Personalisation and customisation: Empowering audiences with more control
Technologies like big data are now enabling operators to present their content to viewers differently — by personalising content to viewers’ interests while allowing viewers to customise their own selections and content preferences
Content personalisation is critical for an over-the-top (OTT) service like Malaysia’s tonton. With content personalisation, tonton is able to engage users to stay on their platform for longer periods as they consume content relevant to their needs, declares Airin Zainul, director, tonton and licensing and merchandising, Media Prima.
Content personalisation, Airin tells APB, is very important in enabling tonton to reach out to the local market. “By understanding the wants and needs of a market, tonton is able to create relevant local, home-grown content to keep our viewers satisfied,” she explains.
Since tonton’s inception in 2010, it has been home to more than 36,000 hours of content consisting of Asian and international dramas, variety shows, entertainment programmes, and live TV.
The video streaming service has also expanded its footprint regionally into countries such as Brunei and Singapore, and has garnered 7.8 million subscribers to date.
In enhancing viewers’ overall experience, tonton has been working closely with Media Prima’s data team in Media Prima Digital, a digital media subsidiary of the Malaysian media company, to leverage big data to make informed decisions.
Furthermore, tonton has also established a strategic partnership with Camment, a Finnish digital company, to amplify user engagement on their platform. Under this partnership, tonton is utilising video messaging and artificial intelligence (AI) in driving higher social engagement among its 7.8 million subscribers.
The AI feature of Camment’s technology also recognises faces and voices of the audience, allowing tonton to monetise using their curated content, serving targeted ads and enriching their TV experience.
Full story is in the APB July 2018 issue.