Russell Wise is Senior Vice President of Sales and Marketing at Digital Nirvana.
Author:BROADCASTPRO ME Media companies are in a race to create volumes of compelling, high-quality content for many different markets and distribution channels. But doing so has its challenges, explains Russell Wise.
Russell Wise is Senior Vice President of Sales and Marketing at Digital Nirvana.
For one thing, the Covid-19 pandemic has turned the media industry on its head. Most media companies are struggling valiantly to produce content remotely at a time when in-person contact is restricted. That means remote production and cloud-based tools have become more important than ever.
The same is true for repurposing content. Even in the best of times, media companies have been keen to monetise their existing content. After all, some of these companies have vast asset repositories, and what better way to get more bang for the production buck than by using an asset in multiple ways, such as localising it for a new audience in another country? In this time of limited production options, repurposing content can be a critical source of revenue.
Then there's the direct-to-consumer model, in which media companies avoid distribution points and go over the top directly to the viewer. To do it, they must be able to go through their libraries to sort, find, create, and distribute a piece of content, usually in four or five different versions, depending on the customer, geography, etc.
Even at the highest level, corporations like NBC are reassessing their strategies in light of the pandemic, deciding what media products they want to bring to the market and what technologies they need to make it happen. Those three scenarios - remote production, content repurposing, and direct-to-consumer delivery - are driving media companies to seek help creating compelling and compliant content more quickly, while adhering to government and internal standards and practices at the time of distribution. Most media companies are taking a serious look at AI and machine learning to help with this task.
There are clearly some discrete applications that are prime candidates for AI.
Content enrichment is one such example. At any time, you can add intelligence in the form of metadata; and at any point in the chain, you can produce better, more targetted content more quickly - and a lot more of it.
In pre-production and post-production workflows, a classic use case is to enhance the metadata of existing assets. AI can watch or listen and tag content in an existing library faster and more accurately than humans ever could. Or media companies can rely on AI to index any incoming feed so that metadata already exists before the content even enters the main system. In either case, having more - and more accurate - metadata speeds up the search process and accelerates content creation.
In one real-world example, a news website must deliver video within one hour of hitting post-production. The company uses speech-to-text engines to tag the video on its many incoming feeds, which makes it possible to meet deadlines and provide captions. Likewise, two major sports leagues are using AI for real-time captioning during live sports broadcasts. In all cases, AI helps broadcasters get content to air faster with better-quality captions - and without using human labour to do it.
Repurposing and localisation is another area where AI is critical. Once there is enriched content in the repository, it's easy for media companies to repurpose it. For instance, they can use AI to translate content and localise it for other geographies. That's exactly what one Spanish-language broadcaster is doing. AI takes Spanish content and captions it in different languages for different markets.
AI is also very useful where quality assurance is concerned. So, on the far end of the chain, for instance, there's content distribution. This is where broadcasters check to see if the content is compliant to local government standards, like the FCC, or their own internal standards, like a style guide. They can use AI to assess, for example, the quality and accuracy of captions, which is becoming an issue in countries with stringent captioning laws.
Monitoring is another element worth considering. AI comes in handy when weeding out objectionable content, such as unacceptable language or images that would violate strict rules if they were to go on air. AI engines such as image and speech recognition can monitor and automatically flag such issues for review instead of a human continually viewing it. Likewise, AI can automatically quantify logo insertions, product placements, ads or even the number of times a given person appeared within a broadcast - all information that can correspond to billing.
AI technologies have improved substantially in the past years in terms of accuracy, but the big barrier to adoption in the media industry has been a practical application. That is, how to insert it into the content workflow. Take speech-to-text, for example. Broadcasters can get a lot of value from a speech-to-text engine, but it's difficult for them just to order one. It has to come with management tools. It has to have a good UI and basic user functionality to get the full benefit. Fortunately, there are companies that have built a solid workflow that lets broadcasters harness the power of AI.
For instance, some products allow users to upload media through a portal to a cloud-based system. Once the content is there, the system essentially does all the work - transcription, translation, captioning, and monitoring. Users can set up presets to publish captions in the format required by the distributor, which is a pretty big thing, especially with Netflix. There are some basic tools for, say, editing the transcription, sort of like a word processor. There's also
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Liberty University on why broadcast technology isn't just a technical invest...
08/05/2026
COW Jobs: UGC, On-Camera Video Content
Brie Clayton May 7, 2026
0 Comments
UGC, On-Camera Video Content
April 17, 2026Documentary Editor - US,......
07/05/2026
Journalists reporting on Sudan are working in one of the most complex and fast-m...
07/05/2026
Multi-year partnership positions Victory+ as a free home for Dallas Cowboys orig...
07/05/2026
From sideline reporting to directing and producing, the talented sophomore is building a well-rounded foundation for a career in live sports production
In the ...
