• DPP partners with innovation agency Digital Catapult to launch Media Challenge 
  • Aims to “foster collaboration between content providers and solutions providers” 
  • Successful vendors will be invited to pitch solutions to content providers 


DPP: Media Challenge backed by Microsoft and Cognizant

The DPP has teamed up with UK government innovation agency Digital Catapult to launch the AI in Media Challenge.

The aim of the initiative is to demonstrate practical ways in which AI (artificial intelligence) and ML (machine learning) can improve media workflows. 

The DPP said that through its research it had identified that AI is often developed in silos and that it is sometimes a challenge for technology solution providers to develop highly accurate models, due to the lack of accessible high quality training data. Also, that content providers often lack the specialist skills to develop AI and ML solutions. This, the DPP said, has resulted in AI/ML solutions being deployed for mostly generalist use cases. 

DPP head of delivery and growth Rowan de Pomerai said: “The AI in Media Challenge will foster collaboration between content providers and solutions providers, to deliver solutions that really meet the needs of DPP members.” 

Technology companies have now been asked to respond to an open call via the Digital Catapult website. Those who are successful will then be invited to pitch their solutions to content providers. Solution providers and content companies will then be encouraged to work together to develop their solutions, with the most successful to showcase their achievements at a DPP event later in the year.  

The AI in Media Challenge is supported by Microsoft and Cognizant.