Short Description
In a world where technology is rapidly evolving, VTV Ltd. Subotica has not remained on the sidelines. This case study explores how the company utilized artificial intelligence in its ambitious digital transformation project, redefining the way it approaches media production and distribution.
City: Subotica
Website: https://vojvodjanski.com
Sector: Media Sector
Activity: Production and distribution of media content
Company Portrait
In the realm of media production and distribution, VTV Ltd. Subotica stands as a prime example of a company that has quickly established itself as a serious player in the Serbian media market. Founded in 2014 in Subotica, the company has grown into a media conglomerate encompassing 4 TV stations, 2 radio stations, 2 newspaper houses, and 8 online portals. This extensive portfolio allows VTV to position itself as a complex and dynamic media service provider, capable of meeting diverse market needs.
The core of VTV’s business strategy is its integrated approach to media production and distribution. VTV Ltd. Subotica serves as the parent company, with TV Subotica as the leading entity within the group. Additionally, the company extends its market influence through branches in Bečej, Novi Bečej, and Vrbas.
Emphasizing stability and human resource management, the conglomerate maintains a workforce of 35 permanent employees across the group, supplemented by an additional 30 periodically engaged external collaborators. This structure affords the company flexibility and dynamism in its operations.
Beyond producing and distributing content through TV and radio stations, as well as newspapers and online portals, VTV offers audio-visual content production services, including films and advertisements. The company also possesses advertising capabilities through electronic billboards.
Their ability to provide a variety of media content and services makes them an attractive partner for advertisers, while their spread across multiple cities and media platforms ensures a broad audience and a high level of influence. These factors suggest that VTV Ltd. Subotica is a company with significant potential for further growth and development in the future.
Requirements
Facing the comprehensive demands of the modern media environment, the company encountered several challenges in its previous technological and operational structure.
Technological Infrastructure: Before the digital transformation, the company’s primary media channel was a centralized platform functioning more as a single electronic media portal. Though designed to serve as a hub for all news generated by the TV and radio stations within the media conglomerate, the platform’s underlying technology couldn’t support the scale of activities.
Administrator Interface and User Experience (UX): The administrative interface was slow, inefficient, and outdated. Modern functionalities that would ease daily operations and enable quicker responses were not integrated into the system, slowing work and raising frustration levels among content management teams.
Analytics and User Tracking: Regarding analytics, the existing system allowed only basic tracking of user habits, offering mere statistics on the number and duration of visits, and limited geolocation based on IP address identification. This data set was insufficient for advanced analytics and content personalization, which have become standards in the media content industry.
Content Centralization and Distribution Shortcomings: A major flaw was the platform’s inability to efficiently aggregate news and other content from various sources, including TV and radio stations within the conglomerate. Instead, the centralized portal functioned as a sort of “isolated cell” with limited ability to offer a “one-stop-shop” service for users.
Lack of Personalization: In terms of user experience, the portal was not equipped with mechanisms to track user preferences and habits. Ideally, users should be able to receive personalized content access according to their interests, with such personalization being automatic but allowing for manual preference adjustments.
In light of these conditions, it was evident that a comprehensive digital transformation was necessary to achieve the desired level of efficiency, scalability, and user experience. Besides technological upgrades, a revision of the approach to analytics and user experience was needed to position the company effectively in the digital era. Therefore, executing radical changes across multiple fronts, including technology, operations, and user interface, became imperative.
AI Solution
Considering the previously mentioned challenges and technological limitations, a comprehensive digital transformation was initiated, focusing on the development of the vojvodjanski.com platform. This transformation was not merely a “cosmetic change” but a strategic move aimed at redefining how media content reaches users. Key aspects of this transformational project included enhanced user experience, expanded data collection domains, and media content personalization.
The foundation for this advanced personalization and user experience is the use of artificial intelligence. By identifying parameters that track user habits and preferences, vojvodjanski.com now has the capability to generate content relevant to each individual user. These parameters not only allow for real-time data tracking but also create a voluminous data set that serves as a basis for training AI algorithms.
The introduction of artificial intelligence has expanded the data domain to levels previously unsupported by older technology. Beyond basic metrics such as visit numbers and duration, it is now possible to track and analyze user behavior on a much more sophisticated level, including content adaptability according to real-time user preferences and behaviors.
The main outcome of this project is the ability for users to create their personalized media portals. Thanks to artificial intelligence, the platform now has the capacity to “learn” from user interactions and tailor the displayed content to each individual. In this way, users are not just passive consumers of media content but active participants in creating their media experiences.
This innovative application of AI technologies places the company at the forefront of the media sector, positioning it to gain significant advantages in future business operations.
Measuring Success
To understand how this strategic move has reflected on performance, let’s consider the key metrics and achieved goals.
- Increase in the Number of Individual News Stories Consumed Uninterruptedly: A significant indicator of success is the considerable increase in the number of individual news stories consumed without interruption. Artificial intelligence contributed to a deeper understanding of user habits and preferences, enabling the platform to deliver content that maximizes user satisfaction. This resulted in an increased number of unique visits and user retention.
- Increase in Average User Time Spent on the Platform: Measuring the average time users spend on the platform reveals a dramatic increase of over 20% compared to the previous period. Additionally, a 10% increase in the return of the same users to the platform within the same day clearly indicates increased loyalty and satisfaction among users.
- Increase in the Number of Users Who Received Marketing Content: The implementation of artificial intelligence also led to an expected increase in the deployment of marketing messages. The number of users who received targeted marketing messages increased by an impressive 25%. This growth can be directly attributed to more sophisticated user segmentation and content personalization enabled through advanced AI algorithms.
- Increase in Portal Revenue from Marketing Services As a final and perhaps most measurable indicator of success, the portal achieved a 35% increase in revenue from marketing services. This growth is not only the result of an increased number of users who received marketing content but also a combination of all operational goals, including increased retention time and the number of user returns to the platform.
Overall, the implementation of artificial intelligence on vojvodjanski.com has brought about revolutionary changes that have positively impacted all aspects of operational and financial business operations.
Concluding Considerations
Given the existing successes in integrating artificial intelligence into the media industry, as illustrated by our case, there are multiple potential directions for further development and sophisticated use of AI technologies:
- Emotional Analytics and Sentiment Analysis: AI algorithms can be utilized to analyze users’ emotional reactions to specific content. This could lead to a better understanding of how users respond to different news or topics, potentially improving content and advertising strategies.
- Automated Content Generation: The application of Natural Language Generation (NLG) technologies can enable the automatic production of journalistic articles or reports based on data sets, significantly speeding up the content creation process.
- Real-time Personalized Recommendations: Further enhancement of recommendation algorithms through real-time analytics could allow for instant content customization for individual users based on their current interactions with the platform.
- Detection and Filtering of Disinformation: In an era rife with fake news and disinformation, AI can play a crucial role in detecting and filtering unreliable sources and information, thereby enhancing the credibility and authority of the media platform.
- Dynamic Pricing Modeling: AI can utilize dynamic pricing algorithms to optimize revenue from subscriptions and advertising, depending on user engagement and market trends.
- Enhancement of UX/UI Design: The use of artificial intelligence in A/B testing and user behavior analysis can provide deeper insights into how design and interface can be optimized for a better user experience.
- Analysis of Content Virality: By applying machine learning, it’s possible to analyze what components make certain content go viral and use those insights to create more effective marketing campaigns.
Given the complexity and rapid pace of artificial intelligence development, these aspects offer many opportunities for innovation and improvements, both in terms of technological solutions and in creating new value for users and media organizations.