NEWSCASTSTUDIO.COM
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 efficiency
will gain a clear competitive advantage —
creating higher-quality content faster and
engaging audiences more effectively.
Ultimately, AI is more than just a tool
for improving efficiency; 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
Officer 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
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 effectively.
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 offers a potential
solution to enhance efficiency 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 effects. 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 effec-
tively adopting these tools. The fast pace
of development in AI raises concerns
about investing in solutions that may
quickly become obsolete.
Efficiency and cost-effectiveness
One of the key drivers behind AI adop-
tion in the broadcast industry is the
potential for increased efficiency and
cost-effectiveness,
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