The Role of OTT in Crisis Communication and Public Safety

Traditionally, public safety announcements and emergency communications have always relied heavily on conventional media outlets, like television, radio, and print. The advent of OTT media has introduced a new dimension to crisis communication, and this offers both opportunities and challenges.

The Role of OTT Media in Crisis Communication and Public Safety

OTT delivers audio, video, and other media content over the internet without the involvement of traditional distribution channels. OTT platforms bypass conventional broadcasting methods, and users can now access content directly through the internet on any device they like, from smartphones and tablets to laptops and smart TVs. This direct access has big implications for how information can be disseminated during emergencies.

In crisis situations, the key is always timely and accurate communication, and OTT was made for this. They can offer real-time updates during emergencies and allow authorities to send alerts, safety instructions, and evacuation notices directly to individuals in the danger zones. And where with traditionally media you just had to hope people had the TV or radio on, with OTT there's an immediacy that traditional media just can't offer.

Widespread and Accessible

Smartphone penetration is high, and internet access is becoming increasingly ubiquitous. This means that a significant portion of the population can be reached through OTT platforms even in areas where traditional communication infrastructures could be compromised by a disaster. OTT services also typically allow for multimedia content. That means authorities can transmit not just text, but also images, videos, and even voice messages.

Interactive

Unlike traditional media, which is largely one-way, OTT services are designed for two-way communication, and this could allow authorities to receive feedback, monitor public sentiment, and adjust their messaging accordingly.

For example, let's say there's a flood. Public health officials can use OTT platforms to answer questions, direct people to safe places, answer questions about how long until emergency services can arrive, and give real-time updates on where water or food is being distributed near a user.

Challenges to Consider

Whatever method is used for communication in a public emergency, there will always be some concerns to overcome. The first is the potential for misinformation and the rapid spread of rumors. The same features that make OTT platforms so great for disseminating helpful information — speed and wide reach — also make them susceptible to the viral spread of rumors that can cause panic.

If there's a mechanism for verified accounts for official communications, this can help users tell the difference between credible information and unverified rumors. Platforms can also employ algorithms and even human moderators to monitor and flag harmful information: though this also raises concerns about censorship and ignores the reality that sometimes people on the ground have real-time, accurate information that even authorities don't yet know.

Privacy and Security

Using OTT platforms for crisis communication could mean that some sensitive personal data is being used. This information has to be protected to maintain public trust. Data breaches or unauthorized use of personal information during a crisis can and will have severe consequences; not only for individuals who might suffer identity theft at a time they can least deal with it, but also for authorities, who will take a huge hit to their credibility, and the OTT platform itself.

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