By: GLORIA LEONG
KUALA LUMPUR – What do you think about the use of AI in radio? Steve Ahern, former Manager of ABC Radio Sydney, opened up a discussion with two industry experts.
Abe Thomas, CEO of Reliance Broadcast Network, says the key factor to use AI is prompting.
Datuk Jake Abdullah emphasises the efficiency of AI with respect to automation.
“Whether we like it or not, it’s already here,” he said.
When it comes to the money side of business, Thomas says that the advertising downturn in broadcast is due to the slow-growing pace of India’s market.
“It’s fast, but not as fast as other places,” he said.
Abdullah says the dynamics in Malaysia are quite different, with 94.4% of Malaysians having some form of internet connection. He says the key to standing out is capturing attention. He predicts the next big thing may just be human interaction.
Can we, or should we include influencers in radio? Thomas says it’s a flexible process, with unique consideration for every influencer.
Abdullah says the market is in an interesting place, with micro influencers holding a solid share. He says micro influencers are seen as having more crediblity, and have better persuasiveness.
Ahern asks this question: What do public broadcasters have to offer in the sea of information? Abdullah says it’s credibility. Compared to social media, the radio is regulated by the governing body in Malaysia.
Thomas says it’s the speed and personalisation of the media that make the broadcasting of today unique.
How do we make broadcasting companies sustainable? Thomas emphasises the importance of execution, and corporate alignment. Abdullah says that sustainable content will come from the prediction of trends to win attention.
