What does the job of a television Product Manager involve?
The job of a Product Manager in the world of television is not very different from that in other ecosystems. Basically, we have to identify user or business needs and translate them into an experience that the user can understand and use.
In TV, we live in a rapidly changing world. OTT companies have changed the rules of the game, and we have to adapt our service to new consumer trends, without forgetting that there are well-established experiences such as linear TV that we must continue to promote and evolve.
Our reality is that we have to connect technology, business, and content to give the user an experience that provides real value. Our mission is to create the most complete user experience possible, providing a strategic vision and relying on multidisciplinary teams to build it.
What are its main features?
In general, all digital products are undergoing a complete overhaul, but if we combine the world of television with the new trends in AI applied to the product, it becomes necessary to combine certain features to adapt to user needs:
- Technical and strategic vision: it is not enough to understand AI, you also need to know how this technology can impact a video business (streaming platforms, CTV, FAST, OTT).
- Data orientation: making decisions based on the analysis of metrics (engagement, retention, consumption, streaming quality), and using predictive models to prioritise new features.
- Empathy with the user: personalised AI only makes sense if it is based on what the user really needs. A balance must be struck between ‘giving more AI’ and ‘not invading’, especially with sensitive data.
- Ability to collaborate across disciplines: although it sounds clichéd, working in multidisciplinary teams is essential. Properly understanding every nuance of the need and how the solution will impact the user can only be done if you have different points of view when conceptualising the product. We are fortunate to collaborate with professionals from different fields, such as psychologists, designers, engineers, BI experts, business managers, content experts, etc., who provide a holistic view in the construction of the solution.
- Rapid adaptability: the world of video and AI is changing rapidly: new regulations, business models, cloud infrastructure, edge computing, video formats, consumer experiences…
- Ethics and governance: managing AI implies responsibility: data use, transparency, bias and privacy are more important than ever.
What are the benefits?
The use of AI in products has clear benefits for the end user:
- Improved user experience: AI can offer more relevant recommendations, even based on the user’s mood or context.
- Cost efficiency: automating tasks (summaries, dubbing, subtitles, etc.) with generative AI reduces production time and costs.
- Smarter monetisation: through personalised ads on CTV or AI-based interactions, advertising value can be maximised.
- Competitive innovation: by strategically integrating AI, the platform differentiates itself from others and prepares for future trends such as interactive experiences.
What professional profiles are involved in this?
To take on this role, professional profiles often come from combinations such as:
- Data/machine learning engineers who understand how to train and deploy AI models for video (recommendation, adaptation, generation).
- Traditional product managers with experience in OTT, streaming, CTV, who have learned AI to incorporate these capabilities into their products.
- Business managers who understand commercial strategy and the customer’s day-to-day experience.
- Data ethics and governance professionals, who are particularly relevant now, to ensure that AI solutions respect privacy, regulations and ethical principles.
How would you define an AI-powered video assistant?
I would define it as a service that accompanies you throughout the TV experience, from content discovery to enjoyment. It not only reacts, but also anticipates and facilitates:
- It is a conversational or predictive system that can suggest content based on who you are, how you feel, and when you are watching.
- It can summarise episodes or films: if you don’t have time, it offers you a personalised summary with the moments that interest you most.
- It is capable of explaining, analysing or even generating content: providing context, doing automatic dubbing, recreating scenes or adapting narratives with generative AI.
What role does the customer play?
The customer is the absolute centre. In an AI TV product, their role is even more relevant than in traditional television because:
- Their expectations have changed: they don’t just want to watch ‘something’, they want the platform to act almost like an assistant, anticipating their desires or needs.
- There is a dimension of trust: for them to use this AI assistant, it must convey security, both in terms of how user information is handled and the quality of the information it offers. The typical saying ‘if it’s not always reliable, it’s never reliable’ can also be extrapolated to the interaction between the user and the service.
In addition, their feedback is key: validating functions, testing new capabilities (summaries, interactive advertising, content generation) and adapting models based on that feedback is essential.
