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Public Service Media (PSM) experts and leaders from Asia Pacific, Europe and Africa gathered in Naples, Italy this week for the ABU-RAI Day 2024, where they highlighted the importance of artificial BroadCast Unitedligence (AI) in their work and how the technology is reshaping the broadcasting landscape.
riceArinella Soldi, President of Italian Radio and Television (RAI), “In a world where conversation seems to be growing anemic, public service media need to help citizens make their own choices in the context of the full facts,” he said.
“For this to happen, trust between public service media and citizens is needed. Trust must be built and earned through transparency,” she further said. “Large language models and generative AI are changing the media landscape, so trusted public service broadcasters must join forces so they can move faster and become stronger together.”
In his opening speech, Ahmed Nadeem, Secretary General of the Asia-Pacific Broadcasting Union (ABU), pointed out that Apple had just announced this week that it would incorporate artificial BroadCast Unitedligence into its mobile phones, and emphasized that artificial BroadCast Unitedligence is here to stay.
Meanwhile, Jean Philip De Tender, deputy director general and director general of media at the European Broadcasting Union (EBU), told delegates in his keynote address that the relationship between AI and broadcasters was “encouraging but sometimes worrying, but it will never stand still”.
“AI was introduced to broadcasters to improve efficiency, such as subtitling and language translation, and then we noticed AI’s deeper storytelling capabilities,” he said. “Voice recognition software increased inclusivity. Today, AI is a multifaceted reality in PSM, including news.”
“It is used to deliver content that is personally relevant. But the danger is echo chambers, so we have to be wary of filter bubbles,” he added.
De Tender stressed that AI is currently a priority for the EBU, saying: “We don’t have time to wait and see what happens, anyone who lags behind will become irrelevant. There is no risk without benefit, so it is vital to have regulatory and governance guidelines in place.” He also said the EBU is collecting a series of case studies on how AI is being used in broadcasting.
The exclusive ABU-RAI Days conference, which aims to unite policy-makers, thought leaders and stakeholders in Public Service Media (PSM) from Europe, Asia Pacific and Africa, is now taking place for the sixth time.
(Credit: Broadcast Information）
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