SCHOOL OF BUSINESS

MANAGEMENT

TECHNOLOGY APPLICATIONS FOR

BUSINESS

Group Project on Technology Applications

in the Entertainment Industry

Submitted to:

Prof. Mukund Prasad

Date: 19th Aug 2021

Submitted By:
J001 - Sanil Desai
J011 - Praful Singh
J021 - Nana Aditya Gorla
J031 - Megha Mayuree
J041 - Safaljot Singh
J051 - Samik Sen
J061 - Kavita Khandelwal

Submitted by: Group-1

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 Introduction and Background

In the entertainment content world, technology has always been a big part. Entertainment technologies was
started with Thomas Edison’s first phonograph machine in 1877. After many decades radiotelegraphy in
telecommunication found its use in entertainment radio broadcast services. Radio paved the path to mass
media for entertainment. After the radio mainly two major entertainment content types i.e., motion pictures
and television came into existence.

Motion pictures:

It appeared first at the end of 19th century. The motion picture camera was first invented by a Frenchman
Louis Lumiere in 1895, and the Vitascope projector was invented by Thomas Edison in 1896.The early motion
pictures had no sound and color. This led to the beginning of the creative arts of storytelling with the help of
moving pictures. slowly sound was added to motion pictures. Color took long time to come to moving pictures.
The first feature-length color film was produced in 1918 but there were many difficulties. Innovations led to
meet new demand needs like introduction of Television.

Television:

Modern television first came in form of electronic television in 1927. Television systems were totally
dependent on a transmitter-to-receiver model where images were captured on the transmit end will be
replicated at the cathode ray tube (CRT) on the receivers. Motion pictures remain largely a storytelling
medium but television began to a mixture of traditional variety shows which attracted many audiences. With
the advent of new distribution technologies in the next two decades like cable and satellite, they became
increasingly prominent as the preferred means for distribution of content on television. Then it innovated the
new high-definition TV (HDTV) into TV which was a welcome to the consumers.

Earlier technologies in Entertainment

After the motion pictures and the television, in the 1980s, consumers were exposed to digital entertainment in
the form of audio CDs consumers and in the early 1990s, DVDs entered the distribution network for private
consumption. At the same time, consumers also started switching to direct-to-home satellite TV services such

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as DirectTV and Dish Network which provides digital TV services to consumers and allowed for new features
such as being able to choose the channels through A-La cart services.

After this, came the packaged media which brings to consumers the control that they did not have with
theatrical or live broadcast TV experience. Packaged media gave consumers full control over the playback of
a piece of content like pause, rewind, and fast forward. The transition from television to packaged media was
dwarfed by the Internet.

Digital age also made it possible for a new form of entertainment like electronic games. Video games are said
to be one of the earliest forms of digital entertainment. The video game industry grew from a niche market
which were serving a small group of gamers to the big market such as Xbox, PlayStation.

Digital age has allowed the audience to watch their favorite shows at a time convenient to them and on any
device, they happen to use. Then started the era of making homemade videos and uploading to user-generated
content (UGC) sharing sites like YouTube, Vimeo and many others. Today, consumers have many choices to
access their favorite content online. Various verticals in Entertainment Sector where technology is playing a
crucial role:

The film industry:

In 2019, the film industry mostly constituted Movies, television shows and video production forms of
entertainment channels that generated revenue of almost $110 billion in 2019.

The music industry:

In 2019, the music industry amounted to $22 billion in revenues with a CAGR of 15%. Amongst its various
offerings include live concerts, tours, recorded music, live concerts and tours, digital downloads and physical
music delivery mechanisms such as tapes and DVDs of an earlier era which have been replaced. The revenue
of the music industry is expected to grow and it amounted to about $22 billion in 2019.

Book publishing:
The book publishing comprising of hardcopy and digital books has a revenue of $38 billion business in 2018.
Due to the constant shift towards a paperless world, it represents a fast-changing commercial landscape. In
terms of market share, 42% of the books a popular consumer books have the lion's share, followed by
educational and professional books.

Video games:
Powered by the exponential growth of devices such as phones, computers, game consoles and virtual reality
gear, this rapidly growing sector reached revenues of $26 billion in 2019. The growing popularity of
gamification through VR, Wii and platforms such as esports (competitive gaming) and gambling games have
added to this sector's momentum.

