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NEWSCASTSTUDIO.COM
‘Upskilling,’ new roles created
by use of artificial intelligence
WORKFORCE
While AI has proven its ability to auto-
mate mundane tasks, it will likely also re-
shape how broadcast teams work — and
the skill sets they need to thrive.
“The goal of AI-powered technology
should be to empower creativity, not re-
place creatives,” said Bob Caniglia, direc-
tor of sales operations, Americas, Black-
magic Design.
“By using AI and machine learning to
streamline workflows and eliminate re-
petitive tasks, production teams will have
more bandwidth to learn new skills and
focus on the creative aspects of the job,
including storytelling. Time is a scarce
resource in broadcasting, and these tools
help make it more plentiful,” said Caniglia.
Many vendors in our recent Industry
Insights roundtable see AI as a tool that
can relieve skilled professionals of routine
tasks such as repetitive editing, transcrib-
ing or tagging footage. However, the larger
shift calls for new proficiencies.
To capitalize on AI’s potential, organi-
zations need staff who understand both
traditional production practices and the
intricacies of AI-driven processes — rang-
ing from machine learning models to data
ethics and algorithmic bias.
“The rise of AI and machine learning
places new skills demands on production
professionals,” said Costa Nikols, strategy
advisor for media and entertainment at Te-
los Alliance.
“While traditionally manual-intensive
processes like quality control can be as-
sisted by machine learning tools, users
are beginning to take on more data-driv-
en tasks that require them to engage with,
and understand, new data outputs and
manage automated workflows. This evolu-
tion demands a blend of digital-ready intu-
ition and deep technical expertise,” added
Nikols.
Yet the fear of displacement persists. As
more tasks become automated, there is an
expectation that some roles could be ren-
dered obsolete.
Jordan Thomas, marketing manager at
QuickLink, offered a balanced perspec-
tive, noting that while AI will likely make
certain positions redundant, “new oppor-
tunities will emerge in areas like AI man-
agement, content optimization, data ana-
lytics and virtual production.”
In this sense, AI is less about job elimi-
nation and more about job evolution.
Instead of diminishing the size of the
workforce, it can push employees to adopt
specialized roles.
Upskilling for the AI era
Because new technology often amplifies
the gap between the technologically ad-
ept and those tied to older methods, many
organizations are investing in training
programs that address both the technical
and creative dimensions of AI and other
emerging technology.
Peyton Thomas, product manager at
Panasonic Connect, said broadcasters
should begin preparing their workforce
now “by adopting software-defined plat-
forms and new transport protocols,” en-
suring that future AI innovations will more
easily slot into existing environments.
For some employees, upskilling could
mean learning to operate automated cam-
era systems that use AI for tracking and
framing. For others, it might mean under-
standing how to manage advanced meta-
data tagging or AI-driven analytics that
guide decisions about content production
and distribution.
Simon Parkinson, managing director of
Dot Group, emphasized that “technology
must shrink the skill gap rather than widen
it” if businesses are to gain real value from
their AI investments.
“Many technologies, especially within
AI, are focused on the user,” he said, “thus
designed to work alongside the colleague,
rather than instead of them.”
Building a culture of continuous learn-
ing
Beyond technical know-how, developing
a broader culture of adaptability is critical.
Constant advances in AI — particularly in
areas such as language models, real-time
analytics and generative content — make it
essential for workers to keep refining their
skills.
“Promoting continuous education en-
sures teams can keep pace with techno-
logical advances and the latest updates,
building confidence and expertise in
adopting these solutions,” said Caniglia.
Companies find that hands-on demon-
strations and trial runs can quickly quell
apprehension and show proof of concept
for these new tools.
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