Synamedia’s Nicholas Korovesis On The Future Of TV And AI

At MWC Doha 2025, Nicholas Korovesis, Director of Sales at Synamedia, shared insights on how the 30-year-old media technology company is reimagining television for the digital age while embracing AI across operations. The interview was conducted with Smashi Business, a sister company of Lovin, which focuses on business and technology trends in the Middle East.

Pioneering media innovation for three decades

Smashi Business: How has Synamedia been a pioneer in media technology?

Nicholas Korovesis: Synamedia has been at the forefront of media innovation since its inception, inventing the smart card for secure video delivery and the now-ubiquitous red button for interactive television. With our UK headquarters and a global presence, we partner with major telecommunications providers like Etisalat, AT&T, Bein, Sky, and Bharti Airtel across continents.

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Television isn’t dead—it’s evolving

SB: There’s a narrative that television is dying. What’s your take on this?

NK: Advertising still achieves maximum impact on big screens. The conversion rate of an advert on phones is next to nothing. Television remains valuable for shared experiences. The future lies in embracing digital transformation, blending mobile and big-screen experiences. For example, viewers can swipe content from their phones onto shared screens or video-call friends during live sports events. We don’t want to stop the digital transformation, we want to embrace it.

The Middle East’s transformation

SB: How do you view the Middle East’s role in technological innovation?

NK: The region’s evolution has been remarkable. It’s transitioned from energy reliance to becoming a center for technological innovation. The Middle East’s high connectivity standards and appetite for new technologies make it an ideal testing ground. Hosting MWC’s inaugural Middle East event in Doha is a significant milestone, highlighting the region’s transformation.

AI: a tool, not a replacement

SB: How do you view AI’s role in media and technology?

NK: AI is a tool, not a replacement. I use it daily, particularly for research and validation. It’s part of everything we do, but it should be seen as just another tool. While AI handles mundane tasks efficiently, humans remain irreplaceable in areas that require understanding human dynamics and context. AI can handle 98-99% of basic issues, but specialists—humans—will still be essential for deeper expertise and context.

The key to survival: adaptability

SB: Do you think AI will replace humans in the workplace?

NK: AI will open new job categories, just as the internet created Amazon, Google, and Meta. Humanity thrives on adaptability. Education should focus on teaching adaptability rather than specific job skills for an uncertain future. My message to companies and individuals: embrace technological change and continuously upskill to navigate tomorrow’s opportunities.