AI

in Media

KE Y T R EN D S
SIX

2018
How AI will disrupt
content creation,
curation and,
dissemination
Foreword

Artificial Intelligence (AI) has been a topic of extensive discussion in multiple

industries and every discipline of work over the past couple of years. We have
witnessed this first-hand through our work at Quantiphi how AI has already
changed the way companies approach their work. From AI voice-based
assistants and chatbots, to the use of AI in customer purchase analysis,
demand forecasting, product performance analysis, fraud detection, failure
prediction and speech recognition, the applications of this exciting
technology are innumerable.

The media industry is ripe for disruption given that it regularly deals
with zettabytes of audio-visual data including videos, images, voice, text
and content consumption data among others. AI is bound to be at the heart
of content creation, curation, analysis, distribution, and personalization in
the years to come. In our experience, content studios, broadcasters and
advertisers across linear and OTT platforms are either already leveraging
the power of AI in some form or are evaluating AI and Machine Learning
(ML) solutions for use within their organizations. Our take is that the leading
use cases for AI in media would be around 1) Content Performance Analytics
2) Brand Visibility Measurement 3) Automated Video QC and Compliance.

We have identified six key ways in which AI will disrupt the media industry
in the years to come. These trends have been identified through our work
in the media industry, and through the interactions we have had with senior
professionals in the industry. We’re sure you will find many of the insights and
opinions useful. We would like to acknowledge the open hearted
participation from key industry leaders in bringing together some great
opinions in this whitepaper.

Vivek Khemani Ritesh Patel

Co-founder Co-founder
Quantiphi, AthenasOwl Quantiphi, AthenasOwl
AI is one of the most important
things humanity is working on.
It is more profound than
electricity or fire
Sundar Pichai, CEO of Google

Source: CNBC
 Table of
Contents
Core capabilities and features of Artificial Intelligence (AI) in the media space today 1

Key AI trends relevant to the media industry 2

Trend 1: Automation of post-production work for movies (E.g.: VFX, compliance,

quality assurance-aesthetic score and color score)

Trend 2: Organization of archives to curate and create custom content

Trend 3: Tracking of brand mentions/impressions at live events & contextual ad placement

Trend 4: Auto highlight creation for sports content

Trend 5: Auto-generation of trailers and promotional videos

Trend 6: ‘Ultra-personalization’ of content

Key Insights from Industry Leaders 8

AI and Media: Some Revolutionary Ideas 10

In dialogue with the leaders 11

Interview 1: Ishit Vachchrajani (CTO, A+E Networks)

Interview 2: Rajneesh Mittal (CTO, ZEE Entertainment)

Interview 3: Christoph Forster (Head of German Football Archive, Sportcast) and

Christiaan Verwaaijen (Senior Technical Expert, Sportcast) Interview
Interview 4: Raoul Cospen (Business Development Director, Dalet Digital Media Systems)

Interview 5: Venkat Nettimi (Head - Strategy Insights and Data Analytics, ZEE Entertainment)

Interview 6: Ujjyaini Mitra (Head Analytics, AVP Strategy, Viacom18 Media Private Limited)

About AthenasOwl 15

The Team 15
Core Capabilities and features of Artificial
Intelligence (AI) in the media space today

Face Recognition
Entity Detection

Object Recognition
Text Detection

Emotion Detection
Brand Identification

Action Detection
Demography Identification
Colour Detection and Analysis
and Analysis

Picture Technical Audio Mapping to Visuals

Quality Analysis

Key AI trends relevant to the

media industry
Trend 1. Automation of post-production work for movies
(E.g.: VFX, compliance, quality
assurance-aesthetic score and color score)
Trend 2. Organization of archives to curate and create
custom content
Trend 3. Tracking of brand mentions/impressions at live
events & contextual ad placement
Trend 4. Auto highlight creation for sports content
Trend 5. Auto-generation of trailers and promotional videos
Trend 6. ‘Ultra-personalization’ of content

1
 Trend Automation of post-production

01 work for movies

(E.g.: VFX, compliance, quality assurance-aesthetic score
and color score)

C HA LLE NGE
One tends to assume that visual effects (VFX) in movies are used only to create new planets (Avatar),
visually breathtaking locales (Lord of the Rings) or fantastical creatures (Game of Thrones). However,
when these mega activities are broken down into smaller pieces, we see a very large part of the VFX
process involves minor touching up of images and creating routine and mundane objects such as
trees, rivers, mountains, buildings, glass, etc. Many of these effects have been created and re-created
innumerable times but the process is initiated from the scratch almost every time by movie studios
and the client gets billed for hours of repetitive work. Making this process cost efficient is a frustrating
challenge that film editors often face.

