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time by providing a starting point, enabling
them to focus on refining narratives and
visuals rather than working from scratch.
This not only accelerates production but el-
evates the quality of the final product.
Another critical application of AI is in
content adaptation. As audiences consume
media across platforms — social media,
streaming, and mobile apps — AI tools can
automatically tailor content for specific dis-
tribution points. This ensures media orga-
nizations extend their reach while keeping
pace with diverse audience preferences.
A strategy for growth
AI’s value extends beyond streamlining
workflows. By automating time-consuming
processes, AI enables editorial teams to fo-
cus on what truly matters: creative storytell-
ing and audience engagement. The result is
a more agile production process that allows
teams to respond to fast-moving news cy-
cles and evolving audience demands.
In addition, AI maximizes the value of
existing content libraries by uncovering un-
derutilized assets. By making archives more
accessible and adaptable, media companies
can repurpose content across platforms
and uncover new revenue opportunities.
Looking ahead
As the media industry continues to
evolve, AI will play a critical role in shaping
its future. Companies that embrace AI for
content discovery and workflow efciency
will gain a clear competitive advantage —
creating higher-quality content faster and
engaging audiences more efectively.
Ultimately, AI is more than just a tool
for improving efciency; it’s a foundation
for innovation. By freeing editorial teams
from manual processes, AI empowers
them to tell better stories, reach wider
audiences, and unlock the full potential of
their content.
For media organizations willing to em-
brace its transformative power, AI rep-
resents a clear pathway to smarter, faster,
and more impactful content creation.
Sam Peterson is the Chief Operating
Ofcer at Bitcentral, overseeing teams
that develop and support innovative media
workflow solutions used by broadcast
sites worldwide. With nearly 35 years of
industry experience, he is dedicated to
fostering collaboration, innovation, and
customer-focused solutions that empower
Bitcentral’s customers.
Continued from previous page
By DAK DILLON
Editor in Chief, NewscastStudio
Artificial intelligence continues to re-
shape broadcast technology, moving be-
yond theoretical applications to practical
implementations across production work-
flows.
In this first installment of a three-part
Industry Insights roundtable, technology
vendors and solutions providers examine
the current state of AI in broadcast.
The discussion explores real-world ap-
plications such as automated captioning,
content tagging and live production assis-
tance. Participants address the opportuni-
ties and challenges facing broadcasters as
they integrate AI tools, from infrastructure
requirements to staf training needs. The
conversation also looks ahead to emerging
AI applications in accessibility, language
translation and workflow optimization.
It’s been a wild year of AI advancements.
Where are we today? How do those apply
to broadcasters and production?
Siddarth Gupta, principal engineer,
Interra Systems: Over the past year, AI
has made remarkable strides in natural
language processing (NLP), image gener-
ation, and real-time analytics, all of which
continue to reshape how content is pro-
duced and delivered. Broadcasters can
now automate routine tasks like editing,
captioning, and highlight creation, freeing
staf to focus on higher-level storytelling.
As a result, production cycles are faster,
more data driven, and better aligned with
evolving audience preferences.
Bob Caniglia, director of sales oper-
ations, Americas, Blackmagic Design:
While AI was certainly a headline grab-
bing news item this year and has some
far reaching implications, it’s important to
look at how it has already been used for
years to see where it has potential to go. By
leveraging AI-driven tools in post produc-
tion, such as noise reduction, audio classi-
fication, smart reframing, and automated
transcription, broadcasters have achieved
faster edits, precision in storytelling, and
seamless multi-platform content repur-
posing for traditional and social media.
These advancements not only improve
operational efciency but also inspire cre-
ative possibilities, reshaping how broad-
cast teams approach content creation.