Sports:
The global sports industry revenue is about to $620 billion today. With growth which is faster than global
GDP, its long-term prospects appear strong.

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 Problem Definition and Requirement
Analysis
The Entertainment industry is booming and expanding into new sectors, with revenues amounting to about $2
trillion worldwide. In the United States, media and entertainment is responsible for more than a third of the
industry's business. While being an enormous consumer powerhouse, there are some warning signs to look
out for from consumers and regulators point of view. These are:

Data privacy:
Data privacy is always the elephant in any digital platform discussion, ever-present that waxes with every
privacy breach which brings the issue to everyone’s short span of attention and slowly wanes down while a
plan of action is called for. Thus far, media firms have faced a lot of data breach issues where user data was
exposed. With such a run of the mill data privacy performance, the expanding user base will burden these
companies to do more in the years ahead.

Antitrust concerns:
The largest tech companies such as Google, Amazon and AMC are major players in Entertainment. These
companies have dedicated media and entertainment departments with ever increasing span of services from
broadband services to wireless and VR technologies and investments that has called for this segment to be
broken up into small entities in order to make it easier for the regulators to keep an eye on them from an anti-
competitive and anti-trust perspective.

The lingering effect of COVID-19:

In 2020, the pandemic and lockdown following caused major problems and disruptions in the entertainment
industry, chiefly to the movie theatre sector. We don’t know when and if the threat of pandemic will be
completely over, Major movie releases were pushed back as movie theaters were ordered to keep their doors
locked. Even with a few production houses risking the release of movies in movie theatres faced disappointing
numbers. Even as we enter in a new normal and gear up for the next normal, there is no immediate relief to
the industry, as consumer habits have changed with movie on demands through OTT, ease of use and perhaps
in long term, businesses that have closed their doors, may struggle to reopen.

Customer Retention:
Customer obsession became a core value of almost all companies. In order for a company to be successful, it
should serve its customers better and hold them from going to its competitors. In this process customer service
plays a vital role. Considering various ambiguities in this industry customer service/support is of paramount
importance. The company must be prompt in addressing all the grievances of the customers. Proactive and
automated customer service applications will help businesses generate more leads which in turn will improve
the bottom line of the company. Without efficient, proactive and timely customer service processes a company
will not be able to grow as expected.

The demand for more intelligent and cost-effective Customer Service and superior User Experience is at an
all-time high. In the following sections, we are going to discuss deeply on how technologies like Cloud
Computing, Analytics, Augmented Reality, Virtual Reality, Machine learning, Cyber Security and IoT are

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going to equip the company to tackle the situations in the VUCA world, place their customers first and
immerse them in advanced user experiences.

Business Solutions
Agility and Continuous Expansion of Market: Technology Used Cloud Computing

Cloud computing is the delivery/accessing the services over the internet. To serve a global set of audience,
Entertainment companies need technologies
that support agile, and evolving business
models. Compared to more traditional
workflows, cloud services are beneficial in
terms scalability, flexibility and speed – to –
market for a digital service. With virtualized
applications and servers, businesses have the
ability to dynamically reconfigure their IT
infrastructure to serve any workload and
scale services as per the demand in the
market.
Cloud computing infrastructure includes
devices with high computing power,
devices for networking and storage, as well
as an interface for users to for accessing this
resources

SWOT Analysis

1. Cost-Effective 1. Trust Issues

2. Scalable & Flexible 2. Loss in control
3. Location 3. Lock – in Effect
4. Independence
5. Efficient

Strengths Weaknesses

Opportunities Threats

1. Green IT 1. Prone to cyber-attacks

2. Disruptive Tech and malwares
3. New Markets 2. Data Theft

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Interactive Gaming and Accuracy in Sports: Technology used Internet of Things

IoT can be described as a network of sensor/devices, software and other technologies, connectivity, data
processing. All these four distinct components referred to as things which are connected to the internet and
transmit data to the system where it can be monitored. It is a cloud assisted integration of human interaction
with a suite of technologies. IoT applications in the gaming industry involve wearable devices that are crafted
to a particular type of game. These wearables allow the players to interact with their characters in game,
through actions and gestures in the game mimicking the way the player moves in reality, if enacting the game
scenarios.
IOT allows for measuring players performance, efficiency and monitoring their progression.
The goal line technology in football for examples uses embedded sensors in the ball that can track its position
w.r.t to a 3D plane. IoT sensor can also information about shot and pass, accuracy and strength. Also, Hawk-
Eye technology uses cameras as a sensing device which are strategically placed and provides the tracking.