There is increasing pressure on the media supply chain to deliver

content faster. AI/ML can help in faster distribution of content through
automated post-production related activities, including smart editing.

- Ishit Vachchrajani, A+E Networks

S OLUTI O N
AI, with the help of neural-networks can learn how to perform various routine tasks that otherwise
consume the time of the post-production teams and designers. These tasks include, but are not
limited to:

Creating common objects Creating synthetic heads Performing other

using insights from past (planted onto a live-action sophisticated tasks such as
VFX work real body) up to a certain creating custom landscapes
extent

R E S ULTS
Many VFX related tasks are automated without the
intervention of AI; from creating comic videos with swapped
faces, to developing active characters in movies, there is
ample interest for testing AI driven solutions.

AI and Machine Learning allow these activities to become

more intuitive, self-driven, and less dependent on human
support. In fact, digital effects studios tout AI as a disruptive
technology that can allow for greater creativity as well as
cost efficiency. With AI, VFX professionals will be able to
focus energy on developing new and innovative effects
while automated technologies will perform the routine
tasks.

2
 Trend Organization of archives to curate
02 and create custom content

CHALLE NG E
Let us take the example of a leading news broadcaster in the US. Assuming they have been around
for more than three decades, their archive likely consists of hundreds of thousands of hours of video
content. Most of this content has not been tagged and the marginal tagging that has been done is
neither exhaustive nor accurate. The scale of required tagging is daunting given the 135
medium-large sized broadcasters in the US - each creating 1500 hours of fresh on-air content per
year. And this accounts for only the on-screen footage, not the raw content which represents an
additional three to five times more untagged content. The challenge this broadcaster faces is how to
successfully and efficiently tag content in hand.

My precious creative resources spend a lot of their time searching for content. With
this they can spend more time thinking creatively instead of hunting for data.

- Rajneesh Mittal, Zee Entertainment

Now, let us assume the news of the day is that Ford is celebrating the 100th anniversary of their first
truck and the programming head of the news channel wants to air a feature on how Ford trucks have
1) been a part of the popular culture in the US and 2) how the design has evolved over time. They want
archived visuals, images, and clips of the Ford brand appearing in popular culture on various
occasions. The filter conditions to be applied on the data might include: vehicles with a Ford logo
(brand recognition), trucks (object detection), a family travelling (face detection), happy people in a
vehicle (emotion detection) or a pet in the vehicle (entity detection). The complexity of the search
filters and the expected number of results are extremely high making it impossible for humans to
perform this search manually given time constraints. This is not to say that even with plenty of time,
a manual search will be sufficiently accurate. How then will the broadcaster successfully collate the
required information to create this feature?

SO LUTI ON
Smart AI solutions backed by machine learning algorithms can learn with increasing inputs of data.
It’s the only way out because AI solutions can sift through hours of programming and help in
identifying the contents attributes present in a given frame.
The process includes the following steps:

Read the raw content Create meta-tags for all the moments of the
videos and images present in the content

Analyze audio and visual cues to add Identify and deliver relevant
accuracy to the tagging process frames using specified filters

RE S ULTS
Broadcasters can access an easy-to-use interface that will help them select various parameters
including names and profiles (of people in general or celebrities), objects (a car, a gun, a microphone)
and locations (famous monuments, an apartment, streets) which in turn would allow them to create
custom videos including promos and documentaries. As AI evolves, the technology will also
recommend ‘smart-storylines’ where the machine would create content intelligently upon learning
from the storyboarding trends of documentaries created in the past.

