Innovative development of the broadcasting industry in the context of artificial intelligence

In the context of large-scale digital transformation, the television broadcasting industry is in a continuous innovation process. At the top of technological innovation is artificial intelligence, the tools of which are the most popular intelligent solutions. Their application in the field of television broadcasting ensures fast processing of big data, optimization of information collection processes, content creation and its instant delivery to the consumer.

Aim. Identification, systematization and analysis of the functional capabilities and conceptual features of the use of artificial intelligence tools in the main segments of television broadcasting, development of a conceptual framework for the effective use of artificial intelligence in television broadcasting.

Methodology. The theoretical basis of the study is the scientific works of foreign and media researchers, scientific articles in peer-reviewed and specialized publications, Internet resources. In the course of the study, the methods of included observation, theoretical generalization, comparative analysis, tabular method, empirical methods (the author’s practical experience in television) were used.

Results. The article reveals the similarities and differences between artificial intelligence and human intelligence, updates and systematizes the possibilities of using artificial intelligence tools in television broadcasting. The author defines and structures the main risks and problems associated with the use of artificial intelligence tools in television broadcasting, and offers a set of recommendations for improving the practice of implementing and developing artificial intelligence tools in the broadcasting industry.

Research implications. The scientific novelty of the study lies in the fact that for the first time the principles and conditions for the use of artificial intelligence tools in the broadcasting industry have been formulated, which can serve as a conceptual basis for further media research in this scientific field. The obtained results of the study are of practical significance for all television companies implementing artificial intelligence tools. The article may be useful for media managers, media experts, media researchers, teachers of specialized departments, masters and postgraduate students.

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