What are the limits for using GenAI in production and how capable is it of creating skilled and engaging content? IBC365 learns more about the recent findings from Pact’s AI working group.
It feels like the dust has settled on the detonation of ChatGPT-4 and v1 text-to-video tools and it’s now time for the adults in the room to take stock.
“We shouldn’t be rushing to the pitchforks but thinking through carefully and having an adult discussion about how we use it and how we disclose it,” says John McVay, CEO of UK-based producer’s association Pact. “It’s about having grown-up conversations with everyone in the creative value chain about what is understood in terms of consent and permission and transparency.”
McVay was speaking following Pact’s publication of guidelines and principles for its members on the implications of using generative AI for TV and film projects.
He is the first to admit that the technology generates more questions than answers.
“We’re not saying it’s going to be easy – but...
You are not signed in
Only registered users can read the rest of this article.
Content Everywhere: Accelerators for change
Content Everywhere companies are already in planning mode for this year’s IBC. Some will also have been working on, or at least taking note of, projects included in the event’s Accelerator programme.
Why media networks are being rewired for the speed of light
The elimination of OB trucks is just the start of the light revolution. For the media industry, a rewiring of the transport network from electrons to photons promises to unlock AI driven production, immersive formats, and globalised workflows while dramatically cutting energy consumption.
Q-Stream Alpha: Prioritising trust when the network can’t be trusted
As the industry navigates a storm of content authenticity threats, the Q-Stream Alpha: The "Tactical Truth" Pipeline Accelerator seeks to deploy AI, ML, and post-quantum encryption to apply C2PA principles within live workflows.
KICK: Writing the rules of high-altitude immersive production
From camera placement and viewer comfort to movement, pacing and post-production, the French Alps-set KICK provided Altitude101 with a unique opportunity to test, challenge and refine the methods shaping its immersive storytelling.
.jpg)
Sheffield DocFest: “We need to be more weird”
Funding remains a puzzle, but the documentary and factual entertainment genres are thriving at Sheffield Documentary Festival.
.jpeg)