3
 Trend Tracking of brand

03 mentions/impressions at live
events & contextual ad placement
C HALLE NG E
Live events are great advertising and branding opportunities for large and small brands alike. They
also serve as vehicles for the brands’ promotion on TV, online, and other media. However, brands
rarely gain insight on the kind of impressions they generate and the level of audience engagement
for the live/highlight streaming of these events. For example, the team at Adidas will be unable to
ascertain how many people noticed their logo on the Manchester United jerseys when a game was
telecast live on TV and OTT platforms. The case is similar for all hoardings and banners Adidas put up
at the Old Trafford stadium.
The problem persists across the entire spectrum of spectator events including rock concerts. The
number of TV impressions Red Bull got from sponsoring an Iron Maiden concert at Madison Square
Garden NYC is merely speculation. Simpler examples include brands that use in-show advertising for
top TV shows. Questions like how impactful brand visibility was as compared to the viewership and
what was the level of audience engagement remain unanswered.

Some of the key AI related technologies are related to

cognitive services. They are available now, are easily
consumable and provide real benefits.

- Raoul Cospen, Dalet Systems

SO LUTI ON
Since we are able to track a brand through various elements including logos, products, dominant
brand colors, etc. then using AI it is easier to comprehend impressions, audience engagement and
other associated metrics. Some possible outcomes from this exercise will include measuring:

Viewership at the ‘Significant’

moments the brand had impressions of the
significant screen time brand on screen-time

Visibility of brand or
its elements

Impact of contextual placement of ads on non-linear

platforms. For example, the impact of a DIOR brand
advertisement that pops up only when Jennifer Lawrence’s
character Katniss appears on screen during the telecast of
the movie ‘The Hunger Games’ on TV or online.

RE S ULTS
Brands can leverage their advertising and marketing expenses using additional available information
because they will know exactly how and where their content is viewed and can measure the impact
of the impressions. They can also showcase content contextually thereby creating a multi-fold
impression and brand impact in the minds of viewers. In effect, the technology allows brands to
optimize ad expenditure and decide when, where, and how to place their ads effectively.

4
 Trend

04
Auto highlighting creation for
sports content

CHALLE NG E
Football, Basketball, Tennis, Soccer, Hockey, Baseball, Cricket – account for more than 5 billion viewers
across the globe. Since not everybody watches live games, a significant percentage of viewers only
watch highlights, mostly at the end of the game, or during game-breaks. Broadcasters have large
teams that sift through sports content to pull out relevant moments and create highlights. This
process is time consuming causing ardent fans to wait not only until the end of their game but also
until the raw data is compiled, curated, and finally published. This process can take anywhere from
minutes to an hour and requires considerable manual effort. Delivering match highlights to anxious
viewers without delay is thus a major challenge that broadcasters hope to overcome with the aid of
technology.

One of the coolest applications of AI will play a really crucial role in the future,
AI is in creating content that since the huge (and still growing) amount of
knows what to play, f rom where, video content cannot be tagged and handled
when and how. by human resources alone.

- Christiaan Verwaaijen, Sportcast - Christoph Forster, Sportcast

S O LUTI ON
Sifting through hours of content for each game is certainly not the biggest challenge that AI and Machine
Learning can take on. Besides scanning, parsing visuals and creating metadata, AI can help in:

Learning from the past and Creating highlights based on audience

create game highlights almost preferences such as from the point of view of a
instantaneously Barcelona FC fan vs. from a Real Madrid FC fan

R E S ULTS
Streamlining the analysis of sports data and applying it in
a financially viable manner is potentially game changing.
By detecting and analysing information from the raw
content, such as camera angles and jersey numbers, AI
can dissect a given media content into numerous points
of value. AthenasOwl, for instance, intelligently assembles
these moments to allow user access multiple highlights of
a single game, or select from multiple perspectives of a
live match. AI for custom highlights has been adopted or
tested by various organisations across the globe. At least
two major soccer leagues in Europe are adopting this
technology to create instant highlights that are
customized according to the preference of the respective
clubs’ audience. This will evolve into sports leagues and
broadcasters across the world adopting AI to create
smarter and quicker game highlights and viewers can
expect more personalized content viewing experiences in
the near future.

5
 Trend Auto-generation of trailers and
05 promotional videos

CHA LLE NG E
At the start of promotions for any Hollywood movie, a teaser is released to the public and its purpose
is to create considerable buzz, followed by a main trailer announcing the film. In addition, custom
trailers are produced for different geographies to address differing cultural sensitivities and local
tastes. There are also dialogue promos, character specific promos (for ensemble movies), action
promos, relationship (romance/friendship) promos, and many others. The manual effort involved in
creating promos and trailers is humungous and can take up to 30 days to create just one trailer! How can
movie studios reduce the time spent on creating trailers in order to invest their resources elsewhere?

