The role of technology in media development was discussed at CIPRe

Within the framework of the conference "Digital Industry of industrial Russia" there was a discussion "Robots on the air. How technology is changing media." The speakers discussed how artificial intelligence can help modern media develop, and where it competes with them. Dmitry Mednikov, Managing Director of the Russian Media Group, shared the holding's case and talked about how RMG uses neural networks.

Artificial intelligence – assistant or competitor – this question has recently been asked by many experts in the media industry. It is becoming obvious that the further development of the industry will go hand in hand with the improvement of neural networks, which, if used correctly, can become allies of the classical media.

Today, neural networks help create content and blanks for it, act as correctors, allow you to get away from stock photos, and rewrite printed materials. Dmitry Mednikov, Managing Director of the Russian Media Group, noted that the role of artificial intelligence in the analysis of broadcast and online audiences is enormous.

"RMG has about 1.5 billion online listeners, which is quite decent for a company that originally existed in an analog version," says Dmitry Mednikov. – And neural networks allow you to work effectively with analytics and large databases. We are also already seeing how AI-based technologies will help personalize playlists and launch new streams in collaboration with professional sound designers and program directors. And although radio, especially Russian Radio, is still the prerogative of live performers, it is difficult to give a 100% guarantee that neural networks are not involved in the creation of songs that sound on the air."

Dmitry Mednikov also spoke about the experiments that the Russian Media Group is conducting with digital creativity. The holding was one of the first companies not only in Russia, but also around the world to launch an online radio completely created by a neural network. And on the waves of DFM radio, the track "Night, street, lantern, pharmacy..." by the virtual artist DJ Blocknote sounds. The song gets hundreds of thousands of online listeners and literally gives a second life to the poetry of the Silver Age.

CIPR speakers also discussed other areas of AI application in the media business.

All the speakers agreed that AI is already in high demand in the professional media industry. Nevertheless, neural networks will not be able to bring real benefits to the audience without live human participation. All this becomes the basis for the creation of new professions and new creative formats.

Representatives of the media industry are creating a new format for interacting with neural networks, adopting them and integrating them into business processes. "How to write promts correctly, how to set technical specifications" are questions that are at the top of search engine topics today, and one of the most sought–after professions in the near future will be an industrial director.