FEED Autumn 2023 Web


UNTAPPED AND UNKNOWN The result is something Shrivastav describes as “a platform that uses AI and ML-powered technology to create new assets from live and prerecorded video content in real time.” Creating new content based on existing material is a process which hovers somewhere between editing and re- versioning; another old idea that AI has taken on and – in the context of Magnifi – made scalable. Doing that at scale, according to Shrivastav, is the key saver of time and money, and the system makes it simple to watch the resulting statistics. “Magnifi serves global broadcasters, OTT platforms, sports leagues, federations and rights holders. Our solutions have successfully saved more than 1.2 billion hours of video processing time.” The key is to enjoy those benefits while keeping the audience interested. Magnifi’s engine has been able to boost numbers such as the time spent watching each video, a metric that online content distributors watch with a keen eye.

DIGITAL EYE Magnifi’s AI-powered tools are creating highlights packages worldwide

The sheer volume of material involved might go some way to mollifying concerned video editors; clearly, the system is built to work on a number of projects nobody would have the time to manually. Shrivastav is clear: “AI is not intended to replace broadcast workers. It’s a tool that empowers people to focus on more complex and creative aspects of their jobs, like research and interviews. It opens up opportunities to upskill and apply talents differently.” Shrivastav is keen to emphasise that, while the potential of AI might yet be far from fully tapped, anyone taken by the industry-wide buzz around the subject might do well to take a cautious approach. “AI is not a one-size-fits-all solution. What it can do varies depending on the context and application.” As uptake speeds ahead, he continues, “there’s a growing recognition of AI’s potential across different industries. As it becomes more prevalent, it’s paramount to establish ethical AI practices and prioritise data privacy. But if we adopt robust frameworks and adhere to ethical guidelines, I think the industry can harness the benefits of AI while maintaining trust and accountability.” THE FUTURE IS BRIGHT Pixellot, Magnifi and Blackmagic each represent an interesting cross-section of how AI has approached the fields of acquisition, edit and post-production. Given the breathtaking speed of developments, advancement seems almost inevitable. Shrivastav finishes by looking to the future. “The fusion of AI and generative AI technologies has immense potential for content creation and delivery. Video and image machine-learning advancements might mean we see something similar to a ‘VideoGPT,’ a technology capable of generating compelling video content with minimal human intervention. It’s vital to have a thoughtful approach to understanding where AI works – and how broader tech trends influence its usefulness.”


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