned innovations are going to define and to an extent completely change the face of the gaming industry in the days to come.

References Baheti, O. (2022). Applications of NFTs in the gaming industry. https://www. digit.in/features/gaming/applications-of-nfts-in-the-gaming-industry-63043. html. Accessed 28 June 2022. Biswas, S. (2022). Blockchain gaming: The rise of dynamic NFTs in P2E games. https://yourstory.com/the-decrypting-story/play-to-earn-blockchaingaming-dynamic-nft-web3/amp. Accessed 30 June 2022. Das, S., & Gochhait, S. (Ed.). (2021, August). Digital entertainment. Springer Books, Springer, number 978-981-15-9724-4. Davies, A. (2022). How blockchain can redefine the gaming industry? https:// www.devteam.space/blog/how-blockchain-can-redefine-the-gaming-ind ustry/. Accessed 18 June 2022. Dsouza, J. (2022). AI in gaming | 5 innovations changing the future of gaming. https://www.engati.com/blog/ai-in-gaming. Accessed 26 June 2022. Elhanani, E. (2022). The Metaverse is not the future. It’s already here. https://uk.investing.com/news/cryptocurrency-news/the-metaverse-isnot-the-future-its-already-here-2696271. Accessed 1 July 2022.

6

DIGITAL SOLUTION FOR GAMING: HOW …

89

Melinek, J. (2022). Crypto gaming is growing, but can it reach people outside of the web3 world? https://techcrunch.com/2022/05/05/crypto-gamingis-growing-but-can-it-reach-people-outside-of-the-web3-world/. Accessed 29 June 2022. Shalender, K. (2021). Building effective social media strategy: Case-based learning and recommendations. In Digital entertainment: The next evolution in service sector. Palgrave Macmillan Singapore. Shein, E. (2022). Game on: The gaming industry is core to development of the metaverse. https://www.techrepublic.com/article/gaming-industry-coredevelopment-metaverse/. Accessed 24 June 2022. Statt, N. (2022). Gaming could be a $300 billion industry by 2027, new report says. https://www.protocol.com/newsletters/video-games-300-billionindustry. Accessed 15 June 2022.

CHAPTER 7

Futuristic Approach of 5G in Marketing and Branding Through Entertainment Tripti Dhote, Pankaj Pathak, and Samaya Pillai Iyengar

Introduction and Background The growing speculation around 5G technology evolving and adding a new dimension to life post pandemic has triggered an all new wave of excitement in the market. Previously a similar excitement and immense bang was created by 4G which had brought about quite a revolution in video consumption, market expansion in domains like movies, TV sports, and music to OTT (Khandekar, 2015). In this hyper-connected scenario, audiences have a wide choice ranging from calls Text messages, chats, mails, video conversations, and social platforms to engage with their brands in the most entertaining manner making it easy for them to continuously Jump across platforms. Industry estimates observe that on an average almost 73% of viewers hop between a minimum of at least 4 platforms during their consumption journey before they make their choice. Quite obviously this puts a pressure on brands to

T. Dhote (B) · P. Pathak · S. P. Iyengar Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed University), Pune, India e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_7

91

92

T. DHOTE ET AL.

create a communication experience which feels more than being a mere advertisement (Kyriakakis, 2020). Hence 4G as a technology has enabled faster internet speed almost making the cell phone the preferred device even replacing the laptops on several occasions. One of the many advantages of 4G has been downloading content and various functionally relevant apps, web surfing, and an easy access to almost any kind of information wire free at any time even on the move. With more than 70% of consumers using the mobile for downloading and enjoying videos on their 4G Internet-connected phones, the emergence of 5G technology is all set to transform the Brand media and entertainment context in the upcoming years exactly the way radiobased distribution technologies such as broadcast, satellite, and microwave revolutionized the landscape some 5 decades back (Das & Gochhait, 2021). Reports by Intel and Ovum even suggest that by 2028, the 5G-enabled immersive experiences are estimated to bring about up a revenue of $1.3 trillion (£0.9 trillion). Hence 2025 is expected to be the breaking point for the 5G technology (Cooper, 2020). However to understand the impact and role of 5G, it is imperative to first track the contribution of the legacy left behind by 4G which has further fueled the need to have a technology like 5G which is expected to go a step forward in creating a more futuristic involvement for brands and marketing in reaching out to their consumers and engaging them with entertaining content that is larger than life and incredibly immersive. Role of 4G: Brands Entertainment and Engagement The recent pandemic has clearly demonstrated the transformational effect of cellular technology and connectivity in the lives of people in a very positive way (Lim, 2020). As embracing the new normal gradually started picking momentum, brands utilized lockdown and 4G technology to communicate with people, motivate them, educate them, and facilitate their dreams and aspirations through engaging purposeful advertising campaigns. The newly merged Vodafone Idea for instance launched an AI-led voice-enabled, video-chat bot advertisement campaign to educate users– Online Seekho #Apnokesaath’ showcasing how Idea 4G network can be an enabler not only to stay connected, learn and equip new skills like

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

93

music languages etc. while the globe had reached a dead end, but also educate consumers to cope with the congestion of work from home and a stuck up scenario due to lockdown (Lim, 2020). Over the past couple of years, several well -known brands have very effectively engaged their viewers and consumers by leveraging 4 G technology. One such popular strategy for engagement has been gamification where hypercasual, easy-to-play games with the least interface and features are utilized to engage customers and also to speed up their own revenue (Lohchab, 2021). Gaming is indeed a popular engagement platform that brands cash on by way of live streaming, Brand and product placements and even partnerships and alliances (Gutierrez, 2020). In fact, while brands like Apple and Facebook are already betting big on games for engaging and entertaining consumers, in the E commerce space leading brands like Flipkart, Amazon etc. have been generously leveraging gamification for product cross selling as well. Fintech giants like Google pay on the other hand have implemented scratch cards and other interesting options to attract more consumer transactions while several renowned banks like SBI Kotak Mahindra have also shown great affinity towards the gamification strategy for better customer acquisition and enhanced loyalty. With the growth of 5G, gamification is expected to assume newer innovative proportions. One of the greatest contribution of 4G to entertainment and immersive consumer experiences is undoubtedly the video consumption through the OTT space where players like Netflix, Hotstar, and Amazon Prime contend with each other to offer an eclectic diversity of content This has brought about a paradigm shift in the consumption behavior of the target audience so far as entertainment is concerned (Lodhi, 2020). In a nutshell, the benefits of 4G like convenience, a minimal lag, and easy consumption of entertaining content without having to download have been a boon for the ever demanding consumers and one of the greatest contributions (Table 7.1). 5G the New Catalyst Technologies of the past posed quite a few restrictions, ranging from sluggish networks and untrustworthy connections, also including buffering of content creating hindrances for hassle free digital experiences. 5G wireless communication networks is definitely a step ahead and a welcome change from the existing 4 G networks and is likely to play a significant

94

T. DHOTE ET AL.

Table 7.1 A round up on 4G Anytime anywhere entertainment

Wireless and high speed easy downloading, easy accessibility TV shows and Serials

Video streaming and engaging content through OTT platforms like Amazon Prime, Netflix and Disney Hotstar

Live entertainment on the Go. IPL and other International sporting events Engaging content like shots–TikTok, YouTube and Firework

Digital First

Product launches Ad releases

Easy adoption and accessibility to apps

Food discovery like Zomato Swiggy, entertaining music Jio Saavn, Spotify Gaana Transport Uber/ Ola, Various games Sharing, uploading, making videos, and sharing images

Use of Instagram and other platforms like Twitter for promotion and entertainment Control convenience choice and more engaged shopping through Apps Easy digital payments

Movie promotions and different types of involved content Crowdsourcing Easy access to health–Portea, 1 mg, etc., MFine. Education–Byjus, Unacademy

Video calls–face time, etc

FM radio on the go while commuting

A new dimension to communication– Video-based conversations Creation and crowd sourcing

Creating you tube influencers

Own videos on Podcasts, own YouTube, your tube channels participating through reviews and comments

Source Compiled by authors from varied sources

role with a high coverage rate universally and a unified user experience (Siriwardhana et al., 2020). 5G is expected to catalyze and facilitate enhanced richer virtual entertainment and live more tangible brand experiences leveraging Internet of Things (IOT), mixed reality, virtual reality (VR), and augmented reality (AR) (Kyriakakis, 2020). Majority of professionals globally believe that the advent of 5G to not just rule out the limitations posed by previous technologies but also to have a very long-term revolutionary influence on business and entertainment.

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

95

3G, for example, averaged about 2 megabytes per second, 4G pioneered unwavering video calls, wireless gaming, and webpages that could be easily downloaded in less than a second, averaging approximately 20mbps. 5G on the contrary is estimated to clock speeds between 10–60 GIGABYTES, allowing a whopping volume of multifaceted data and platforms to be communicated. It is also estimated that by 2025 almost 15% of the mobile users across the globe, along with a proposed 1.4 billion devices, will go 5G (Neill, 2021). This indicates an array of radical privileges ranging from flawless access to progressive augmented reality (AR) experiences, enabling the Metaverse, or simply the ability to connect with many people or permitting faster speeds to run almost any complex data and feature, 5G is likely to be the game changer. With around 60% of digital advertising spend coming through mobile phones, and almost 90% of consumers preferring cell phones as their primary tool for data needs, it is therefore common knowledge now that digital is one of the largest channel for brands to advertise and digital first is a rapidly penetrating strategy. 5G is expected to accelerate a mobile–first video watch attitude by enabling a high visual and audio quality along with a more effective video experience. The expected outcome due to this change in creative outlook would be hyper–personalization at a large scale, where brands will be challenged to develop purchase and capture the skill to grab collate and unlock huge incongruent data for driving relevant emotive experiences (Agarwal, 2021).

5Gs Futuristic Approach The 5G ecosystem is expected to unveil unlimited promises not just for enterprise customers but also throw open innumerable possibilities for customers and address them more effectively with digitally empowered applications. Improvement of Wearable and IoT with 5G Various marketing experts have suggested that brands might experiment with alternative reality ads, where people wearing AR glasses or using AR apps on their phones, will be able to see an ad pop up in their location. It will be taking pop-up ads into the future very soon. For quite a few years

96

T. DHOTE ET AL.

now, brands have been experimenting with AR and VR; from Snapchat, to Instagram filters, to videogames, the new tech has allowed for innovative and interesting ad experiences. So, as internet speeds get much faster with 5G, marketing technologists are expecting the introduction of more VR and AR into daily life (Mystakidis, 2022), in a seamless fashion. So, in future, we can expect more experimentation in this way. But it’s not just about ads. Marketing content could also will get far more interesting. 5G can improve the ability to interact with high-quality content, thanks to the lack of buffer time and other technological limitations. IoT device functionality will see significant improvement on a 5G network. Although many devices can function on 4G, connections between devices cannot rely on transferring huge amounts of data, due to the limited bandwidth. 5G’s improvement on this, and faster speeds, solves this issue, and allows for deeper connections between devices. So, with more devices, more people, more data, more personalization, and contextual ads, 5G tech is set to change not only the way data is used and transferred, but also how we interact with each other. It will allow for AI-controlled cars, fast-learning personal assistants, and even seamless VR/AR. All of these rely on fast data speeds that 5G can provide. 5G stands for the “fifth-generation wireless network”, and is enabled by an entirely new technological architecture to the networks that emerged before–1G, 2G, 3G, and 4G (Lee et al., 2021). With each new iteration and data speed, latency rates have improved tremendously, allowing the applications for data and the internet to evolve alongside it. 5G is the biggest leap forward to date. For example, 3G averaged around 2 megabytes per second. 4G brought the ability to have (kind of) stable video calls, wireless gaming, and webpages that loaded in under a second, and averaged around 20mbps. 5G is expected to have speeds of between 10–60 GIGABYTES. These speeds will allow for much more complex data and media to be transmitted. And it is estimated that 15% of the world’s mobile users, or 1.4 billion devices, will be on 5G networks by 2025. So, there is a huge opportunity is existed in this field. 5G to Metaverse Developing a full, interactive 3D Metaverses, complete with textured media from video and immersive sound, depends on substantial digital files. These are pre-requisite to video or other content. Due to the

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

97

Fig. 7.1 The Metaverse framework (Source Constructed by the authors)

advent of 5G, it is able to handle the acute upload and download speeds faster than 4G. This allows the core strength to Metaverse allowing it to function (Fig. 7.1). Understanding the Metaverse The phrase Metaverse, which is a contraction of the words “meta” and “universe,” refers to a virtual environment that originally seemed in the science fiction novel Snow Crash in 1992. When looking at its origins, the Metaverse is defined as a future version of the internet that is consists of persistent, shared, and 3D virtual environments (Hollensen et al., 2022). Metaverse will potentially consist of numerous inter-operable virtual worlds that will allow users to quickly teleport from one experience to another, as well as enable anything from social communications to entertaining, shopping, and working from home. The Metaverse, as it exists now, is a shared virtual realm in which users are represented by avatars created by computer programs. Based on the decisions and interactions of users within the virtual world, these virtual worlds continue to expand and flourish. Because it has no “end,” it is a

98

T. DHOTE ET AL.

mirror image of the real world in this regard. It is simply a world that is growing in size as more and more people join in on the fun (Guo & Gao, 2022). The virtual world depicted in the New York Times bestselling novel Ready Player One is the greatest Metaverse for example. Another example of a Metaverse is Somnium Space, which is a virtual reality world-building platform that facilitates the selling and ownership of virtual real estate. The Metaverses have some key characteristics associated with them. For example, when you leave a Metaverse, it does not come to a halt, nor does it come to an end. They exist in the present tense and timeline that is in sync with the real-time table events of the world. In the Metaverse, users can construct, own, sell, and invest in a fully functional universe where they can make money. (Hwang, 2022). Marketing in the Metaverse As mentioned earlier in this chapter, Metaverse is a virtual realm that assimilates the components of the physical world within it, allowing the consumers an access to a completely new setting and letting them to interact virtually with people. It is already well-established fact and also supported by Google, Facebook, Snapchat, Microsoft, Epic Games, and more that the Metaverse is more than just a trend. It has been a few months now since the concept of the Metaverse has begun to gain popularity. 3D virtual universes (Hollensen et al., 2022) are much more than a passing fad; they herald the beginning of the transition from Web 2.0 to Web 3.0, which will have significant implications for the economy and our way of life. Brands are rushing to develop real estate in the virtual world before the market becomes oversaturated, but some are a better fit for the medium than others, according to research. Is the Metaverse a trendy term or one that deserves to be talked about? Is this the next internet? These questions need answers while discussing about met averse. We are trying to answer them in below sections. Immense Potential for Brands and Entertainment Many brands are now making investments in the Metaverse. They are placing their bets on it not only for amusement but also for business and professional reasons. Some of the most popular social media networks

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

99

view themselves as a Metaverse firm of the future. Many organizations are concentrating their efforts on developing social Metaverses and investing in Oculus, Facebook’s augmented reality (Duan et al., 2021), and virtual reality technology. These social media platforms allow users to collaborate on projects, sit in a conference room, and interact as if they were in an office setting. Brands such as Warner Bros., Hyundai, and Gucci have created their own virtual worlds; Coca-Cola, Anheuser-Busch, and Crockpot are dipping their toes into the space by selling NFTs—non-fungible tokens purchased and sold on blockchain technology that allows people to own digital items such as images or videos—and Sephora, Nike, and HBO are putting their money into augmented reality and virtual reality experiences, respectively. Fashion and lifestyle brands like Gucci, channel, Ralph Lauren, Louis Vuitton, and several others have also embraced Metaverse for consumer engagement by launching immersive virtual games, digital shopping zones, or for that matter Embedded Experience AR tools to enhance the entire consumption experience. Several brands have also reproduced their services or developed branded characters or venues within video games, allowing them to seamlessly integrate themselves into the experience rather than disturbing it in any way. Avatars, which are virtual representations of our physical selves that have existed for as long as the internet, are seen as the “first big opportunity” for brands because of the seemingly limitless options to clothes, style, and feed these virtual representations of our physical selves. Metaverse for Marketing Brands must keep up with the latest technological advancements in order to be effective. Understanding the Metaverse and its full potential is part of this process. What brands need to grasp is that the Metaverse is not just a fashionable new thing; it appears to be here to stay and is on its way to becoming the next great thing in the world of marketing technology. Brands must recognize the importance of millennial and Generation Z as a target demographic. Additionally, these generations are avid consumers of some sort of Metaverses, such as video games like Roblox and technological advancements like virtual reality (VR) (Cheng et al., 2022).

100

T. DHOTE ET AL.

Mentioned below are some points to describe how marketing can be effectively carried out in the Metaverse: • Incorporate real-world events into marketing campaigns or create marketing experiences that are similar to what the organizations already performs in real life. • Metaverse provides people to collect their stuff, and it is a new interesting location to display their collections. The same experience can be made available to users with the Metaverse by providing them with assets or limited-edition products or items that they can only obtain through the Metaverse. • The existing communities must take interest in the technology. Organization are also in the process of implementing marketing initiatives. Crypto influencers are also thinking about the block chain technology in marketing Metaverse (Gadekallu et al., 2022). • The scope of constant experimenting is huge. Most best practises have not yet been thoroughly established, and paradigms have not yet been developed in their entirety and comprehensiveness. This provides marketers with a great deal of leeway to strive to be different and experimental in their tactics. • In light of the fact that Metaverses are experiential and immersive in nature, it is vital to take advantage of this by providing the same immersive experience through your advertising and marketing efforts, which offer branded installations and events that customers may participate in, rather than simply displaying advertisements on websites.

Metaverse Use Cases Cinema and Music Launching of a Movie Trailer Metaverse is becoming the new catchphrase influencing several sectors; however, it is expected to make a major impact on the movie industry across the globe. Though still an evolving thought, many tech and entertainment-driven organizations and production houses are making a beeline towards creating a technology that can give the audiences a flavor of Metaverse. It is expected to be a huge bonus especially for Indian Cinema in changing the overall experience of a movie. One interesting

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

101

contribution may be in the actual making of a film, where the shooting can be done in a virtual world via avatars, or even sequences captured in the real world can be translated and projected into the Metaverse, thus decreasing the dependence on live sites, a huge crew, and heavy equipment’s like lights and sound. The audience have already experienced the Metaverse magic through Hollywood movies and popular web series like The Matrix, Ready Player One, Free Guy, and West world, The Indian cinema too is not far away. Recent times witnessed the launching of a movie called Radhe Shyam in the Metaverse. Grabbing a first mover advantage, Radhe Shyam became a pioneer in the globe to have released its promo on the Metaverse. This further set a stage for other production houses. There were several engaging cases like the release of Rudra: The Edge of Darkness, a thriller web series on Disney plus Hotstar that was launched in the Metaverse. KGF: Chapter 2, another big bang action thriller also experimented with—“KGFverse” in the Metaverse. Virtual Music-Themed Amusement Park To enhance the overall musical experience of listeners, The Warner Music Group (WMG) recently has taken to the Metaverse with a virtual musicthemed amusement park in The Sandbox. The theme park will allow consumers an access to mesmerizing concerts and incredible musical experiences from WMG’s stellar pack of celebrated musicians.

5G Sports and Entertainment: A Use Case Airtel Hologram: The Exhilarating Prospect of Immersive Video Entertainment on 5G Bharti Airtel major telecom service providers in India have been extremely aggressive and enthusiastic about 5G spectrum auction. The front runners in conducting 5G trials Airtel at an event held in Guru gram, India, on March 24, 2022 displayed the 5G network’s high-speed, low-latency competences, and prospects for video entertainment. During one of the crucial decider world cup matches held between India and Zimbabwe in 1983, the match was not telecast due to a strike by BBC reporters. The match was extremely significant due to a record score of 175 not out by Indian Skipper Kapil Dev that won them the match and took them to the finals. This had left the audience deprived.

102

T. DHOTE ET AL.

During the event, Airtel showcased a LIVE 5G powered hologram demo of Skipper Kapil Dev’s virtual avatar in real-time from a remote location. Airtel reconstructed the complete in-stadia aura of Skipper Kapil Dev’s innings against Zimbabwe. This was a replayed visually in 4K mode. Over 50 users connected to the same network during the demo at a speed of more than 1 Gbps and a latency below 20 ms. 5G-based holograms like these are expected to empower and enable the transference of virtual avatars to any site. Holographic displays therefore can also be leveraged for meetings conferences, and LIVE news and may soon evolve as a revolutionary game changer. 5G with its gigabit speed and millisecond latency can certainly be looked forward to transform the manner in which audience consume entertainment

Summarizing Following is a view into the expected revolutionary applications and innovations with 5G that can bring about a transformation and thus an innumerable potential for branding and marketing through entertainment (Table 7.2): Conclusion In the contemporary context of highly evolved wireless technologies, the emergence and rise of 5G is expected not just to create significant opportunities and innumerable possibilities for brands to experiment but also redefine entertainment and audience engagement. The authors foresee a future where virtual reality (VR), augmented reality (AR), and mixed reality (MR) will be common next door technologies, equivalent to smartphones. This coupled with 5G and upward wireless technologies would allow for heightened data transfers enabling novel technological up gradations. Virtual games, 3D holographic displays or for that matter Metaverse is just like the beginning of bigger things to come and revolutionize the entertainment consumption of audiences across the globe. It will be interesting to understand that the gimmick is, not just to deliver a defining futuristic experience, but also to sell this experience.

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

103

Table 7.2 5G brands, marketing and entertainment potential source: Compiled by authors with inputs from Cooper Jennifer (2020) Potential

Activity/entertainment/engagement

Shared entertainment

Live on demand real-time experiences–musical concerts, movie premiers, brand launches driven by mixed reality Powered by 5G driven wireless headsets and glasses Live sporting events, in-ground games, mobile games, AR-/ VR-led games, fantasy leagues, immersive experiences with Holograms AI-led creative visual storytelling. More empowerment to smartphones Better bandwidth for developing creative UG content on channels like snap chat and Instagram on the go. A well disseminated approach to education like enhanced learning in groups and even finding solutions to problems In-car entertainment and 3D holographic displays. Metaverse Live demo and personalized experiences, tracking and charting audience journey across numerous touch-points. Lesser turn around time(TAT) for the audience Single view amalgamation of customer data Seamless automation of conversations across all platforms Better subscription, exclusive recommendations, and engaging promotion and business offers Overcoming the drawbacks of conventional advertising by creating exclusive immersive experiences. Overcoming the barriers of scale, distribution, and measurement metrics

Gaming and sports

User-generated platforms and transformational learning

Innovative unimaginable applications Energized Audience engagement

Redefine advertising avenues

References Agarwal, V. (2021). Impact of 5G on digital advertising in India. Retrieved from https://brandequity.economictimes.indiatimes.com/news/advertising/ impact-of-5g-on-digital-advertising-in-india/87830440

104

T. DHOTE ET AL.

Anand, D. (2022). Airtel showcases 5G powered hologram. Retrieved from https://www.timesnownews.com/business-economy/companies/airtelshowcases-5g-powered-hologram-article-90425611 Cooper, J. (2020). 5G brings a new vision of the future for Media & Entertainment. Retrieved from https://cloudblogs.microsoft.com/industry-blog/ media/2020/07/20/5g-brings-a-new-vision-of-the-future-for-media-entert ainment/ Cheng, R., Wu, N., Chen, S., & Han, B. (2022). Will metaverse be NextG Internet? Vision, hype, and reality. ArXiv Preprint ArXiv:2201.12894., Section III. http://arxiv.org/abs/2201.12894 Danny, M. (2021). 5 ways 4G changed the world forever. Retrieved from https:// www.makeuseof.com/how-4g-changed-the-world/ Das, S., & Gochhait, S. (Eds.). (2021, August). Digital entertainment. Springer Books, Springer, number 978-981-15-9724-4. Duan, H., Li, J., Fan, S., Lin, Z., Wu, X., & Cai, W. (2021). Metaverse for social good. MM ’21, October 20–24, 2021, Virtual Event, China, 1(1), 153–161. https://doi.org/10.1145/3474085.3479238 Gadekallu, T. R., Huynh-The, T., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q.-V., da Costa, D. B., & Liyanage, M. (2022). Blockchain for the metaverse: A review. ArXiv Preprint ArXiv:2203.09738, 1–17. http://arxiv.org/ abs/2203.09738 Guo, H., & Gao, W. (2022). Metaverse-powered experiential situational Englishteaching design: An emotion-based analysis method. Frontiers in Psychology, 13(March), 1–9. https://doi.org/10.3389/fpsyg.2022.859159 Gutierrez, F. (2020). How brands can leverage gaming as an engagement channel. Retrieved from https://www.warc.com/newsandopinion/opinion/ how-brands-can-leverage-gaming-as-an-engagement-channel/en-gb/3931 Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse—The new marketing universe. Journal of Business Strategy. https://doi.org/10.1108/ JBS-01-2022-0014 Hwang, R. (2022). The influence of music content marketing on user satisfaction and intention to use in the metaverse: A focus on the SPICE model. Businesses 2022, MDPI, 2, 141–155. Kyriakakis, J. (2020b). The four P’s of marketing 5G. Retrieved from https:// www.forbes.com/sites/forbescommunicationscouncil/2020/05/11/thefour-ps-of-marketing-5g/?sh=7c496d5c15b8 Lee, L.-H., Lin, Z., Hu, R., Gong, Z., Kumar, A., Li, T., Li, S., & Hui, P. (2021). When creators meet the metaverse: A survey on computational arts. ACM Computing Surveys, 37 (4). Association for Computing Machinery. http://arxiv.org/abs/2111.13486 Lim, S. (2020). Ads we like: Vodafone Idea highlights creative ways Indians are using 4G during lockdown.

