NEWSCASTSTUDIO.COM
NEWSCASTSTUDIO.COM
had a relatively predictable schedule and a
smaller set of data inputs to consider. Now,
with dozens of streaming platforms and
overlapping audiences, understanding de-
mand levels becomes more complex and
critical.
“Broadcasters can leverage AI to learn
more about their viewers … helping them
create more accurate forecasts for both
viewer and advertiser demand, which can
help them create smarter pricing strate-
gies,” said Dave Dembowski, senior vice
president of global sales at Operative.
By crunching data from multiple touch-
points — CTV apps, linear ratings, social
media chatter — AI can give real-time in-
sights on how many eyeballs a specific
event or show might attract.
That insight is a big deal in a market
poised for massive growth. GroupM’s an-
nual forecast projects global advertising
revenue will surpass $1 trillion this year,
on track to reach $1.1 trillion by 2025.
Digital platforms, including CTV, are
fueling much of this growth, while linear
TV revenue is expected to soften. Even as
streaming ad loads remain relatively light
compared to traditional broadcasts, new
ad tiers, shoppable ad formats and ad-
vanced measurement tools quickly make
streaming a top priority for media buyers.
Advertiser Perceptions’ “CTV Land-
scape 2H 2024” study found that 75% of
surveyed ad buyers want a single partner
that can handle both linear and streaming
campaigns. AI-driven forecasting is pre-
cisely what can make that convergence
practical. By analyzing extensive volumes
of viewer behavior data, AI can tell mar-
keters how to distribute ad spend across
channels for maximum impact — whether
that’s election coverage, live sports or a
premium drama series.
More integration with more data
While AI presents a robust toolkit, chal-
lenges remain.
Privacy regulations continue to evolve,
and ID-free environments demand rigor-
ous, transparent data practices. Market-
ers also note the difculty of measuring
performance marketing on CTV platforms,
where 80% see potential for brand-build-
ing, yet only 20% consider it ideal for driv-
ing direct sales. That mismatch may shrink
as AI-based attribution models get better
at linking ad exposures to downstream
conversions.
Additionally, some worry about data
fragmentation.
Even the best AI platform can’t magical-
ly unify data if the underlying infrastruc-
ture is siloed across multiple providers.
However, the push toward “cleanroom”
solutions — secure environments where
data can be shared without compromising
privacy — ofers a potential workaround. AI
will have more fuel to optimize campaigns
while respecting consumer privacy as
these environments mature.
The message for broadcasters look-
ing to thrive in this changing landscape is
clear: AI isn’t just about easing workflows
in the control room or the editing suite. It’s
also about enabling precision, efciency
and agility in ad operations.
“AI’s ability to efciently and accurate-
ly search, tag and categorize content can
help surface hidden assets,” Lederer said,
pointing to a key value driver. Pair that
with advanced forecasting capabilities,
and a broadcaster can proactively reprice
ad inventory, develop niche sponsorships
or respond in real time when a piece of
content suddenly goes viral.
The marriage of AI and advertising is no
passing fad. Programmatic is blossoming,
CTV is surging and the lines between digi-
tal and linear are blurring faster than ever
before.
For those who embrace the change, AI
could ofer a fast track to sustained rev-
enue growth. For everyone else, it’s a re-
minder that the old methods of selling
commercials at set times may no longer
cut it in a world fueled by data, personal-
ization and on-demand viewing.
Ultimately, the real impact of AI on mon-
etization and advertising is measured
in what it delivers: more relevant cam-
paigns for consumers, stronger returns
for marketers and new revenue streams
for broadcasters. And given the rapid ad-
vancements, it’s safe to say that this is just
the beginning of AI’s influence on the fu-
ture of advertising. g
Continued from previous page
By SAM PETERSON
Chief Operating Ofcer, BitCentral
Artificial intelligence (AI) and machine
learning (ML) are reshaping the media in-
dustry. According to Grand View Research,
the AI and ML market in media is project-
ed to grow at a compound annual growth
rate (CAGR) of 38.1% from 2022 to 2030.
For media organizations managing expan-
sive content libraries, these technologies
are essential for enhancing accessibility,
improving
work-
flows, and seizing
new
opportuni-
ties.
By
integrating
AI tools into their
operations, media
companies
can
streamline
con-
tent
discovery,
accelerate
edi-
torial
processes,
and simplify col-
laboration across
teams and station
groups.
