BBC, ITV, Future & Meta Debate AI as a TV Development Tool: “A Drake record isn’t a Drake record unless he records it” – TellyCast Digital Content Forum

AI may be here, but it won’t create the next big TV hit.

That was the message from UK industry leaders at a panel discussion on original IP in social video, held yesterday at the TellyCast Digital Content Forum in London.

“When the AI ​​conversation first arrived at our office, our development team spent weeks playing with and connecting different devices [AI tools]says John Farrar, Chief Creative Officer at The Playboy Bunny Murders Co-producer Future Studios.

“Many of the ideas were interesting at first, but of course they broke out at some point. It just wasn’t there yet and it didn’t occur to us that AI would solve the problem of cracking the next big format. It still depends on our people. It may change, but the ideas [it developed for us] derivative feeling.

“A Drake record wouldn’t be a Drake record if he didn’t record it,” he added.

Mike Beale, managing director of global creative and production support at ITV Studios, agrees, saying AI tools are nowhere close to coherently developing ideas that a human can’t imagine.

“If it uses existing content, it is the same as if one uses existing content. It’s the same principle,” he said. “When multiple ideas are used, it happens every day. We can do it for ourselves without the digital space destroying it for us. It’s not original unless it created something entirely new that connects to something, and I don’t know if AI has done that yet.”

Madi Woodstock, director of digital content and programming – written at BBC Studios, says that while AI is “obviously very intelligent”, it is not yet replacing development managers.

Dan Biddle, head of Metas Entertainment Partnerships for Northern Europe, added that AI should not yet be at the level where it can generate monetized content on Facebook or Instagram.

The principle of any distribution is that original content should be rewarded and the people doing the work should be rewarded through monetization,” he said. “On our platform, you can complete offers for branded content, subscription services and fan payments. How much do fan payments pay to AI? I don’t know that.

The executives spoke during a busy day at London’s BFI Southbank, where podcaster and PR industry veteran Justin Crosby’s TellyCast Digital Content Forum brought together influencers, executives, creatives, producers and students.

The likes of Lucy Luke, Head of UK Partnerships at Snapchat, Jasmine Dawson and Nat Poulter, Directors of BBC Studios, and Damien Viel, Chief Digital and Marketing Officer at Banijay, gave keynote addresses on their views on digital and branded content. Deadline was the media partner of the event, which attracted over 350 people who attended a series of talks and presentations throughout the day, before producers including BBC Studios, Spirit Studios, Quintus Studios, Wall of Entertainment and Soho Studios Entertainment sold their latest products. digital ideas during early evening pitching sessions.