ANALYSIS: AI

receive the same feed, and producers can take viewer experiences to the next level.” experience and 43% of it is in back-end and production operations automation.

AI can also be used to help viewers understand the scene through live analytics and graphics. Torsvik explained, “As machines become better at recognising shifting factors and understanding context, training AI through Human Assisted and machine learning (ML) to recognise complex shifting behavioural and environmental factors within a live sports match allows for quick setup time and continuous, realtime adjustment of the keying — a task no human operator could achieve effectively.

In an interview with APB+ in late 2021, Stan Moote, Chief Technology Officer of IABM (International Trade Association for Broadcast & Media Technology), believes that in the long-term, drivers such as demanding content pipelines will continue to drive increased spending on AI and analytics solutions in the media industry, even if current investment in AI and analytics could bring initial pressure on stretched budgets.

As content engagement rates become the hallmark of quality content, it is not surprising that more media firms and newsrooms have moved towards the deployment of AI-powered production tools. Furthermore, Deloitte Global predicts that the market for virtual production tools will grow to US$2.2 billion in 2023, up 20% from an estimated US$1.8 billion in 2022.

For instance, Mirriad, an AI-powered advertising firm, uses AI to identify objects during the post-production stage to insert brand assets into the video. This, in turn, resulted in a wider reach for virtual advertising, fan engagement and innovative graphics.

Sports reporting is also increasingly benefiting from the AI capabilities offered by many solutions today, noted Andre Torsvik, Vice-President of Marketing Strategy at Vizrt Group.

Writing on the Vizrt blog, he said, “For broadcasters, these powerful capabilities inherent in numerous software production tool sets mean virtual ads will grow swiftly in importance and potential. Not only can producers replace on-thefield and perimeter board ads with the content chosen, but modern AR and branded graphics now have much better flexibility – for advertising and to enrich what the viewers at home see.

“Furthermore, different streams of onfield advertising for multiple regions can

“In turn, automatic keying enables a director to have confidence that when AR assets are inserted or overlaid into the action, it will not compromise the quality of the output for viewers.”

“The quality of an AI-driven keyer is unprecedented with precise adjustments made in real-time!”

With AI as a powerful tool for creating fast, accurate and engaging content, TMT organisations are better equipped with next-generation tools to monetise their content and widen their audience reach.

Speaking about the potential opportunities AI can offer the media industry, Frost & Sullivan’s Quah added, “The future role of AI in journalism needs to be carefully assessed. AI is best positioned to add value and support an uplift in revenue from the newsroom.

“For example, there can be greater potential for monetisation of the business segment with more widespread availability of the global trends, analysis and implications reported by newsrooms.

“The fact that people derive a living from analysing the news only goes to show that the information uncovered through active journalism can be put to better use.”