For every hour of content we have 2 minute of

promo. If you look at just the promos alone, we
could be the largest advertiser. However, there is
very little science to creating it so far. One of my
focus areas is to see how to make it more efficient.

- Venkat Nettimi, Zee Entertainment

SOLUTI O N

The components of a good trailer are fairly well known even from the standpoint of a machine. Some
factors are:

Past successes Components that Length of trailer Facetime given to

of trailers were liked or disliked various characters

AI machines understand the factors in depth and are able to learn from the rich history of the movie
industry. This makes identifying potentially popular scenes fairly easy, which in turn allows AI technology
to overtake the creation of promos and trailers which reduces manual effort and expense.

R E S U LT S
AI for promo and trailer generation is increasingly
commonplace. While IBM Watson has an algorithm for this,
Google and NEC Japan have patents for trailer generation.
AthenasOwl too has proprietary technology for the same and
now it takes less than a day to generate a trailer or a promo using
AI. A few big movie studios have tested these solutions and while
widespread adoption is picking up, it is assumed that the use of
AI will rapidly increase, given the benefits. McCann Erickson
Japan, for instance, has an ‘AI Creative Director’ that generates
storyboards and sample trailers based on successful campaigns
from the past which give an opportunity to the creative team to
further explore novel ideas.
6
 Trend

06
Ultra-personalization
of Content

C HA LLE NGE
Assume you just missed a much awaited Barcelona FC versus Real Madrid FC game. What you are
really looking forward to now are good game highlights. However, the highlights we often see on TV
or on OTT platforms are only what broadcasters or channels want us to see; mainly the goals. You on
the other hand want to watch moments focused on your favorite player, Cristiano Ronaldo. How can
your TV or OTT platforms provide this level of personalized content?

I was asked to help change the
video viewing habits of consumers
in India, or across the globe and
that can be done only through
personalisation.
Some of the biggest challenges that the
broadcasting industry is facing today are in
content creation cycles, producing and
delivering content through multiple platforms,
and in creating personalized content.

- Ujjyaini Mitra, Viacom 18 Media - Raoul Cospen, Dalet Systems

S OLUTI O N
AI technology allows broadcasters to identify points in the game where the following actions
happened:
All the places where Christiano Ronaldo’s face is detected
Actions that Ronaldo was involved in such as shots, passes, tackles etc.
Wherever tackles were successful and the ball is retained by the
team. This will involve identification of:
∙ Teams involved
∙ Distinct players from each team
∙ Moments where the ball control moves from one team to another
It is important to note: all these are possibly today, albeit
manually or through significant human intervention. This
process is not only prone to error but is also time
consuming.

R E S ULTS
A sports broadcaster can provide ‘ultra-personalized’
content on his OTT platform by allowing the user to select
his/her favorite player moves or actions thereby generating
custom highlights. The OTT platform can also select and
compare actions of the same player across various games in
the same or different seasons and users can generate
images or GIFs of their favorite players or moments from the
game and share it on social media.
Other applications for this use case include, a general
entertainment channel, through its OTT service, allowing
users to filter out their favorite characters from popular
shows and watch clips and moments. In case the show
consists of multiple celebrities, they can be singled out by
their fan-following, making this level of personalization
appealing to a very large percentage of viewers. 7
Key Insights from Industry Leaders
In an effort to lend insight into the roles of AI and Machine Learning in the media industry, we interviewed
prominent industry leaders. As the tech heads and strategists, our interviewees shed more light on how
media houses adopt new technologies. The interviews were conducted over the months of June to
September 2018 and hence they reflect the trends that exist during that time. Critical common strands
emerged where the adoption of AI was viewed to be most necessary or relevant.

The role of AI in media

Media houses have close links with technology and to that end, our interviews revealed that they are
constantly in search of new tools that enhance efficiency and productivity, including the growing relevance of
data-driven decision making especially with respect to marketing and sales. As the CTO of one of the world's
leading media houses, Rajneesh Mittal of ZEE excitedly points out that, "We have never thought of video as
data. Tying up this new and very large repository of content with ratings data can be very insightful."

