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.
Truth in the age of deepfakes: Building trust in the human-machine era
As deepfakes become prevalent throughout the media industry, experts at the BBC, Guardian, and ITN wrestle with the implications of today’s unprecedented levels of disinformation and distrust.
Rory Peck Awards: Truth has never needed its defenders more
This year’s Rory Peck Awards was an affirmation that press freedom is in severe danger, that it has become a vicious fight to sustain that facts matter. George Jarrett reports.
Camerimage: “The time to be afraid of AI was two years ago”
The festival of cinematography remains political with the rise of AI and gender equality bubbling beneath the surface.
.jpg)
Content Everywhere: Disruptive forces in 2025, from AI to ROI and SGAI
Looking back over 2025 to date, it’s clear that AI continues to widen its role in the Content Everywhere ecosystem, and many companies are becoming more discerning about how and where the technology should be applied to streaming and video technology. Clearly, there is still much more to come, and much more to learn, but what have recent developments taught the industry to date?
Scalable broadcast tech provides backbone for Esports World Cup Festival
Tasked with producing the festival side of the 2025 Esports World Cup in Riyadh, Saudi Arabia, Vanguard engineered a multi-venue broadcast workflow built on Blackmagic Design infrastructure to handle weeks of continuous live programming.