SWOT Analysis

Strengths Weaknesses

1. Environment Friendly 1. Data challenges

2. Innovation 2. Cross compatability issues better
different devices due to difference
3. Ease of Use in technology specificatons
4. Development comfort

SWOT

Opportunities Threats

1. Global Market 1. Collection of Information from

2. Development in Healthcare other devices
3. Smart Home 2. Thought of technology being in
charge

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Streamlining the business process: Technology used is Analytics

Analytics brings out the meaningful patterns from data by a scientific way. It turns raw data into useful insights
for making better decisions. Analytics is the application of statistics and operations research combined with
the power computer programming architecture, in order gain insights to the meanings of data. It is mainly
useful in areas which have a lot of data or information to deal.

Data Analytics are divided into four types:

• Descriptive: It examines the data &
content, identifies a problem and gives
answer to the question “What
happened?”
• Diagnostic: It dives deeper into data &
content to make correlations to explain
why something happened. It clarifies
what caused a system to fail and how a
security threat entered the environment.
• Predictive: It uses insights of both
descriptive and diagnostic analytics to
predict what is going to happen.
• Prescriptive: It suggests what course
of actions can be taken to solve or
prevent a problem based on the past and present performance, resources which are available and likely
scenarios.

Analytics play a vital role in the Entertainment industry. Piles of Data is collected every minute from plethora
of sources regarding consumer information search, content watched, their watchlist, clicks, watch time span
etc. This helps the organizations in analyzing consumer behavior at an unparalleled level. Data and analytics
are helping entertainment industry to unlock hidden insights from their data i.e., it helps to predict models to
test pricing, advertising and sales forecasting. By applying analytics entertainment industries can better
understand and target consumers, streamline their business processes, improve the user experience and
identify new products and
services to offer customers.

Analytics can help them in

making efficient decisions like
taking care of customer
emotions for a particular show
or song or trends of how ads are
displayed. Many a times,
organizations schedule their
shows at times that results to
reduced TRP (television rating
point) and loss of revenue. With
data analytics, media streams of tv shows can be placed at time slots that maximizes the opportunities to attain
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highest TRP. With the help of this the authorities can efficiently schedule their shows accordingly. With data
analytics, organizations can also strategize how they can tweak the offers related to subscription to make
profits. Data Analytics helps entertainment industries to generate more revenue by bringing out new ways to
incentivize consumer behavior, by creating new content, revealing the true market value for content and
providing data for targeted marketing.

SWOT Analysis

Strengths Weaknesses

1. Capabilities 1. Lack of Competitive

2. Resources Strength
3. Assets 2. Financials
4. People

Opportunities Threats

1. Market 1. Fear of Targeting &

Development Exploitation of Data
2. Innovation 2. Legal Issues
3. Business & Product 3. Competitors
Development

Discovering and prioritizing assets and Safety Measures: Technology used is Cyber
Security

Cyber security is the application of controls, processes and technologies to protects data and devices,
networks, systems, programs from cyber-
attacks. It identifies, detects, responds,
recovers and finally protects from all the
malware attacking the entertainment
industry.

Cyber security measures are very essential in

the Entertainment industries for the
following reasons:

• Each organization asset needs to be

prioritized & analyzed to how they
affect the business.

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 • Security requirements for third-party vendors to protect sensitive data for which the vendors have
access.
• Entertainment should have security, safety and monitoring measures from internal networks to mobile
apps. Security can reduce service attacks and theft of digital assets.
• Faster response times in case of any threat will lessen the amount of damage and compromised data
caused by an intrusion.

In Entertainment industry hacking websites, Distributed denial-of-service attacks, stealing of confidential

information are becoming common these days and hence Cybersecurity is the definite technology to use.