The power of AI & automated content tagging

One of the AI services that has been consistently garnering interest within most media firms is exhaustive
content meta-tagging which was cited as a vital first step before venturing deeper into the world of AI. The
importance of leveraging the power of AI to perform more complex analytical tasks, including building an
extensive understanding of ratings in connection with the content was another point that was echoed by all
our interviewees. They also acknowledged the transformation AI could bring to the field of content
distribution and marketing in terms of speed and efficiency. In fact, Raoul Cospen of Dalet Digital Media
Systems predicts that AI-powered cognitive services will be adopted widely in the near future given that it has
already been proven to offer tangible benefits to clients. At ZEE Entertainment, Rajneesh Mittal and Venkat
Nettimi expressed interest in the use of AI for content creation, while Ishit Vachchrajani of A+E Networks
hopes to see the use of voice-based AI solutions in conducting business operations.

8
AI - Redefining content creation and delivery
The future of the media industry appears to be intrinsically linked to the development of AI and Machine
Learning technologies and industry leaders are voicing these needs at this time. The complete automation of
the content cycle, for instance, is a welcome upheaval that Rajneesh Mittal has been awaiting. His colleague,
Venkat Nettimi, adds to this a hope to exploit the power of Machine Learning to conduct predictive analyses
of trends. In terms of the delivery of the content itself, Ishit Vachchrajani believes AI can help OTT players and
others distribute content faster and with greater accuracy in targeting. Christoph Forster and Christiaan
Verwaaijen of Sportcast re-emphasize this need for solutions that can enable smart auto-enriched content—a
need compounded by a shortage of human workforce and time. With an immense amount of data, offering
an even greater untapped potential, future use cases for AI are certain to evolve and expand. Ujjyaini Mitra of
Viacom18 Media, is similarly optimistic and remarks how revolutionary it would be to "Allow the consumers to
prepare their preferred content themselves, instead of anticipating what they want."

The challenges to AI adoption in the media industry

The first step towards working for such a future, however, demands the industry to address some logistical
challenges. With extensive meta-tagging forming the base of most AI functionalities, the primary short term
objective would be to tackle the task of tagging the existing library of content. A task that, as Rajneesh Mittal
points out, is daunting for large firms like ZEE. Furthermore, our interviewees also noted that the industry as a
whole must improve the data quality of the distributed content. Raoul Cospen goes on to emphasize the
importance of the AI services in ensuring transparency and providing control over the results, which in turn
will require the industry to build a deeper understanding of AI and ML systems. In terms of the technology
developed, Ujjyaini Mitra added that it is crucial to focus on creating only those solutions that support the
existing workforce, instead of those that replace it. While we continue to progress in the development of
sophisticated technology, the real benefits can be reaped only with widespread adoption. The media industry
will therefore need to invest some effort into re-training relevant teams, tagging extensive archives, increasing
the resolution and quality of content, and matching AI services with existing business cases.
The interview section of this whitepaper offers snapshots of these hearty discussions.

9
 AI and Media: Some Revolutionary Ideas
Media and technology are not new partners nor is it new that the former is heavily dependant on the
latter for innovations that bring more engaging content. With AI dominating the scene now, the
media industry has been increasingly enthusiastic in experimenting with unique use cases. In fact, 63
percent of telecommunications executives hope AI adoption will improve revenue and growth
opportunities. Bolstering this hope is the fact that AI has occupied one of the top three positions in a
list of business priorities for 72 percent of telecom executives. While we are familiar with the more
popular AI use cases such as content meta-tagging and search optimization, there are a plethora of
applications for which the technology can be leveraged.

We already peeked into this thrilling world when IBM came out with their AI
generated trailer for the 2016 horror movie ‘Morgan’.

The venture caught millions of eyeballs as it demonstrated how AI could intelligently compile bits of
content to generate a creative product that could targets certain audiences or address specific
themes, without any human supervision. Developing this further, we look forward to automatic
content generation including that of unique and realistic human faces and voices. Celebrity mimicry
is an example of the same in which we saw in the fake Obama video released in 2017 by the University
of Washington. Although the exploitation of the technology for unethical purposes casts a shadow,
the possibilities it offers continue to remain compelling. As Mr Rajneesh Mittal (CTO, ZEE
Entertainment) remarked, yet another interesting application is the use of AI to recreate voices,
gestures, and personas of popular fictional characters, enabling them to interact intelligently with
visitors at theme parks. Bringing Mickey to life through his iconic chuckles or allowing a
semi-autonomous R2D2 to roam around the pavements of Disneyland would definitely make theme
park experiences more interactive and memorable.

