Autonomous driving and opportunities for the media industry

In a few years, self-driving cars will populate the streets. From Tesla to Ford to General Motors, more and more automotive giants are working on their own solutions for autonomous driving. According to the plans of many manufacturers, there should be completely autonomous vehicles by 2021. This means new challenges for the media industry, which has to consider new business models to keep car drivers entertained while driving.

There is no doubt that driverless cars will make our lives easier. They not only save us time, they also offer the driver improved comfort and increased safety. With the increasing automation, people get the opportunity to do other things on their travels. A challenge for the media industry.

While road safety and infrastructure specialists are preparing for a turnaround, a long-awaited new media revolution is also on the horizon. After digitalisation, the media experts are discussing a new way of consuming entertainment on the go. Looking around Munich alone, the automobile and media industries are working hand in hand to develop new possibilities for entertainment.


Autonomous driving: The next media revolution

As the car is increasingly concerned with traffic, the demand for more intense on-board entertainment will increase. But before cars become our “third place to live”, completely new media types and content have to be generated.

Music streaming services such as Spotify in the car are already a massive competitor to the radio, as it is very easy to connect the smartphone with the car and access the full functionality of the daily companion in modern cars. Driverless cars will exceed this change many times over, because all the car’s occupants will be able to not only listen, but also watch videos or play games.

Entertainment systems must be developed that offer the full comfort of a living room, entertain the passengers, allow them to work unrestrictedly or relax them so that they can catch up on much-needed sleep or prepare for the day.
When passengers decide to enjoy the scenery, Augmented Reality integrations and head-up displays can provide additional information about the environment, transmit details from the history of a location or simply point out current offers nearby. As we are already used to receive personalized recommendations on our phones, we will also get used to receiving customized advertising campaigns in our cars.

It’s time for the media industry to get active. Negotiations between manufacturers, platforms, content providers and regulators are already in full swing. They all want to be prepared when technology makes the final leap and turns from prototype to everyday life. Companies must therefore monitor changes in their environment, collaborate with other companies (because in times of disruption even the toughest competitors can become allies) and make informed decisions about the future of the entertainment and media industry. There is an exciting time ahead, both for drivers and the media.



Alexander Pinker
Alexander Pinker
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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