In this episode of The Analytics Edge (sponsored by NetSpring), we’re joined by Sanjeevan Bala, Group Chief Data & AI Officer at British media giant ITV, for a discussion on Data and AI in the Media & Entertainment industry. Sanjeevan shares how being data-driven allows ITV to drive business outcomes across every function: doubling MAU (marketing), doubling viewing hours (product), and doubling digital revenue (commercial). To achieve this, he discusses the need for both business and data literacy, delivering self-service or “silver service” to the business, last mile challenges like shared segmentation or unified metrics across functions, and how the cloud data warehouse helps address many of those challenges. Tune in as Sanjeevan shares his team’s biggest wins, including the impact of AI on contextual advertising, and how AI will continue to disrupt ITV and the Media & Entertainment industry.