A follow-up to the National Association of Broadcasters show
Author: Michael Richter
 
You’ve probably heard a lot about Web 3.0. The technology terms typically associated with this include blockchain, Artificial Intelligence (AI), Machine Learning (ML), Non-fungible Tokens, (NFTs) and in some supporting ways, Internet of Things (IoT), virtual production and augmented reality.  
 
I’m not going to cover all of these in this article, but having worked with blockchain and AI, I’ll touch on how blockchain and AI , both enhanced by virtual production are disrupting the media and entertainment industry. Plus, I’ll share what I heard about Non-Fungible Tokens (NFTs) from expert panelists. I’ve always taken on my role as a marketer in the technology industry as one of an educator, communicator, and sometimes even as an entertainer. In my opinion, learning about complex technology solutions can be fun and entertaining. It just takes a little effort to demystify the complexities to make it understandable and help business users apply it to their organizations. Coming up with real-world use cases and analogies helps to explain things and makes them relatable or relevant.
 
With that in mind, I’ll share some of my experiences at the National Association of Broadcasters (NAB) show in Las Vegas, April 15-19th, 2023.
 
What is blockchain from the perspective of the media and entertainment industry? And why should any creator of content that makes fine art, a film, commercial spot or digital asset, want to know about blockchain?
 
I like to describe it as a technology that is disrupting traditional models that have a central authority that holds a lot of control for ownership rights, publishing and distribution. Blockchain is not necessarily linear or in a sequence. Sometimes you might see a drawing of a big chain with little compartments on the chain, but it’s actually more organic and not as straight forward as that. It is decentralized. It’s like a collection of content that can be accessed or interacted with, without having to go through an intermediary or central authority. Think of it as the democratization of the internet where anyone can own their own creation. It can have value, be retained, exchanged or even sold. Once something is made and posted to a blockchain, it is secure and it is immutable, meaning it cannot be changed. It’s been around for a while, but it’s not ubiquitous yet. It’s evolving.
 
From the perspective of the media, entertainment, and broadcasting industry, Web 3.0 has the potential to significantly disrupt traditional models of content distribution and consumption. As in a collective, each piece can be created, owned, and contributed to by the original authors. The collective could be the consolidation of many parts. For instance, blockchain can be used as a component of the filmmaking process for content creation. It won’t be long before a masterpiece will be made up of many individual masterpieces! It is going to change our world.
 
In the media and entertainment industry with applied blockchain technology, creators can be enabled to have more control over their content and revenue streams. With decentralized platforms, creators can monetize their content directly from their audiences without the need for intermediaries, such as streaming services or production companies. This could lead to a more equitable distribution of revenue, as creators can earn a larger share of the profits.
 
I say ‘could’ because there are still some challenges.
 
First, like any new technology, it’s not widely understood or adopted. This means there are not a lot of standards so that applications and platforms are all speaking the same language or using the same tools. This means content cannot always be created easily then exchanged or sold.
 
Second, there are technical limitations that can result in slower performance so that is also a barrier to adoption.
 
Third, regulations around blockchain and cryptocurrencies are complicated and uncertain so currently, there is more risk. Things are getting worked out. It’s just a matter of time.
 
We all know that old habits die hard. Traditional models in the media and entertainment industry don’t change overnight. The big players don’t relinquish control easily.  There is a lot of legacy. Some of us know how hard it was to move from a daily planning notebook to a Franklin Organizer to a Blackberry and now we’re with Androids and iPhones. And, we don’t even have type in our to do list, we can just speak to convert to text or pass along our audio message!
 
There were a lot of Web 3.0 early adopters showcased at NAB and they are doing amazing things. The excitement and energy were contagious. I heard from many speakers that were already entrenched in Generative AI which refers to making things like images, text, audio and video. Writers, filmmakers, technicians, camera operators, editors and producers were all well-represented and sharing their stories. Most were extremely excited about all the new tools and timesaving tasks. Films are being funded and distributed using blockchain technology. It’s only a matter of time that the world will see more feature-length movies created by content that was brought together using blockchain. AI is being used to write scripts, evaluate facial recognition and voices, select visual content, and edit digital videos. Check out this article on AI and ChatGPT.
 