SWOT Analysis:

Strengths Weaknesses

● Clear Government ● High Profile content

Regulations ● Web based assets
● Visibility of Cyber
Attacks

Threats Opportunities

● State Sponsored Attacks ● Increased Safety measures

● Leaked content ● Strong protection
● Sabotage

Search Optimization: Technology used is Machine Learning

Machine learning allows a computing system to learn by maximizing automation and minimizing human
intervention or the need to be programmed. It allows for the machine to learn on its own and improve from its
learning experience without the need to be constantly patched or updated. Artificial Intelligence and Machine
Learning in Entertainment is extensively used for design, film promotion and advertising. In order to improve
the relevance of efficiency of content distribution and content recommendations to consumers, companies try
to combine unstructured, structured data and machine learning methods to match content and consumers.

Major uses of Machine learning in Entertainment can be divided into 4 parts:

• It is used in the development of film trailers and designing of advertisements.

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 • Entertainment providers use machine learning to offer unique and personalized content based on the
data collected from a user’s online touch points and also anticipating their future behavior.
• It is used to increase the efficiency and speed of the overall classification and search process.
• Implementation of AI and machine learning to enhance the augmented and virtual reality to take
experience of the user to the next level.

SWOT Analysis

A new feature chatbots were introduced by machine learning which helps for promotional campaigns for
books, films, artists, and TV shows and it also allows the conversations of fans with their favorite characters
or celebrities.

AR Games: Technology used is Augmented Reality

With the ever-expanding AR applications and constantly improving capabilities of digital devices,
Gamification is being developed to use elements from game design in other applications that currently exist
on phones/tablets. VR technology makes gaming more exciting and immersive. Augmented Reality provides
the functionality of imitating the physical world around us and projecting virtual pictures and characters
through a phone’s camera or video viewer and transforming the digital visual field around us into a colorful
and more interactive one. Virtual Reality has the ability to render an immersive environment an interacting
consumer using a complex framework of operations involving special equipment such as computers, sensors,
headsets, and gloves

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Benefits:
• Creates a life like image of our physical space along with engaging our other senses.
• Multiplayer gaming and creating a nice interactive environment for kids to allow them to engage in
educational games for a long attention span.
• More immersive gameplay possibilities in 360-degrees

SWOT Analysis

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 Conclusion & Future
Scope
The one technology that is about to enter into the Entertainment Industry is Block Chain in the field of
payments. Recently a major global theatre chain announced to accept Bitcoin payment by the end of this year.
Bitcoin payment is based on block chain technology. Some of its nascent features are:
• It is most simply referred to as distributed ledger technology that uses cryptographic hashing to
transparently list the history of any digital asset
• A transaction is stored as an encrypted block of data them together to form as source – of- truth for the
data
• It preserves integrity of the document and transparency to the public
• The inherent security of this technology makes it a prime technology
• The algorithm makes the processing speed faster and eliminates the third-party trust
It also comes with some of the weakness like Lack of storage capacity. Interoperability issues and minimal
exposure. Though there is some hinderance, this step is a revolutionary in the payments field while the
pandemic had a huge toll on the Entertainment Industry.
There is also role of drone flights in live-stream and virtual piloting in AR/VR that will raises the level of
entertainment to next level. A recent example is the drone shows at Tokyo 2021 Olympic games.
There are also big data applications to analyze screenplays and scripts of movies/tv shows and informs the
stake holders of the commercial box office chances of success of the movie in production
These initiatives show the adaptability nature of the industry with the evolution of emerging technologies.
These technologies discussed in this report have transformed Entertainment Industry from something you
chose to engage earlier to something you don’t want to miss out. It has brought entertainment closer to the
consumers in their homes, within their palms. By providing appealing solutions to satiate the appetite for
business and consumer consumption and companies, the entertainment industry has set new benchmarks for
future while successfully adapted to the emerging technologies.

References

1. https://www.splunk.com/en_us/data-insider/what-is-infrastructure-analytics.html
2. https://onlinedegrees.und.edu/blog/cyber-security-entertainment-industry/
3. https://www.chinadaily.com.cn/business/tech/2017-12/03/content_35181183.htm
4. https://jasoren.com/entertainment/
5. https://www.vmware.com/topics/glossary/content/cloud-computing-infrastructure
6. https://link.springer.com/chapter/10.1007/978-3-030-40037-8_11

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