Zeenal Thakare, SVP, enterprise solu-
tions architecture, Ateliere: The appli-
cation of these technologies is going to
speed up workflows by automating script-
ing, generating content and dynamically
building programming slots. In addition,
live production will be revolutionized by
automating many technical aspects, mak-
ing content reach the audience in a faster
and more enhanced manner. Another big
part of broadcast production is accessibil-
ity — leveraging AI to generate real-time
transcriptions in multiple languages and
Where we stand now with AI
for broadcasting, production
Continued on next page
ROUNDTABLE
• Automation: AI technologies now handle
routine broadcast tasks including caption-
ing, metadata tagging, and content index-
ing, allowing staf to focus on creative work.
• Infrastructure: Organizations face signifi-
cant barriers in AI adoption, including high
implementation costs, technical infra-
structure requirements, and the need for
specialized expertise.
• Live Production: AI enhances live broad-
casts through automated camera tracking,
real-time analytics, and automated quality
control systems.
• Integration: Successfully implementing
AI requires careful assessment of existing
system compatibility and comprehensive
staf training programs.
• Development: Future AI applications in
broadcasting focus on improving accessibil-
ity features, expanding language transla-
tion capabilities, and automating content
creation processes.
KEY TAKEAWAYS FROM ROUNDTABLE
Artificial intelligence was a focal point
at the International Broadcasting Con-
vention 2024, with industry profession-
als eager to explore its practical applica-
tions in media and entertainment.
As the technology matures, discus-
sions are shifting from potential use
cases to real-world implementations
that deliver tangible benefits across the
broadcast ecosystem. With AI spend in
media projected to reach $13 billion by
2028, according to Omdia, the industry
is seeking clarity on how to harness AI’s
potential most efectively.
From hype to reality
The buzz around AI at trade shows has
been building, but 2024 marks a turning
point. Industry professionals are eager
to move beyond hypothetical use cases
and see tangible results.
The transition from theory to prac-
tice is not just a matter of curiosity but
a business imperative. As media com-
panies face pressure to deliver more
content across multiple platforms while
controlling costs, AI ofers a potential
solution to enhance efciency and pro-
ductivity.
Practical applications across
the media supply chain
As AI technology evolves, its applica-
tions in media and entertainment are be-
coming more diverse and sophisticated.
These applications span the entire
content lifecycle, from creation to dis-
tribution and audience engagement.
In content creation, AI tools enhance
creative processes by assisting with
scriptwriting, storyboarding and even
generating realistic visual efects. In
post-production, AI algorithms stream-
line editing workflows, automate color
correction and improve audio quality.
These applications represent just
the tip of the iceberg. As AI technology
continues to evolve, its potential uses in
broadcasting are expanding rapidly.
From hype to implementation
These AI-powered tools are particu-
larly valuable in news production envi-
ronments, where speed and accuracy
are paramount. Automated transcription
and content search capabilities enable
journalists and producers to quickly sift
through large volumes of footage and
identify relevant clips, significantly re-
ducing production time.
This shift toward implementation
brings with it new challenges and con-
siderations for broadcasters. As they
move from pilot projects to full-scale
deployments, issues of integration, scal-
ability and return on investment come to
the fore.
Balancing innovation, practicality
As AI technology evolves rapidly, me-
dia companies face challenges in efec-
tively adopting these tools. The fast pace
of development in AI raises concerns
about investing in solutions that may
quickly become obsolete.
Efciency and cost-efectiveness
One of the key drivers behind AI adop-
tion in the broadcast industry is the
potential for increased efciency and
cost-efectiveness,
AI-powered automation can signifi-
cantly reduce manual labor in content
tagging, quality control and compli-
ance-checking tasks. This speeds up
workflows and allows human resources
to be redirected towards more creative
and strategic tasks.
This vision of AI-augmented creativity
raises intriguing questions about the fu-
ture of content production and the role
of human creators in an increasingly au-
tomated landscape. It also points to the
potential for AI to democratize content
creation, enabling smaller production
companies and individual creators to
produce high-quality content at scale.
IBC ROUNDUP
IBC explores how
AI hype can lead to
practical solutions