7

FUTURISTIC APPROACH OF 5G IN MARKETING …

105

Lodhi, S. (2020). OTT apps: The new era of video streaming with social media. Retrieved from https://www.yatilabs.com/blog/ott-apps-with-social-mediacomponents/ Lohchab, H. (2021). Indian companies play it right with a game they can’t lose. Retrieved from https://telecom.economictimes.indiatimes.com/news/ indian-cos-play-it-right-with-a-game-they-cant-lose/83683830 Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486–497. https://doi.org/ 10.3390/encyclopedia2010031 O’Neill, S. (2021). How will technology change marketing? Retrieved from https://www.martechalliance.com/stories/how-will-5g-technology-will-cha nge-marketing Sen, S. (2022). Building frictionless Omni channel consumer experience. Retrieved from https://brandequity.economictimes.indiatimes.com/webinar/buildingfrictionless-omnichannel-consumer-journey/1290 Siriwardhana, Y., De Alwis, C., Gür, G., Ylianttila, M., & Liyanage, M. (2020). The fight against the COVID-19 pandemic with 5G technologies. IEEE Engineering Management Review, 48(3), 72–84. The Link between Metaverse and the Future of Cinema. Retrieved from https:// www.mansworldindia.com/entertainment/bollywood/what-the-metaversemeans-for-the-future-of-cinema/ 5 Times Entertainment and Fashion Brands Have Joined the Metaverse. https://www.ndtv.com/business/when-entertainment-and-fashion-bra nds-joined-the-metaverse-2833526

CHAPTER 8

Digital Solutions for Media: Role of Pandemic and Sustainable Development of Depleting Industries Jana Majerova and Subhankar Das

Introduction The global pandemic outbreak impacted the home and mobile entertainment industry (Mondal et al., 2022a). Movie theaters and production facilities were temporarily closed, and millions of people were quarantined (Tiwari & Mondal, 2022). As a result, many viewers stayed home to watch their video entertainment. The rise of new streaming services from major studios such as Disney, Universal, Warner Bros., and Amazon started to make a dent in the market. The UN’s Media Compact was

J. Majerova Department of Economics and Management, AMBIS University, Prague, Czech Republic e-mail: [email protected] S. Das (B) The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_8

107

108

J. MAJEROVA AND S. DAS

established in 2015 to unite media and entertainment organizations worldwide to accelerate the progress toward the Sustainable Development Goals (Mondal & Das, 2021; Sharma & Das, 2021). Over 200 members have been working together to improve the lives of people around the world. The organization aims to inspire media and entertainment organizations to use their resources and talent to help achieve the goals (Das, 2021b; Ravi & Mondal, 2021; Siri & Das, 2021). Through the Media Compact, members can also gain a deeper understanding of the goals and the various industries affected by the pandemic. They will be able to put a perspective on the impact of the pandemic on the digital entertainment industry. The COVID-19 pandemic has impacted the media and entertainment industry. Various factors have affected the sector. The lockdown significantly disrupted the media and entertainment (M&E) sector (Das, 2020a, 2021b; Mondal, 2020a). Although the lockdown has eased, the situation regarding the availability of content continues to be unpredictable (Duman & Das 2021; Yegen & Mondal, 2021). Cinemas and events remain closed, and there is still a significant uncertainty regarding the future of these businesses (Das, 2021b; Sharma et al., 2020). Despite the positive signs, advertising expenditure is expected to recover in the third quarter of FY21, as the festive quarter is expected to contribute significantly to the overall improvement in the economic activity. The world economy is slowly recovering from the COVID-19 pandemic, but the impact of the outbreak on the business community has been severe (Sharma & Das, 2020; Singh et al., 2020; Siri et al., 2020). It resulted in canceling events and cinema screenings and the cessation of all content supply chains (Duy et al., 2020; Mondal, 2021; Van et al., 2020). Various sectors have been affected by the outbreak—pandemic effect on multiple sections of M&E, which is discussed below. 1. Digital TV/Smart TV/Over-the-Top (OTT): The shift from traditional media to digital advertising is happening faster than previously expected. The low-touch economy will require businesses to adopt digital fulfillment for almost every aspect of their operations. Increasing number of people consuming video content on their mobile devices is also expected to drive the demand for digital advertising. The increasing number of small towns and rural India will also cause the need for more internet connectivity.

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

109

2. Essential TV broadcasting: A spike in viewership. Ad revenues also declined due to the lower subscription revenues. However, this was partially offset by the lower cost of doing business negotiations between producers and broadcasters. The TV viewership is expected to come back to pre-crisis levels in FY22. Despite the challenging environment, the long-term fundamentals of the industry remain strong. 3. Print Media: The lockdown resulted in a significant slowdown in ad spending and circulation in the first quarter of FY20. Cost-cutting measures were also taken to address the revenue decline. Reducing ad spending and monetizing quality content is critical to any digital strategy. It can also help boost the efficiency of the process by streamlining processes and reducing the number of tasks involved. 4. Films and Out of Home (OOH) advertising: Due to the closure of cinema halls, there was a spike in the number of over-the-top (OTT) releases. It was due to the higher production costs and the lack of theatrical distribution. The rise of cinema 2.0 has led to the development of new projects for the long term. This concept involves the alignment of cinema theaters and focusing on large projects. 5. Animation and VFX: Due to the transition to working from home, the operations of animation and visual effects studios are likely to be disrupted in the short term. The lean cost structures in the animation and visual effects industries are expected to emerge. Studios will likely focus on developing their IP for various segments, such as gaming and education. 6. Gaming: The good news is that the rise of subscription and consumption gaming has led to a relatively stable monetization value chain. It is also beneficial for the companies as they can focus on their core business. The rise of in-app purchases could lead to a monetization boost over the long run. This concept allows users to interact with others through virtual social interaction. Further sustainable development has a lot to do with the legal setup for digital media so that small players in the entertainment industry can move coherently along with the bigger media houses (Das, 2020b; Mondal, 2020b; Nadanyiova & Das, 2020). The legality of COVID-19 impact on sustainability gives us that impetus that the entertainment industry can carry forward and develop further (Behera et al., 2019; Gupta et al., 2019; Mohanty et al., 2019).

110

J. MAJEROVA AND S. DAS

The authors have discussed this issue below, which will help the industry in detail. Due to the coronavirus outbreak, various sectors in India, such as music and entertainment, have been affected (Jain et al., 2018; Mondal et al., 2017; Singh & Das, 2018). Due to the restrictions put in place by the authorities (Das & Mondal, 2016), the sudden closure of movie theaters and the delays in major releases affected the world film industry (Das et al., 2022a). It also raised concerns about the potential impact of social distancing on the people who produce and distribute music and movies. Even after the lockdowns have been lifted, the call for distancing might become a regular practice (Minh-Nhat et al., 2022a). The outbreak could have various effects on the film industry, including reducing film festival attendance and canceling film releases (Minh-Nhat et al., 2022b). It could also affect the distribution of movies and music festivals. The financial implications of the pandemic could be felt by producers, artists, theater owners, and music labels for months or even years (Mondal et al., 2022b). 1. Contracts among the parties: The film industry is a multi-faceted business that involves various parties such as producers, distributors, artists, investors, and theater owners. Due to the outbreak of a pandemic, the production and distribution of films have been disrupted. It has increased the risk of non-performance and delayed payments. The execution of physical agreements is also a challenge (Puri et al., 2023). Besides the usual issues related to the film industry, such as ticketholders and sponsors, the sudden cancelation of events and releases can also have practical implications. It can affect various parties, such as broadcasters and ticketholders. In some contracts, the terms of the agreement are written so that the parties can easily understand them (Das et al., 2022b). Others, however, require that the contracts be modified to accommodate the parties’ various rights. Post-pandemic, the parties should review the contracts to ensure that they are in a better position to manage the multiple issues related to the production and distribution of films. They should also consider the possible impact of the pandemic on the release dates and production schedules. After the pandemic outbreak, the parties should consider the possibility of using eagreements and electronic signatures to carry out future contracts. These types of contracts are generally liable for stamp duty on execution.

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

111

2. Consumer issues: The cancelation of live events can result in potential claims for consumer protection. Companies will also face the challenge of refunding ticketholders. It could put a strain on the already slow economy. In response to the concerns of the entertainment industry, the Central Board of Indirect Tax and Customs (CBIC) allowed certain entities to claim the refund of the taxes that they have paid on the ADVA they made for the bookings that have already been canceled. This move is expected to help the industry maintain its liquidity position. It will also help the people keep their jobs in the job market. Stakeholders in the live entertainment industry must review the terms and conditions of their contracts to ensure that they are following the laws regarding refunds and cancelations. 3. Insurance of Employees: If a company’s insurance policies cannot cover the losses caused by the pandemic outbreak, then it should consider reviewing its coverage. The extent of this cover will depend on the terms of the policy. Although insurance policies are commonly used to protect companies from business interruption, they do not usually cover the losses caused by a pandemic such as COVID-19. According to insurers, business interruption policies only cover physical damage caused by a covered peril, such as earthquakes or fires. Before a company’s operations start, it should put in place procedures that will allow it to implement a standard operating system (SOP). It will include the establishment of a medical insurance policy for its workers. According to the provisions of this regulation, all establishments, workplaces, and offices are required to have this insurance coverage. In response to the government’s requirements, the insurance regulator has issued a circular urging companies to provide comprehensive health insurance coverage to groups and individuals. It has also suggested that the policies be simple to understand and affordable. Since the government’s lockdown has already ended, it is now mandatory for all employers to provide health insurance to their employees. Although the policies may vary from company to company, it is still essential to consider the policy’s various terms and conditions when making an informed decision. Several insurance companies have already launched policies designed to provide coverage against the effects of the coronavirus. Employers can also use these policies to review their existing health insurance coverage. Providing health insurance to its employees is

112

J. MAJEROVA AND S. DAS

an excellent gesture by a company. It can be done by establishing group health insurance plans, which are very affordable and easily purchased by small and large companies. 4. Workforce Issues: Most entertainment industry employees are casual workers or contractors who don’t have paid leave. Due to the lack of production and distribution channels, companies will look at cutting costs to maintain their profitability. Layoffs and pay cuts will most likely result from these actions. These are difficult decisions that can affect a person’s livelihood. It’s also important to consider the facts surrounding an employment relationship to determine if it’s legitimate. One of the most important issues that employers face when it comes to managing the environment is ensuring the safety of their employees. Over the years, different workplace trends have been developed. For instance, open concept offices have replaced enclosed ones, and social distancing has replaced workplace limits. Even though employees may be sick, they still show up at work. It could lead to the spread of the virus. Despite the pandemic outbreak, procedural fairness rules in an employment relationship should not change. To avoid potential legal claims, companies should carefully consider implementing the appropriate measures to minimize the impact of the virus on their operations. They should also encourage their employees to work from home if the risk of infectious disease is low. 5. After the lockdown restrictions are lifted, companies are expected to ensure that their employees are safe and secure in their working environment. This obligation is carried out through the guidelines issued by the various government agencies and the World Health Organization. Offices should be redesigned to prioritize sanitation and space. Companies should also be flexible with their employees’ schedules, as they may need to work from home or office semi-regularly. Some changes that companies can make include improving air filtration, setting up more comfortable desks, monitoring entry points, and keeping track of the temperature. To ensure that employees are aware of their health status, they should be required to fill out health questionnaires. These documents should also contain disclaimers that clearly state the company’s liability should something happen to them. 6. Workplace Issues: Following the end of the lockdown, the film industry is now looking to resume production. The industry is

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

113

currently grappling with the issue of restarting business while protecting its workers’ health and safety. So, the standards of the industry will have to be set. Critical considerations that will be investigated include establishing a set of precautionary measures and using bio-safety equipment. The post-COVID-19 objectives of the companies operating in media are as follows a. To maintain safety, they must pass various checkpoints to take their body temperature. During the shoot, they must also stay in a hotel or other secure location. b. To help keep the crew members looking their best, we provide them with masks and gloves and additional cleaning shifts. We also ensure that the hair and makeup artists have a one-time use policy for their tools. c. To minimize the risk of an outbreak, inform the employees about any changes in the schedule. Also, limit the number of people on set to prevent overcrowding. d. The production is conducted in a safe and secure country to minimize the risk of injury and liability. Doing so will help reduce the shoot cost and protect the crew and cast members. However, it is not always possible to guarantee that the product will be free from liability.

Sustainability Among Dark Clouds of COVID-19 Despite the various dark clouds surrounding the entertainment industry, there are still positive signs that digital platforms, such as music streaming services and radio stations, are thriving (Ngoc-Vinh et al., 2022). According to researchers, the increasing number of people consuming content on these platforms has increased the hours spent watching TV and listening to music (Nguyen et al., 2022). Due to the limited number of sources of entertainment, people are more likely to turn to in-home gaming and digital TV services, which experts believe could lead to habit formation (Tien-Dung et al., 2022a). Due to the increasing popularity of digital platforms, major studios are now considering releasing movies on these platforms. Box office revenues are expected to shrink as people avoid crowding facilities (Tien-Dung et al., 2022b). The pandemic has led to an increase in the number of people tuning to the radio. In response to the pandemic, Dubai has allowed its movie theater patrons to watch

114

J. MAJEROVA AND S. DAS

movies on the rooftop of one of its malls. This innovative approach is aimed at ensuring that the public can avoid getting infected. Despite the various factors that have affected the music industry, the pandemic and the lockdown have not stopped the streaming and performing of music. According to the BBC, its digital radio properties experienced an 18% increase in streaming. This is a clear indication that consumers are turning to the radio as a source of information during a time of uncertainty. Due to the various festivals that have been postponed or canceled, artists have had to rethink their strategies when it comes to interacting with their fans. They have started using social media platforms such as Facebook, Instagram, and Twitter to host their shows. Since the income from other areas has decreased, artists should get registered with copyright collections societies to ensure they receive proper compensation. In India, various copyright societies are responsible for protecting the rights of music and publishers. These include the World Performing Right Society and the World Reprographic Right Organization. Due to the increasing number of artists and companies looking to license their music and content to digital platforms, the government must set regulations to make it easier for them to distribute their work. It can help prevent artists from being denied their fair share of the royalties. The coronavirus pandemic outbreak has forced people worldwide to adapt to new routines and practices to ensure the safety and health of the public. The sudden halt in the production and live events has caused concern and uncertainty in the music and entertainment industry. However, despite the various challenges the industry has faced, it is still expected to bounce back.

Sustainable Legal aspect of Digital Entertainment The rapid emergence and spread of the coronavirus have evoked a significant impact on the legal industry, which is expected to accelerate its digital transformation. The coronavirus’s rapid emergence and evolution has drastically changed how the legal sector is conducted. It is now more likely that the legal profession will adopt new technology and procedures to support its operations. It is therefore important that the legal community members continuously upskill and keep their minds open to the changes that will affect their work environment. Although various sectors and industries have undergone digital transformations, the world legal industry has not noticed. The rapid pace of

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

115

change has broken the walls of resistance. The legal fraternity responded quickly to address the needs of its clients by adapting to the changes brought about by the new environment. Due to the various legal issues that the entertainment industry is going through, the demand for effective legal services is expected to increase. It is why the legal profession is currently dealing with the effects of the pandemic.

Role of Media in Green Sustainability for Post Pandemic Times As digital technology continues to transform our lives, it’s becoming more apparent that its adverse effects on the environment are becoming more prominent. The rise of digital media consumption has added to a quick and significant increase in our time spent on it. For instance, according to a report by the Carbon Trust, streaming an hour of TV shows takes the same amount of energy as a person boiling a pot of water for six minutes. In 2020, our time spent on digital media will be expected to increase by another nine minutes. As more people and businesses become aware of the importance of reducing their carbon footprint, they must also take the time to understand the various steps that can be taken to make their operations more sustainable. Artificial intelligence (AI) is being used to transform multiple industries, such as product placement and influencer marketing. Its ability to analyze and improve marketing programs’ performance has revolutionized the way traditional relationship-based functions are conducted. Artificial intelligence can deliver various outcomes, but its processing power can be incredibly harmful to the environment. Besides being harmful to the environment, artificial intelligence models also have a high financial cost. Smaller organizations may not be able to keep up with the demands of the industry giants, which can prevent them from developing new and innovative products. As digital technology continues to transform our lives, it’s becoming more apparent that its adverse effects on the environment are becoming more prominent. The report noted that streaming an hour of a new binge-worthy TV show takes the same energy as a person using a kettle for around six minutes. Even though it might not seem like a lot, this energy is quickly added up due to the increase in content consumption and the time people spend engaging with digital media. Due to the increasing

116

J. MAJEROVA AND S. DAS

number of people and businesses looking to reduce their carbon footprint, the importance of behind-the-scenes work is also becoming more apparent. Therefore, organizations must take the necessary steps to ensure their technology is sustainable. Artificial intelligence (AI) is being used to transform various industries, such as influencer marketing and product placement. Its ability to deliver effective and profitable solutions has revolutionized how these functions are conducted. With the help of neural networks, predictive analytics, and custom algorithms, brands and creators can now more effectively reach their goals. One of the most significant factors affecting the environment is the energy it takes to process AI models. The processing power required to perform these tasks consumes a lot of energy. Running large AI models can be very expensive, and smaller organizations often don’t have the funds to keep up with the competition. Over the past decade, AI systems have become more complex and expensive to build. Due to the complexity of these systems, they have become more prone to consuming energy. Instead of developing more efficient models, companies have started to feed data into iterative models that require a lot of computing power. According to studies, the energy needed to maintain the top AI models has doubled in just three and a half months. It has also been estimated that training just one deep learning model can result in the equivalent of the lifecycle of five cars. When we need to be more responsible with our tools, we can no longer rely on the claims that we have the best technology. Instead of trying to solve every problem using a massive amount of computing power, we should focus on finding ways to improve the efficiency of our work. It can be done through the development of more sustainable models and algorithms. More efficient models and algorithms can produce more robust and faster results. When building a rocket ship, engineers need to figure out how to make it more sustainable in terms of energy usage. It is the same principle that applies to AI. If we can create more efficient models, it can help reduce the costs of developing AI for small companies. The amount of data that social media and entertainment organizations collect is immense. The rise of the creator economy and the increasing number of influencer marketing programs are some of the critical factors that will determine the industry’s future. Creating more sustainable AI is also a vital consideration when it comes to the marketing of products and services. AI has become an integral part of the marketing mix due to its ability to identify the various marketing opportunities available to brands.

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

117

It can also help them understand their content ecosystem and improve their customer relationships. The goal of developing green AI is to build neural networks that are inspired by the latest state-of-the-art architecture. It has historically required a massive amount of computing power and energy to analyze and interpret all the data. We can no longer continue building bigger and bigger models to collect and distribute data. It’s time to rethink how we do things. The increasing number of data pools that we have to work with will allow product placement and influencer marketing companies to capitalize on the potential of AI. Similar structures can be applied to other industries if we can create more efficient models to analyze the entertainment industry. We’ve been able to reduce the energy and money it takes to run our technology by developing more eco-friendly algorithms. With the increasing number of projects focused on making AI more sustainable, we expect to continue developing new models that can cut down on both the monetary and environmental costs of running our technology.

Entertainment Revolution and Sustainability The entertainment industry has undergone significant societal change over the years. From the hunter-gatherer era to the industrial age, various forms of media were introduced, such as theater and plays, big screens, and movies. Multiple forms of media were also raised from the information age to the digital age, such as TV and movies. Entertainment 5.0 is now that of streaming and mobile screens. The next generation of entertainment will bring forth the best of all ages of entertainment using AI and VR technology. It will also get back people’s simple physical presence sustainably and inclusively. Despite the increasing importance of sustainability in the entertainment industry, it is not discussed enough in terms of the carbon footprint of streaming services. For instance, with the lack of awareness about the connection between data and non-linear programs, consumers are not aware of the impact of this technology on the environment. A report by the Royal Society released earlier this year urged platforms and regulators to adopt a zero-carbon approach. According to a report, high-definition (HD) streaming is more harmful to the environment than standard definition (SD) due to its higher carbon emissions. The report by The Shift Project states that online video streaming is responsible for the equivalent of the emissions of Spain. This

118

J. MAJEROVA AND S. DAS

issue will only get worse as more devices and content are introduced. It is also widely acknowledged that 4 K content cannot provide the same visual quality as the content delivered in standard definition. To ensure that the consumers get the best possible experience, regulators should impose emission norms on the over-the-top (OTT) industry. These should be based on a quality metric that will help ensure that the content is delivered to the users efficiently. To provide the best possible experience, it is also widely acknowledged that it is possible to scale up the content at the edge using AI and other advanced technologies. For instance, by implementing neural network inferencing on mobile phones, it can be possible to increase the resolution of 480p content to 720p. Despite the limitations of 4 K content, 480p SD content can be scaled to full HD with minimal bitrates. In addition, image processing tools and filters can be utilized to enhance the perception of the content on mobile devices. For instance, in the use case of Edge AI, the mobile device acts as the Edge device. In other cases, the devices used for this type of streaming are set-top boxes, routers, and TV hardware. The latest codecs are constantly improving their compression capabilities to provide better performance.

Role of Media to Create an Environment-Friendly Green Sustainable Environment As we look back on the year that has passed, it’s clear that COVID-19 has impacted our lives. But it also gave us hope that we can create a more sustainable future. When the world went into lockdown, the environment was thanked for its efforts to stop harmful activities. According to the World Economic Forum, Earth is amid a climate emergency. After decades of steadily rising, global carbon dioxide emissions have started to fall. However, this drop is not expected to last, as new research shows that the effects of the pandemic will not stop once the virus is under control. As the world prepares to start vaccinations for the pandemic, everyone must take the necessary steps to protect the environment. The media and broadcasting industry can play a role in making the world a more sustainable place. In addition to being able to join various sustainability initiatives, the industry can also take positive steps toward becoming more eco-friendly. Despite the widespread awareness of the need for sustainable practices in the media industry, it can be hard to know where to start. Fortunately,

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

119

there are plenty of companies that are leading the way. For instance, many broadcasting organizations have set their own net zero-carbon goals. They are also implementing various changes, such as using renewable energy sources and transitioning to low-carbon vehicles. While “net zero carbon” may not be feasible for every company, it is still essential that media and broadcasting organizations set realistic goals. It can be done by establishing a sustainable mindset among all employees. It can also help them identify areas where they can improve their operations. As more businesses adopt an eco-friendlier approach to technology purchases, a certification like this is becoming more critical. Being part of a group or program committed to reducing greenhouse gas emissions is an excellent way for a company to show its commitment to the environment. Being part of a group or program committed to sustainable practices shows a company’s commitment to the environment. It also helps build a stronger relationship between the media and its customers. It also helps them get on the right track and be accountable for their actions. However, it’s still essential that we don’t lose sight of the positive progress made in sustainability. While media and broadcasting organizations must take the necessary steps to ensure that their operations are sustainable, it is also vital that they commit themselves to the cause. It can be done through the establishment of ambitious goals and the continuous support of industry initiatives.

