This contrast reflects how global media companies are considering using AI technology in their coverage of the 2024 Paris Olympics.
NBCUniversal is working on broadcasting the Olympics for U.S. audiences using a number of AI technologies, including recreating the voice of a legendary sportscaster. Meanwhile, for Warner Bros. Discovery’s European sports division, the technology is still too new for roles like sports commentary.
Warner Bros. Discovery, which will stream the Olympics across Europe, has received demos translated into different languages from tech companies, but the demos lack the emotion often found in thrilling sporting moments, said Scott Young, senior vice president at Warner Bros. Discovery Sports Europe.
“Every part of the demo seemed to translate the words correctly, but didn't capture the emotion properly,” he said.
For example, when Italian sprinter Marcell Jacobs stunned the world by winning the men's 100-meter gold medal in Tokyo, Italian commentators chanted, creating a real moment that "brought the story back to life," Young said. "It's very hard to automatically create that."
A general view from inside Trocadero Square during the opening ceremony of the Paris 2024 Olympic Games on July 26. Photo: USA TODAY Sports
Meanwhile, US viewers will get to experience AI when watching the Olympics on NBC or the Peacock streaming service thanks to a new partnership between NBCUniversal, Google and Team USA.
AI-enhanced Google Map images of Olympic venues will give viewers a sense of Paris, while NBC hosts will be able to answer questions about the competition using Google's AI search.
NBCUniversal will also use AI to create personalized daily recaps of Olympic events, narrated in the recreated voice of sports commentator Al Michaels.
NBCUniversal said it could produce nearly 7 million different daily recaps during the Paris Olympics. The media company has a broadcasting rights deal for the Games, having paid $7.65 billion to broadcast the world's biggest sporting event through 2032.
Olympic Broadcasting Services, which produces neutral content that can be used by media companies around the world, is also using AI to help quickly cut large amounts of footage into short highlights, but it is also wary of the risks of deepfakes.
With AI capabilities evolving at such a rapid pace, it may not be long before European sports fans see more of this technology.
“It probably only takes one more Summer Olympics to see the real impact,” Young said. The next Summer Olympics are the 2028 Los Angeles Olympics.
Ngoc Anh (according to Reuters)
Source: https://www.congluan.vn/cach-cac-dai-truyen-hinh-su-dung-ai-tai-olympic-paris-post305171.html
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