Overcoming the challenge
of content overload
The modern media landscape is inundat-
ed with content. Over years — sometimes
decades — organizations have amassed
vast archives, yet their ability to efectively
locate and utilize these resources remains
limited. Outdated search tools and manual
tagging systems force editorial teams to
waste valuable time searching for assets,
delaying projects and hampering creative
agility.
This inefciency does more than slow
workflows — it diminishes a team’s ability
to respond to breaking news, meet audi-
ence demands, and unlock the full value of
their archives.
AI as a catalyst for smarter
content discovery
AI-powered tools are transforming how
media companies manage content librar-
ies. By automating the generation of rich
metadata — such as contextual tags, de-
tailed transcripts, and content categoriza-
tion — AI enables precise, highly relevant
searches. Editorial teams can locate the
exact asset they need, whether it’s an in-
terview, archived footage, or a specific lo-
cation, in seconds rather than hours.
The real advantage of AI lies in its abil-
ity to analyze content at scale. Advanced
algorithms provide both speed and con-
text, surfacing assets that might otherwise
remain hidden. In practice, this capability
helps organizations turn sprawling ar-
chives into strategic resources — tools that
drive creativity, rather than slow it down.
Real-world applications: From
efciency to innovation
Media companies are already realizing
the benefits of AI in their editorial work-
flows. AI-driven metadata tools are im-
proving content retrieval by automating
transcripts and tagging content with un-
paralleled precision. This ensures assets
can be shared seamlessly across teams
and platforms.
For instance, the BBC’s The Juicer aggre-
gates and categorizes vast amounts of news
content using natural language processing
(NLP). By automating topic tag By By auto-
mating the generation of rich metadata —
such as contextual tags, detailed transcripts,
and content categorization — AI enables
precise, highly relevant searches. automat-
ing the generation of rich metadata — such
as contextual tags, detailed transcripts, and
content categorization — AI enables precise,
highly relevant searches. ging, it empowers
editorial teams to sift through massive data-
sets efciently and uncover the most rele-
vant stories.
AI also simplifies creative workflows.
Tools capable of generating rough cuts from
raw footage are saving editors significant
AI, ML fuel content discovery,
editorial efciency workflows
PETERSON
Continued on next page
MARKET SEGMENTS
By automating the
generation of rich
metadata — such as
contextual tags, detailed
transcripts, and content
categorization — AI
enables precise, highly
relevant searches.
Artificial intelligence is reshaping the
media and entertainment industry, with
NAB Show 2025 placing AI at the center of
discussions on content creation, distribu-
tion and audience engagement.
PropelME, NAB Show’s startup-focused
hub, is highlighting AI-driven solutions
in partnership with FBRC.ai, a company
known for connecting emerging AI inno-
vators with industry leaders.
The collaboration brings a dedicated
show floor destination featuring AI-pow-
ered tools and discussions. The new Start-
up Stage will host conversations on AI’s
role in hybrid production workflows, as
well as its impact on personalized audi-
ence experiences. Additionally, the Start-
up Showcase will provide rapid presenta-
tions from companies demonstrating AI
solutions, with audience members select-
ing a standout startup for an in-depth Fire-
side Chat.
NAB Show 2025 also includes hands-on
AI workshops, such as “Getting Started
with Generative AI,” designed to give cre-
ators practical experience with AI tools
used for content generation. Companies
exhibiting in PropelME include Advanced
Image Robotics, Anantadi, AudioShake
and others.
Beyond the startup space, AI will be a
key focus across NAB Show programming.
The AI Innovation Pavilion will show-
case advancements in AI-powered media
technology, while Post|Production World
expands its AI track to cover AI-driven
video editing, motion graphics and anima-
tion. Sessions such as “Safeguarding IP in
the Era of AI” and “DeepSeek and the New
Reality” will address AI’s implications for
intellectual property and media ethics.
Industry leaders are closely monitoring
AI’s economic impact. According to McK-
insey & Company, generative AI could
contribute between $380 billion and $690
billion to the global economy, while Straits
Research projects the AI media and enter-
tainment market will exceed $104.4 billion
by 2030.
“NAB Show brings together emerging
technologies and visionary creators to ex-
plore AI’s ability to enhance storytelling,”
said Karen Chupka, executive vice pres-
ident and managing director, NAB Global
Connections and Events.
NAB SHOW PREVIEW
NAB Show to feature AI-focused zones