Digital Media Sustainability Although sustainability is a widely used term in the media industry, it is seldom used in today’s complex business environment. It most likely refers to an initiative undertaken by facilities or IT teams. However, it should also be added to the decision-making process to include more stakeholders. Science has shown that climate change is accurate, and it’s time for media and entertainment companies to act. In addition to implementing carbon–neutral production methods, such as using emission-free cooling and heating systems, other initiatives such as educating staff members about the importance of sustainability are also being considered. Despite the various advantages of sustainable practices, organizations still face many challenges when it comes to implementing them. One of these is the lack of proper budget and the ability to measure the impact of their

120

J. MAJEROVA AND S. DAS

programs. Here authors have discussed some of the significant steps to achieve digital media sustainability. a. Consumer-centric media: Due to the increasing number of globally aware of the environment’s sustainability trends, many retailers are now promoting products made from sustainable materials. According to a study conducted by various researchers, over 70% of consumers believe that brands should be known for being environmentally friendly. Also, some research surveys revealed that 78% of consumers are more likely to buy products that claim to be ecofriendly, while 75% of millennials are willing to pay a higher price for similar products. The importance of following the consumer is a central component of the new media landscape. For instance, if a technology can improve the streaming experience for consumers while reducing their carbon footprint, it could significantly impact the narrative surrounding sustainable products. It could also help drive positive perception of a company. b. Media collaboration: There are a lot of questions that remain about how to implement a sustainable technology. Are the operations, technology, and engineering groups that are responsible for implementing the technology responsible for environmental sustainability? Who should be the decision-maker, and how much input should come from the various business units? There are silos within most organizations, but in the context of streaming and sustainability, it is essential to consider a more comprehensive structure that includes the various offices of the CTO, CRO, and the products team. It will allow for more alignment of efforts. Before the CTO of a company creates a technology committee, the product, and CRO teams should have the necessary knowledge to evaluate the effectiveness of the technology.

Conclusion The entertainment and media industry will undergo various sustainability changes in the coming years. One of these is collaboration. Organizations must work together to develop new technologies to reduce greenhouse gas emissions. Despite the various steps these organizations have taken to become more sustainable, they still believe there is more that they can

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

121

do. One of the most effective ways to reduce greenhouse gas emissions is by establishing a common standard for reporting and measuring them. It would allow organizations to understand how they can contribute to the global effort to reach net zero. While carbon offset programs help reduce greenhouse gas emissions, they should not be the only solution. Instead, media organizations must take responsibility for their actions in the content life cycle. It could help prevent the accumulation of carbon emissions and maintain a carbon–neutral environment. According to researchers and media experts, regulators should encourage media companies to adopt green networks by providing incentives. It can be done through the establishment of green infrastructure programs and the use of renewable resources. One of the essential factors that media companies should consider is end-to-end power dissipation. If they use two times more CPU for encoding a video, they can reduce their traffic by 20%. Two things are certain about the media industry’s efforts to address climate change. First, they are taking immediate action to reduce greenhouse gas emissions. Second, they are putting the clock on the move to reduce their impact in the years to come. So, the stakes are too high for the company not to act. If we don’t seize this opportunity, there’s no way back.

References Behera, M., Dash, M., Ayasa Kanta Mohanty, A.K. & Das, S. (2019). Entrepreneurial ecosystem: A geographical upliftment. Revista Espacios, 40, 26–36. Retrieved from http://www.revistaespacios.com/a19v40n01/194 00126.html Das, S. (2020a). Media impact of advertising on consumer buying behaviour a comparative study of different media. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273691 Das, S. (2020b). Innovations in digital banking service brand equity and millennial consumerism. In Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. https://doi.org/10.4018/ 978-1-7998-5175-2.ch004 Das, S. (2021a). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. https://doi.org/10.1201/978042 9298509 Das, S. (2021b). A systematic study of integrated marketing communication and content management system for millennial consumers. In Innovations in

122

J. MAJEROVA AND S. DAS

digital branding and content marketing (pp. 91–112). IGI Global. https:// doi.org/10.4018/978-1-7998-4420-4.ch005 Das, S., & Gochhait, S. (Eds.). (2021, August). Digital entertainment. Springer Books, Springer, number 978-981-15-9724-4. Das, S., & Mondal, S. (2016). Yours digitally: Patanjali. Available at SSRN 2737299. Das, S., Mondal, S. R., & Sandhu, K. (2022a). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2022.2098526 Das, S., Mondal, S., Puri, V., & Vrana, V. (2022b). Structural review of relics tourism by text mining and machine learning. Marketing, 8(2), 25–34. https://doi.org/10.5281/zenodo.7358349 Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market Mavens in digital entertainment: A complete know how for curious customers. In Digital entertainment (pp. 147–172). Palgrave Macmillan. https://doi. org/10.1007/978-981-15-9724-4_8 Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of Web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140 Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11). Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from World banking sector. Revista ESPACIOS, 39(33). Minh-Nhat, H. O., Majerova, J., & Das, S. (2022a). Taking steps to help the phoenix rise from Ashes: A roadmap for digital enterprises to develop new sustainable goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 35–51). Springer. https://doi.org/10. 1007/978-981-19-2173-5_3 Minh-Nhat, H. O., Nguyen, H. L., & Mondal, S. R. (2022b). Digital transformation for new sustainable goals with human element for digital service enterprises: An exploration of factors. In sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 85–103). Springer. https://doi.org/10.1007/978-981-19-2173-5_6 Mohanty, P. C., Dash, M., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios, 40, 7–15. Retrieved from http://www.revistaespacios.com/a19v40n02/19400207.html Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. In Innovations in digital branding and content marketing

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

123

(pp. 113–133). IGI Global. https://doi.org/10.4018/978-1-7998-4420-4. ch006 Mondal, S. R. (2020a). Factors influencing store image loyalty and satisfaction from customer perspective an empirical study in retail sector. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273688 Mondal, S. R. (2020b). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. https://doi.org/10. 4018/978-1-7998-5171-4.ch006 Mondal, S. R., & Das, S. (2021). Examining diabetic subjects on their correlation with TTH and CAD: A statistical approach on exploratory results. In Machine learning and the internet of medical things in healthcare (pp. 153– 177). Academic Press. https://doi.org/10.1016/B978-0-12-821229-5.000 07-0 Mondal, S. R., Majerova, J., & Das, S. (2022a). Sustainable development and innovation of digital enterprises for living with COVID-19. Springer. https:// doi.org/10.1007/978-981-19-2173-5 Mondal, S. R., Virgilio, F. D., & Das, S. (2022b). HR analytics and digital HR practices. Springer. https://doi.org/10.1007/978-981-16-7099-2 Mondal, S. R., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista ESPACIOS, 38(61). Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. https://doi.org/10.36708/Littera_Scripta2020/1/8 Ngoc-Vinh, N., Tien-Dung, P., & Das, S. (2022). Digitization of business; need for recombination during COVID-19. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 1–17). Springer. https://doi.org/10.1007/978-981-19-2173-5_1 Nguyen, T. D. M., Mondal, S. R., & Das, S. (2022). Digital entrepreneurial transformation (DET) Powered by new normal sustainable developmental goals (n-SDGs): Elixir for growth of country’s economy. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 69–84). Springer. https://doi.org/10.1007/978-981-19-2173-5_5 Puri, V., Mondal, S., Das, S., & Vrana, V. G. (2023). Blockchain propels tourism industry—an attempt to explore topics and information in smart tourism management through text mining and machine learning. Informatics, 10(9). https://doi.org/10.3390/informatics10010009 Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer

124

J. MAJEROVA AND S. DAS

patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. https://doi.org/10.1007/978-981-15-9724-4_7 Sharma, E., & Das, S. (2020). Measuring impact of World ports on environment and effectiveness of remedial measures towards environmental pollution. International Journal of Environment and Waste Management, 25(3), 356–380. https://doi.org/10.1504/IJEWM.2019.10021787 Sharma, E., & Das, S. (2021). Integrated model for women empowerment in rural India. Journal of International Development, 1–18. https://doi.org/10. 1002/jid.3539 Sharma, E., Nigam, N., & Das, S. (2020). Measuring gap in expected and perceived quality of ICT enabled customer services: A systematic study of top ten retailers of India. International Journal of Applied Systemic Studies, 9(2), 159–184. https://doi.org/10.1504/ijass.2020.113260 Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for World SMEs. Revista ESPACIOS, 41(07). Retrieved from http://www.revistaespacios.com/a20v41n07/20410715.html Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of World private sector and public sector banks. Revista Espacios Magazine, 39(26), 25. Siri, R., & Das, S. (2021). A study on processing of information storage & use of new age consumers in digital wellness sector through story telling & creating interest. In Digital entertainment (pp. 45–63). Palgrave Macmillan. https:// doi.org/10.1007/978-981-15-9724-4_3 Siri, R., Mondal, S. R., & Das, S. (2020) Hydropower: A renewable energy resource for sustainability in terms of climate change and environmental protection. In The handbook of environmental chemistry. Springer. https:// doi.org/10.1007/698_2020_635 Tien-Dung, P. H. A. M., Majerova, J., & Das, S. (2022a). Phases of possible recovery of digital enterprises in new normal business for living with COVID19 times: Opportunities for a new era in sustainable development goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 19–33). Springer. https://doi.org/10.1007/978-981-192173-5_2 Tien-Dung, P., Nguyen, X. D., & Das, S. (2022b). Sustainable goal achievement by digital revolution during and after pandemic; how much one wins and losses: A bird’s eye view for future planning. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 133–147). Springer. https://doi.org/10.1007/978-981-19-2173-5_8 Tiwari, M., & Mondal, S. R. (2022). Technological dynamism of workforce management for effective education service delivery during and after Covid19. In HR analytics and digital HR practices (pp. 199–215). Palgrave Macmillan. https://doi.org/10.1007/978-981-16-7099-2_8

8

DIGITAL SOLUTIONS FOR MEDIA: ROLE OF PANDEMIC …

125

Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human–machine interactive devices for postCOVID-19 innovative sustainable tourism in Ho Chi Minh City, Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/su12229523 Yegen, C., & Mondal, S. R. (2021). Sharenting: A new paradigm of digital entertainment of new age parenting and social media. In Digital entertainment (pp. 213–231). Palgrave Macmillan. https://doi.org/10.1007/978-981-159724-4_11

CHAPTER 9

Digital Solutions for Social Media: Role of Digital Evolution on Business Enterprises Francesca Di Virgilio

and Subhankar Das

Introduction Due to the rise of social media, it has become more critical for businesses to have a strong presence on these platforms (Behera et al., 2019). A modern monitoring solution can help manage the efforts of their social media teams. Social media marketing is a powerful tool that helps brands connect with their customers personally (Das & Mondal, 2016). It can also help boost brand loyalty and increase sales. One of the most costeffective ways to promote a company is through social media (Das et al., 2022a). Popular platforms such as Facebook and Instagram provide a variety of ways to distribute content (Das, 2020a). With a modern monitoring solution, businesses can easily customize their content based on

F. Di Virgilio Department of Economics, University of Molise, Campobasso, Italy e-mail: [email protected] S. Das (B) The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_9

127

128

F. DI VIRGILIO AND S. DAS

various factors such as their customers’ age, gender, and interests (Das, 2020b). They can also track and measure its performance in real time. A well-designed social media management strategy can help a company establish and manage its presence on various platforms (Das, 2021a). It can also help boost a company’s sales and improve its customer base (Das, 2021b). Through its partnership with Lithium, HP improved the efficiency of its customer service department by increasing the number of interactions with its customers. The company’s social media management solution was able to help improve the performance of its support agents. Implementing a social media management strategy has resulted in a significant increase in the number of registered users and a reduction in the time it takes to respond to calls. A dedicated social media team is usually assigned to handle various aspects of a company’s social media operations (Das, 2021c). The marketing departments’ leading social media management tools include Lithium, Spredfast, and Falcon.io. These tools can help monitor and respond to the messages of their target audience. Learn how to use social media to increase your company’s chances of attracting more potential and existing customers. It’s an effective way to reach out to new and existing customers (Duman & Das, 2021, 2021a, 2021b, 2021c). There are various social media platforms that you can use to reach out to your target customers. To develop an effective strategy, focus on the most appropriate for your brand. Some popular social media platforms businesses can use include Facebook, Instagram, Twitter, and Pinterest. Without a social media presence, many small businesses fail to capitalize on the opportunities that social media provides (Duy et al., 2020). It can help them gain new customers and improve their customer service. In addition to being cost-effective, social media can also provide valuable insight into your brand (Gupta et al., 2019). This chapter aims to provide a comprehensive overview of the various social media platforms that companies can use to improve their marketing efforts. In this chapter, the authors will discuss the various advantages of social media and how it can be used to enhance your company’s marketing efforts. We’ll also discuss the multiple steps that you should take to measure the effectiveness of your social media strategy.

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

129

Use of Social Media and Digital Entertainment for Business Social media is a great way to reach out to potential customers and prospects and can be included in your small business marketing plan (Minh-Nhat et al., 2022a). A social media presence can help a business grow and attract more customers. It can also help them manage their various marketing and sales activities (Jain et al., 2018). There are a variety of strategies that can help you establish a successful presence on the platform. a. Create a plan. It will involve developing a strategy that includes all the platforms you plan to use. Maintaining a consistent posting schedule is one of the essential factors you should consider. Doing so will allow you to keep your followers engaged and will help you avoid over-sharing. b. You are developing a clear and consistent voice. It will allow you to communicate with your audience and make the spectators feel like they are receiving the best possible service. Another important aspect of this strategy is to show a little personality. It will allow you to present your business as engaging and relevant. c. I was having fun. It will allow you to provide your customers with various engaging and fun ways to interact with them. Some of these include running social media contests and hosting live videos. d. Analyze your audience. It will allow you to determine what your customers are looking for and respond accordingly. e. Learn from big brands. It will allow you to put your best foot forward and make the most of the platform. Social media is a great way to improve customer service. Using it can help build a loyal customer base and address any issues quickly. Because so many people communicate with each other through social media, it’s no wonder that many businesses use it for their customer service (Minh-Nhat et al., 2022b). a. Many businesses use social media to promote themselves but don’t always respond quickly to customer issues. According to researchers, almost half of consumers expect a response within 60 minutes to a complaint on social media, while over a third expect a response

130

F. DI VIRGILIO AND S. DAS

within an hour (Das et al., 2022b). You can build strong relationships with your customers by monitoring and responding to concerns promptly. b. One of the most important factors that businesses should consider when it comes to using social media is the use of hashtags. Having a well-defined and organized set of hashtags helps keep topics easy to navigate. Since the algorithm changes frequently on different platforms, it’s important that you stay up to date with the latest practices and recommendations. c. Many customers displeased with a company’s social media presence leave public comments on the company’s accounts. While it’s not ideal to ignore these messages, it’s also essential to take the time to consider their feedback and respond privately. One of the most effective ways to increase sales is through social media. It can be done in various ways, such as posting content and engaging with customers. a. Social media platforms allow advertisers to reach their target audience and monitor their ad campaigns. Some significant platforms enabling advertisers to do this include Facebook, Instagram, and Twitter. b. Social media platforms such as Instagram and Facebook allow businesses to sell products online. They also provide various tools that make it easy for them to start selling. c. One of the most effective ways to boost sales is by hiring brand ambassadors. It can be done by finding enthusiastic individuals or social media influencers willing to help promote your business. d. Social listening is a process that helps businesses identify what their customers are saying about their brand. Through this process, companies can gain a deeper understanding of their customers’ sentiment and industry trends. It can then improve the company’s performance and increase its sales. Social media platforms are a great way to recruit and hire talent in today’s competitive environment. They allow employers to reach a wider pool of potential employees and efficiently sort through the applications.

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

131

a. A solid social media presence is crucial for a company to attract and retain talent. It can help boost the excitement of potential employees when they see your brand and company values. b. If you’re a job candidate, ensure you understand the common practice of social media screening. Having a solid social media presence will help you stand out from the crowd. Use social media to manage a crisis. You may have chosen to post a message on your Facebook or Twitter page or opted to stay silent. Regardless of your choice, you were still unsure how to respond to the incident. a. Unfortunately, there is no book on how to handle social media marketing when the news gets worse. However, several schools of thought suggest using social media to manage a crisis. b. Here are some tips to help you manage a crisis on social media. One of the most critical factors you should consider is avoiding saying anything you don’t want to. It will help prevent you from being caught off-guard by a tragedy. c. Also, make sure that your social media strategy is ready to go. After hearing about a tragedy, make sure that you stop posting non-essential posts.

Use of Social Media and Digital Entertainment for Brand Building a. Social media is a powerful tool for brand awareness, as over half of the world’s population uses it (Mohanty et al., 2019). It allows companies to reach out to new potential customers and increase their current ones. According to a study, 83% of Instagram users are likely to find new products when they see something they like on the platform. Stillhouse Spirits was able to boost its ad recall by running a campaign on Facebook. b. To use social media to humanize the brand. It can be done through the creation of meaningful relationships with their followers. In addition to introducing your products to their audience, social media allows companies to show how their existing customers benefit from them (Mondal & Das, 2021, 2021a, 2021b, 2021c).

132

F. DI VIRGILIO AND S. DAS

c. Building trust is essential for businesses as it can help them develop a deeper understanding of their customers and increase their marketing receptiveness (Mondal et al., 2017). Social media is the best place to get real. It allows companies to show how they’re putting the interests of their customers and employees first (Mondal et al., 2022a). d. To use social media to establish the brand as a thought leader. According to a study conducted by a consultancy firm, the trust level between businesses and the media has remained relatively high despite the recent political developments (Mondal et al., 2022b). Regardless of your company’s industry, social media can help you establish a brand as a thought leader. It allows you to connect with like-minded individuals and provide them with the necessary information to make informed decisions (Mondal, 2020a, 2020b). LinkedIn is one of the most prominent platforms businesses can use to establish their thought leadership. e. According to a study conducted in 2021, around 70% of social media users log into accounts at least once a day, and many check their accounts multiple times a day. Also, about half of social media users admit checking their accounts multiple times daily.

Use of Social Media and Digital Entertainment for Growth a. To increase website traffic through social media ads and posts. Having great content on your website or blog can help boost traffic to your site (Mondal, 2021; Nadanyiova & Das, 2020). You can also use various tracking tags to collect data on how many people click on your ads and posts. For instance, different architectural designers use Instagram to promote their story content (Ngoc-Vinh et al., 2022; Nguyen et al., 2022a, 2022b). They then direct their followers to the full article by clicking on the link in its bio. Participating in social chats can help boost your visibility and attract more potential customers (Ravi & Mondal, 2021; Sharma & Das, 2020). Your social media profiles should include a website link so people can easily find out more about you. b. To generate leads. It allows potential customers to express their interest in buying from you quickly. In addition to generating leads,

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

133

social media platforms also have various ad formats designed to collect them. c. The success of your social media platforms is critical to your sales process. It allows potential customers to express their interest in buying from you quickly. As more people use social media, you must align your marketing efforts with your sales goals (Puri et al., 2023). Having a well-defined strategy can help boost sales and attract more potential customers. d. One of the most effective ways to drive social word of mouth is by partnering with influencers. These individuals can help boost your brand’s visibility and attract more followers.

Use of Social Media and Digital Entertainment for Content Creation and Distribution a. Getting your content published on social media is a great way to promote your brand and grow your audience. A well-written and well-thought-out content marketing plan is also essential to ensure that you get the most out of your social media presence (Sharma & Das, 2021; Sharma et al., 2020; Singh & Das, 2018). b. Viral Content. When people start liking, commenting, and sharing your content, it is immediately exposed to new audiences. Going viral is an excellent concept as it allows your content to spread across the internet. Your content might get shared thousands or even millions of times depending on the networks that follow it (Singh et al., 2020; Siri & Das, 2021; Siri et al., 2020). Exposure to social media is also beneficial because it allows people to filter their content before they consume it (Tien-Dung et al., 2022a). People can see what is trending in a world with so much content. Social media is essential for any business, allowing it to go viral. Reaching out to your fans is also very beneficial as it will enable them to help you achieve this goal (Tien-Dung et al., 2022b). For instance, when a TikTok user created a video that Grammarly used for their ad audio, it went viral and attracted over 100,000 users. The TikTok and Instagram influencers can do such viral content in two ways. i. To ask their followers what they want. Creating content people want to share is a sure way to get their attention. It can be done

134

F. DI VIRGILIO AND S. DAS

through a variety of methods such as social listening and asking your followers what they want. ii. To create a contest or use a hashtag to get your followers involved. It can help build excitement about your brand and provide you with a library of posts to share over time.

Use of Social Media and Digital Entertainment for Communication a. If you are a business owner, you need to look at how your customers talk about you on social media. It is because, without proper attention, negative posts can turn into significant issues. A strong reputation management strategy can help you identify and address the issues affecting your brand (Tiwari & Mondal, 2022). For instance, if a customer is complaining about a poor service experience, you can help them address their concerns by posting on their social media posts. Even if you are not available to respond to every posting, your customers are still talking about you on social media (Van et al., 2020). If you and your team are on the right track, you can take advantage of the opportunities to highlight the positive aspects of your brand and address the negative issues before they turn into major ones (Yegen & Mondal, 2021). For instance, if a customer is complaining about a poor service experience, you can help them address their concerns by posting on their social media posts. b. One of the most critical factors you should consider when developing a crisis communication strategy is having a plan. Although small businesses may not have the same resources to handle a crisis, a small number of shares can have a significant impact on a community. Having a well-run and managed social media account can help keep you on top of the situation and ready to respond if the worst happens. c. Social media allows businesses to interact with their customers and fans directly, unlike traditional media, which only allows oneway communication. Because of this, businesses must engage their followers and customers regularly. Follow your social media rules and guidelines to respond to questions and comments in a way that’s appropriate to your brand. You can also monitor what’s happening on the other side of the web. For instance, if a customer talks about a

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

135

particular restaurant, Burger King will respond to those mentioning it. d. Aside from being able to interact with their customers on social media, people also expect brands to provide them with the best customer service. According to a survey, over half of social media users wish to receive a response within three hours after they open a brand’s account. The right tools can help businesses handle various messages, including live chat, email, and social media. One of the most critical factors you should consider is having a dedicated customer service department.

Use of Social Media and Digital Entertainment for Gaining Insight a. Social media gives businesses a considerable amount of data about their customers. This information can be used to make informed decisions and improve the efficiency of their operations. One of the most valuable features of social media is the ability to collect demographic information about your audience. It allows you to tailor your marketing strategy to meet your customers’ needs. b. One of the essential factors you should consider when it comes to social media monitoring is the sentiment of your brand. Although it’s critical to monitor the number of people talking about your brand, it’s also essential to keep in mind that the people talking about you are feeling about it. Although it’s great to see a lot of mentions, it’s also essential to consider the negative sentiment you are experiencing. If you are getting a lot of negative feedback, you must take immediate action to address the issue. Proper social media monitoring tools can help you protect your brand reputation. It can also help you keep track of the people who are talking about your brand. c. One of the most crucial factors you should consider when it comes to social media monitoring is the competition. Analyzing the mentions of your competitors can provide you with valuable insight into their products and services, which can help you win new customers. Monitoring the competition on social media can also help you keep track of the changes that your rivals are making in their products and services.