That’s a good segue to Non-Fungible Tokens (NFTs). These are unique digital assets. It can be digital art or music or gaming items. They have metadata meaning, attributes of the item such as a title, keywords that describe it, the creator and the date it was created. I think of it as a new way for creators to make digital things. When you take something like a photograph or a video or a few lines of music, you’re creating a digital representation of that photograph, video or music. They cannot be replicated or exchanged for something else. The process of making that digital asset is called minting. Once your digital asset is minted, it’s an NFT and essentially you have a certificate of ownership for it. The process of minting may seem daunting, but don’t worry, there are many platforms that help you mint your own NFTs. All you do is choose an NFT marketplace, create your account, connect a cryptocurrency wallet, then upload your content that you want to mint. Then, as for any asset, you define the attributes like its name, description, owner, etc., set your price and then you mint it! Now you can track it, sell it, or keep it for yourself since it’s on the blockchain and you can use your connected wallet. And remember, all of the attributes flow with that NFT.
 
At NAB, there were some brilliant speakers that know intimately how it all works. As with any new technology, there’s a lot of work being done to get some standard protocols in place such as a standard way for tying assets with encryption for authorization. As these become more established, more people will start to mint NFTs and use the marketplace. It will become second nature for creators. But the main point is that ownership and control of the digital asset resides with the creator and the middle parties are removed.  
 
I also heard a great explanation that resonated with me where people create NFTs as a novel immersive three-dimensional experience. An example would be creating a character that gets used in a 3D experience such as virtual Reality (VR) or augmented reality (AR). The creator owns that character since it’s an NFT. Another interest example would be someone who works in real estate development creates an immersive 3D experience of buildings and landscapes for others to explore. Sounds like fantasy, but it could have real-world applications or perhaps just open people’s minds to new ways to doing things.
 
Web 3.0 can also enable more immersive and interactive experiences for audiences. Virtual production tools are being integrated for content creation and distribution. These technologies are starting to be utilized more frequently and the cost is coming down at the same time as the technology advances. Creators are getting more access to virtual and augmented reality tools to create and manipulate content in real time.
 
Magicbox is a great example. The Magicbox Superstage™ and Magicbox Superstudio™ were both represented on the exhibit floor at the Las Vegas Convention Center. They are virtual mobile production studios all in one. The Magicbox Superstage™ only took minutes versus hours to set up and was used for many live presentations and panel discussions. The open stage had three LED walls with different visuals applied. Simultaneous real-time captioning and streaming also supported the presentations. Not only was it a ready-made stage, but it was an LED virtual production studio enabling it to resemble real-world environments or entirely new virtual creations, saving time and money compared to traditional on-location shoots. Best of all, the entire studio is on a semi-trailer and completely mobile!
 
The Magicbox Superstudio™ orchestrated an immersive experience at NAB. Show attendees could participate in a short film while sitting in a passenger train that was speeding past the Chicago suburbs. Or they could participate by driving a sports car as it raced across the desert. There was a camera crew managing the entire production. Once recorded, a media collaboration tool, Frame.io was utilized along with some stock B-roll to produce short video clips. These links were sent to participants who could view and download their own mp4. In fact, here’s an example of my friend Janis and me in that sports car! https://f.io/H9dIfRo3. Imagine the possibilities as an event planner launching new products, creating immersive experiences and recording multiple customer interviews on-site at an annual conference.
 
From a creative standpoint, the possibilities in the era of Web 3.0 are endless. All this will lead to new forms of storytelling and entertainment that were previously not possible with traditional media tools and legacy systems.

For a video overview of this article, click here. 
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A Recap from National Association of Broadcasters show
Author: Michael Richter
 
I attended the 2023 National Association of Broadcasters in Las Vegas from April 15-19th and it was an eye-opening experience.
 
