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“Fifth-generation wireless technology is now becoming a reality, albeit slowly, after years of expectation. Even though 5G networks aren't yet widely available, most media and marketing professionals believe they will change the way entertainment, sports, and news are produced, disseminated, and consumed in the future. When fully realized, 5G networks will open up a slew of new possibilities for streaming video, live events, gaming, and other immersive and interactive experiences. They'll also pave the way for new marketing and more tailored advertising approaches.”

What role will 5G play in media, entertainment, and marketing?

Delivering digital media, entertainment, and advertising material have historically been problematic due to technical limitations, such as slow and unreliable networks. Companies will be able to deliver higher-quality, interactive, and immersive experiences across a broader range of connected devices thanks to 5G. Marketers will now be able to acquire more precise and granular data to customize messaging.

The evolution of wireless technology has been dramatic in recent years. It took more than a century, but only in the last few years have the silicon and software technologies developed to make the successful distribution of multi-media content via wireless signals to a mobile personal computer device like the smartphone. With more than 70% of mobile users watching video on their 3G and 4G Internet-connected phones, 5G technology is poised to transform the entertainment and media scenery in the next decade in the same way that radio-based transmission technologies such as broadcast, satellite, and microwave did in the previous 50.

It's unlike anything we've witnessed

The COVID-19 epidemic, along with 5G wireless technologies' vast capacity and low latency, will hasten a race to give richer media experiences to consumer devices. On today's high-end phones, high-definition video and audio are standard. However, a new entertainment content and technology nexus will be arriving soon to a pocket near you, where virtual experiences, collaborative viewing and working, location-based experiences, and much more will flourish and thrive. As a viewing device or a control device for strong in-home and industrial networks, the smartphone has captivated the hearts and minds of the globe.

The power of the smartphone, 5G, and display devices like mixed-reality headsets can give fresh, connected sheer entertainment experiences live and on-demand in a society torn apart by catastrophic events, where physical co-location is unsafe. Concerts, movie launches, sports, interactive games, and a plethora of other location-based experiences will be broadcast in real-time, across time zones and countries, to the excitement of genuinely global audiences.

How will the world look under 5G?

Here's a little glance at what this new world might look like, and where entertainment firms can make money:

• Sports will never be the same: 5G-enabled wireless headphones and eyewear will alter team sporting events, giving ultra-rich visual experiences layered on real-world happenings.
• AR/VR will be accelerated: Between 2021 and 2028, 5G will unlock the potential of augmented reality (AR) and virtual reality (VR), generating more than $140 billion in revenue.
• Gaming will be reimagined: 5G-driven advancements will put gaming at the forefront. Because it provides the fast response and high-resolution players need with real-time streaming, 5G will usher in mobile cloud gaming.
• There will be a new generation of super-creators: The capacity of 5G to give large two-way bandwidth anytime, anyplace will boost the extraordinary innovation we see on user-generated services like Snapchat, Instagram, and TikTok. In their pockets, everyone with smartphones will have the equal of a powerful commercial editing room and distribution system.
• Learning will be transformed: Entertainment businesses' storytelling powers, paired with 5G wireless's ability to offer broadband to everyone, no matter how far away, will spark a profound educational potential. Schools will increasingly incorporate a virtual component into their courses, allowing the greatest teachers to reach students at home with engaging visualizations and simulations to aid learning.
• Audience engagement will be expanded: Content creators will prioritize the need to better understand and customize each experience. Deeper brand loyalty, improved sales to premium and subscription services, and never-before-seen targeting and suggestion in advertising and commerce offerings will all result from combining data and Audience Engagement measures.

Is 5G service currently available in all areas?

5G is only available in a few urban locations around the world, and much of it is still a beta version. It will take longer for 5G to become mainstream since it necessitates large infrastructure modifications and relies on users purchasing new technology. Soon, companies looking to take advantage of 5G should expect a hybrid 4G LTE/5G environment.

What are the media, entertainment, and marketing industries doing to prepare for 5G?

They're taking a variety of approaches, including assessing their data collection practices and database requirements, as well as understanding future requirements, exploring new creative formats, expanding their mobile video capabilities, pursuing strategic partnerships, and evaluating their data collection practices and database requirements. Several communications and media companies have paired up with wireless providers to put the technology to the test, showcase possible uses, and investigate new income models.

5G HAS TRANSFORMATIONAL POTENTIAL

Not only will 5G usher in a new age in mobile communications performance, but it will also bring in new classes of consumer and corporate services. When it comes to the services that 5G will provide thanks to its network capabilities, it will be transformative. The most logical place to start when looking at new mobile networks is with the access network. In this regard, 5G will be a significant advance over LTE. 5G can provide speeds of more than 1Gbps, a tenfold increase over today's LTE networks, thanks to enhanced antenna technologies, improvements in the air interface, and access to additional spectrum bands.

The 5G network story, on the other hand, is about far more than just access. Other portions of the network will also see significant modifications as a result of 5G. Mobile edge computing and network virtualization are two noteworthy changes:

• Network computing capabilities are brought closer to the network edge via mobile edge computing (MEC). MEC can assist in lowering latency and improving network content distribution. Network slicing will be enabled via virtualization, particularly the new 5G network core.
• Operators can use network slicing to deliver several types of services over the same infrastructure. For example, using slicing, an operator could provide a service with a guaranteed download speed of 1Gbps and best-effort latency to one group of subscribers while providing service with best-effort speeds above a minimum threshold of 10mbps and guaranteed sub-10ms latency to another group of subscribers. Both of them will be provided via the same physical network.

Major Market highlights:

• With 5G technology predicted to become the most important next-generation cellular network technology in 2020, especially in urban areas, OTT (over-the-top) content adoption will continue to rise.
• According to the most recent OTT trends, streaming 4K video can consume up to 30Mbps of internet bandwidth. To stream such high-resolution video, you'll need at least double that amount of bandwidth, which is uncommon for consumer-grade internet connections. However, when 5G becomes more prevalent, the additional bandwidth will enable 4K and VR (Virtual Reality) streaming to become one of the distinguishing features over the forecast period.
• Increased focus on customer experience and personalization with the support of ever-evolving technology to protect revenue and achieve long-term growth has proven to be one of the market's essential drivers.
• The success of this venture is fueled by strong financial support from national governments. China, for example, intends to create a USD 30 billion fund by 2030 to ensure that it is a world leader in AI. Simultaneously, India is making progress with mobile wallets and Progressive Web Applications to improve in-app experiences (especially for places with slow mobile broadband).

Embrace The Upcoming Technology

The global rollout of 5G technologies is a foregone conclusion. This will fuel the development of richer amusement, media, and commercial experiences, as we have seen with every previous wireless generation leap. For producers, packagers, marketers, distributors, and, most crucially, consumers, the nature of these experiences and the changes they will bring will be far-reaching. The interesting part is that we can all play a key role in shaping the future generation of any time, anywhere entertainment options.

A new vision of the future of media and entertainment will emerge with the arrival of 5G. Only a few times in a generation do opportunities of this magnitude and significance present themselves. We are excited to embark on this journey alongside our partners and customers.