136

F. DI VIRGILIO AND S. DAS

d. Being up to date with the latest industry news is very important for any business, as it can help you make informed decisions and improve the efficiency of your operations. Social media monitoring can also help you keep track of the changes in your industry.

Use of Social Media and Digital Entertainment for Advertising a. One of the most effective ways to promote your business is through social ads, which are typically low-cost and can be used to distribute content. They can also be potent tools for reaching the right audience. For instance, verb energy bars could get a large audience through an integrated campaign across all of Facebook’s services. According to estimates, by 2022, advertisers will use social media to promote over $55 billion worth of products. b. With the help of various ad targeting options, such as geographic information, language, and demographic data, you can create compelling messages that resonate with your target audience. Almost 70% of all shopping carts are abandoned. People who have already found your website and decided what they want are prime potential customers. However, if you are interested in your company, you should not be ignored. With the help of tools such as the Facebook pixel, you can show your ads to the exact people who have visited your website and placed a shopping cart.

Use of Social Media and Digital Entertainment to Prove Return on Investment It is always challenging for marketers to prove the return on their investment in social media. With tools like Google Analytics and Facebook Analytics, they can see the full impact of their efforts on their website traffic and conversions. They can also track the effectiveness of paid and organic social media campaigns.

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

137

Essentials of Successful Social Media and Digital Entertainment Mix Strategies a. A successful social media marketing campaign will look different for different businesses. Here are some of the most common factors that will help you create effective strategies. b. Your audience is significant in developing effective social media marketing strategies. Understanding their behavior and how they use various platforms will help you build a compelling campaign. c. Your brand identity is essential to developing effective marketing strategies. It will help you convey the message that you want to communicate to your audience. d. While there is a certain amount of spontaneity when it comes to social media, you need to develop a consistent content strategy to ensure that you can produce high-quality content. e. Analytics can help you develop effective marketing strategies. It will allow you to analyze various factors such as who your audience is, the best times to post, and more. f. Regular activity is one of the most critical factors to consider when developing effective social media marketing strategies. It will allow you to keep up with the industry’s changes and your audience. g. Instead of using social media to pitch your business, focus on developing effective inbound marketing strategies. This strategy will allow you to build a strong relationship with your audience and promote your business.

Social Media and Digital Entertainment Plan for Overall Marketing After you have learned the ins and outs of social media marketing, it’s time to put it into action. A social media marketing plan is the framework that will guide you through your efforts and make sure that you’re spending the right amount of money. a. Before you start social media marketing, you must choose the right platforms for your target audience. You can use various platforms for different purposes, and you can start with one and gradually add more as you get used to them.

138

F. DI VIRGILIO AND S. DAS

b. Before you start implementing a social media marketing strategy, you must set goals and objectives. These should be simple and achievable, such as posting once a day for a month or conducting a competitive analysis. Once you have a rhythm and have gathered actionable insights, you can set more strategic goals such as increasing your following or publishing content your audience likes. c. Use the platforms’ analytics to identify which posts are generating the most engagement and which demographics are most likely to be interested in your content. You can also scale up your efforts and monitor what works.

Success Mantras for Using Digital Entertainment Along with Social Media After you have learned how to use social media, it’s time to start implementing it. A social media marketing plan will guide you through the various steps of your campaign. a. Use the platforms’ analytics to analyze the various aspects of your posts to identify which ones generate the most engagement. You can also monitor the effectiveness of your efforts. b. You must have a clear and achievable set of goals. These should include regularly posting content, conducting competitive analysis, and analyzing your audience. Having a consistent rhythm can help you set goals and improve your effectiveness. c. You choose the appropriate platforms for your target audience. You can use many different media types, and you can start with just one or gradually add more. d. Consistency: social media allows you to project your brand image across various platforms. While each forum has its unique environment, your core identity should stay consistent. Whether fun, friendly, or trustworthy, your brand should always be consistent. e. Participation: One of the most critical factors you should consider when it comes to social media is participating in the community. It means that you should regularly schedule all your posts and engage with others. You should also pay attention to the people engaging with your content and sharing their comments, as well as the live streams and post polls designed to spark discussion.

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

139

f. Use tools for content creation: Instagram is known for its visual content. However, to stand out in the crowd, you must ensure that attractive images accompany your posts. A variety of tools allow you to create these types of images, such as Canva. These tools will enable you to quickly create and customize these images and are consistent with your brand. g. Renew the objective, Reposting, Recycling the content: There is a lot of content on social media, so you need to post great content to gain followers regularly. The secret to this is ensuring you are engaging with your audience. Repurpose a blog post or a customer review into a series of tweets or a video that can be used on Instagram or LinkedIn. You can also create a case study that can be used to highlight a particular aspect of a product or service. Instagram and TikTok videos can be used to post on YouTube, and you can also add your blog posts to the platform. Re-share your top-performing blog posts each month to increase your followers. Repost is a great way to fill in the gaps in your content calendar. It can be done in moderation and used to share influencer and usergenerated content. You can also curate and share links from other sources. h. Use Curation for feed: We tend to look for ways to get in front of others’ feeds, but we also forget there is value in our own. To get the most out of your feed, one must keep track of competitors and follow influencers to stay up with the latest trends and learn more about what’s happening in the industry. i. Use analytics for tracking: One of the most critical factors you should consider when it comes to social media marketing is the success of your strategies. Having the proper data is very important to measure the effectiveness of your efforts. With Google Analytics, you can easily track the various aspects of your social media marketing campaign and identify which strategies are working best for you. To keep track of all your social media marketing efforts, attach tracking tags to your campaigns. These will allow you to monitor the effectiveness of your actions. You can also use the analytics in your platforms to see which content is performing well. j. Trying paid social advertising: One of the main reasons why people use social media is to expand their reach. Reaching out to a huge audience and promoting your products and services is very costeffective. Most platforms allow you to target your audience based

140

F. DI VIRGILIO AND S. DAS

on their specific interests. With the right strategy, you can see your content seen by many people.

Best Platforms for Mixing Digital Entertainment with Social Media Marketing Businesses commonly use social media platforms, including YouTube, Instagram, Snapchat, and Facebook. There are various ways to approach these platforms, with varying user bases and content types. Before you start implementing any strategy, it’s essential to understand the main factors that affect its success. a. Facebook is the world’s largest social media platform. It allows people of different ages to connect with their families and friends. It also allows businesses to build strong relationships with their customers. Through its platform, people can easily find and connect with local businesses. In addition to being able to communicate with their friends and family, Facebook additionally allows companies to hold live streams and events. Although organic reach is significant on Facebook, it is also limited. For businesses looking to generate leads or expand their reach, Facebook advertising is a great option. b. Although YouTube is not considered a social media marketing channel, it can be used to promote a variety of products and services. One of the most important factors people should consider when it comes to social media marketing is adding value to their content. It can be done through the platform’s various features, such as its ability to post videos and share them with other users. c. Instagram can be used to promote various types of products and services. One of the most important factors people should consider when it comes to social media marketing is adding value to their content. Instagram ads are generally higher than Facebook’s, but organic reach is still higher. It features a variety of content formats, such as Stories, Feed posts, and videos. Its users are also loyal to brands and influencers who support their values. d. Twitter is an excellent network of short, helpful, and energized discussions. It would help if you regularly used it to keep up with what’s happening on social media. Many people use it to get news and follow brands, which can also be used to call customer service.

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

141

One of the most effective ways to use Twitter for social media marketing is to follow influencers. They can help you keep up with the latest trends and news. Follow people genuinely interested in talking about you and answer their questions. Also, share a story in one thread to make yourself more accessible to customers. e. Snapchat is not just for teens. Its most important demographic group is 13 to 34 years old, and it features filters, Snap Maps, and a partnership with Gannett. It’s also more local than you might think. There are plenty of ways to build a following on the platform, such as through short videos and images. f. TikTok is the fastest-growing social media platform, reaching a billion monthly users in just five years. While it’s known for its dance-focused content, it has a variety of categories that continue to grow. While businesses can use it as a marketing tool, ensure that your videos are consistent with the platform’s primary objective: providing entertainment. Digital entertainment, laced with social media marketing, is a powerful tool that can help boost website traffic and increase your reach. Still, it’s also important to remember that it’s not a platform where you can pitch your business. A dedicated social media strategy can help you connect with your audience and develop a personality that will help them connect with you. Your community is a place where you can express yourself and build up a network of like-minded individuals. It will also allow you to promote your content and reach out to more people. This approach will enable you to achieve multiple goals and make a name for yourself in the business world.

Impact of Digital Entertainment on Various Social Enterprises Digital entertainment is a new form of marketing used by businesses to promote their products and services. It allows them to reach out to their existing customers and attract new ones. Various companies have started using social media platforms in the past decade to boost their sales.

142

F. DI VIRGILIO AND S. DAS

a. The hospitality industry is a vital part of the community and carries out various services, such as providing peaceful and enjoyable customer experiences. Due to the rise of social media, the industry has gained great potential. The industry can benefit from the increasing number of people who use social media due to its trust and influence over customers. b. The rise of social media has increased the number of entrepreneurs. It has created numerous opportunities to promote their products and services, as people constantly use it. Cost-effective and efficient, social media marketing is an excellent way for entrepreneurs to make money from their efforts. c. Entrepreneurs also use social media to connect with their customers and promote their products and services. They can additionally create effective marketing programs for their businesses. d. Digital marketing is becoming more prevalent in the restaurant industry, allowing establishments to enhance their services and products by attracting more potential customers. Social media marketing can also help build a brand image for their businesses. e. Cost-effective and efficient, social media marketing is an excellent way for entrepreneurs to make money from their efforts. Social media has become an integral part of the marketing efforts of small businesses, as it allows them to interact directly with their customers and increase their awareness. It has also helped them build a unique brand identity. Social media is an open forum that allows businesses to expand their customer base and serve international customers. It is also beneficial for small businesses as it allows them to diversify their customer base.

Conclusion Mobile devices are becoming more prevalent today, and social media management solutions can help organizations develop effective marketing strategies geared toward this demographic. These solutions can also help them achieve faster response times and provide a more personalized customer experience. Social media marketing can help build brand awareness and increase web traffic. It can also generate a higher ROI. The right strategy can help boost a company’s online presence and attract loyal customers. One of the most important factors businesses consider when implementing

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

143

social media management solutions is the ability to monitor and manage multiple social media activities. It can help them avoid getting bogged down in the details of the process. One of the most flexible features of social media management solutions is assigning roles and permissions to various teams.

References Behera, M., Dash, M., Ayasa Kanta Mohanty, A. K., & Das, S. (2019). Entrepreneurial ecosystem: A geographical upliftment. Revista Espacios. Volume (40), 26–36. http://www.revistaespacios.com/a19v40n01/194 00126.html Das, S., & Mondal, S. (2016). Yours digitally: Patanjali. Available at SSRN 2737299. Das, S. (2020a). Media impact of advertising on consumer buying behaviour a comparative study of different media. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273691 Das, S. (2020b). Innovations in digital banking service brand equity and millennial consumerism. Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. https://doi.org/10.4018/978-17998-5175-2.ch004 Das, S. (2021a). Digital entertainment: The next evolution in service sector. Springer Nature. https://doi.org/10.1007/978-981-15-9724-4.PrintISBN 978-981-15-9723-7.OnlineISBN978-981-15-9724-4 Das, S. (2021b). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. https://doi.org/10.1201/978042 9298509 Das, S. (2021c). A systematic study of integrated marketing communication and content management system for millennial consumers. In Innovations in digital branding and content marketing (pp. 91–112). IGI Global. https:// doi.org/10.4018/978-1-7998-4420-4.ch005 Das, S., Mondal, S. R., & Sandhu, K. (2022a). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2022.2098526 Das, S., Mondal, S., Puri, V., & Vrana, V. (2022b). Structural review of relics tourism by text mining and machine learning. Marketing, 8(2), 25–34. https://doi.org/10.5281/zenodo.7358349 Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market mavens in digital entertainment: A complete know how for curious customers. In Digital entertainment (pp. 147–172). Palgrave Macmillan. https://doi. org/10.1007/978-981-15-9724-4_8

144

F. DI VIRGILIO AND S. DAS

Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140 Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11). Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from Indian banking sector. Revista ESPACIOS, 39(33). Minh-Nhat, H. O., Nguyen, H. L., & Mondal, S. R. (2022b). Digital transformation for new sustainable goals with human element for digital service enterprises: An exploration of factors. In Sustainable development and innovation of digital enterprises for living with COVID-19, (pp. 85–103), Springer. https://doi.org/10.1007/978-981-19-2173-5_6 Minh-Nhat, H. O., Majerova, J., & Das, S. (2022a). Taking steps to help the phoenix rise from ashes: A roadmap for digital enterprises to develop new sustainable goals. In Sustainable development and innovation of digital enterprises for living with COVID-19, (pp. 35–51), Springer. https://doi.org/10. 1007/978-981-19-2173-5_3 Mohanty, P.C., Dash, M., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios. Volume (40), p. 7–15. http:// www.revistaespacios.com/a19v40n02/19400207.html Mondal, S., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista ESPACIOS, 38(61). Mondal, S. R. (2020a). Factors influencing store image loyalty and satisfaction from customer perspective an empirical study in retail sector. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273688 Mondal, S. R. (2020b). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. https://doi.org/10. 4018/978-1-7998-5171-4.ch006 Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. In Innovations in digital branding and content marketing (pp. 113–133). IGI Global. https://doi.org/10.4018/978-17998-4420-4.ch006 Mondal, S. R., & Das, S. (2021). Examining diabetic subjects on their correlation with TTH and CAD: A statistical approach on exploratory results.

9

DIGITAL SOLUTIONS FOR SOCIAL MEDIA: ROLE …

145

In Machine learning and the internet of medical things in healthcare (pp. 153– 177). Academic Press. https://doi.org/10.1016/B978-0-12-821229-5.000 07-0 Mondal, S. R., Majerova, J., & Das, S. (2022a). Sustainable development and innovation of digital enterprises for living with COVID-19. Springer. https:// doi.org/10.1007/978-981-19-2173-5 Mondal, S. R., Virgilio, F. D., & Das, S. (2022b). HR analytics and digital HR practices. Springer. https://doi.org/10.1007/978-981-16-7099-2 Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. https://doi.org/10.36708/Littera_Scripta2020/1/8 Ngoc-Vinh, N., Tien-Dung, P., & Das, S. (2022). Digitization of business; Need for recombination during COVID-19. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 1–17). Springer. https://doi.org/10.1007/978-981-19-2173-5_1 Nguyen, T. D. M., Mondal, S. R., & Das, S. (2022). Digital Entrepreneurial Transformation (DET) Powered by New Normal Sustainable Developmental Goals (n-SDGs): Elixir for growth of country’s economy. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 69–84). Springer. https://doi.org/10.1007/978-981-19-2173-5_5 Puri, V., Mondal, S., Das, S., & Vrana, V. G. (2023). Blockchain propels tourism industry—an attempt to explore topics and information in smart tourism management through text mining and machine learning. Informatics, 10(9). https://doi.org/10.3390/informatics10010009 Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. https://doi.org/10.1007/978-981-15-9724-4_7 Sharma, E., & Das, S. (2020). Measuring impact of Indian ports on environment and effectiveness of remedial measures towards environmental pollution. Int. J. Environment and Waste Management, 25(3), 356–380. https://doi.org/ 10.1504/IJEWM.2019.10021787 Sharma, E., & Das, S. (2021). Integrated model for women empowerment in rural India. Journal of International Development, 1–18. https://doi.org/10. 1002/jid.3539 Sharma, E., Nigam, N., & Das, S. (2020). Measuring gap in expected and perceived quality of ICT enabled customer services: A systematic study of top ten retailers of India. International Journal of Applied Systemic Studies, 9(2), 159–184. https://doi.org/10.1504/ijass.2020.113260 Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(07). http:// www.revistaespacios.com/a20v41n07/20410715.html

146

F. DI VIRGILIO AND S. DAS

Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of Indian private sector and public sector banks. Revista Espacios Magazine, 39(26), 25. Siri, R., Mondal, S. R., Das, S. (2020). Hydropower: A renewable energy resource for sustainability in terms of climate change and environmental protection. In The handbook of environmental chemistry. Springer. https:// doi.org/10.1007/698_2020_635 Siri, R., & Das, S. (2021). A study on processing of information storage & use of new age consumers in digital wellness sector through story telling & creating interest. In Digital entertainment (pp. 45–63). Palgrave Macmillan. https:// doi.org/10.1007/978-981-15-9724-4_3 Tien-Dung, P., Nguyen, X. D., & Das, S. (2022b). Sustainable goal achievement by digital revolution during and after pandemic; How much one wins and losses: A bird’s eye view for future planning. In Sustainable development and innovation of digital enterprises for living with COVID-19, (pp. 133–147). Springer. https://doi.org/10.1007/978-981-19-2173-5_8 Tien-Dung, P. H. A. M., Majerova, J., & Das, S. (2022a). Phases of possible recovery of digital enterprises in new normal business for living with COVID19 Times: Opportunities for a new era in sustainable development goals. In Sustainable development and innovation of digital enterprises for living with COVID-19, (pp. 19–33). Springer. https://doi.org/10.1007/978-981-192173-5_2 Tiwari, M., & Mondal, S. R. (2022). Technological dynamism of workforce management for effective education service delivery during and after covid-19. In HR analytics and digital HR practices (pp. 199–215). Palgrave Macmillan. https://doi.org/10.1007/978-981-16-7099-2_8 Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human-machine interactive devices for postCOVID-19 innovative sustainable tourism in Ho Chi Minh City. Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/su12229523 Yegen, C., & Mondal, S. R. (2021). Sharenting: A new paradigm of digital entertainment of new age parenting and social media. In Digital entertainment (pp. 213–231). Palgrave Macmillan. https://doi.org/10.1007/978981-15-9724-4_11

CHAPTER 10

Digital Solution for Industry 4.0 and 5.0 and Social Media Subhra R. Mondal

and Subhankar Das

Introduction Due to the rise of the Internet of Things (IoT), third-party vendors now offer various services to help organizations build and manage their networks (Behera et al., 2019; Das & Mondal, 2016). These include consulting, development, and management of their existing deployments (Das et al., 2022a). Industry 5.0 refers to developing robots to help humans work faster and wiser (Das, 2020a, 2020b). The rise of Industry 4.0 has led to the development of new technologies that can help workers perform more efficiently (Das, 2021a, 2021b, 2021c). In the past, robots were commonly used to perform monotonous tasks such as welding and painting. With the increasing number of connected and intelligent machines, Industry 5.0 aims to combine the capabilities of humans and

S. R. Mondal · S. Das (B) The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam e-mail: [email protected] S. R. Mondal e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_10

147

148

S. R. MONDAL AND S. DAS

machine intelligence to improve the efficiency and performance of the workplace (Duman and Das, 2021; Duy et al., 2020; Gupta et al., 2019). Contrary to popular belief, the increasing number of robots in the manufacturing industry is not an opportunity to replace workers. Instead, it is an opportunity to enhance the efficiency of their operations by developing new capabilities and improving the quality of their work (Jain et al., 2018; Minh-Nhat et al., 2022a, 2022b). Manufacturers need to interconnect their various systems and machines to achieve maximum performance (Mohanty et al., 2019). The goal of Industry 5.0 is to improve the efficiency of people and make workplaces more productive. It involves developing new technologies to help workers work faster and more efficiently. It is the manufacturing world’s event horizon (Mondal & Das, 2021; Mondal et al, 2017, 2022a). The fourth industrial revolution is characterized by blurring lines between the biological, digital, and physical spheres (Mondal, 2020b, 2021). Due to the rise of social media, traditional forms of communication have become obsolete. People now use various platforms such as Facebook, Twitter, Instagram, and WhatsApp to communicate with each other (Nadanyiova & Das, 2020; Ngoc-Vinh et al., 2022; Nguyen et al., 2022). The increasing value of data has become one of the main reasons why people use it instead of airtime (Ravi & Mondal, 2021; Sharma & Das, 2020, 2021). In certain countries, data costs are still high, unlike in other regions where there is free Wi-Fi connectivity in public areas (Sharma et al., 2020; Singh & Das, 2018; Singh et al., 2020). There are also various network providers that can offer a lower and more attractive package to consumers (Siri & Das, 2021; Siri et al., 2020). According to a 2017 report by the World Economic Forum, this technological revolution could raise the income levels of people and improve their quality of life (Tien-Dung et al., 2022a, 2022b; Tiwari & Mondal, 2022). Digital marketing is when a product or service is marketed using various digital mediums such as the Internet, mobile phones, and shopping centers. Traditional forms of marketing include sales promotions, direct marketing, and advertising (Van et al., 2020; Yegen & Mondal, 2021). However, digital marketing has consumed a huge amount of space and time, and brands and companies need to spend more resources and energy on it. Today, everything is digital, and as individuals, we have an opportunity to be more technologically savvy. While we are still walking, some

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

149

are still ambassadors for brands that they indirectly represent. Because of our social media presence, we can influence others through our following and marketing. Social media applications are easy to download and can be used to create a profile and connect with people (Puri et al., 2023). They allow us to share our personal experiences and promote our products and services at no cost. Social media allows us to communicate with our families and friends and promote our brands. We all use social media platforms to promote our products and services. There are various reasons why people use these platforms, such as disseminating information and educating others. For instance, some companies and brands use influencers such as Kim Kardashian West and her family for marketing their products and services. With their massive following on Instagram, these individuals can be paid to promote their products and services. With the rise of social media, people are expected to be responsible for their actions. Therefore, people must be aware of the policies that are in place when it comes to sharing information (Mondal, 2020a). This includes protecting yourself and your loved ones from unauthorized access and use. Doing so can help prevent potential problems with your plans and possessions. In today’s digital age, people are expected to be responsible for their actions on social media. Various types of crimes are carried out on social media, such as robbery and sexual offenses. Some have also seen themselves being taken to court over their posts. People must also take the necessary steps to use digital marketing tools to get the most out of their time.

Learnings from the Digital Media Revolution a. The lessons from the digital media revolution are that disruption occurs very quickly. Although different types of media have not been able to threaten each other directly, they have started to do so unprecedentedly. For instance, television has not been destroyed by the Internet, but new digital entrants have begun to take a dominant position. b. The publishers could not react fast enough to the threat of technology because they were already competing. For instance, Amazon is the leader in cloud computing, not an IT company. Similarly, Google triggered the revolution in self-driving cars by not only developing technology but also disrupting the traditional automobile industry.

150

S. R. MONDAL AND S. DAS

c. Despite the technological advancements in the digital media industry, it does not mean that the traditional print book will be destroyed. Although the sales of electronic books have stagnated, consumers still value the experience of reading on paper. The reading experience is more likely to occur at a different time of the day, for example, during the weekend. Digital browsing tends to win during the working week. Every business model must adapt to the changes brought about by the digital media revolution. d. Companies must also maintain their core values and identity when it comes to adapting to the changes brought about by the digital media revolution. In 1985, Coca-Cola launched New Coke, which is regarded as the worst marketing mistake of the century. The company quickly responded by launching Classic Coke. The brand concept is fundamental to a company as it relates to its products and services. While a company may own a brand financially and legally, it is emotionally attached to its consumers. The relationship between a brand and its customers is significant to the company’s revenue. e. The fashion house known as Yves Saint Laurent does not make money from its famous “Haute Couture” collection. Most of its revenues come from cosmetics, jewelry, and perfumes. On the other hand, newspapers are part of an ecosystem that includes video, digital, and print media. All these divisions have varying profitability levels and contribute to the success of a brand. f. Media companies must maintain a firewall between their various divisions to ensure that their identities are not compromised. If back-office consolidation is necessary, this should be done using accounting and finance procedures. g. One of the most important lessons that media companies should learn is that consumers should be at the center of their business models. Readers should always be at the center of everything that’s happening in the media industry. Unfortunately, this is often the case when the industry has been focused on advertising. The rise of digital media has tempted readers to buy a newspaper to see publicity. However, this strategy can also backfire. For instance, if the number of clicks entices advertisers that a site gets, they might not be able to resist the urge to post extremist commentary or fake news.

