Can generative AI help make better TV
and movies for streaming and linear TV? Absolutely.
But don’t look for AI to help companies like Netflix choose better TV shows — or to replace creators. The latter is an obvious
concern for TV and movie producers everywhere now the Gen AI has moved into the mainstream of many businesses.
At a recent industry event Ted Sarandos, co-CEO of Netflix said: “I look at
Gen AI as a tool for creators to create content, not for Netflix to create instead of creators.”
For Sarandos, the jury is still out; he isn’t exactly enthusiastic endorser — yet:
“If it doesn’t [work] I think it’s going to be part of somewhere in the hype
cycle of what it is right now.” Well, big hype can be found everywhere in entertainment. So it has company.
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Look deeper to a more natural area of creativity, says Sarandos:
Video games, something Netflix continues to fool around with.
“In some ways, it’s going to be a training ground for storytellers and creators, which is great. In other ways,
it’s a way that people kill time,” he said.
In some ways Netflix still seems conservative operation. While it probably had the wherewithal to bid and compete for major season-long
TV content — like the NFL — it decided not to go for the pricey, possible way-less profitable content which would have extended its reach
Instead, it is testing some key end of the regular
season game: Two special Christmas Day games. Sports may not necessarily be all or nothing deal for a legacy TV network or digital first video distributor or platforms.
For Netflix, it seems
to pursue some uniqueness — whether it’s a new TV series, movie, unscripted, or live competition show or otherwise.
Sarandos realizes you can’t follow all media and entertainment behaviors by
modern consumers: “You can be careful not to get too distracted by chasing everything that people are doing".
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