Generative AI (see video!) was a major theme and I attended many panel sessions and exhibits to engage with early adopters of Generative AI tools. I find that in the media and entertainment industry, and with broadcasters, there tends to be a lot of early adoption of new technology. There was a lot of energy and excitement at the conference and a feeling that something new is afoot. It reminded me of the days I worked for News Corporation, MGM and Turner during the pioneering days of cable and satellite TV in Asia Pacific during the 90’s. Back then, we were pushing the envelope with new technology and expanding into new markets. It was a mix of technology blended with access to new content to the far reaches of the world. The energy today feels similar. Creative professionals are now working with new and more accessible technologies with amazing results.
 
Traditionally, it was just professionals involved with emerging technologies that were in the know. Product marketers would help to communicate and demystify these complex technologies through events, eBooks, blog articles, and videos. I worked as a product strategist and product marketer with blockchain, IoT, AI and experienced how these have been applied to SaaS applications for CX, SCM and ERP.
 
Enter ChatGPT. It’s a whole new ballgame.
 
I believe most of my technology colleagues will agree that the rapid rate of adoption for ChatGPT is unprecedented. I decided to attend NAB in Las Vegas with a mission to figure out how to apply AI to everyday marketing tasks associated with a typical video asset. What I learned was phenomenal.
 
The first step in any project is to know your customer. That requires research. Not everyone takes this first step. Have you ever been in a meeting with a customer and some of the team members in the room don’t know the industry, location, size or current strategy for a customer that you are discussing their next video project with? In the fast-paced world we live in, sometimes there is simply not enough time to get up to speed with even the basics.
 
But now, instead of sifting through web pages, Linkedin profiles or other searches on browsers, now you can create a prompt in ChatGPT to quickly learn about your customer with a response that resembles human language. And sure, there are instances where the result is not accurate and that’s why humans need to be involved, but often you will get something to start with from which to iterate and evolve until you feel comfortable with the result. The more detailed your prompt, the better your result. Why not build this into your pre-production workflow?
 
For videos, story concepts need to be conceived, storyboards created, and scripts written. It can take many hours, days and sometimes weeks to land on a good idea before presenting a draft to client stakeholders. Imagine if you could reduce that time to a fraction of what it was. Multiple iterations of creative concepts can be developed with the help of AI. It’s a way of brainstorming, cross pollinating ideas, and branching off into different realms. Once a concept is agreed upon by the creative team, they can create a draft of a script with a specific number of words such as 150 words for a 1-minute video or 30 characters or less for a title. Need a description for a set of thumbnails? No problem, you can generate a variety of them to choose from by deriving them from the script.
 
From that story and script, marketers can also generate multiple quotes and then ask which one will perform best for SEO. Need a 15-second, 30-second or 1-minute version of a 2-minute video, no problem, that can easily be accomplished in seconds.
 
And then there’s metadata. It’s the information that is used to search and find assets. How can ChatGPT assist? How about just asking it to provide 10 keywords based on the script that you have vetted? Presto! You have 10 keywords to start with versus manually creating them.
 
Sure, it may not be perfect, but in the early stages of drafts and when there are many stakeholders, why not nail down the length and deliver something quickly so everyone can weigh in early and then you will know what resonates before taking the next step?
 
The bottom line is, with the ability to do things in minutes versus hours and days, there’s more time to focus on creative versus the minutia, more time to make things perfect and finesse the concept, and faster time to manage all the requirements to publish and distribute videos.
 
And that’s only scratching the surface because that’s just text-based prompts with text responses. There are many tools being used to work with visual content, facial expressions, voice and virtual imagery.
 
No doubt, there are ethical considerations and concerns. Legal teams at companies will need to determine how to put guardrails on the use of AI and where and how to build them into their workflows. Users need to become more aware of copyright laws and use of likenesses because surely there will be cases of abuse. It’s probably better to play it safe and be conservative rather than to take risks at this juncture.
 
Most major media companies are developing new content using AI but many haven’t taken these public yet as they are working through some of the legal, copyright and IP issues. But the point is, it’s happening, and at a rapid pace.
 
Just for fun, after I wrote this article, I put it into ChatGPT. I asked it to tell me how many words it was, to provide me with three quotes that came out of the article, a title under 30 characters, keywords, a 150 script and even an outline for a video. It took less than a minute to do all this. Do you think it’s time to learn more about prompts for AI?