No list of AI applications would be complete without pointing out the analytical prowess that AI and
Machine Learning possess. Tapping into analytics can aid the entertainment and media industry to
improve efficiency of distribution through marketing channels. While the basics are widely in
use today, Netflix has gone a step further to develop Meson - a workflow management
and scheduling application that manages various Machine Learning pipelines
responsible for video recommendations. In another example, IRIS.TV has
developed a B2B service that tracks and improves user interaction with
their digital content.

Given the immense buzz AI and Machine Learning have

generated, we can certainly look forward to more
innovative developments as well as the widespread
implementation of some of the applications
mentioned here.

Accenture Strategy Report, 2017

Morgan movie
Obama video
Variety.com article
Netflix
IRIS.TV

10
 In dialogue with the leaders

I s hi t Va ch ch ra j a ni
(CTO, A+E Networks)

What are some of the use cases for AI in media?

Video content meta-tagging is certainly the most promising use case. It will be interesting to see the
implementation of image library meta-tagging and voice based AI systems for use in discovering
content and post-production editing.

To what extent has AI been adopted by the industry?

Use cases that have been adopted at present are only the low hanging fruits. No industry player has
taken on complex or tough challenges to be solved with AI/Machine Learning yet. However, with data
becoming more organized and everybody being conscious of the importance of managing and
organizing data , we can hope that more complex AI services will be put into implementation soon.

What future do you see for AI in media?

AI can improve the presentation and fast delivery of content by OTT players and others in the field.
Use cases such as smart editing, smart tagging, closed captioning and checking for censorship
compliance can be carried out with ease using AI and Machine Learning.

R aj ne e s h M i t t a l
(CTO, ZEE Entertainment)

What will be the role of AI in media?

Technology is inherent to the media industry - from creating content of a certain quality to efficient
distribution and analysis of ratings. AI and Machine Learning hold the key to a large number of
challenges and have the potential to impact the industry like no other innovation.

What are some innovative use cases of AI & ML?

Video has only been viewed as content so far but with AI it becomes data as well. Some of the most
exciting use cases include automated meta-tagging, quick completion of compliance checks,
automated dubbing and subtitling, AI enabled post-production editing and content creation and
analytics.

What is a hurdle that the media industry faces today?

The biggest hurdle is definitely the laborious task of tagging the existing library of content, which for
firms like ZEE is extremely time-consuming, to say the least.

11
 In dialogue with the leaders

C hris t i a a n Ve r wa a i j e n
(Senior Technical Expert, Sportcast)

Can you name some cool AI tech/implementation that changed or is going to change the
way media works?
One of the solutions that is really groundbreaking is AI that aids smart content. This includes knowing
which clips to play, where, when, how, and why by taking into consideration playlists, rights, sources,
platforms, formats, and dependencies. Content that auto enriches itself through AI services
connected to intelligent storage devices with own databases and workflows is potentially
revolutionary.

Does your organization have smart libraries to pull out relevant content from archives? If
not, do you plan to invest in such technologies?
We are currently preparing our new Mediaportal to use such technologies. With enriched video
content in the library and equipped with the knowledge of intelligent dependencies between
content and user preferences, we can automatically recommend content from the library to our
users.

What aspects of the work in your industry do you think will be increasingly automated?
Automated speech to text transformation of audio or visual content is something that I see taking

C hri s to p h F o r s te r
(Head of German Football Archive, Sportcast)

What role do you see AI playing in the broadcasting industry?

AI will play a really crucial role, since the ever growing bulk of video content cannot be tagged and
handled using only human resources. New technologies like AI can help make content distribution
fast and accurate. Given a scarcity of human resources and time, we need solutions that can
automate workflows, handle all the video and metadata assets, and enrich our video content with
automatically generated editorial metadata.

What are some key technologies that you believe will become mainstream in your
industry in the near future?
Some important solutions that will be critical in the future are technologies that can perform video
mining (face, character, object recognition, etc), audio mining (speech-to-text), semantic search or
intelligent search within big ‘data lakes’.

