{"id":12998,"date":"2024-03-22T08:14:16","date_gmt":"2024-03-22T07:14:16","guid":{"rendered":"https:\/\/www.quobis.com\/?p=12998"},"modified":"2024-07-31T14:45:13","modified_gmt":"2024-07-31T12:45:13","slug":"ingestia-in-programme-personalisation","status":"publish","type":"post","link":"https:\/\/www.quobis.com\/es\/2024\/03\/22\/ingestia-in-programme-personalisation\/","title":{"rendered":"INGESTIA | In-programme personalisation"},"content":{"rendered":"
\n

In-programme personalisation<\/a><\/h1>\n

Personalizaci\u00f3n y broadcast parecen a priori conceptos antag\u00f3nicos, ya que por definici\u00f3n broadcast es una emisi\u00f3n destinada a p\u00fablicos masivos, pero realmente, hay un prometedor espacio de convivencia, en el que un mismo evento pueda ser narrado de diferentes formas adaptadas a los intereses de cada audiencia.<\/p>\n

Seguimos aprovechando la oportunidad que el proyecto de I+D\u00a0 Ingestia<\/a> nos brinda para aprender sobre innovaci\u00f3n en el mundo broadcast. Veamos que es esto de la \u00abin-programme\u00a0 personalisation<\/strong>\u00bb <\/p>\n

Personalizaci\u00f3n publicitaria sin interrupci\u00f3n del contenido en curso<\/span><\/h2>\n

Tradicionalmente se asocia la personalizaci\u00f3n con generaci\u00f3n de listas de reproducci\u00f3n personalizadas, gu\u00eda de programas, product placement y publicidad para los espectadores en cada corte publicitario. Tal vez, lo m\u00e1s interesante sea lo que se puede hacer dentro del propio contenido. Por ejemplo, la empresa 4D Sigh<\/a>t, ofrece la posibilidad de mostrar a cada espectador anuncios diferentes dentro del propio contenido, sin interrumpirlo.<\/p>\n

Seguro que has visto los t\u00edpicos banners publicitarios rodeando el terreno de juego de un partido de f\u00fatbol, pues la tecnolog\u00eda de esta empresa permite presentar diferentes creatividades en ese espacio, con las que alimentar la se\u00f1al de diferentes cadenas de TVs en todo el mundo. <\/p>\n

Personalizaci\u00f3n de r\u00f3tulos<\/h2>\n

Algunas propuestas de personalizaci\u00f3n, abordan la posibilidad de personalizar los r\u00f3tulos\/grafismos durante el directo, de manera que cada espectador pueda ser impactado con un mensaje especialmente dise\u00f1ado para \u00e9l. El problema que surge, es que tradicionalmente los r\u00f3tulos son codificados junto con el v\u00eddeo antes de la retransmisi\u00f3n , por lo que es complicado modificarlos posteriormente, y en caso de que el algoritmo escoja una calidad de reproducci\u00f3n baja, por ejemplo por una velocidad lenta de la conexi\u00f3n a internet en reproducci\u00f3n, los gr\u00e1ficos tambi\u00e9n ser\u00edan escalados hasta el punto de resultar ilegibles.<\/p>\n

La tecnolog\u00eda \u201cDASH in-band events<\/a>\u201d (2017), se basa en conceptos de superposici\u00f3n de gr\u00e1ficos de TV personalizados en el lado del dispositivo (reproductor), nos permite separar la informaci\u00f3n de video y de los gr\u00e1ficos, puede ayudar a desvincular la calidad de ambos, de manera que podr\u00edamos mantener una alta calidad de grafismos aunque el video pierda resoluci\u00f3n. Las aplicaciones de este tipo de mensajes personalizados pueden ir desde presentar productos personalizados, informaci\u00f3n relevante (p.e. la previsi\u00f3n del tiempo en tu zona), acceso a contenido premium (p.e. Regalos como QR que den acceso a un NTF exclusivo). <\/p>\n

Realizaci\u00f3n personalizada<\/h2>\n

Partiendo de una producci\u00f3n por objetos<\/a>, es posible adaptar la propia edici\u00f3n del contenido sobre la marcha y con ayuda de IA, al usuario final.<\/p>\n

Por ejemplo, si consumes el contenido desde un m\u00f3vil, la IA te podr\u00e1 ofrecer una versi\u00f3n resumida, evitar\u00e1 planos demasiado abiertos y dif\u00edciles de visualizar en pantallas peque\u00f1as, bajar\u00e1 la m\u00fasica para favorecer que se entienda la voz, o incluso te ofrecer\u00e1 subt\u00edtulos por defecto, ya que en muchos casos el video en smartphones se reproduce sin audio (algo que se ha impuesto por h\u00e1bito sociales, no por motivos tecnol\u00f3gicos).<\/p>\n

Otro ejemplo podr\u00eda ser, adaptar la realizaci\u00f3n de un evento deportivo en funci\u00f3n del equipo que m\u00e1s te gusta (dando m\u00e1s planos de los jugadores de tu equipo, de tu afici\u00f3n en las gradas\u2026); o adaptar la presencia de contenido expl\u00edcito (violento o sexual) en funci\u00f3n de la edad del espectador o de sus preferencias. <\/p>\n","protected":false},"excerpt":{"rendered":"

In-programme personalisation Personalizaci\u00f3n y broadcast parecen a priori conceptos antag\u00f3nicos, ya que por definici\u00f3n broadcast es una emisi\u00f3n destinada a p\u00fablicos masivos, pero realmente, hay un prometedor espacio de convivencia, en el que un mismo evento pueda ser narrado de diferentes formas adaptadas a los intereses de cada audiencia. Seguimos aprovechando la oportunidad que el…<\/p>\n","protected":false},"author":9,"featured_media":12999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[680,138],"tags":[555,554,620,561,556],"class_list":["post-12998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-proyecto-innovacion","category-noticias-es","tag-broadcast","tag-contenidos","tag-in-programme-personalisation","tag-personalizacion","tag-tv"],"yoast_head":"\nINGESTIA | In-programme personalisation - 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