The 1st FORTA Innova Conference focuses on the digital transformation of regional public television stations

Public television is experiencing a crucial moment where innovation goes from being a necessity to an obligation. This has been evident in the I Conference FORCE Innova held this Wednesday, June 11 in Seville.

The day inaugurated by the counselor of the Presidency, Interior, Social Dialogue and Administrative Simplification of the Junta de Andalucía, Antonio Sanz, and the president of FORTA and general director of the RTVA, Juande Mellado, have concluded with the idea that public television is facing a crucial moment in its evolution, where Innovation is not only a necessity, but an obligation. The importance of the innovation as a public service, especially in a context where OTTs seek to reach audiences that do not consume linear television and other geographic locations.

The forum has brought together general directors and managers of public broadcasters from the different autonomous communities that make up FORTA, companies and universities, who have analyzed the digital transformation that public entities are experiencing. Among other conclusions, it has been determined that the OTTs act as a window that connects the local community with the world, bringing content of interest to people from different regions and also to those who have emigrated.

Furthermore, the artificial intelligence will play a fundamental role in all innovations, from analysis and management to content production and creation. However, AI is not magic; It requires work, investment and, above all, a cultural transformation. People must be at the center of this transformation, with public service as a reference for use.

In this sense, Antonio Sanz has highlighted the measures that Andalusia has implemented to promote the development and competitiveness of the audiovisual sector and the digital content of our region. On the one hand, the Strategy for Audiovisual Creation and Audiovisual Content, “as a roadmap to move in such a competitive market hand in hand with companies in the sector, promoting public-private collaboration,” he stressed. And, on the other hand, the creation of the Audiovisual and Digital Content Cluster (LAND), which already brings together almost 60 leading companies.

He has also highlighted the investment made in the last four years by the Junta de Andalucía in the RTVA, “supporting the pillars of the new project with an investment of more than 30 million euros and carrying out the largest technological renovation carried out in the last decade”, at the same time that it has influenced the importance of the digital transformation “which is a strategic priority for the Board also in Canal Sur, in which we have taken important steps with the development of the digital content platform CanalSur More and the launch of Canal Sur Lab, as a space for generating ideas and projecting initiatives that bring change and the future to the company.”

The general director of RTVA and president of FORTA, Juande Mellado, has spoken about the new challenges that public broadcasters have to face. In this sense, these conferences were very necessary to "accelerate innovative processes on public television and radio, because we have to remain competitive in the new audiovisual scenario and respond to the challenges posed by the new on-demand content platforms, interactivity on television, digitalization in our corporations and, above all, face the challenge posed by Generative AI"probably the greatest transformation since the printing press." For Mellado, OTTs make up "the new digital public service of public broadcasters" and he referred to the latest report published by the EU on innovative processes and the numerous success stories that already exist throughout Europe in terms of the incorporation of AI both in the creation of content or the improvement of the user experience, among others.

In relation to FORTA, Mellado has highlighted its role in the exchange of innovative experiences to develop a joint strategy. “Public corporations are in very good health and we must respond to all these challenges to continue presenting the public service we provide in our territories effectively and efficiently,” he added.

Pilar Manchón, Research Strategy Google AI, has described this moment as a tectonic shift, characterized by its speed, depth and extent. However, they face the challenge of adapt old structures to new realities, a new world with old rules. Within the framework of these days, Juan Vargas, director of Innovation, Business and Communication of Radio and Television of Andalusia, has presented the CanalSur Lab project, the unit for creating innovative ideas and solutions in daily management. Vargas has taken a tour since the birth of this initiative, highlighting the latest successful experiences, such as the incorporation into Samsung's Universal Guide or the application of Google AI subtitling the Cádiz Carnivals.

At the round table on Trends and challenges of digital content platforms, the speakers have highlighted the public service nature and internationalization of these platforms, which have been able to bring content to people living in other regions or countries, strengthening connection and cultural identity. In this sense, Juan Manuel Blanco Poley, director of RTVA's Canal Sur Media, has pointed out that the platform has become a showcase for Andalusia in the world and that "when Canal Sur is more Canal Sur, we are unbeatable."

New digital businesses

Monetization continues to be a challenge in which public entities have to continue advancing. With OTTs new markets and new audiences appear that must be integrated. In this sense, entities like FORTA are very beneficial to join forces and seek innovative solutions. The important thing is to create community and generate value, in addition to continuing to work to create safe environments.

For his part, the CEO of InteractTVty, Bartos Cañete, has exposed the possibilities that interactive platforms have in monetization while insisting on the functionality of technology, always at the service of the population. Changing business culture is key for these new digital businesses to continue advancing.

Digital transformation brings with it the emergence of new narratives, new ways of telling, with different formats and multiplying issuers. Journalism faces the challenge of adapting to this new panorama. Offering local content, in digital language, is one of the paths outlined in these sessions. The speakers have agreed on the importance of creating one's own content in digital format rather than adapting television content; reinventing journalism, implementing AI, without fear of failure or change, that's what it's all about.

To end the days, Mario Balbontín, director of Andalusia during Holy Week, has presented the experience of success when implementing AI in the program. Balbontín has insisted that “training is crucial and understanding that technology comes to help us, not replace us, because it enhances talent.”

The sessions continued in the afternoon with a Flash Talks, a space for exchanging experiences and digital transformation projects among FORTA partners.