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

151

The public values the media as a vital part of a country’s intellectual infrastructure. They play an essential role in shaping the image of a community and contribute to its attractiveness. A newspaper allows people to share their identities and build an idea for the world to see (Das et al., 2022b). The success of a media company depends on its ability to reach a society’s emotional and social aspirations. It is the same for other businesses, as the younger generations are more likely to pressure companies to show how they contribute to the community. Henry Ford once said that a company that only makes money is a lousy business. It is also telling that Ford is still alive and thriving. The media will continue adapting to the changes brought about by the digital revolution. One of these is The New York Times, which recently launched a Spanish-language version of its magazine. Despite the negativity surrounding the industry, researchers are still optimistic that it will still be able to survive.

New Avenues for the Digital Media Revolution Due to the rise of social media and the increasing number of people consuming content, marketers, and publications are creating bite-sized pieces of content that are easily shareable and can be categorized (Mondal et al., 2022b). One of the most common forms of content created is clickbait, shocking content that tries to lure readers with surprising and unsettling imagery. Despite the various changes in the media industry, researchers are still optimistic that it will continue to evolve. One of the main advantages of the new digital world is that it allows publishers and broadcasters to lower their distribution costs. In 1985, for instance, if I had started distributing newspapers and television content, I would have had to spend around 25% of my income on distribution. Trying to reach a global audience of over a billion people would have been impossible. According to a study conducted by the Pew Research Center, the number of people who read newspapers digitally has increased significantly over the past couple of years. The study found that the digital audience of newspapers is more than twice as large as that of the Internet. Millennial readers are still voracious consumers despite the increasing number of short-form articles. They are more likely to share and convert content that is longer than 3,000 words. It is good news for publishers

152

S. R. MONDAL AND S. DAS

and journalists as it allows them to attract more leads and retain their existing customers. Mobile ad content, often accompanied by quality journalism, can be seamlessly integrated with branded and native content. This new form of advertising will allow publishers to increase their revenue and retain their customers. It is also expected to replace traditional forms of marketing. The traditional print media is becoming more personal as it allows people to connect. The rise of social media has also led to the increasing number of people consuming media on their mobile devices. It is suitable for publishers as it allows them to reach their target audiences and retain their existing customers. The rise of digital advertising will enable publishers to increase their revenues and retain their customers. This new format is expected to be accompanied by multi-media and targeted ads. Despite the various changes in the advertising revenue sources, the traditional subscription model will not be completely phased out. In addition to the standard subscription model, we will see a shift in the media as it focuses more on providing in-depth reporting and engaging content. It will allow it to increase its advertising revenue and retain its customers. Because of the loyal nature of their customers, they are always willing to pay for content. Moreover, subscription models will continue to flourish if outlets provide helpful advice and utility to their readers, such as through their websites and social media.

Futuristic Outlook The rise of digital platforms such as Google, Amazon, and Facebook is expected to considerably impact how we consume news. It will change the paradigm of how platforms are operated. Facebook, the world’s biggest social media platform, has started to allow users to monetize their news feed by sharing videos. Other platforms such as Instagram are also expected to join the race. Despite the various concerns about the media’s future, researchers believe it’s still not over for the industry. While the rapid emergence and evolution of new digital platforms and the increasing popularity of quickie content have created a challenging environment for traditional media, researchers believe we will still see robust and quality journalism. The media industry is expected to undergo a significant change as it looks to adopt a new way of working. Due to the increasing number of platforms and the complexity of the content distribution process, it is now

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

153

more critical than ever that the industry adopt a new approach to meet the needs of its customers. It is also why the need to do things differently is becoming more critical. Many executives turn to the manufacturing industry for guidance as the media industry evolves. This sector is more efficient when it is streamlined and automated. The media industry is expected to lead in addressing the fourth industrial revolution. It will also have to work with other industries to find a way to manage the changes brought about by new technologies. The rapid emergence and evolution of digital media companies have made it easy for them to grow and develop, but the challenge is still for the more traditional media organizations. The media industry has been different from other industries for a long time. Instead of relying on a single system or technology, traditional media companies have developed their unique skills and procedures. It ensures that their experts can provide their special knowledge. Due to the unique nature of the media industry, it has been a challenging industry for people to navigate. It is because a relatively small number of people have the necessary skills and knowledge to operate in this sector. Due to the increasing number of platforms and the complexity of the content distribution process, it is becoming more difficult for the media industry to manage. It is because the various supply chains involved in the production and distribution of content are becoming more fragmented. Unfortunately, the media industry’s content supply chains are still very fragmented. Often, these organizations rely on inefficient and dedicated supply chains to deliver their products. This process is inefficient and costly, as it leaves organizations open to error, such as when it comes to rights violations. It also prevents them from achieving synergy by not having a central record of all the activities related to the content distribution process. One of the most critical factors that the media industry can consider when adopting a new approach is the need to collaborate across various functions. The media industry is expected to undergo a significant change as it looks to adopt a new way of working. It is because the increasing complexity of the content distribution process has prompted many companies to rethink their supply chain operations. One of the most effective ways for the media industry to improve efficiency is by adopting a microservices approach. This approach allows them to focus on their core business and develop a new system to manage the changes brought about

154

S. R. MONDAL AND S. DAS

by new technologies. The IT service industry has the necessary skills and knowledge to help the media industry implement this strategy. One of the most common examples of how the media industry can adopt a new approach is the use of microservices. This method allows the organization to manage its content supply chain. A framework known as microservices is a design and development process involving the assembly of components designed to work together seamlessly. This approach allows organizations to manage the various aspects of their content distribution process easily. It can be quickly scaled up and down to meet their needs. In addition to being flexible, this approach allows for the rapid development and deployment of new features. One of the most critical factors the media industry should consider when implementing a new supply chain strategy is the need to adopt a standardized approach. It will allow it to reduce its costs and improve its efficiency. Instead of relying on a single system or technology, the media industry should adopt a new approach that involves working with IT, professionals, and experts. It will allow them to make informed decisions and improve the efficiency of their operations. It is important to consider when it comes to adopting a new approach is the need for a comprehensive architecture standard. Service, you can create a common ground. The information technology service industry has plenty of resources and expertise to help the media industry implement a new approach to its content supply chain operations., through a dialog between the experts in the field and those who are responsible for managing IT.

Digital Era and Role of Media Despite the widespread use of digital technology, it will inevitably become mundane. Therefore, we must start preparing for the next generation of innovations, including new materials science and artificial intelligence. Understanding the various technologies that have been used to improve the efficiency of our lives can be done through a look at older technologies. For instance, the rise of electricity can be traced back to the 1830s, when Michael Faraday first invented the electric motor and power generator. It was only 50 years later that Thomas Edison first started building a power plant. Every technology goes through a series of transformations and discoveries. In the case of electricity, for instance, Faraday discovered new principles, but he didn’t know how to use them effectively.

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

155

Companies such as Tesla and Edison had to understand how to make things work to convince people to buy them. A successful transformation requires more than one technology. It involves people changing their habits and introducing innovations. For instance, factories need to be redesigned, while work itself needs to be rethought before it can have a positive economic impact. Some innovations that have changed our lives include household appliances and radio communications. Today, the world is entirely different from how it was in the 1960s when IBM introduced the concept of digital technology. It is hard to explain how this technology has transformed our lives, as it has replaced newspapers and books and now provides us with helpful advice and recommendations. Despite the widespread use of digital technology, there are still many reasons to believe that the digital age is already upon us. For instance, despite technological advancements, we still rely on heavy industry for our daily needs. One of the main reasons why the digital era is ending is technological advancements over the past few years. One of these is the ability to make computers more powerful by increasing the number of transistors on a silicon chip. This phenomenon, known as Moore’s Law, has allowed us to make our technology even more powerful. Due to the technological advancements over the past few years, Moore’s Law is no longer feasible. Companies like Google and Microsoft are now developing custom chips designed to run their algorithms. The lack of technical skills related to digital technology has also decreased. Like the skills required to operate an automobile are becoming more common, the skills needed to work with digital technology are becoming more mature. Despite the technological advancements over the past few years, digital applications are still mature. For instance, buying a new mobile phone or laptop today doesn’t change the same things that you purchased five years ago. Innovations, such as smart speakers, don’t add much to the convenience of voice interfaces. Despite the limited new value gleaned from various digital applications, such as smartphones and word processors, there is still tremendous potential to be unlocked in materials science and genomics. To fully utilize the power of digital technology, one must first learn how to drive atoms. The Cancer Genome Atlas was created in 2005 to sequence the genome of each cancer patient. Since it was first introduced, it has already resulted in thousands of new cancer research tools and discoveries.

156

S. R. MONDAL AND S. DAS

The technological advancements that have occurred over the past few years have greatly increased our ability to innovate. For instance, the development of advanced batteries has been greatly improved due to the discoveries of new materials. It has also inspired a similar initiative that involves the development of materials. Previously, finding new materials that didn’t exist would have been very challenging. Thanks to the technological advancements over the past few years, researchers have been able to run simulations of the materials genome with high-performance supercomputers. The technological advancements that have occurred over the past few years have greatly increased our ability to innovate. Digital technology’s agility and speed are some of its key competitive advantages. Despite the technological advancements that have occurred over the past few years, the economic impact of the digital revolution has been relatively small compared to other innovations such as electricity and combustion engines. Techniques such as rapid prototyping and iterative iterations significantly accelerated the development of digital applications, as they provided a deeper understanding of the underlying technologies. Unfortunately, this is often not the case with the emergence of new technologies. Due to the emergence of new technologies, it is impossible to quickly prototype a new material, a quantum computer, or a cure for cancer. In the next few decades, we will have to relearn how to go slow. There are also ethical issues related to the development of artificial intelligence and genomics.

Digital Media and Its Role in the Industrial Revolution Through digital media, people can connect with each other in ways they never have. It enables people to maintain their friendships even when they are miles apart. It also allows people who are socially isolated to connect with like-minded individuals. Through social media, people can enhance their understanding of each other’s ideologies and political beliefs. Through social media, people can connect with their friends and family in times of emotional distress. It allows them to share their feelings and connect with others in need. It also helps people maintain their relationships and find ways to help those in need. According to a study, 68% of teens use social media to connect with others in times of distress.

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

157

It also facilitates the formation of support networks. Social interaction on digital platforms can lower stress levels for some users. It is because they are more likely to access information and interact with people who are knowledgeable about their work. Digital media can also help reduce stress levels for women who use it to build strong relationships. However, it also found that some people are more aware of stressful events in their lives, which can lead to higher levels of tension. People can participate in civic activities through digital media and increase their voices. It is also helping to support those affected by humanitarian crises. While traditional media has been very busy focusing on specific subjects, digital media has allowed people to connect with others. Through digital media, people have gained access to more information about the world around them, allowing them to quickly respond to events and improve their understanding of the political situation. It helps them expose unfair business practices and political corruption. When a pharmaceutical company announced plans to increase the price of a drug by over 5,000%, the outrage generated by digital media forced the company to reverse course. Through digital media, people can build communities and organize actions to address various issues. Through online petitions and charitable organizations, people can make a difference in the world around them. It has also helped thousands of activists and individuals around the world train and fight against human rights abuses. Refugees in Europe can coordinate their actions using various websites and applications. Through digital media, people can also support charitable organizations and causes. The ease with which people can reach out to various organizations and individuals on multiple crises and issues has raised concerns about the potential for weakening their long-term support. For instance, users might get overwhelmed by the amount of information they can provide. In addition, an instrument for good causes can also be used for a bad one. Although studies have shown that digital media can positively impact civic engagement, they have also found mixed results. The results of the study revealed that people in China and Brazil are more likely to act on social issues or share information about them due to something that they read on a social networking site. In other countries, such as South Africa, Germany, and the US, about one out of five users use social networking sites to encourage or share political information. Despite the positive effects of online political mobilization, it still raises concerns about the potential for manipulating users and their political actions.

158

S. R. MONDAL AND S. DAS

Conclusion One of the most critical factors businesses need to consider when implementing their digital strategy is developing and implementing effective digital leadership. It is done by developing knowledge and skills to help managers and leaders anticipate and manage the changes brought about by the digital age. It can be done by developing programs and services designed to help teachers and students connect with each other. For instance, using digital media to promote learning, students can receive coaching and mentoring. In addition, digital media can also be used to attract and retain talent, especially young and digitally savvy individuals. It can be done through the development of cross-industry talent pools. Both society and workers have acknowledged the various advantages of digital media and technology. Aside from improving productivity, digital media also allows employees to integrate their work and personal lives more quickly. It is essential as it enables them to manage their various roles. The increasing number of flexible work hours is helping to create more work opportunities for people living in remote areas or working in countries with struggling economies. In addition, businesses can also use social media to engage with their employees. A study by Willis Towers Watson revealed that only 56% of employers use social media to communicate with their employees. This suggests that they are still not using this medium to promote team building and organizational culture.

References Behera, M., Dash, M., Ayasa Kanta Mohanty, A. K., & Das, S. (2019). Entrepreneurial ecosystem: A geographical upliftment. Revista Espacios, (40), 26–36. http://www.revistaespacios.com/a19v40n01/19400126.html Das, S. (2020a). Media impact of advertising on consumer buying behaviour a comparative study of different media. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273691 Das, S. (2020b). Innovations in digital banking service brand equity and millennial consumerism. Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. Das, S. (2021a). Digital entertainment: The next evolution in service sector. Springer Nature. https://doi.org/10.1007/978-981-15-9724-4.PrintISBN 978-981-15-9723-7.OnlineISBN978-981-15-9724-4

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

159

Das, S. (2021b). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. https://doi.org/10.1201/978042 9298509 Das, S. (2021c) A systematic study of integrated marketing communication and content management system for millennial consumers. In Innovations in digital branding and content marketing (pp. 91–112). IGI Global. https:// doi.org/10.4018/978-1-7998-4420-4.ch005 Das, S., & Mondal, S. (2016). Yours digitally: Patanjali. Available at SSRN 2737299. Das, S., Mondal, S. R., & Sandhu, K. (2022a). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2022.2098526 Das, S., Mondal, S., Puri, V., & Vrana, V. (2022b). Structural review of relics tourism by text mining and machine learning. Marketing, 8(2), 25–34. https://doi.org/10.5281/zenodo.7358349 Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market mavens in digital entertainment: A complete know how for curious customers. In Digital entertainment (pp. 147–172). Palgrave Macmillan. Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140 Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11). Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from Indian banking sector. Revista ESPACIOS, 39(33). Minh-Nhat, H. O., Majerova, J., & Das, S. (2022a). Taking steps to help the Phoenix rise from Ashes: A roadmap for digital enterprises to develop new sustainable goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 35–51). Springer. https://doi.org/10. 1007/978-981-19-2173-5_3 Minh-Nhat, H. O., Nguyen, H. L., & Mondal, S. R. (2022b). Digital transformation for new sustainable goals with human element for digital service enterprises: An exploration of factors. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 85–103). Springer. Mohanty, P. C., Dash, M., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios. (40), 7–15. http://www. revistaespacios.com/a19v40n02/19400207.html Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in

160

S. R. MONDAL AND S. DAS

various digital media. In Innovations in digital branding and content marketing (pp. 113–133). IGI Global. Mondal, S. R. (2020b). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. https://doi.org/10. 4018/978-1-7998-5171-4.ch006 Mondal, S. R., & Das, S. (2021). Examining diabetic subjects on their correlation with TTH and CAD: A statistical approach on exploratory results. In Machine learning and the internet of medical things in healthcare (pp. 153– 177). Academic Press. https://doi.org/10.1016/B978-0-12-821229-5.000 07-0 Mondal, S. R., Majerova, J., & Das, S. (2022a). Sustainable development and innovation of digital enterprises for living with COVID-19. Springer. https:// doi.org/10.1007/978-981-19-2173-5 Mondal, S. R., Virgilio, F. D., & Das, S. (2022b). HR analytics and digital HR practices. Springer. https://doi.org/10.1007/978-981-16-7099-2 Mondal, S., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista ESPACIOS, 38(61). Mondal, S. R. (2020a). Factors influencing store image loyalty and satisfaction from customer perspective an empirical study in retail sector. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273688 Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. https://doi.org/10.36708/Littera_Scripta2020/1/8 Ngoc-Vinh, N., Tien-Dung, P., & Das, S. (2022). Digitization of business; Need for recombination during COVID-19. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 1–17). Springer. https://doi.org/10.1007/978-981-19-2173-5_1 Nguyen, T. D. M., Mondal, S. R., & Das, S. (2022). Digital Entrepreneurial Transformation (DET) Powered by New Normal Sustainable Developmental Goals (n-SDGs): Elixir for growth of country’s economy. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 69–84). Springer. https://doi.org/10.1007/978-981-19-2173-5_5 Puri, V., Mondal, S., Das, S., Vrana, V. G. (2023). Blockchain propels tourism industry—an attempt to explore topics and information in smart tourism management through text mining and machine learning. Informatics, 10(9). https://doi.org/10.3390/informatics10010009 Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer

10

DIGITAL SOLUTION FOR INDUSTRY 4.0 AND 5.0 …

161

patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. https://doi.org/10.1007/978-981-15-9724-4_7 Sharma, E., & Das, S. (2020). Measuring impact of Indian ports on environment and effectiveness of remedial measures towards environmental pollution. International Journal of Environment and Waste Management, 25(3), 356–380. https://doi.org/10.1504/IJEWM.2019.10021787 Sharma, E., & Das, S. (2021). Integrated model for women empowerment in rural India. Journal of International Development, 1–18. https://doi.org/10. 1002/jid.3539 Sharma, E., Nigam, N., & Das, S. (2020). Measuring gap in expected and perceived quality of ICT enabled customer services: A systematic study of top ten retailers of India. International Journal of Applied Systemic Studies, 9(2), 159–184. https://doi.org/10.1504/ijass.2020.113260 Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(07). http:// www.revistaespacios.com/a20v41n07/20410715.html Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of Indian private sector and public sector banks. Revista Espacios Magazine, 39(26), 25. Siri, R., Mondal, S. R., & Das, S. (2020). Hydropower: A renewable energy resource for sustainability in terms of climate change and environmental protection. Springer. https://doi.org/10.1007/698_2020_635 Siri, R., & Das, S. (2021). A study on processing of information storage & use of new age consumers in digital wellness sector through story telling & creating Interest. In Digital entertainment (pp. 45–63). Palgrave Macmillan. https:// doi.org/10.1007/978-981-15-9724-4_3 Tien-Dung, P. H. A. M., Majerova, J., & Das, S. (2022a). Phases of possible recovery of digital enterprises in new normal business for living with COVID19 times: Opportunities for a new era in sustainable development goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 19–33). Springer. https://doi.org/10.1007/978-981-192173-5_2 Tien-Dung, P., Nguyen, X. D., & Das, S. (2022b). Sustainable goal achievement by digital revolution during and after pandemic; How much one wins and losses: A bird’s eye view for future planning. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 133–147). Springer. https://doi.org/10.1007/978-981-19-2173-5_8 Tiwari, M., & Mondal, S. R. (2022). Technological dynamism of workforce management for effective education service delivery during and after Covid19. In HR analytics and digital HR practices (pp. 199–215). Palgrave Macmillan. https://doi.org/10.1007/978-981-16-7099-2_8

162

S. R. MONDAL AND S. DAS

Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human–machine interactive devices for postCOVID-19 innovative sustainable tourism in Ho Chi Minh City. Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/su12229523 Yegen, C., & Mondal, S. R. (2021). Sharenting: A new paradigm of digital entertainment of new age parenting and social media. In Digital entertainment (pp. 213–231). Palgrave Macmillan. https://doi.org/10.1007/978981-15-9724-4_11

CHAPTER 11

Modern-Day Gaming and the Role of FinTech Applications in Popularising Various Entertainment Platforms Across the World Subhankar Das

Introduction The pandemic brought about a full acceleration of technology in the last few years. As the world became more digitized, consumers became more comfortable using tools and apps to carry out their daily tasks, and this behavioral change also affects their finances (Van et al., 2020; Yegen & Mondal, 2021). Digital advertising is becoming more prevalent in today’s financial sector, which enables new opportunities for both the traditional and digital advertising industries (Tiwari & Mondal, 2022; Tien-Dung et al., 2022a). The rapid emergence and evolution of new digital advertising strategies are becoming more critical to the financial

S. Das (B) The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_11

163

164

S. DAS

industry (Tien-Dung et al., 2022b). The rapid emergence and growth of FinTech have revolutionized how consumers manage their finances (Siri et al., 2020). It has created a new level of convenience and control over their finances, which has increased the number of transactions. Despite the initial challenges of the pandemic, the industry is still thriving. The changes brought about by e-commerce have led to new shopping habits (Sharma et al., 2020). According to a study conducted by researchers, the rapid emergence and evolution of FinTech have led to a change in how consumers and businesses think about the industry (Singh & Das, 2018; Singh et al., 2020; Siri & Das, 2021). It has created a new level of innovation and accessibility everyone is eager to participate. Between 2014 and 2021, global searches for “FinTech” increased significantly. As more consumers become aware of the various benefits of FinTech solutions, companies are now exploring new ways to retain and engage their customers (Nguyen et al., 2022; Sharma & Das, 2020). One is digital advertising, which allows them to target their audience with various personalized ads (Ravi & Mondal, 2021; Sharma & Das, 2021). It will enable them to generate brand awareness and convert their customers. According to studies, consumers conduct transactions using their mobile devices. It has led to the emergence of digital marketing strategies that are geared toward mobile. The increasing number of people using smartphones has made the machine the ideal platform for financial firms to interact with their customers (Mondal, 2021; Nadanyiova & Das, 2020; Ngoc-Vinh et al., 2022). Financial firms consider one of the most critical factors when developing their social media strategies to be the ability to connect with their customers (Mondal, 2020a). It is because it allows them to reach out to a broader audience and educate them about the various benefits of FinTech (Mondal, 2020a). Due to the limited number of options for traditional entertainment, virtual transactions are becoming more prevalent (Mondal et al., 2022a). These transactions can be conducted through various forms of media, such as concerts and sports facilities (Mondal et al., 2022b). One of the essential advantages of this phenomenon is that it allows users to make payments with their e-wallets (Mondal et al., 2017). Compared to traditional methods, such as credit and bank transfers, e-wallets offer a variety of attractive promotions and practical features (Jain et al., 2018; Mondal and Das, 2021; Mohanty et al., 2019). Over the past couple of years, virtual entertainment has become more accessible to the public. Various platforms now allow people to watch movies, sports broadcasts, and music on-demand (Gupta et al.,

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

165

2019; Minh-Nhat et al., 2022a). They can also play games and subscribe to social media streamers. There are two types of FinTech firms: those that focus on enabling traditional financial institutions to deliver new digital experiences to their customers and design and build innovative technology solutions for other financial firms (Minh-Nhat et al., 2022b; Duy et al., 2020). One of these focuses on providing financial institutions with the necessary tools and capabilities to serve their end-users. The second type of FinTech company is focused on helping end-users directly (Das, 2021a; Das & Mondal, 2016; Duman and Das, 2021). It differs from the other types of firms as it focuses on providing end-users with the necessary tools and capabilities to perform their activities (Das, 2021b). For instance, many of these companies are not direct-to-consumer but direct-to-customer. They also focus on serving digital influencers and small businesses (Das, 2021c). As the FinTech industry continues to evolve, many companies are looking to create new ways to monetize their services and create value for their customers. According to the researchers, a new wave of FinTech companies is focusing on developing differentiated products and services for different niche markets (Das et al., 2022a; Das, 2020a). For instance, some target customers who are values-based, while others focus on economy-focused markets. These companies are also developing products and experiences that cater to the needs of gig workers and the creator sector. As the financial technology industry continues to evolve, more companies are looking to create value for their customers by developing new products and services that are differentiated from their competitors (Behera et al., 2019; Das, 2020b). Some companies focus on bringing value to their customers, while others are in the economy-focused market. These companies also cater to the needs of creators and gig workers. The rapid emergence and evolution of the FinTech industry have created a demand for better financial tools and services. To keep up with the competition, B2B financial firms are rolling out their technology faster than ever. According to a survey, almost 79% of chief financial officers of B2B companies said the pandemic had affected their focus on efficiency and speed in payments. As the industry continues to evolve, how can financial technology companies ensure they are still delivering the best possible service? One of the most critical factors that financial technology companies can consider when it comes to improving their digital content is the ability to provide relevant and timely information to

166

S. DAS

their customers. It can be done by developing engaging digital content designed to help their customers make informed decisions in five ways. A. A robust digital content strategy is necessary to ensure that your content will not fall through the cracks. It should also be measured and managed to ensure it performs well. A goal tracking system and content measurement are two of the most critical factors you should consider when developing and implementing a digital content plan. Through digital content, brands can establish themselves as thought leaders within the FinTech industry by addressing specific pain points and providing solutions that can help their target audience. It helps build a strong relationship between the two parties. B. When creating personalized content, it’s essential to consider how your company addresses the challenges faced by your audience. One of the most effective ways to communicate this is through empathy, which is a powerful way to promote the value of your brand. It is significant for financial technology companies as their technology can help solve their customers’ pain points. In addition to creating digital content, video marketing is a great way to connect with customers and increase brand awareness. It can help boost a company’s sales and create new leads. One of Square’s examples of this is its point-of-sale video. You can create personalized content to connect with your audience and promote your brand. This strategy can help you reach out to your target customers and educate them about your company. Aside from regular articles, you can also create tailored content to meet your audience’s needs. C. Social media allows content creators to reach a wider audience and share their content with various people. It also allows them to connect with potential leads and build stronger connections. For instance, LinkedIn’s page contains engaging videos and interviews that encourage interaction. It also has various other features that help users find and share content. Using hashtags helps promote content sharing and helps users find specific pages. Being active on social media helps connect with influencers. D. Knowing the latest trends in the financial services industry can help you plan for your future growth. It can also help you keep up with the changes in the market and identify areas where you can improve your offerings. One of the most critical factors a company should consider when developing its content is the merging of markets. It

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

167

will allow them to keep up with the changes in customer needs and develop effective strategies. E. A comprehensive SEO strategy is needed for financial firms to ensure that their content is front and center in search results. This strategy can help boost a brand’s visibility and increase its organic website traffic. Aside from ranking high on search engines, a good SEO strategy also involves paying attention to various factors such as content readability and internal and external links. Despite the high demand for financial services, many companies still lack the appropriate digital content to communicate their offerings effectively. Therefore, they must adopt best practices to build brand loyalty and enhance customer experience.

