#IBC2023
DEMYSTIFYING THE FEAR AROUND ARTIFICIAL INTELLIGENCE BY COLBY RAMSEY
Focusing on practical use cases around leveraging AI is key to relieving some of the potential fear associated with the technology. This was the hot topic of discussion in the Forum yesterday in a session entitled ‘How to Approach AI and Gain a Competitive Edge’, which saw speakers from across the industry identify the big trends occurring in the sector.
Samira Bakhtiar, Director of Global Media & Entertainment for Amazon Web Services, said: “There’s not going to be one foundational model to rule them all. We’re seeing trends around choice and fl exibility, the overall developer experience and the paramount importance of security.”
Quincy Olatunde, VP, Products,
Direct-to-Consumer – Peacock TV, NBCUniversal, added that it comes down to the quality of the
(L-R): Renard T Jenkins, President, SMPTE; Lewis Smithingham, SVP of Innovation & Creative Solutions,
Media.Monks; Maria Ingold, Strategy & Innovation CTO, Mireality; Quincy Olatunde, VP, Products, Direct-to-Consumer – Peacock TV, NBCUniversal; Samira Bakhtiar, Director of Global Media & Entertainment, Amazon Web Services
data and how it is sourced. Larger businesses should be aware of the potential risks they may expose themselves to, while ethical responsibility also remains a big factor.
Maria Ingold, Strategy & Innovation CTO, Mireality, suggested that we need to combine subject matter expertise
with AI, and help the market understand what these new tools can do. “It’s about taking the strength of our creativity and the precision of technology, bringing that together and creating something that refl ects what’s happening with society and our value-driven ideas,” she said.
Lewis Smithingham, SVP of Innovation & Creative Solutions at
Media.Monks, said the audience should keep in mind that currently AI is “the worst it will ever be. We’re seeing the death of monoculture and the rise of these microcultures and subcultures that allow people to personalise their content to the greatest scale”
SPORTS STREAMING BATTLES TO MONETISE YOUNGER VIEWERS BY DAVID WOOD
A key challenge facing sports streaming services is harnessing the potential of younger sports fans. That was the view of a panel of experts in sports streaming, speaking at the Content Everywhere 1 stage. Tim Mulligan, EVP and Research
Director at MIDiA Research, said: “The problem is not that young demographics don’t engage with sport, but that they have a different way of watching it. Less than 7% of them engage in live sports consumption, and the reality is that sport in the US and Europe is heavily weighted towards older viewers.” “The big challenge in sports is how you make content relevant to younger demographics,” added Mulligan.
One company on the panel that is working on the problem is Magnifi , a developer of AI-powered
(L-R): Rick Young SVP, Global Products, LTN; Eric Black CTO/General Manager of Media, Edgio; Vinayak Shrivastav, Founder & CEO, Magnifi ; Tim Mulligan, EVP and Research Director, MIDiA Research
technology that creates packages in real time. Vinayak Shrivastav, Founder & CEO, revealed that sports production in India has gone through vast change in the past few years. “Customisation has played a very important role, particularly with the younger crowd which wants to follow different layers in the content.” The rapid creation of shorter-
form content for different platforms, particularly mobile, is key if you want to make the most
of sports IP, said Shrivastav. “Short- form content is gaining massive momentum, but things need to happen at a faster speed.” Eric Black, CTO/General Manager of Media, Edgio, added that the maximisation of sports IP is critical. “It’s getting more expensive and it’s time-sensitive, so the question is how do we get audiences in to watch the match and keep them around? “One of the things we do is focus on what’s showing right after the
big match. The IP is so expensive, it is critical to monetise it.” Rick Young, SVP, Global Products,
LTN, said that AI would play a key role in driving the customisation of sports events. “We are leveraging that technology to make sport more appealing to younger viewers; adding data around it, using different presenters like a musician who might have a different take on a sport and make it more palatable to younger audiences. There are real possibilities there.”
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