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
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
07/08/2025
July 8 2025, 22:30 (PDT) Tata Motors & Dolby Bring Dolby Atmos to Harrier.ev, R...
14/07/2025
The Royal Moroccan Air Force hosted a C-130 award ceremony with L3Harris Technologies President of Intelligence, Surveillance and Reconnaissance Jason Lambert a...
14/07/2025
UK launch set for September, following on from recent US and Germany releases
London - UK, July 14, 2025 - Nielsen, a global leader in audience measurement, da...
14/07/2025
SHENZHEN, China Telycam has added control options for its portfolio of pan-tilt-zoom (PTZ) cameras with a new plug-in for Elgato's Stream Deck family of con...
14/07/2025
The awards are open to IBC2025 show exhibitors and offer a valuable platform for companies to raise awareness for the new products and solutions they will be la...
14/07/2025
Clear-Com is excited to announce a significant expansion of the award-winning Arcadia Central Station with new software updates. Together, these releases dram...
14/07/2025
Grass Valley and Daktronics today announced a strategic technology partnership that unites Grass Valley's live production expertise with Daktronics' lea...
14/07/2025
Cloud playout solutions provider, Veset, and swXtch.io, provider of cloud-based multicast and reliable networking solutions, are partnering to deliver multicast...
14/07/2025
Tintri , a DDN subsidiary and leader in AI-powered data management solutions, today announces a game-changing and award-winning refresh to its global Partner P...
14/07/2025
HighField AI, the broadcast industry's first agentic and multimodal AI platform for automating graphics production, is now commercially available. Developed...
14/07/2025
Encompass Digital Media has today announced that it has been delivering a complex global services project for DAZN, the world s leading sports entertainment pla...
14/07/2025
MASV (massive.io), the fastest, most reliable large file transfer platform trusted by over 10,000 global organizations, announced today it will showcase its nex...
14/07/2025
Calrec is introducing a series of usability, customisation and system enhancements across the entire range of Argo consoles at IBC 2025, on Stand 8.C47. Look ou...
14/07/2025
Fincons Group, IT business consultancy and systems integrator company with more than 40 years of experience in the market, is proud to announce a new engagement...
14/07/2025
Stand 5.F45, IBC2025, Amsterdam, 12 15 September 2025 Intinor returns to IBC to present the latest updates to its Direkt series. A key development on show is ...
14/07/2025
Sony's New Coach's Headset Was Designed in Collaboration With the NFL Featuring a custom dynamic boom mic, the headset will debut in the fall By Dan Da...
14/07/2025
Live From MLB All-Star 2025: MLB Network's Marc Caiafa and Tom Guidice on th...
14/07/2025
Back to All News
Netflix ISP Speed Index for June 2025
Product
14 July 2025
Global
Link copied to clipboard
One percent of Internet Service Providers (ISP...
14/07/2025
Back to All News
Netflix Begins Filming The Map of Longing With Al cia Falc , P...
14/07/2025
This July marks 100 days since I officially stepped into the role of CEO at Grass Valley, a milestone not of abrupt change, but of confident continuity.
Unlike...
14/07/2025
Enhancing Public Service Broadcasting with
Innovation, Accuracy & Sustainability
New regional detail and local towns featured...
13/07/2025
Back to All News
Netflix Expands B&B Universe' with Yu Jae Seok's B&B ...
13/07/2025
Live From MLB All-Star 2025: MLB Network Marks Five Straight Years of Onsite MLB...
12/07/2025
Ryan Coogler accepting the 2013 Vanguard Award. Photo by Alberto E. Rodriguez.
Editor's Note: In honor of Fruitvale Station s 12th anniversary, we're d...
12/07/2025
Key Code Education, the professional training division of Key Code Media, proudly announces a major update to its Adobe Premiere Pro Engineering and Advanced Op...
12/07/2025
Key Code Education, a leader in instructor-led post production training for over...
12/07/2025
As the death toll continues to mount, with at least 120 killed and more than 170 people still missing on July 10 from devastating Texas floods, a number of broa...
12/07/2025
EL SEGUNDO, Calif., and MIAMI -DirecTV and TelevisaUnivision have signed a deal that will make the ad-supported premium subscription tier of ViX, ViX Premium wi...
11/07/2025
PARK CITY, UTAH, July 11, 2025 - The nonprofit Sundance Institute announced today the 11 producers chosen for its annual Producers Labs, returning to Ucross Fou...
11/07/2025
If you've ever wondered what might be playing in Clark Kent's headphones...
11/07/2025
L3Harris Technologies President of Intelligence, Surveillance and Reconnaissance Jason Lambert and General Manager of L3Harris Waco facility Sean Ling held a ce...
11/07/2025
ARLINGTON, Va. WETA, the flagship public media station in the national capital area, has launched WETA+, a new streaming service tailored for the local Washingt...
11/07/2025
The Federal Communications Commission has emerged as one of the central players in the broadcast TV landscape in 2025, with its deregulatory policies sparking h...
11/07/2025
Calrec will introduce usability, customization and system enhancements across its entire range of Argo consoles during IBC2025, Sept. 12-15, at the RAI Amsterda...
11/07/2025
LONDON Encompass Digital Media said it will support live and on-demand viewing of the 2025 FIFA Club World Cup across multiple global regions for sports enterta...
11/07/2025
Two-thirds of broadcast engineers reaped the benefits of a pay raise within the last year....
11/07/2025
CARY, N.C. SmallHD has launched the Quantum 27, a new 26.5-inch Quantum-Dot OLED monitor designed to deliver postproduction image quality in a compact, set-frie...
11/07/2025
The Federal Communications Commission's Enforcement Bureau and Tegna have entered into a consent decree that will settle an investigation into the accidenta...
11/07/2025
WASHINGTON Following news in early July that Paramount had settled President Donald Trump's lawsuit, Sens. Edward J. Markey (D-Mass.) and Ben Ray Luj n (D-N...
11/07/2025
Model/Actriz Performs Lead Single Cinderella on The Late Show with Stephen Colbe...
11/07/2025
Behind the Mic: Amazon Prime Preps for First Season of NBA Action; MSG Networks ...
11/07/2025
SVG New Sponsor Spotlight: Suite Studios' Craig Hering on Adapting to Client...
11/07/2025
2025 SVG Content Management Forum Breaks Down AI's Impact, Continued Transit...
11/07/2025
A Journey HOME: University of Nebraska's HuskerVision Goes IP Leaders from the HuskerVision and Lawo share their IP learnings By SVG Staff
Friday, July 1...
11/07/2025
CMSI, Remote Picture Labs, Ace ESPN's Cloud-Based Editing Efforts for Wimble...
11/07/2025
Netflix Enters the Live-Boxing-Production Ring for Round 2 With Historic Taylor-...
11/07/2025
Back to All News
Too Hot to Handle: Italy Is Coming on July 18 Only on Netflix
Entertainment
11 July 2025
GlobalItaly
Link copied to clipboard
July 11, 20...
Russell Wise is Senior Vice President of Sales and Marketing at Digital Nirvana. 