What aspects of the work in your industry do you think will be increasingly automated?
Two major areas of work that will benefit greatly from automation are (1) regular workflows and
recurring tasks such as regular import and export processes and (2) video content editing including
changing camera perspectives, cutting and fading videos, and detecting noise or emotions through
audio content.

12
 In dialogue with the leaders

R a o u l Co s p e n
(Business Development Director, Dalet Digital Media Systems)

What role do you see AI playing in the broadcasting industry?

Some of the biggest challenges that the broadcasting industry is facing today are in content creation
cycles, producing and delivering content through multiple platforms, and in creating personalized
content. We need to produce more material at a greater speed and the only way to do this is to
streamline our processes with the help of AI.

What do you think is a big hurdle to adopting AI?

A big concern with the widespread use of AI is in ensuring transparency of the information. For
instance, when an AI engine recognizes a cat, we don’t know exactly what prompted the algorithm to
make that identification. This leaves us with a lack of control. At Dalet, therefore, we are paying a lot of
attention to the user interfaces to allow for a certain level of transparency and control.

What specific use cases do you see AI performing at Dalet?

A lot of Dalet customers have at least some poorly documented or undocumented content sitting in their
archives. With the help of AI we can now make this content searchable, usable and valuable. But since
each type of content demands different levels of indexing, the AI has to provide flexible APIs and data
models. Apart from archiving, AI can also assist with live production work, automatic editing and more.

Ve n ka t N e t t i mi
(Head - Strategy Insights and Data Analytics, ZEE Entertainment)

What role do you see AI playing at your company?

Technology is hoped to increase the firm’s efficiency in creating promos of TV shows, analyzing TV
ratings, and efficiently scheduling and distributing TV content. AI’s role in enabling automated
content meta-tagging, post-production editing, automatic subtitling and ensuring compliance to
censorship standards are critical to achieving this goal.

What is the biggest hurdle in adopting AI?

The industry is handicapped by the low quality of data available; preventing the successful adoption
of various AI services. This needs to be treated as a priority before adopting new technology.

What other roles do you see AI taking on in the future?

The use of AI in extracting and presenting analytical insights have been explored earlier in terms of
periodic reports that follow a routine structure. In the future, however, this capability could be
extended to create explorative reports as well that not only present data insights, but go on to offer
strategic suggestions.

13
 In dialogue with the leaders

U j j ya i n i M i t ra
(Head Analytics, AVP Strategy, Viacom18 Media Private Limited)

What role does AI play in the media industry?

The media industry is unique because of the large amount of content and offers a great chance to do
deep content analysis. If AI has a role to play here, it has to be in understanding content.

In what ways have AI already been or will soon be adopted?

Most relevant uses are in conducting compliance checks and creating sports highlights, movie
promos, reality show highlights and synthetic characters/voices. However, I would say that we need to
start implementing the technology even if its accuracy is not ideal.

What are some of the challenges that you foresee in implementing AI solutions?
One of the biggest hurdles is in adopting AI. This is now being deterred by the fear that AI will render
manual jobs redundant. The solution to this would be to create technology that empowers the
workers instead of products that replace their jobs.

What future use case do you look forward to AI performing?

Instead of anticipating what the consumer wants, as we do today, AI can help us deliver just the
“ingredients” of the content and allow consumers to dictate the nuances.

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About AthenasOwl
AthenasOwl is an AI for media solution that delivers next-generation content capabilities for
production studios, broadcasters, digital platforms and brands. AO counts among its clientele leading
movie & TV studios, sports broadcasters and leagues, news content creators, post-production studios,
media asset management firms, media rating organizations, and leading brands.

About Quantiphi
Quantiphi is an award winning 'Applied AI' and 'Machine Learning' software and services company
focused towards helping organizations translate the big promise of artificial intelligence & machine
learning technologies into quantifiable business impact.

The team behind this whitepaper

Vivek Khemani Ritesh Patel Parul Aggar wal

Co - fo u n d e r Co - fo un der Acco un ts Lead

Siddharth Rath Kapil Gadhire Gail Cardozo

P r o d u c t Ow n e r M a rketin g M an ag er Dig ital Mar ketin g Lead

We are at

& other google events

Sept 2018, Amsterdam Oct 2018, London Oct 2018, New York

Feb 2019, London March 2019, London

Write to us at
athenasowl@quantiphi.com
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