Mumbai: AI being the buzzword wherever you head to, is here to stay. Having it as an enabler or an extension of your current workflow means marrying human and machine to create an eponymous being that brings the best of both worlds.

With implications covering almost all aspects of media and postproduction, there is no debate on the prevalence and longevity of AI. TV news broadcasters are slowly but surely picking up on certain applications and integrating it into their setups. From the first AI anchor to being used in content and social media, technology has sure come a long way.

The discussion explores the evolving landscape of television news broadcasting, specifically focusing on the crucial roles of AI-based clip creation and a digital-first approach on social media platforms. It examines the advantages of AI-generated content for news production, the strategies for engaging audiences on social media, and the future implications of these innovations for the industry.

The Rise of AI-Powered Clip Creation  

Artificial intelligence (AI) is rapidly changing how news content is produced and consumed. AI-powered clip creation tools enable news organisations to generate short, engaging video clips from longer footage automatically. These tools use algorithms to analyse video content and identify key moments, highlight important information, and  create compelling visual narratives.  

This technology significantly enhances eƯiciency in news production. Journalists can  focus on reporting and analysis while AI tools handle the tedious task of creating clips for various platforms. AI can also help personalise content by tailoring clips to diƯerent audiences and interests.  

For example, a news story about a political event can be automatically segmented into clips highlighting diƯerent aspects of the story, such as policy positions, public reactions, and expert analysis.  

Leveraging Digital-First Content for Social Media  

In today's media landscape, social media has become an indispensable platform for news consumption. Digital-first content is crucial for reaching and engaging audiences on these platforms. This approach emphasises the creation of content specifically designed for social media, rather than simply adapting existing TV news segments.  

Digital-first content for social media requires a diƯerent approach to storytelling and presentation. Videos should be short, visually appealing, and tailored to the specific platform. This involves using eye-catching visuals, engaging music, and concise language to capture attention in a crowded online environment.  

For example, a news story about a local event could be transformed into a series of bite-sized video clips, each highlighting a diƯerent aspect of the story and ending with a call to action for viewers to comment or share the content.

Short & Engaging Videos  
Content needs to be concise and visually captivating to grab attention in a short attention span environment.  

Strong Visuals  
High-quality visuals, such as striking photos, graphics, and animations, are essential for attracting viewers.

Interactive Elements  
Including polls, quizzes, and interactive elements can encourage viewer engagement and participation.  

Call to Action  
Encouraging viewers to comment, share, or visit the news website can build a community around the content.  

Advantages of AI-Based Clip Generation for TV News  

AI-based clip generation oƯers several advantages for TV news organisations:

Increased eƯiciency 
Improved content personalisation  
Enhanced audience engagement  
Cost savings  

By automating the clip creation process, AI frees up journalists to focus on higher-level tasks like reporting, research, and analysis. The ability to generate multiple versions of a clip tailored to diƯerent audiences allows for more eƯective content distribution and audience targeting.  

AI can also analyse viewer data to identify trends and preferences, enabling news organisations to create content that resonates with their target audiences.  

Engaging Audiences Through Social Media Platforms  

TV news organisations must strategically utilise social media platforms to reach and engage audiences. This involves understanding the unique characteristics of each platform and tailoring content accordingly.  

For example, on Twitter, news organisations can use short, punchy tweets to share breaking news updates, while on Instagram, they can utilise visually appealing stories and Reels to showcase behind-the-scenes content and connect with viewers on a personal level.  

Engaging audiences on social media requires more than simply posting news articles or video clips. News organisations must actively interact with their followers, respond to comments and questions, and participate in online conversations.  

This strategy builds a sense of community around the news organisation and creates a more direct connection between journalists and their audience.

Platform Content Strategy Engagement Tactics  

Twitter Short, concise updates, breaking news alerts  

Retweeting relevant content, responding to questions and comments  Facebook Longer articles, live videos, behind-the-scenes content  Running polls and quizzes, hosting Q&A sessions  

Instagram Visually appealing stories, Reels, interactive content  

Using relevant hashtags, collaborating with other accounts  

YouTube Long-form documentaries, interviews, explainer videos, engaging viewers with  comments, creating playlists  

Challenges and Best Practices for Digital First News  

While digital-first news oƯers numerous benefits, it also presents unique challenges.  News organisations must adapt to the ever-changing landscape of social media,  constantly evolving algorithms, and the need to maintain journalistic integrity in a fast-paced online environment.  

Here are some key best practices for digital-first news:  
Prioritise high-quality, original content  
Embrace multimedia storytelling  
Focus on audience engagement  
Monitor social media analytics  
Promote diversity and inclusivity  

By adhering to these best practices, news organisations can eƯectively leverage digital-first strategies to reach and engage audiences, maintain journalistic standards, and thrive in the evolving media landscape.

This article has been authored by  K S Avinash