The 大象传媒 is operating in an acutely competitive and increasingly crowded market where media organisations battle for attention from ever more fragmented audiences. In the digital era where the relevance of content to audiences is key, viewers, listeners and readers are being offered personalised content based on their previous choices. In other words AI-driven machine learning technology is being used to deliver what is of interest to people whether on 大象传媒 Sounds or iPlayer, on Spotify, Netflix or a newspaper鈥檚 website.
Tim Davie, the 大象传媒 Director General, announced last month his vision to modernise the organisation and 鈥渕ove decisively to a digital-first 大象传媒鈥�. His blueprint includes a significant increase in investment in digital products and platforms.