Dynamic Evolution of FinTech and Digital Entertainment The rapid emergence and evolution of financial technology (FinTech) have dramatically changed the entertainment industry’s landscape. It is a broad term that refers to innovations that allow people to experience a more personalized and secure financial transaction. Financial services can be delivered to their customers simply and securely by utilizing toptier technology and computer programs. The dynamic growth of financial technology (FinTech) has dramatically impacted the global economy. It is used in various sectors and industries, such as payments, health care, and retail. Some of the most prominent examples of this innovation include Bitcoin, PayPal, and Ethereum. It has also brought about the creation of new gaming technologies. Online gaming companies are known for creating fully immersive experiences designed to provide players with the best possible gaming experience. They are constantly looking for ways to improve the user experience. One of the most prominent examples of innovation in the gaming industry is the online casino industry, operated by a leading company known as Casino.com. It is a superb gaming establishment with a wide variety of games and can deliver on its customers’ expectations. The success of an online gaming establishment depends on the various factors that it offers its customers. These include the quality of the games, the customer service, and the banking options. Aside from these, other factors such as the rewards program and the company’s responsible gaming practices also contribute to its players’ satisfaction

168

S. DAS

rating. Unfortunately, many online gaming establishments have a poorperforming banking system. It is because players are more likely to walk away from a gaming site that has a poorly designed payment processing system.

Gaming Industry and FinTech: Mutually Beneficiaries The gaming industry is getting a massive boost from FinTech. At Casino.com, the various payment methods are ironclad. There are a wide variety of options that can be used by players, such as Visa, Mastercard, Maestro, PayPal, Delta, Much Better, Bank Transfer, and more. The country and region where the players are based are additionally considered to determine the available options. The increasing influence of financial technology (FinTech) in the gaming industry is a commendable achievement. In June 2020, The FinTech Times published an article by Manisha Patel, which explored how this sector is remaking the industry. The gaming industry has undergone a significant transformation due to the increasing number of transactions processed through financial transactions. In the past, credit cards and bank wires were the primary payment methods used by players. With the advent of e-Wallets and cryptocurrency, the payment methods used by players have changed (Puri et al., 2023). The ability to play games for real money is an inalienable feature in the gaming industry. Players want to be able to enhance their experience by increasing their stakes. Unfortunately, the restrictions placed on the gaming industry by regulators can hurt the operations of certain companies. However, the increasing number of regulations that FinTech is lifting is helping the gaming industry flourish. The gaming industry is one of the most innovative industries in the world. Its talented and dedicated staff members are constantly pushing the envelope regarding technological development. They are also focused on bringing the best possible gaming experience to players. The audiovisual elements of the gaming industry are only part of the overall picture. The industry is on the verge of a digital transformation. Due to the increasing number of regulations and the availability of various payment methods, it is now easier than ever to transfer funds from one’s personal or business account to an online gaming account. With the help of various payment processing solutions, it is easier than ever to cash out.

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

169

FinTech and Social Media Marketing Acquisition In the past year, various financial services and FinTech firms have acquired media companies to gain more exposure and increase their profitability. These firms realized that owning a media company allows them to reach a wider audience and sell more products. One of the main advantages of community and media buying is that it can lower the cost of acquiring a new client (Das et al., 2022b). According to the report, the most apparent reason is that these platforms have a large audience and can quickly reach a large pool of potential customers. For many companies, the goal is to become more relevant and effective in their marketing efforts. It can be achieved using advanced marketing techniques and the development of effective marketing campaigns. In the finance industry, the acquisition trend has been observed this year. Several financial firms and new-age finance companies are reportedly looking to acquire media platforms. Several high-profile deals were made. Pipe, a financial trading platform for companies with recurring revenues in the USA, recently acquired Purely Capital. The company noted that the acquisition will allow it to expand its offerings and provide its services to other industries. It will also enable the company to provide its existing customers with additional benefits and perks. In November 2021, MoneyLion, a mobile banking platform, announced that it had acquired Malka Media Group, a digital media, and content company that operates in sports, gaming, and brand storytelling. In November, Scalable Capital, a German neo-broker, announced that it had acquired JustETF, a financial information portal for investors and exchange-traded funds. The company noted that the acquisition will allow it to expand its reach and enhance its ability to connect with consumers across various digital platforms. It will also allow it to connect with communities that are native to its platform. The company noted that the acquisition would enable it to expand its offerings and provide its customers with even more comprehensive services. JustETF claims it has been one of Europe’s most visited portals for exchange-traded funds. The company is in several countries, including Germany, Italy, and France. Another example is the acquisition of a financial media company by a Swiss unicorn. In 2019, Avaloq, a financial technology company, took over Derivatives Partners’ operations, including the online and offline magazines payoff.ch and derivatives.com. In the USA, a phone-based authentication company, Prove, purchased Medici Global’s operations,

170

S. DAS

FinTech insights, and advisory firm, in March 2021. Medici Global was founded in 2013 and claimed that it has built the industry’s first dedicated platform for financial technology. The company noted that the acquisition would allow it to expand its sales and marketing capabilities.

Asian FinTech Companies and How They Deal with Media Entertainment Acquisition In Asia, the digital solutions platform of Hong Kong’s AMTD Group has been working on expanding its reach in the media space. Through its acquisition of Diggin, a FinTech content agency and online journalism brand, the company could create a more substantial presence in the region. This acquisition was made just months after the company made a strategic investment in Forkast, a Hong-Kong based digital media platform. Forkast was founded in 2017 to provide a comprehensive analysis of the latest developments in the blockchain and emerging technology space. It also covers various other subjects such as finance, business, and the economy. Besides being a FinTech company, the company also has a keen interest in the fast-growing communities and media companies in Asia. In March, Binance, one of the world’s largest blockchain and cryptocurrency infrastructure providers, made a $200 million investment in Forbes, a digital media company. The acquisition was completed following Vietceta’s preseries A round of funding in August 2021. It was led by Gojek’s corporate venture arm, Go-Ventures, and other investors such as Z Holdings, a subsidiary of Naver Corporation and SoftBank Group. Other prominent investors included East Ventures, Genesia Ventures, and Hustle Fund. It has claimed that it has an audience of 20 million monthly users. In Hong Kong, the corporate venture capital fund of the company, HashKey Capital, participated in a $10 million funding round for Decrypt, a media company that focuses on the cryptocurrency industry. It also has a production arm known as Decrypt Studios. These two companies are additionally specialized in the metaverse activations industry. The company said it would use the proceeds from the funding round to continue its editorial growth and build out its live video operations. It also plans to use the funds to expand its operations in the real estate and fashion industries. Through its subsidiary, Decrypt Studios, it has successfully launched projects related to the metaverse. Decrypt was created through a spin-off from ConsenSys Mesh, a blockchain accelerator. It

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

171

claims that it has gained 5 million unique monthly visitors since it was established in 2018. In response to the negative press coverage surrounding the cryptocurrency industry, Coinbase launched a new blog that aims to provide a more accurate analysis of the facts. In October, financial news startup Robinhood acquired MarketSnacks, focusing on making financial news digestible. It was then renamed Robinhood Snacks. Also, Cain Communications acquired Green Market Report, a digital media outlet focusing on the cannabis industry. Axel Springer, a German media company, purchased political news outlet Politico for $1 billion. It is regarded as one of the world’s most influential sources of political news. The acquisition of IDG by The Blackstone Group was valued at approximately 1.3 billion dollars. It is an American alternative investment firm that focuses on providing financial services and media.

Digitalization Through FinTech and Digital Media Transformation The rapid emergence and evolution of digital technology have entirely changed how people communicate and consume media and entertainment. As a result, many companies are now looking to use new technology to deliver content more effectively. From streaming content on smart TVs to interacting with mixed-reality devices, it’s no wonder that the industry is at the forefront of change. The rise of digital technology has completely changed how people consume media and entertainment. In response to the COVID-19 pandemic, the media and entertainment industry launched various initiatives to provide free entertainment subscriptions and produce online concerts. In addition, the COVID-19 pandemic has caused an increase in the demand for digital entertainment software solutions. In this section, the author will discuss the current entertainment and media industry state. We will explore how companies use new technology to understand their users and deliver better experiences. The rapid emergence and evolution of digital media and entertainment have significantly impacted the industry’s revenue and consumer behavior. Due to the increasing number of devices and the rise of internet usage, consumers are now the central players in the digital ecosystem. The rise of the new-age consumer has drastically changed how media and entertainment companies approach their business. Instead of relying on the

172

S. DAS

reach of their networks, they now need to cater to their individual needs. Despite the various digital transformation initiatives being carried out by the media and entertainment industry, it’s still important to look at the key factors driving the industry’s rapid evolution. Some of these include the rise of social media, the increasing number of devices, and the need for more intelligent personalization. Due to the growing number of people consuming digital media at home, the demand for at-home digital media platforms is expected to thrive. According to research, the global over-the-top (OTT) revenue is expected to reach $72.8 billion by 2023. The rise in the number of people consuming video streaming services and the increasing number of locations are expected to drive the growth of this market. Due to the rapid emergence and evolution of digital media and entertainment, it’s now more important than ever that media and entertainment companies have the necessary tools and resources to create effective and engaging user experiences. New technologies such as Artificial Intelligence and Machine Learning are helping the media and entertainment industries to develop new business models. They are expected to help them expand their operations and enhance customer service.

Trends in Digital Media and Financial Developments If you surf the web, you will likely see a lot of content discussing the various trends and developments in the media and entertainment industry. The increasing number of people watching TV on their mobile devices has prompted many companies to rethink their approach to media consumption. They are now more likely to consume content across multiple platforms. Because of this, many companies are creating apps to keep their viewers engaged. In this article, we will talk about the lesser-known elements of the digital transformation of the industry. The rapid emergence and evolution of the digital world have made many data management resources that media companies need to manage. According to a study conducted by Smart Insights, over 80% of internet users have smartphones. With the ability to access apps, media companies can now improve their customer experience and increase efficiency. One of the most critical factors that media companies can consider when developing an application is creating a secure and mobile-friendly environment.

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

173

These resources are required to meet the needs of their customers, who are demanding more information and content. Due to the complexity of the business model, many media and entertainment companies are struggling with the legacy infrastructure. The rapid emergence and evolution of new technologies have prompted many media companies to rethink their approach to customer intimacy. They need to quickly scale up their resources to keep their audience engaged and improve operational efficiency. One of the most effective ways to do this is by implementing cloud transformation. It can be done using advanced analytics and high-speed networks. Big data is becoming a vital component of the global economy and is helping every industry to grow. According to Facebook, it has 500 terabytes of data on its users daily, while Google processes around 3.5 billion requests each day. Amazon also collects over 150 million instances of customer data. Digital media companies are now trying to collect and analyze data to gain a deeper understanding of their customers to enhance their customer experience. With the ability to analyze and visualize data in real-time, companies can now improve their customer experience and increase their personalization. As the industry continues to expand, distributors and creators will be able to capitalize on the immense opportunities that Big Data Analytics can provide. With the ability to analyze and visualize data in real time, media companies can now improve their customer experience and increase their personalization. They can now predict their customers’ exact needs and deliver personalized experiences by utilizing advanced AI and deep learning techniques. Despite the rapid emergence and evolution of new media and entertainment industry trends, many companies still haven’t changed their approach to customer relationship management. The need to transform the processes and deliver compelling content to the audiences must maintain a competitive advantage. The digitization of media will significantly impact how consumers consume content. It will allow companies to bring more personalized experiences to their consumers. This era will likely go down in history as the golden age of media and entertainment (M&E), with COVID-19 being the most challenging yet accelerated digitization.

174

S. DAS

Need for a Digital Wallet for Entertainment The COVID-19 pandemic has done something to accelerate trends. The changes that people experienced before the Great Recession of 2020 have now turned into high gear. One of the most significant factors is how people make transactions. It is due to the emergence of new technologies and the increasing number of people using smartphones. The rise of digital marketing and consumer engagement has been attributed to the growing number of transactions that can be made using a card. Businesses can now control the data they collect and use, even putting the power back in the customers’ hands. In 2020, using a credit or debit card to make purchases was already widely used. This method of payments involves merely holding the card near a terminal. However, it took off following the outbreak of the pandemic. A global study by Mastercard in 2020 revealed that over eight out of every ten consumers make purchases using a card commonly referred to as “contactless.” Most respondents also believe that this payment method is the most convenient way to pay. The rise of smartphones has also contributed to the increasing number of transactions that can be made using a card. In May 2021, the Commonwealth Bank reported that Australians are more likely to pay with their digital wallets instead of a credit or debit card. The increasing number of people using smartphones has also led to the rise of digital wallets. These electronic payment services allow people to make purchases without having to carry a card. A digital wallet is a virtual transaction stored on a computer or a mobile app. It makes it simple for consumers to make purchases and manage their various activities, such as payments and membership verifications. In addition to making purchases, digital wallets also allow people to keep their different personal information, such as their credit and debit cards, in one place. The popularity of digital wallets will continue to grow due to the introduction of open banking in the UK, which started three years ago. Under the new regulations, the banks’ ownership data was put into the hands of third-party providers, which can then use it to provide their customers with better services. One of the most significant advantages of open banking is that it allows consumers to find new products and services easily. It also puts the focus on their needs. A digital wallet is a secure electronic device that enables consumers to perform various transactions through a mobile app

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

175

or computer, such as payments and loyalty points. It makes it easy to conduct transactions of all types. In addition to the usual items, such as credit cards and debit cards, digital wallets include various forms of ID, such as membership cards. The popularity of digital wallets has been attributed to the introduction of open banking in the UK, which started three years ago. Under the new regulations, the banks were required to allow consumers to share their financial data with third-party providers. One of the most significant advantages of open banking is that it will enable consumers to find new products and services easily. It also puts the focus on their needs. Having consistent brand recognition at all these touchpoints will result in lasting customer loyalty. a. Things such as self-service represent a massive win for both customers and employees—but it must be done right. It also needs to be integrated with the rest of the customer journey and venue systems. And digital wallets are the key to achieving it. Personalized offers and online engagement were two of their three most popular areas of focus. b. A digital wallet can help protect your customer’s information from fraud. It can also help improve the integrity of your database by allowing you to keep track of all your transactions. Another advantage of a digital wallet is that it provides a convenient and trusted brand experience. c. Digital wallets are a powerful tool for businesses that operate in the hospitality and entertainment industry. They can help them improve their customer experiences and develop effective marketing strategies. They can also help them build stronger relationships with their customers. According to studies, customers who use a digital wallet spend 25 percent more. d. With a digital wallet, businesses can now introduce their promotional partners to their customers. It can be precious for them as it allows them to generate additional revenue from their active membership databases.

176

S. DAS

Conclusion A digital wallet is a great way to convert potential customers into buyers. It allows them to communicate with their existing and prospective customers instantly and has a high retention rate. A trusted brand experience is also essential to ensure that your customers are satisfied. Almost all of the digital wallet passes that are installed are never removed. It means the user always opts in, and your business is not fighting for scarce real estate on mobile devices. The future is customer-driven. The rise of digital wallets has been attributed to the increasing number of people who want to interact with their transactions through secure and convenient methods. Some major global e-commerce companies investing in this area include Amazon Prime, WeChat Pay, and Alipay. The rise of mobile devices has led to the average smartphone user downloading over 30 apps a month. It’s also why many businesses have replaced their traditional loyalty cards with QR codes. Before you start implementing a digital strategy, it’s crucial that you thoroughly analyze your current marketing and digitalization efforts. You should also look at the various applications available for your specific business. Today, digital wallets are becoming more prevalent in multiple industries such as food and beverage, loyalty, and membership identification. A digital wallet can be used in various forms of communication, such as email, SMS, social media, and website. The right digital wallet will allow you to interact more effectively with your customers. One of the most critical factors you should consider when implementing a digital wallet is its ability to integrate easily with your venue’s systems. It will allow you to grow it in the future without having to spend a lot of money. The right digital wallet will allow you to interact more effectively with your customers. It can also help boost your business’s sales by enabling you to collect valuable rewards. A digital wallet can help your customers enjoy a fast transaction, whether at home or in the store.

References Behera, M., Dash, M., Ayasa Kanta Mohanty, A. K., & Das, S. (2019). Entrepreneurial ecosystem: A geographical upliftment. Revista Espacios (40), 26–36.guye dhttp://www.revistaespacios.com/a19v40n01/19400126.html

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

177

Das, S. (2020a). Media impact of advertising on consumer buying behaviour a comparative study of different media. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273691 Das, S. (2020b). Innovations in digital banking service brand equity and millennial consumerism. Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. Das, S. (2021a). Digital entertainment: The next evolution in service sector. Springer Nature. https://doi.org/10.1007/978-981-15-9724-4.PrintISBN 978-981-15-9723-7.OnlineISBN978-981-15-9724-4 Das, S. (2021b). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. Das, S. (2021c). A systematic study of integrated marketing communication and content management system for millennial consumers. In Innovations in digital branding and content marketing (pp. 91–112). IGI Global. Das, S., & Mondal, S. (2016). Yours digitally: Patanjali. Available at SSRN 2737299. Das, S., Mondal, S., Puri, V., & Vrana, V. (2022b). Structural review of relics tourism by text mining and machine learning. Marketing, 8(2), 25–34. https://doi.org/10.5281/zenodo.7358349 Das, S., Mondal, S. R., & Sandhu, K. (2022a). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2022.2098526 Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market mavens in digital entertainment: A complete know how for curious customers. In Digital entertainment (pp. 147–172). Palgrave Macmillan. Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140 Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11). Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from Indian banking sector. Revista ESPACIOS, 39(33). Minh-Nhat, H. O., Majerova, J., & Das, S. (2022a). Taking steps to help the Phoenix rise from Ashes: A roadmap for digital enterprises to develop new sustainable goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 35–51). Springer. Minh-Nhat, H. O., Nguyen, H. L., & Mondal, S. R. (2022b). Digital transformation for new sustainable goals with human element for digital service enterprises: An exploration of factors. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 85–103). Springer.

178

S. DAS

Mohanty, P. C., Dash, M., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios (40), 7–15. http://www. revistaespacios.com/a19v40n02/19400207.html Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. In Innovations in digital branding and content marketing (pp. 113–133). IGI Global. Mondal, S. R. (2020a). Factors influencing store image loyalty and satisfaction from customer perspective an empirical study in retail sector. Shiksha o Anusandhan University. http://hdl.handle.net/10603/273688 Mondal, S. R. (2020b). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. Mondal, S. R., & Das, S. (2021). Examining diabetic subjects on their correlation with TTH and CAD: A statistical approach on exploratory results. In Machine learning and the internet of medical things in healthcare (pp. 153–177). Academic Press. Mondal, S. R., Majerova, J., & Das, S. (2022a). Sustainable development and innovation of digital enterprises for living with COVID-19. Springer. https:// doi.org/10.1007/978-981-19-2173-5 Mondal, S. R., Virgilio, F. D., & Das, S. (2022b). H.R. analytics and digital H.R. practices. Springer. Mondal, S., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista ESPACIOS, 38(61). Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. Ngoc-Vinh, N., Tien-Dung, P., & Das, S. (2022). Digitization of business; Need for recombination during COVID-19. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 1–17). Springer. Nguyen, T. D. M., Mondal, S. R., & Das, S. (2022). Digital Entrepreneurial Transformation (DET) powered by New Normal Sustainable Developmental Goals (n-SDGs): Elixir for growth of country’s economy. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 69–84). Springer. Puri, V., Mondal, S., Das, S., & Vrana, V. G. (2023). Blockchain propels tourism industry—an attempt to explore topics and information in smart tourism management through text mining and machine learning. Informatics, 10(9), https://doi.org/10.3390/informatics10010009

11

MODERN-DAY GAMING AND THE ROLE OF FINTECH …

179

Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. Sharma, E., & Das, S. (2020). Measuring impact of Indian ports on environment and effectiveness of remedial measures towards environmental pollution. International Journal of Environment and Waste Management, 25(3), 356–380. https://doi.org/10.1504/IJEWM.2019.10021787 Sharma, E., & Das, S. (2021). Integrated model for women empowerment in rural India. Journal of International Development, 1–18. https://doi.org/10. 1002/jid.3539 Sharma, E., Nigam, N., & Das, S. (2020). Measuring gap in expected and perceived quality of ICT enabled customer services: A systematic study of top ten retailers of India. International Journal of Applied Systemic Studies, 9(2), 159–184. https://doi.org/10.1504/ijass.2020.113260 Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(07). http:// www.revistaespacios.com/a20v41n07/20410715.html Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of Indian private sector and public sector banks. Revista Espacios Magazine, 39(26), 25. Siri, R., Mondal S. R., Das S. (2020). Hydropower: A renewable energy resource for sustainability in terms of climate change and environmental protection. In The handbook of environmental chemistry. Springer. Siri, R., & Das, S. (2021). A study on processing of information storage & use of new age consumers in digital wellness sector through story telling & creating interest. In Digital Entertainment (pp. 45–63). Palgrave Macmillan. Tien-Dung, P. H. A. M., Majerova, J., & Das, S. (2022a). Phases of possible recovery of digital enterprises in new normal business for living with COVID19 times: Opportunities for a new era in sustainable development goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 19–33). Springer. Tien-Dung, P., Nguyen, X. D., & Das, S. (2022b). Sustainable goal achievement by digital revolution during and after pandemic; How much one wins and losses: A bird’s eye view for future planning. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 133–147). Springer. Tiwari, M., & Mondal, S. R. (2022). Technological dynamism of workforce management for effective education service delivery during and after Covid19. In H.R. Analytics and digital H.R. practices (pp. 199–215). Palgrave Macmillan.

