We’re thrilled to announce that this summer, we were involved in not one, but two major media accelerator programmes. Both are focused on pushing the boundaries of what’s possible with AI in media, and we couldn’t be more excited to be part of the journey.
- Changing the Game Again
Champions: IET, Institute of Cultural and Creative Industries (University of Kent), Verizon Business
Participants: Xansr Media, Tesla Technologies & Software S.L., Spectral Compute Ltd, Monks
Following on from the success of IBC’s 2024 AI Media Production Labs, this year’s IBC Incubator 2025 sees us working on a cutting-edge proof-of-concept platform that delivers personalised sports highlights and real-time data.
Powered by AI and machine learning, this new platform curates sports content based on your individual preferences and how you interact with it—whether that’s by typing, speaking, or engaging live. Some of the standout features include:
- Bespoke overlays and dynamic camera angles
- Localised and tonal content adaptation
- Adjustable latency and context-aware updates
- A virtual sports companion for a more immersive experience
In short, this platform tackles the modern problem of content overload in sports broadcasting by serving up just what’s relevant, in a format that’s easy to digest. Think of it as the antidote to endless, unfocused streaming—intelligent, engaging, and user-first.
But it’s not just about sports.
The Institute of Cultural and Creative Industries (iCCi) is also exploring how this tech could benefit education, festivals, and cultural events—especially for mobile users with a second screen in hand. Here’s a taste of what’s possible:
In Education:
- Adaptive Learning: AI-driven summaries, quizzes and visual aids tailored to each learner
- Live Lecture Enhancements: Second-screen support offering real-time annotations and resources
For Festivals & Cultural Events:
- Tailored Schedules: Personalised line-ups and artist suggestions based on your preferences
- Augmented Engagement: Virtual guides and companions to enrich experiences
- Real-Time Analytics: Helping organisers respond to audience trends as they unfold
On Mobile (Second-Screen) Devices:
- Enhanced Interactivity: Highlights, behind-the-scenes content, live polls and more
- Multilingual Support: Live overlays and commentary in different languages
- Revenue Potential: Smart, targeted sponsorships and personalised ads without disrupting the main show
This AI-first approach marks a real shift—from passive viewing to intelligent, participatory experiences. It’s set to reshape not only how we consume sports and entertainment, but also how we engage with education and culture in a mobile, on-demand world.
- A Framework for Generative AI
Champions: VRT, RAI, YLE, EBU, ITV, Institute of Cultural and Creative Industries (University of Kent), GLOBO
Participants: Pluxbox, Yaara Marchiano, Studio Deussen, Animatix, Google
Our second project aims to tackle a big question:
What role should creatives play in the content value chain in the age of AI?
We’re collaborating with a global team of broadcasters—ITV in the UK, Globo in Brazil, YLE in Finland, and others—to develop a robust Generative AI Framework for media production. The idea is simple but powerful: to enable broadcasters to quickly create high-quality content like scripts, promos, trailers, social posts and ads—all via prompt-based generative tools.
Here’s what the project is looking to achieve:
- Speedier and more scalable production workflows
- Creative assets customised to audience preferences
- Smarter automation for marketing and promotional content
- Real-time responsive ads that actually feel relevant
It is worth noting that integrating AI into traditional production pipelines isn’t without its limitations. That’s why the framework will also include clear guidance on what AI can and can’t do—making sure broadcasters adopt it thoughtfully and effectively.
As part of the project, we’re also exploring AI in animation, with the goal of producing a 5-minute short film and trailer using on AI generative tools. From narrative to visual style, everything will be shaped to retain emotional depth and cultural relevance—two things AI often struggles with.
We’ll also be testing how well current AI tools can slot into each stage of the traditional production process: from pre-production and scripting to editing and post, so that AI becomes a trusted creative partner, not just a gimmick.
From tailored sports highlights to AI-crafted animations, these projects show just how much the media landscape is evolving. With the right framework and creative vision, AI isn’t just about efficiency—it’s about reimagining how we tell stories, share culture, and connect with audiences.
We’re proud to be part of this transformation, and we can’t wait to share what we learn along the way.