Content creation will be increasingly democratised by the transformative power of AI, but the potential to deliver new types of content and inspire a new generation of media creatives is arguably the greatest prize, according to experts at the IBC x Google Cloud Hackfest dry run.
Speaking at the kick-off event at Google’s London HQ, Justin Grayston, Head of Customer Engineering, Telco, Media and Entertainment UK & I, Google, explained the value of the hackfest format and its wider import.
“The aim is that the technology [involved] could be applied to any vertical, but it's very practical, somebody should [be able to] take it back to their day job and see the possibilities – that’s the real value here. By bringing people to the technology that may not be using it now, they'll see that, once you have the infrastructure piece, you can use these models, and it can be surprisingly easy to do things you thought would be much harder.”
“I also think there is an educational barrier to getting into the industry and an affordability one too – I remember when I was younger, I could never be able to afford Final Cut Pro as a baseline tool to deliver something of any quality. I think that the entry point [for content creatives] is going to drop, we will see that increasingly democratised,” he explained.
You are not signed in
Only registered users can read the rest of this article.
Virtual thinking: Is education keeping pace with industry requirements?
Investments in university-led facilities and studio partnerships throughout the UK have seen virtual production, real-time engines and hybrid pipelines move from the margins into mainstream curricula. But is higher education matching the skills demand from the industry? Michael Burns reports.
Vertical dramas: Market disruptor or passing fancy?
As studios begin to embrace the potential of vertical micro-dramas, should their rise be dismissed as merely a fad or a profound shift in the production, consumption and gender-bias of global storytelling?
ISE 2026: Thriving on an integrated identity
A show that mixes a vast number of different business areas shouldn’t work, but it does because the underlying technology is finally integrated.
Winter Wonderland: All the tech at the Milano Cortina Olympics
Between first-person-view drones, expanded real-time 360° replays, and a massive virtualised production setup, Milano Cortina 2026 is set to be a major step forward in immersive, scalable, and sustainable Olympic broadcasting.
Creator. Experience. Streaming: The new economies of broadcast AV
As brands, corporates, and creators claim their stake in the content landscape, the boundaries between broadcast and professional AV are dissolving. No longer just a convergence, the broadcast AV landscape is now shaped by new economies of creation, experience, and streaming.