180

S. DAS

Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human-machine interactive devices for postCOVID-19 innovative sustainable tourism in Ho Chi Minh City Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/su12229523 Yegen, C., & Mondal, S. R. (2021). Sharenting: A new paradigm of digital entertainment of new age parenting and social media. In Digital entertainment (pp. 213–231). Palgrave Macmillan.

CHAPTER 12

Digital Solution for Print and Publishing Media Ceren Yegen

and Subhankar Das

Introduction The publishing industry is facing a challenging time due to the emergence of new competitors and the changing competitive landscape (Behera et al., 2019; Das & Mondal, 2016). To maintain their competitive advantage, publishers must focus on delivering a solid brand and keeping their customers loyal. They also need to find new ways to drive value. In addition, as digital monetization has slowed down, the industry has been pressured to reduce its costs (Das et al., 2022a; Das, 2020a). The rapid emergence and evolution of digital media have dramatically changed the way the publishing industry is conducted (Das, 2020b). While it is still

C. Yegen Department of Journalism, Mersin University Faculty of Communication, Mersin, Turkey e-mail: [email protected] S. Das (B) The Honors Programme, Southern Star Institute of Management, Duy Tan University, Da Nang, Vietnam e-mail: [email protected]

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0_12

181

182

C. YEGEN AND S. DAS

very early in the process, it is widely believed that the industry will eventually transition from paper to the web. The rise of tablets and smartphones has also made it more common for publishers to distribute their works digitally (Das, 2021a; Duman & Das, 2021). The complexity of the publishing value chain is often the main challenge faced by various organizations. One of the most common challenges is monetizing the multiple assets in the print publishing mix (Das, 2021b; Duy et al., 2020). The lack of a comprehensive digital asset management system for marketing and production assets is a significant issue (Das, 2021c; Gupta et al., 2019). This issue is caused by the increasing complexity of the files delivered to various platforms. Researchers help organizations transform their digital publishing operations by providing innovative and adaptive content solutions that help them connect with their consumers (Jain et al., 2018; Minh-Nhat, Majerova, et al., 2022). Researchers are constantly looking for new ways to create and enhance the value of their content. Our team is highly experienced in developing next-generation technologies to help our customers create and manage their content (Minh-Nhat, Nguyen, et al., 2022; Mohanty et al., 2019; Mondal & Das, 2021).

Transformation of the Editing Process As publishers face the challenge of doing more with less, they need to transform their editorial processes (Mondal et al., 2017). It can be done by reducing costs and increasing the diversity of their content (Mondal et al., 2022a; Nadanyiova & Das, 2020). To stay current, they need to address the rapid decline in print channel revenue and the need to drive more content diversity in their digital platforms. Due to the increasing number of digital media and the complexity of the content they deliver, some publishers must handle a considerable amount of incoming content, such as video, text, and picture wire feeds (Mondal, Virgilio, et al., 2022; Ngoc-Vinh et al., 2022). They also must support hundreds of websites and apps. As the print channel’s popularity declines, the digital content mix continues to grow. Currently, most editorial technologies, such as “editorial systems, are print-centric.” These systems typically require on-page editing and layout to create and publish content. There are also challenges in extracting content from these platforms and putting it into digital channels. For instance, while some editorial teams are focused on creating and publishing digital content, others are responsible for managing the

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

183

content on the platform (Mondal, 2020a; Ravi & Mondal, 2021). With the help of software, publishers can now address the challenges they face, such as the rapid decline in print channel revenue and the increasing complexity of their content (Mondal, 2020b; Sharma & Das, 2020). The rapid emergence and evolution of digital media has created a new set of challenges for the media, publishing, and entertainment industry. These include the increasing number of distribution channels and the pricing models that are forcing consumers to rethink their consumption habits (Sharma et al., 2020; Singh & Das, 2018). The dynamic growth of multiple digital platforms, such as smartphones and tablets, has resulted in the increasing popularity of these platforms and the shift from traditional print media to digital content. This sector is expected to continue growing due to the increasing number of consumers who are now able to access and consume digital content (Singh et al., 2020; Siri & Das, 2021). This solution gives them the necessary peace of mind to manage their increasing number of digital content (Mondal, 2021; Sharma & Das, 2021). Today, users are constantly looking for new ways to consume information. The rise of digital media and the increasing number of platforms designed to deliver content has changed everything (Siri et al., 2020; Tien-Dung, Majerova, et al., 2022). Even if the sources of information were still radio, television, and newspapers, they now must be updated. The increasing number of people who can access news has led to the development of new media formats designed to provide them with more informed information (Tien-Dung, Nguyen, et al., 2022; Tiwari & Mondal, 2022). Publishers are using these new forms of media to provide their readers with the latest news. If the digital information began with the traditional format, it would have been followed by various multimedia formats. In 2018, researchers noted that video was becoming a new format for disseminating information online. The rise of social media has also made this type of content more prevalent (Van et al., 2020; Yegen & Mondal, 2021). Due to the increasing popularity of video, it has become the preferred format for accessing news. It has prompted publishers to establish dedicated sections for this type of content on their websites. The rise of digital transformation has also made it possible for people to gather news about the war. Before the rise of social media, information about significant events was mainly accessed through various forms of media, such as radio and print. TikTok, a platform that has become a prominent

184

C. YEGEN AND S. DAS

source for news about the conflict in Ukraine, is an example of how this change has affected how people consume information.

Platform Induces Digital Transformation Here, the authors of this chapter talked about the importance of podcasts and videos in a content marketing strategy. We also noted that these two forms of media could coexist seamlessly. The rise of the audio revolution has taken place in digital publishing. According to the Digital Audio Survey findings in 2021, the interest in podcasts among users is increasing. It is because they are becoming more mature and affecting other media types. In 2020, the number of listeners of informational podcasts grew by 33%. The rise of video and podcasts has drastically changed how people consume information. Due to the increasing number of people consuming digital information, publishers are now reviewing the distribution of their content through podcasts. However, publishers still face various challenges when adapting to the changes brought about by these new media formats. Being a modern publisher is about creating content based on the needs and interests of its audience. It means that you have to collect and interpret the data that people provide. Having the necessary skills to do this is very important to ensure that you can create relevant and engaging content. In addition to being able to collect and interpret data, it’s also interesting to analyze how readers’ behaviors and interests have changed. According to a report, the digital and print news consumption gap has significantly widened. While the traditional print media still accounts for a significant portion of the news consumption, the number of people reading news through digital platforms has continued to increase. It has a substantial impact on the advertising industry. Due to the decline in print sales, publishers have started investing in the digital sector. In 2020, online advertising grew by 7%, and the promotion of subscription services and products also increased. However, despite the increased digital advertising, many people still don’t pay for news. One of the most critical factors publishers must consider when creating a new content is the device users use to access the news. The use of mobile has continued to grow, with the number of people who use mobile devices increasing significantly. If it had been 25% in 2013, mobile would have been the most used device for accessing digital information, bypassing tablets and desktops. Adapting editorial content to the different devices people use is very important to

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

185

ensure that it’s engaging and relevant. Having the necessary skills to do this is also very important to ensure that you can create informative and exciting content. One of the essential factors that publishers must consider when creating new content is the source of information their readers most appreciate. Although the traditional print media has suffered a significant decline since 2013, we now find that social media is also becoming more prevalent. It now accounts for 48% of the primary sources people consider when it comes to news. A report released by independent researchers revealed that over 14 million people in Italy use social networks to gather information. They are mainly composed of Facebook users at 31%, followed by YouTube at 12.6%, and Twitter at 3%. Maintaining a high level of reliability is also one of the critical factors publishers must consider when creating new content. According to a report, the pandemic highlighted the importance of having reliable news. Over 86% of Italians believe that the quality of information should be subject to stricter controls. According to the report, over 80% of users prefer to get news about political events or topics from traditional sources such as newspapers, television, and radio (Puri et al., 2023). They also believe these are more reliable than news spread through social networks. Despite the increasing number of people who use social media, they still do not trust the content posted on these platforms. Here, the authors have discussed the changes happening in the publishing industry and the media sector as digital transformation continues transforming how people consume information. The biggest challenge that publishers face is being able to keep up with the changes in the industry and their business strategies.

Digital Transformation of Print and Publishing Media The rapid emergence and evolution of digital media have disrupted the traditional print media industry. As a result, the digital publishing sector is expected to grow at a higher rate than the overall publishing industry. The increasing number of e-readers and other digital media is expected to drive the industry’s growth. The rapid emergence and evolution of digital media have created various challenges for traditional print media companies. These include adapting to the new business models and maintaining their competitive advantage. Maintaining a digital infrastructure designed to support the distribution and publishing of media and books is one of

186

C. YEGEN AND S. DAS

the most common issues businesses face. The dual infrastructure model can be very costly for companies as it involves maintaining physical and virtual platforms for distributing media and books. Due to the increasing dominance of Amazon and other distributors, the price that publishers receive for their books can be impacted. The rise of podcasting and audiobooks has been one of the most significant factors in the evolution of media in recent years. While e-books grew at a slower rate, both formats have been able to benefit from the explosive growth of the market. In 2019, podcast consumption in the USA increased by 37.5%, while sales of audiobooks went up by 16%. The rapid emergence and growth of new media have highlighted the increasing consumer appetite for more diverse forms of media. Currently, print media accounts for 80% of the publisher’s revenue (Das et al., 2022b). This chapter aims to provide a comprehensive view of the opportunities that are available to publishers in the digital space. Self-Publishing The rise of self-publishing has been one of the most disruptive changes in the industry’s digital transformation. It has allowed authors to create their books without the need for traditional marketing and sales channels. Before the advent of digital publishing, self-publishing was typically laborious and bureaucratic. Almost all of the books Amazon has published are from self-published authors. To understand how to capitalize on the potential of self-publishing, publishers must learn about the various factors that influence the decision to self-publish. One of the main reasons why many authors choose to self-publish is the opportunity to earn a higher profit from their book. With the help of digital platforms, they can earn up to 90% on the face value of their book. It is significantly higher than the 6% those traditional publishers typically get from the sales of their books. Over 1,600 independent authors earn over $25,000 annually in the USA, while only 1,200 traditional publishers do. Despite the dominance of traditional publishers, this is still a significant increase. The other reason is the immense effort required to publish a book through the established sales channels. It was a demoralizing experience for aspiring authors as other publishers now have the option of working with them. The rise of alternative services and the increasing number of authors offering services have put the onus on established publishers to adapt

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

187

to the changes in the market. However, how this can be done must be innovative. For instance, while publishers can take a cut of the books they publish, they must not expand the current model and try to capture this part of the market. While publishers can still adapt to the changes in the market, they must also retain the top-selling authors to ensure that they can still have their revenue. This model will not work if the average book earns around $300 and the profit margin is over $1,000. To ensure they can still retain their revenue, publishers should introduce new services that help authors in their self-publishing and publishing. It can be done the same way that consultants such as Naomi Rose and Jane Friedman provide their services for an hourly fee. Having the necessary experience in the area is vital to ensure that publishers can easily offer these services to authors. It will allow them to avoid getting lost in the shuffle regarding the diamond awards. While they can still make money from their books, authors might prefer to avoid publishers due to the perceived lack of transparency. E-Publishing One of the main reasons why many authors choose to self-publish is that they are sure their book will be of high quality. However, this is not always possible, as many authors would not be able to afford to pay for this. With the help of the publishing industry, a hit book can be marketed much more effectively. Despite the increasing number of self-published authors earning over $25,000, fewer of them can capitalize on the various revenue streams that are available to them, such as television shows and movies. The rise of digital publishing has created various problems and opportunities for the industry. In 2020, the industry shifted to the illegal distribution and downloading of eBooks. Due to the restrictions placed on book retailers, consumers could not quickly enter a book shop. Due to the pandemic, people started looking for alternatives to traditional books. It led to an increase in the number of people buying eBooks. Before the outbreak, it was believed that eBook users were plateauing. However, due to the pandemic, the demand for eBooks has increased. Due to the rise of home learning, students worldwide have been able to access textbooks that they would have been unable to obtain otherwise. However, as digital publishing continues to grow, there are various problems that the industry is facing. One of these is the unauthorized downloading and counterfeiting of eBooks. A study by the educational publishing company,

188

C. YEGEN AND S. DAS

McGraw-Hill, revealed that only 1 in 5 students who used digital textbooks purchased them from the publisher. Other students had acquired unauthorized copies of these books. Instead of allowing students to purchase their materials without a license, publishers could issue licenses to educational institutions. It would allow them to prevent unauthorized access to their materials. It would also help prevent the illegal duplication and sale of copyright materials. As the publishing industry transitions toward a digital age, companies must maintain their digital infrastructure and test the demand for eBooks in established markets. Unfortunately, with the rise of digital distribution, it is becoming more difficult for publishers to maintain both their physical and digital infrastructures. The lack of clarity regarding the future of e-publishing is hindering the development of new ideas in the industry. Therefore, businesses must start to explore new ways to improve their operations. With the increasing number of countries with robust financial and digital infrastructures, companies must consider expanding their digital publishing operations. These countries’ high digital penetration rates are significantly higher than the global average of 14.9%. Therefore, companies must conduct in-depth studies in these regions to understand their consumers’ preferences and the various opportunities that digital publishing has to offer. Although the price of eBooks is often higher than that of physical books, the consumers do not benefit from the lower distribution and printing expenses. It is a significant factor that hurts the market’s growth potential. Despite this, the general adoption rate of eBooks is still expected to grow. Due to the lack of interest in digital books in developing economies, publishers must lower their prices to attract more potential customers. As the publishing industry transitions toward a digital age, companies must maintain their digital infrastructure and test the demand for eBooks in established markets. Unfortunately, with the rise of digital distribution, it is becoming more difficult for publishers to maintain both their physical and digital infrastructures. The lack of clarity regarding the future of e-publishing is hindering the development of new ideas in the industry. Therefore, businesses must start to explore new ways to improve their operations.

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

189

Digital Publishing Role in the Media Industry The rise of digital publishing solutions is the answer to the increasing number of people consuming news on their mobile devices and magazines on their browsers. It is also why publishers are looking to create and distribute content in a way that enables them to monetize their content. Due to technological development, the need for digital publishing solutions has become more prominent. Today, the various IT companies that develop software and electronic formats are responsible for designing and implementing these solutions. Due to the increasing number of digital platforms and new distribution channels, many publishers have had to change their business strategies. These new platforms allow them to reach a wider audience and increase revenue. With the right digital publishing solutions, publishers can achieve their goals in the digital space. The company’s experienced team members can help them navigate the changes brought about by the rapid emergence and evolution of new distribution channels. These solutions allow publishers to create digital newsstand applications that can be used for different types of publications, such as PDF issues, mobile apps, and native WordPress news apps. Each tool has its control panel that follows the simple principle of simplicity. One of the most critical factors that digital publishers can consider when implementing a new digital publishing solution is the availability of a web-based Store. After the Store is installed, it immediately opens and allows readers to browse and buy content online. It will enable them to increase their sales and reach their target audience.

Mobile Magazine Apps and Digital Media Creating a digital bookstore or newsstand is an excellent way for publishers and authors to reach out to their readers and increase their revenue. It also allows them to reach out to new audiences and improve their global reach. With unlimited storage, readers can easily access all the digital editions of their favorite magazines. Magazine publishers have become more focused on building brand awareness through app stores and reaching out to mobile users. This solution allows you to reach out to the masses and promote your brand. The platform is ideal for small and medium-sized businesses that want to reach out to their customers.

190

C. YEGEN AND S. DAS

With the help of various digital marketing tools, such as email notifications, social media sharing, and dedicated landing pages, publishers can easily reach out to their audience and promote their brand. Software’s most common tools are Push Notifications, Facebook Newsstand, and Dedicated Web Store. With the mobile app, magazine publishers can easily reach out to their readers and promote their brand. It allows them to create interactive digital magazines that users on the go can easily access. One of the essential features of this solution is the ability to send push notifications to its users, which can help them keep track of the latest article. Even if users can’t read a report immediately after receiving a message, they can still save it for later use. With the ability to integrate social media, publishers can easily reach out to their readers and promote their brands. Readers can easily share content on their favorite platforms, increasing the visibility of their publications. Mobile apps for WordPress publishers allow them to increase their revenue, improve the quality of their content, and communicate with their readers. Various apps News is a digital publishing solution that enables publishers to build brand awareness through a mobile app. This solution also helps them retain their blog readers and improve the efficiency of their online marketing. Various apps News features are designed to increase the readers’ engagement and provide them with the best possible content. Therefore, the digital publishing solutions must be designed in such a way that they can meet the expectations of the readers. One of the essential features of PressPad is its integration with Google Analytics, allowing publishers to monitor their apps’ total installs and performance. It will enable them to make informed decisions and improve their revenue. In addition, it will allow them to track the most popular articles and analyze the results of their Push Notifications campaigns. With increasing content consumption, digital publishers can still achieve their goals using online publishing solutions. Digital software allows publishers to monetize their content, whether online reports, blogs, or web magazines. Publishers can use various platforms to distribute their content, such as mobile apps, news kiosks, and magazines. The point is to make sure that the promotional tools are used correctly. PressPad is a digital tools company that provides publishers with various tools and resources, including a blog and courses on content marketing, app marketing, and online publishing. Their products and activities are designed to be the listening ears of their publishers.

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

191

Digital Advertising Despite the pandemic, publishers have shown that they are up to the challenge of meeting the demand for more diversified digital content. Many have responded quickly to address the need for this type of content, with 92% reporting digital growth in the UK during the third quarter of the year. As digital publishers continue to evolve, they will need to continuously improve their performance and monetization to maintain their audience experience. To do so, they will need to use innovative technologies and develop a strategy that addresses their unique needs. The media industry is expected to see the emergence of a new revenue stream in 2022 that will allow it to redefine its relationship with its audience and generate more sustainable revenue. This new source of income will be subscription services, which will continue to be the primary income stream for all the major media firms. Some of the most successful subscription services currently available include Netflix, Disney+, and HBO Max. The Guardian is an early adopter of this industry and has already established various programs allowing its members to enjoy exclusive content. These programs will also allow publishers to improve their user experience and generate new revenue streams. The ecosystem needs more comprehensive solutions to address the issue of third-party cookie loss. Although the end of third-party cookies is a step in the right direction, it does not mean that the end of thirdparty data is imminent. Third-party data will still exist as it is cheaper to collect and use alternatives for publishers than to replace cookies (Nguyen et al., 2022). For small publishers, contextual targeting or first-party data cannot be the answer. They need more data to scale and cannot use it effectively within their domain. According to researchers, marketers are less likely to associate with small websites than larger ones. It is because the industry has ignored the voices of independent publishers, who are often the ones promoting ideas that will not benefit them. We expect small publishers’ voices will be heard in the coming year. The rise of digital media has created a more customercentric environment, which means that content will be influenced by readers more than ever before. It has led to an increasing number of firms focusing on their customers’ needs. Digital publishers have also started to pay more attention to their readers’ preferences and interests. Through surveys and quizzes, digital publishers have started collecting information about their audience to improve their content offerings. This data will

192

C. YEGEN AND S. DAS

allow them to identify which stories they should focus on and which topics they should avoid. The New York Times has started using demographic information to inform its readers. To better understand their audience, digital publishers have begun to build an online form that allows them to collect information about their readers’ demographics and interests. Machine learning and artificial intelligence are becoming more prevalent in the publishing industry as digital publishers seek to create more engaging and dynamic content experiences. Due to the increasing prevalence of the COVID epidemic, we expect that the use of these technologies will also increase in the coming year. According to a Harvard Business Review article, over 80% of organizations believe that AI is becoming more mainstream. Businesses are already using AI in various areas such as service delivery, supply chain management, and productivity. This technology is expected to become more prevalent in the publishing industry. Machine learning and artificial intelligence are becoming more commonplace in the publishing industry as digital publishers want to create more engaging and dynamic content experiences. They can now perform various tasks such as text analysis and content personalization. The rise of mobile devices has led to the development of more advanced mobile devices capable of handling various tasks and functions similar to desktop computers. With over 6 billion smartphones in the market, mobile now accounts for over half of all internet usage. The increasing popularity of mobile devices has led to the need for websites to be mobile optimized across different devices. According to a survey, 39% of Americans prefer to consume news on a tablet instead of a traditional newspaper or T.V. In addition to commuters, digital publishers also need to consider the increasing number of people who use their tablets and cell phones to pass the time. Without a mobile-optimization strategy, digital publishers might not be able to attract as many visitors as they would like. The increasing number of people who use mobile devices has led to the need for more effective mobile optimization. Therefore, you must prioritize the design and development of mobile-friendly pages. Implementing this trend will allow you to increase content engagement and re-market to your audience through push notifications.

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

193

Digital Transformation for Publishing with Revenue Generation Digital transformation is vital to any company’s survival strategy in today’s business world. Many organizations are struggling with the changes brought about by the rapid emergence and evolution of new technology. For instance, the publishing industry is competing against the availability of free content. Metadata is a set of labels or tags that can enhance a file’s browsing experience by providing faster access to its content. A content storage system is a type of software that can store and manage various files and folders in the cloud. This system can help improve the organization’s efficiency by allowing multiple departments to access and share content. The ability of publishers to respond to the needs of their customers by efficiently repurposing their existing content is called content agility. It allows them to create new content and distribute it as brand-new. The ability of publishers to provide their customers with the most relevant content is called findability. It is because having the necessary metadata and content storage systems can help improve the efficiency of their operations. One of the most critical factors that can be considered when implementing digital transformation is the ability to create and manage automated workflows. This type of workflow can help speed up the development of new content.

Conclusion Due to the increasing number of factors that have affected the revenue generation of businesses, such as the rise of digital technology and the growing number of customers, the need for influential and forwardthinking organizations has become more prevalent. Therefore, companies must adopt a more agile approach to their operations. The goal of digital transformation is to maximize the efficiency of an organization by implementing a series of system changes and processes designed to improve the efficiency of its operations.