07/05/2026
Cobalt Digital has received two Future Best of Show awards at NAB Show 2026. The COBALT blueCORE platform was recognized by TV Tech, and the COBALT PACIFIC ULL-...
07/05/2026
ESPN analyst Mina Kimes will host the televised semifinals and finals of the 202...
07/05/2026
Bitmovin has announced that MUBI, the global film streaming platform, has selected Bitmovin as its cloud VOD encoding partner. Bitmovin's encoding infrastru...
07/05/2026
NBCUniversal Telemundo Enterprises and the U.S. Soccer Federation have announced...
07/05/2026
Angel City Football Club (ACFC) and Victory have announced a regional broadcast partnership bringing live match coverage to fans across the greater Los Angeles...
07/05/2026
Spiideo has announced the launch of AI Highlights inside Spiideo Play, its automated sports production platform. AI Highlights combines video, event data, audio...
07/05/2026
Leostream Corporation has announced a unified remote access ecosystem for high-p...
07/05/2026
The Atlanta Dream has partnered with Victory to stream all locally broadcast Dream games for free, expanding the team's digital distribution strategy and g...
07/05/2026
Riedel Communications has announced the appointment of Marc Engroff as Chief Fin...
07/05/2026
SES and ARD, Germany's largest public broadcasting network, have announced a long-term extension of their satellite distribution partnership through 2039. U...
07/05/2026
UpLight Technologies delivers a flexible video and lighting system for a new televised sportLaunching the Pro Cheer League required more than creating a compell...
07/05/2026
Full Day Productions and GSE Worldwide have announced Spikes Under the Lights, a...
07/05/2026
Seit dem Start im Jahr 2023 hat DJ (Beta) das personalisierte H rerlebnis von 94...
07/05/2026
Da quando stata presentata nel 2023, DJ (beta) ha aiutato a definire un'esperienza d'ascolto pi personalizzata per 94 milioni di utenti Spotify Premi...
07/05/2026
Since launching in 2023, DJ (beta) has helped shape a more personalized listenin...
07/05/2026
Desde o lan amento em 2023, o DJ (beta) j ajudou a deixar a experi ncia de ouvi...
07/05/2026
From our earliest days, Spotify has been built on a simple principle: Great audio should be easy to reach. It's what's driven us to expand from music to...
07/05/2026
Asian and Pacific Islander artists continue to shape the global soundscape, pushing creative boundaries and connecting with fans worldwide. This Asian & Pacific...
07/05/2026
Company announce long-requested choir instrument
In the latest expansion of their Symphonic Elements series, UJAM have introduced an all-new vocal instrumen...
07/05/2026
Modular-inspired sound generation with digital control
Buchla have introduced Ziggy, a new compact synthesizer built around the company's complex oscill...
07/05/2026
Combines analogue voices with digital synthesis and sequencing
Polyend have announced Drums, a new hybrid analogue and digital drum machine that combines sy...
07/05/2026
Control surface now officially supports four DAWs
When Nektar launched the Panorama CS12 control surface, it worked exclusively with Apple's Logic Pro, ...
07/05/2026
In the first quarter 2026, SGL Carbon generated consolidated sales of 184.5 million, which was 49.8 million, or 21.3%, lower than in the prior year (Q1 2025: ...
07/05/2026
Rohde & Schwarz and Greenerwave achieve precise and fast ESA antenna characteriz...
07/05/2026
Two multi-role L3Harris products - the Red Wolf launched effects vehicle and SK...
07/05/2026
L3Harris will be developing key features of a secure and resilient digital infra...
07/05/2026
Alysa Liu and Shohei Ohtani Help Drive Viewership as 91 of the Top 100 Broadcast...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Cobalt Digital Wins Two Future Best of Show Awards at 2026 NAB Show
Manufacturer Recognized by TV Tech and TVBEurope for Innovation in signal processing
Cobal...
07/05/2026
Software and hardware platforms, AI power and user-friendliness on show...
07/05/2026
Intinor will demonstrate its latest technical enhancements for the Direkt series at BroadcastAsia 2026. With a continued focus on reliable contribution and remo...
07/05/2026
Bitmovin has announced that MUBI has chosen Bitmovin as its cloud VOD encoding partner, replacing MUBI's legacy on premises encoding setup to improve scalab...
07/05/2026
Meet Graduates from Berklees Class of 2026 Members of this years graduating class reflect on their proudest moments at Berklee and look ahead to whats next.
...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
At BroadcastAsia 2026, Interra Systems will demonstrate its latest innovations in automated quality control (QC), real-time monitoring, and captioning. The comp...
07/05/2026
At this year's Broadcast Asia, PlayBox Neo is set to unveil recent innovations across its PlayBox Neo Suite and integrated range of broadcast media solution...
Russell Wise is Senior Vice President of Sales and Marketing at Digital Nirvana. 
