In June 2024, Brad Eliot, took on a new challenge as CTO of International Media Investments (IMI). Tasked with overseeing technology across IMI’s prestigious media brands, including Sky News Arabia, The National, Al-Ain News, and CNN Business Arabic, Brad has spent the past 10 months navigating a rapidly evolving media landscape.
In a conversation with CIO South Africa, Brad shares how artificial intelligence, data analytics, and digital platforms are reshaping the industry, and how IMI is positioning itself at the forefront of this transformation. Brad hit the ground running when he joined the media company and highlights the build out of new broadcast studios and the relocation to a new, consolidated head office as one of the biggest wins in his first year.
Q: When you first stepped into the role, you likely had a vision for IMI’s technology strategy. How has that vision evolved over your first year, and what have been your biggest wins so far?
A: I had a clear vision for advancing IMI’s technology strategy. However, I quickly realised there was more legacy technology in place than I had anticipated. One of the biggest wins in the first year has been the build out of new broadcast studios and the relocation to a new, consolidated head office. This transition created a prime opportunity for a much-needed technology refresh, as well as the consolidation of data centres, studios, and production facilities. It was a foundational step forward that allowed us to modernise our infrastructure, change ways of working and position ourselves for future growth.
Q: Every new leadership role comes with unexpected hurdles. What has been the most challenging aspect of your nearly a year with IMI, and how did you tackle it?
A: The first part of my year was focused on understanding the technology landscape, getting to know the people, and aligning with the business drivers. While IMI is a relatively new brand in the media space, it represents some well-established and trusted names including Sky News Arabia (a joint venture with Sky UK), The National, CNN Business Arabic, and Al Ain News. One of the biggest wins was identifying the opportunity to consolidate not only physical technology assets but also various IT departments. Establishing shared IT services across the organisation took time and careful planning, but now that it’s in place, we’re beginning to see significant benefits.
Q: The media landscape is rapidly transforming with AI, data analytics, and digital platforms playing a key role. How has IMI been leveraging technology to stay ahead in this evolving industry?
A: The disruptive influence of AI is already reshaping the media industry, and IMI is fully embracing this shift. We’ve launched several ambitious AI initiatives from content creation and distribution to developing more immersive, engaging and personalised experiences for our audiences. It’s an exciting time – we’re beginning to unlock new creative possibilities and operational efficiencies that were previously unattainable.
Q: Joining an organisation with a global focus and ambitious goals requires strong leadership. How have you approached building and strengthening your tech teams, and what culture are you fostering to drive innovation at IMI?
A: I was fortunate to inherit a strong technical team, spanning core IT, software development, broadcast engineering, and studio operations. My focus has been on evolving this team to embrace a high-performance culture grounded in agility, collaboration, and continuous improvement. In such a rapidly changing industry, these qualities are essential. We’re building a culture that encourages innovation, experimentation, and adaptability in order to stay ahead and continue to iterate and improve.