References Behera, M., Dash, M. Ayasa Kanta Mohanty, A. K., & Das, S. (2019). Entrepreneurial ecosystem: A geographical upliftment. Revista Espacios, 40, 26–36. http://www.revistaespacios.com/a19v40n01/19400126.html

194

C. YEGEN AND S. DAS

Das, S. (2020a). Media impact of advertising on consumer buying behaviour a comparative study of different media. Shiksha O Anusandhan University. http://hdl.handle.net/10603/273691 Das, S. (2020b). Innovations in digital banking service brand equity and millennial consumerism. In Digital transformation and innovative services for business and learning (pp. 62–79). IGI Global. https://doi.org/10.4018/ 978-1-7998-5175-2.ch004 Das, S. (2021a). Digital entertainment: The next evolution in service sector. Springer Nature. https://doi.org/10.1007/978-981-15-9724-4. Print ISBN978-981-15-9723-7. Online ISBN978-981-15-9724-4. Das, S. (2021b). Search engine optimization and marketing: A recipe for success in digital marketing (1st ed.). CRC Press. https://doi.org/10.1201/978042 9298509 Das, S. (2021c). A systematic study of integrated marketing communication and content management system for millennial consumers. In Innovations in digital branding and content marketing (pp. 91–112). IGI Global. https:// doi.org/10.4018/978-1-7998-4420-4.ch005 Das, S., & Mondal, S. (2016). Yours digitally: Patanjali. Available at SSRN 2737299. Das, S., Mondal, S., Puri, V., & Vrana, V. (2022b). Structural review of relics tourism by text mining and machine learning. Marketing, 8(2), 25–34. https://doi.org/10.5281/zenodo.7358349 Das, S., Mondal, S. R., & Sandhu, K. (2022a). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 1–16. https://doi.org/10.1080/0965254X.2022.2098526 Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market mavens in digital entertainment: A complete know how for curious customers. In Digital entertainment (pp. 147–172). Palgrave Macmillan. https://doi. org/10.1007/978-981-15-9724-4_8. Duy, N. T., Mondal, S. R., Van, N. T. T., Dzung, P. T., Minh, D. X. H., & Das, S. (2020). A study on the role of web 4.0 and 5.0 in the sustainable tourism ecosystem of Ho Chi Minh City, Vietnam. Sustainability, 12(17), 7140. https://doi.org/10.3390/su12177140 Gupta, D. K., Jena, D., Samantaray, A. K., & Das, S. (2019). HRD climate in selected public sector banks in India. Revista ESPACIOS, 40(11). Jain, S., Jain V., & Das, S. (2018). Relationship analysis between emotional intelligence and service quality with special evidences from Indian banking sector. Revista ESPACIOS, 39(33). Minh-Nhat, H. O., Majerova, J., & Das, S. (2022). Taking steps to help the phoenix rise from ashes: A roadmap for digital enterprises to develop new

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

195

sustainable goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 35–51). Springer. https://doi.org/10. 1007/978-981-19-2173-5_3 Minh-Nhat, H. O., Nguyen, H. L., & Mondal, S. R. (2022). Digital transformation for new sustainable goals with human element for digital service enterprises: An exploration of factors. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 85–103). Springer. https://doi.org/10.1007/978-981-19-2173-5_6 Mohanty, P. C., Dash, M., Dash, M., & Das, S. (2019). A study on factors influencing training effectiveness. Revista Espacios, 40, 7–15. http://www.rev istaespacios.com/a19v40n02/19400207.html Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. In Innovations in digital branding and content marketing (pp. 113–133). IGI Global. https://doi.org/10.4018/978-1-7998-4420-4. ch006 Mondal, S. R. (2020a). Factors influencing store image loyalty and satisfaction from customer perspective an empirical study in retail sector. Shiksha O Anusandhan University. http://hdl.handle.net/10603/273688 Mondal, S. R. (2020b). A systematic study for digital innovation in management education: An integrated approach towards problem-based learning in Vietnam. In Digital innovations for customer engagement, management, and organizational improvement (pp. 104–120). IGI Global. https://doi.org/10. 4018/978-1-7998-5171-4.ch006 Mondal, S. R., & Das, S. (2021). Examining diabetic subjects on their correlation with TTH and CAD: A statistical approach on exploratory results. In Machine learning and the Internet of medical things in healthcare (pp. 153– 177). Academic Press. https://doi.org/10.1016/B978-0-12-821229-5.000 07-0 Mondal, S. R., Majerova, J., & Das, S. (2022). Sustainable development and innovation of digital enterprises for living with COVID-19. Springer. https:// doi.org/10.1007/978-981-19-2173-5 Mondal, S. R., Virgilio, F. D., & Das, S. (2022). H.R. analytics and digital H.R. practices. Springer. https://doi.org/10.1007/978-981-16-7099-2 Mondal, S., Das, S., Musunuru, K., & Dash, M. (2017). Study on the factors affecting customer purchase activity in retail stores by confirmatory factor analysis. Revista ESPACIOS, 38(61). Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), 119–134. https://doi.org/10.36708/Littera_Scripta2020/1/8

196

C. YEGEN AND S. DAS

Ngoc-Vinh, N., Tien-Dung, P., & Das, S. (2022). Digitization of business; need for recombination during COVID-19. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 1–17). Springer. https://doi.org/10.1007/978-981-19-2173-5_1 Nguyen, T. D. M., Mondal, S. R., & Das, S. (2022). Digital Entrepreneurial Transformation (DET) Powered by new normal Sustainable Developmental Goals (n-SDGs): Elixir for growth of country’s economy. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 69–84). Springer. https://doi.org/10.1007/978-981-19-2173-5_5 Puri, V., Mondal, S., Das, S., & Vrana, V. G. (2023). Blockchain propels tourism industry—an attempt to explore topics and information in smart tourism management through text mining and machine learning. Informatics, 10(9), https://doi.org/10.3390/informatics10010009 Ravi, S., & Mondal, S. R. (2021). Digital entertainment based do it yourself content & advertisement as a factor of driving force for trust & customer patronage. In Digital entertainment (pp. 127–146). Palgrave Macmillan. https://doi.org/10.1007/978-981-15-9724-4_7 Sharma, E., & Das, S. (2020). Measuring impact of Indian ports on environment and effectiveness of remedial measures towards environmental pollution. International Journal of Environment and Waste Management, 25(3), 356–380. https://doi.org/10.1504/IJEWM.2019.10021787 Sharma, E., & Das, S. (2021). Integrated model for women empowerment in rural India. Journal of International Development, 1–18. https://doi.org/10. 1002/jid.3539 Sharma, E., Nigam, N., & Das, S. (2020). Measuring gap in expected and perceived quality of ICT enabled customer services: A systematic study of top ten retailers of India. International Journal of Applied Systemic Studies, 9(2), 159–184. https://doi.org/10.1504/ijass.2020.113260 Singh, L. B., Mondal, S. R., & Das, S. (2020). Human resource practices & their observed significance for Indian SMEs. Revista ESPACIOS, 41(7). http:// www.revistaespacios.com/a20v41n07/20410715.html Singh, S., & Das, S. (2018). Impact of post-merger and acquisition activities on the financial performance of banks: A study of Indian private sector and public sector banks. Revista Espacios Magazine, 39(26), 25. Siri, R., Mondal, S.R., & Das, S. (2020) Hydropower: A renewable energy resource for sustainability in terms of climate change and environmental protection. In The handbook of environmental chemistry. Springer. https:// doi.org/10.1007/698_2020_635 Siri, R., & Das, S. (2021). A study on processing of information storage & use of new age consumers in digital wellness sector through story telling & creating interest. In Digital entertainment (pp. 45–63). Palgrave Macmillan. https:// doi.org/10.1007/978-981-15-9724-4_3

12

DIGITAL SOLUTION FOR PRINT AND PUBLISHING MEDIA

197

Tien-Dung, P. H. A. M., Majerova, J., & Das, S. (2022). Phases of possible recovery of digital enterprises in new normal business for living with COVID19 times: Opportunities for a new era in sustainable development goals. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 19–33). Springer. https://doi.org/10.1007/978-981-192173-5_2 Tien-Dung, P., Nguyen, X. D., & Das, S. (2022). Sustainable goal achievement by digital revolution during and after pandemic; how much one wins and losses: A bird’s eye view for future planning. In Sustainable development and innovation of digital enterprises for living with COVID-19 (pp. 133–147). Springer. https://doi.org/10.1007/978-981-19-2173-5_8 Tiwari, M., & Mondal, S. R. (2022). Technological dynamism of workforce management for effective education service delivery during and after Covid19. In H.R. analytics and digital H.R. practices (pp. 199–215). Palgrave Macmillan. https://doi.org/10.1007/978-981-16-7099-2_8 Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The Role of Human-Machine Interactive Devices for Post-COVID-19 Innovative Sustainable Tourism in Ho Chi Minh City, Vietnam. Sustainability, 12(22), 9523. https://doi.org/10.3390/ su12229523 Yegen, C., & Mondal, S. R. (2021). Sharenting: A new paradigm of digital entertainment of new age parenting and social media. In Digital entertainment (pp. 213–231). Palgrave Macmillan. https://doi.org/10.1007/978-981-159724-4_11

Index

A Academic fraternity, 71 Accelerate trend, 174 Access video players, 48 Accordance, 60, 62, 66 Accountability, 78 Accounts, 184–186, 192 Achievable set, 138 Acquired Malka Media, 169 Acquired media companies, 169 Active membership, 175 Advanced marketing techniques, 169 Advanced mobile devices, 192 Advertisements, 60 Advertising, 139, 140 Age groups, 141 Altogether, 49 Amount, 135, 137 Analytics, 136–139 Analyze, 70, 71 Arrangements, 57 Artificial intelligence (AI), 16–18, 22, 23, 26, 36, 49, 51, 70–72, 74, 78, 92, 96 Artificial intelligence applications, 70

Assemblage, 50 Attention, 133, 134, 138 Attractive package, 148 Audience, 133, 184, 189–192 Audio-visual elements, 168 Augmented reality (AR), 94, 95, 99, 102 Augmented reality technologies, 16 Average smartphone user, 176 Averaging, 95 Awareness-raising, 57, 59

B Becoming, 99, 100 Blockchain, 18, 27, 82, 83, 85–87, 170 Blog posts, 139 Boost revenue, 127 Boost social enterprises, 141 Brand experiences leveraging, 94 Brand image, 138, 142 Branding, 102 Branding space, 93 Brand reputation, 135

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 S. Das and S. Gochhait (eds.), Digital Entertainment as Next Evolution in Service Sector, https://doi.org/10.1007/978-981-19-8121-0

199

200

INDEX

Brands, 91–93, 95, 98, 99, 102, 148, 149 Brand storytelling, 169 Broadcasting, 109, 118, 119 Broadcasting adventure, 62 Broadcasting principle, 59, 60 Broadcast(s), 57, 59, 60, 67 Business, 129, 130, 133, 134, 136, 137, 141 Business community, 108 Businesses, 151, 158 Business negotiations, 109 Buying, 5

C Central Army Cinema, 61 Challenging, 136 Challenging industry, 153 Changing communication systems, 58 Changing consumer, 5, 6 Changing social positions, 36 Channels, 4, 24, 29, 30, 37, 38, 51, 60, 66, 112, 182, 186, 189 Chatbots, 18 Cinema department, 61 Cinema genre-discourse quality, 61 Cinematographic narration dimension, 63 Citizens, 36 Civilizations, 56 Client experience, 18 Cloud computing, 1, 149 Commenting, 133 Commercial sense, 56 Communication, 134, 176 Communication action, 57 Companies continuously reinvent, 20 Competition, 165 Complaining, 134 Comprehensive architecture standard, 154

Comprehensive solutions, 191 Computer capability, 49 Conceptualization, 3 Consistent, 129, 137–139, 141 Constantly adapting, 16, 24 Constituent, 69 Consume, 16, 18, 19, 22, 24, 26, 28 Consume information, 183–185 Consume media, 171 Consumer, 5, 8, 40, 148, 150, 151 Consumer experiences, 93 Consumerism, 2, 5, 9 Consuming digital information, 184 Context, 41, 44, 46, 56–59, 61, 62, 66, 67, 70, 77, 102, 120 Continuous change, 17 Control individuals, 57 Controls, 36 Convey, 137 Countries, 36, 50, 55, 56, 60, 148, 157, 158, 169, 188 Crisis communication strategy, 134 Crowd, 131, 139 Cryptocurrency, 86 Culture-art, 57 Culture-art programs, 57 Curation, 139 Customer analytics, 50 Customer experience, 167, 172, 173, 175 Customer review, 139 Customers, 181, 182, 188, 189, 193 Customer service, 167, 172 Customer service department, 128, 135 Customize, 127, 139

D Data analysis techniques, 48, 49 Data inter-operability, 97 Data management technologies, 48

INDEX

Data Privacy Preservation, 73 Data sharing, 94 Data situation, 36 Data storage, 48, 49 Decline, 109, 182–184 Dedicated customer service, 135 Dedicated Web Store, 190 Deep learning techniques, 49 Deep neural networks (DNN), 36, 49 Deliberate, 71 Demographic data, 136 Demographics, 2, 4, 9, 138 Developed branded characters, 99 Developing differentiated products, 165 Developing effective inbound, 137 Developing knowledge, 158 Digital accountability, 78 Digital advertising, 108 Digital communication, 36 Digital economy, 16 Digital entertainment, 1, 2, 4–9, 114, 129, 131–138, 140, 141, 167, 171 Digital entertainment games, 2, 3, 8 Digital entertainment industry, 108 Digital entertainment plan, 137 Digital information, 183, 184 Digitalization, 2, 24, 70, 71, 78, 171, 176 Digital marketing, 148, 149 Digital marketing strategies, 164 Digital marketing tools, 190 Digital media, 52 Digital media disruption, 19 Digital media outlet, 171 Digital media platform, 170, 172 Digital media regulation, 71, 76 Digital media technology, 36 Digital media transformation, 171 Digital solutions, 41, 81–83, 88, 181 Digital strategy, 158

201

Digital technologies, 17, 20, 24, 29, 171, 193 Digital Tv/Smart, 108 Digital wallet, 174–176 Disruption, 17, 20, 21 Disseminator, 48 Distribution, 183–185, 187–189 Distribution process, 152–154 Documentaries, 57, 60–62, 65, 67 Documentary film, 60–63, 65, 66 Documentary genre, 61 Documentary structural features, 61 Domestic productions, 57 Dominant position, 149 Dongle, 48 Dynamic evolution, 167

E Easily track, 139 E-commerce companies investing, 176 Education, 3, 28, 57, 81, 109 Effective digital leadership, 158 Effective inbound marketing, 137 Effective marketing campaigns, 169 Effective marketing strategies, 137, 142, 175 Effective messages, 136, 137 Effectiveness, 120, 128, 136, 138, 139 Efficiency, 128, 135, 136, 190, 193 Efficiently repurposing, 193 Electronic media, 70–76, 78 Email notifications, 190 Emergence, 92, 102 End-users, 165 Engagement, 138 Engaging purposeful advertising, 92 Entertaining manner making, 91 Entertainment, 1–9, 92–94, 101, 102, 107–117, 119, 120, 141, 164, 167, 171–175

202

INDEX

Entertainment industry, 1, 2, 7–9, 15–18, 22, 25, 26, 28, 107–109, 111–115, 117 Entertainment organizations, 108, 116 Environment, 52, 57, 67, 83, 85, 86, 97, 109, 112, 114–119, 121, 138, 172, 191 Equality, 48 Europe, 35, 60, 62, 169 Evaluation, 58, 65 Evolution, 48 Evolved financial independence, 88 E-wallet, 164, 168 Expand, 139, 140, 142 Expectations maximizes satisfaction, 40 Experiences Leveraging Internet, 94 Expertise, 154 Expression hound, 63

F Facebook users, 185 Facet, 69, 70, 74, 78 Fake news, 70, 72, 74, 75 Families, 140 Features, 16, 17, 24, 26, 27 Feeds, 139 Fiction films, 61 Fifth-Generation Wireless Technology, 91–93 Films, 16, 18, 26 Financial benefits, 85 Financial firms, 164, 165, 167, 169 Financial news, 171 Financial technology companies, 165, 166, 169, 170 Financial technology (fintech), 164–170 Financial tools, 165 Findability, 193

FinTech applications, 163 Fintech company, 165 Flexible work, 158 Foothold, 15, 16 Forestry, 56 Forestry activities, 56 Forests, 55, 56, 67 Format, 45, 48 Freedom, 71, 76, 78 Free entertainment, 171 Friends, 140 Fundamentals, 86, 150

G Gain followers, 139 Gamers, 81–88 Gaming experience, 82–85, 87 Gaming industry, 81–88 General development process, 57 Generative Adversarial Network (GAN), 36, 49 Genre-discourse quality relation, 61 Geopolitical location, 56 Global e-commerce companies, 176 Google Analytics, 136, 139 Governance, 36 Government, 70, 71, 76–78 Green Market Report, 171 Guide, 137, 138

H Headings, 63 Health care, 81 Help protect, 175 History, 55–57, 62, 67, 75, 173 Human history, 56 Humanity, 36, 56, 57, 67 Human life, 2, 9, 55, 56 Human rights, 69

INDEX

I Images, 139, 141 Immersive gaming experience, 82, 83 Impact civic engagement, 157 Inbound marketing strategies, 137 Increasing dependence, 81 Induced positive sentiments, 81 Industrial revolution, 148, 153 Industry, 16–20, 22–30, 35, 36, 39, 48, 50, 51 Industry news, 136 Influencers, 130, 133, 139–141, 165, 166 Information technology service, 154 Initiatives, 171, 172 Innovations, 2, 5–7, 17, 20, 21, 26, 31, 154–156 Innovative technology solutions, 165 Instagram, 127, 128, 130–133, 139, 140 Instagram influencers, 133 Integration, 17 Intellectual infrastructure, 151 Intend, 70, 71 Interactive digital magazines, 190 Internet, 36–39, 43, 47, 48, 73–75 Internet-connected phones, 92 Internet connectivity, 108 Internet-enabled device, 48 Internet of Things (IOT), 50, 94, 96 Interpret, 184 Interventions, 56, 67, 71 Inventions, 57 Investment, 136 Investor briefing, 17, 19

L Landscapes, 1 Large-scale change, 17, 20 Law, 70, 76, 78 Law framework, 59

203

Learnings, 149 Legal provisions, 77 Legislature, 71 Liberty, 78 Liking, 133 Lives, 24, 28, 31, 56, 57, 81, 92, 108, 115, 118, 154, 155, 157, 158 Live streams, 138, 140 Lockdown, 108–112, 114, 118 Logistic regression, 49 Long-term fundamentals, 109 Low-cost, 136 Lower cost, 109 Lower subscription revenues, 109

M Machine Learning (ML), 36, 49 Mainstream, 15, 16, 19 Major global e-commerce, 176 Major projects, 101 Marketers, 136 Marketing, 71, 148–150, 152 Marketing brands, 92, 95, 102 Marketing efforts, 169 Marketing strategies, 135, 137, 138, 142 Mass media, 35–37 Mass media play, 57 Mbps, 48 Media, 2–9, 15–19, 22–31, 36, 37, 39–41, 48–51, 70, 74, 77, 182–186, 189–191 Media companies, 169–173 Media houses, 70, 75 Media industry, 19, 24, 27–30 Media marketing channel, 140 Media marketing plan, 137, 138 Media monitoring tools, 135 Media revolution, 35, 36, 48 Media Technology Timeline, 37

204

INDEX

Media types, 184 Medium-sized businesses, 189 Membership identification, 176 Metaverse, 82–84 Millennial consumers, 19 Mixed reality (MR), 94, 102 Mobile, 184, 189, 190, 192 Mobile devices increasing, 184 Modern publisher, 184 Monitor, 128, 130, 134, 135, 138, 139, 143 Movies, 6, 7 Multimedia formats, 183 Music on-demand, 164

N Narrative cinema, 61 Narrative style, 63, 66, 67 National Parks Program, 65 Natural areas, 56, 67 Natural resources, 55, 56 Nature, 19, 26 Nature protection, 64 Navigate, 153 Necessary metadata, 193 Necessary skills, 184, 185 Negative posts, 134 Negative sentiment, 135 Neural network, 49 New-age digital solutions, 82, 88 New-age finance companies, 169 New-age futuristic technology, 70 News, 35, 50 Newspapers, 1 News startup Robinhood, 171 Non-fungible tokens (NFTs), 85–87

O Online, 3, 4, 7, 8 Online advertising, 184

Online gaming establishment, 167, 168 Online travel, 20 Online video streaming, 16 Opinion, 71, 75, 78 Organic reach, 140 OTT devices viewers, 48 OTT hosting, 44, 45, 47 Out of Home (OOH), 109 Over-the-top (OTT), 2, 4, 7, 108, 109, 118

P Paid social advertising, 139 Pandemic effect, 108 Participation, 138 Payments, 164, 165, 167, 168, 174, 175 Peoples, 56 Peoples living, 56 Performing blog posts, 139 Personalization, 39, 40 Picture, 168, 182 Pillar, 9 Pivotal role, 70 Platforms, 71, 72, 74, 75, 77, 91, 95, 99 Podcasts, 184, 186 Policies, 36, 56, 58, 111, 149 Political actions, 157 Political news, 171 Poor service experience, 134 Posting, 129–131, 134, 138 Potential leads, 166 Power, 5, 43, 58, 67, 77, 78, 115–117, 154, 155, 174 Powerful information, 48 Presence, 117, 127–131, 133, 142, 149, 170 Prevalent, 163, 164, 176 Printing technique, 36

INDEX

Print Media, 109 Producers, 109, 110 Production opportunities, 56 Professionals, 154 Program type, 61 Promising directions, 95 Promotion, 184 Promotional partners, 175 Protect, 135 Protection, 44, 56, 57, 64, 66, 67, 78, 111 Proving, 82, 84, 86 Public broadcasting, 57, 59, 60, 62, 67, 76 Public service, 60, 61, 76 Public service broadcasting, 60, 61 Publishing, 181–190, 192, 193 Purpose, 45, 57, 60, 137 Q Quality, 70, 75 R Rapid emergence, 15–19, 24–26, 28–30, 114, 152, 153, 163–165, 167, 171–173, 181, 183, 185, 186, 189, 193 Real time, 128 Reasons, 139 Receiver, 48 Recommended download data, 48 Recycling, 139 Regard, 72 Regular activity, 137 Regularly post, 138 Regulating electronic media, 71, 78 Regulation, 75, 76 Remote areas, 158 Research innovations, 102 Research paper, 71, 72 Reshaping, 18, 19

205

Re-share, 139 Resonate, 136 Retention, 40 Reviewing, 184 Revolution, 48, 51 Rich natural resources, 56

S Sales promotions, 148 Scale, 138 Scope, 58, 63, 86, 100 Secret, 139 Secure financial transaction, 167 Seen encouraging trends, 48 Sentiment, 130, 135 Set goals, 138 Sharing, 133, 138 Shattering, 70 Shift, 108, 113, 117 Shopping, 148 Shopping carts, 136 Showcase, 102 Significant decline, 185 Significant disruption, 17, 20 Smart device, 50 Smartphones, 1, 4, 6, 8 Smartphone user downloading, 176 Snapchat, 140, 141 Social ads, 136 Social aspirations, 151 Social characteristics, 56 Social context, 59 Social media, 4, 6–8, 39, 40, 127–143, 148, 149, 151, 152, 156, 158 Social media account, 134 Social media monitoring, 135, 136 Social media platform, 72, 75, 77, 99, 114, 128, 130, 133, 140, 141, 149 Social media strategies, 164

206

INDEX

Social platforms, 91 Social practices, 41 Society, 36, 58, 74, 88, 117, 151, 158 Spark, 138 Speech, 69–71, 78 Spike, 109 Spin-off, 170 Sports broadcasts, 164 Spread, 133 State-controlled television channels, 57 Storage systems, 193 Strategic investment, 170 Streaming, 3, 6–8 Streaming technology, 19, 26 Struggling economies, 158 Subscription services, 184, 191 Success, 133, 139, 140 Suitable medium, 57 Supply chain, 153, 154 Support vector machines, 49 Sustainable features, 56

T Tablets, 1 Target customers, 165, 166 Targeting options, 136 Techniques, 2, 49, 57, 65, 66, 156, 173 Technological advancements, 15, 16, 18, 30, 99 Technological changes, 16, 17 Technological innovations, 2, 7 Technological replacement, 47 Technology, 1, 2, 4–9, 16, 19, 20, 22, 23, 25–31, 70, 71, 73, 75, 77, 78, 81–86, 88, 92, 99, 100 Technology service industry, 154 Technology timeline, 36 Telegraph, 36

Television, 35, 36, 38 Television series, 5 Theatrical distribution, 109 TikTok, 133, 139, 141 TikTok videos, 139 Timely information, 165 Traces, 61 Tracking, 132, 139 Traditional data storage, 49 Traditional entertainment, 164 Traditional format, 183 Traditional loyalty cards, 176 Traditional media, 108 Traditional print media, 183–185 Training algorithms, 49 Transformative power, 81 Trends, 130, 139, 141 Tweets, 139

U Understanding, 99 Unique location, 56 Urbanization, 28 User locations, 49

V Variety, 26, 27, 127, 129, 134, 139–141 Venues, 99 Video, 4, 7, 8, 129, 133, 139–141 Video conversations, 91 Video games, 99 Video marketing, 166 Video streaming, 16, 19, 25, 26 Viewer, 70–72, 75 Viewing, 21, 28, 40, 44 Virtual reality (VR), 19, 20, 23, 26, 94, 98, 99, 102 Virtual transactions, 164, 174 Visual effects, 109

INDEX

W Webpages, 95, 96 Wider audience, 166, 169 Wider customer experience, 20 Wireless gaming, 95, 96 Wireless technological gadgets, 1

Word processors, 155

Y Younger generations, 151 YouTube, 139, 140, 185

207