Zheng Yong, CTO of Alibaba Entertainment: Generative AI will trigger huge changes in the content industry, creating both opportunities and challenges in film and television production

Cover News Reporter Wu Yujia

Digital entertainment industry is being disrupted by generative AI, and with the release of ChatGPT earlier this year, the entire content industry is expected to undergo a massive transformation.. "On June 11, at the Intelligent Media Forum of the 2023 Global Artificial Intelligence Technology Conference, Alibaba Entertainment CTO Zheng Yong said that he would promote the deep integration of AIGC and film and television, innovate technology, and create AIGC capabilities suitable for the Chinese film and television industry.

Looking back at the development history of film and television, from sound films to color films, from special effects films to today’s films shot in the form of AR, VR, etc., every change is closely related to technological leaps. In the national "14th Five-Year Plan", focusing on promoting the prosperity of the cultural industry, it also proposes the goal of technological innovation to empower industry development and optimize and reconstruct the content production technology system. Alibaba Entertainment is participating in the digital upgrading of China's film and television industry, through the deployment of frame-sharing digital production and other technologies.

Zheng Yong introduced that Frameshare digital production has realized fully automatic calibration of 3D virtual shooting, allowing real-time tracking of the virtual background on the screen and the real image in front of the screen, improving the efficiency of picture space and color calibration by 30%. In addition, to realize the widespread application of 3D virtual shooting, it relies heavily on the precipitation and reuse of digital assets. Currently, Frameshare has introduced AI capabilities to assist production, which has increased the production efficiency of digital assets by three times.

Only by improving the speed of asset production and precipitation capabilities can the application of 3D virtual shooting be realized, thereby reducing costs and improving efficiency. "Zheng Yong said that currently, the on-screen materials in Frameshare 3D virtual shooting can be adjusted in real time on site. From a floating space station to a cloud, the position, angle, color and other effects can be adjusted according to the director's needs. The director can express his creativity on the spot; in this environment, it also helps the actors to enhance their sense of substitution and belief, which is completely different from the past performance through imagination in front of a green screen.

In addition, Frameshare’s 2D digital assets have been accumulated for more than 10,000 hours, including street scenes, landmark buildings, natural landscapes, as well as difficult-to-photograph environments such as snow scenes and seasides. "Compared with traditional green screen shooting, the 2D virtual shooting solution can save more than 50% of the cost of window scenes; the shooting efficiency of car scenes can be increased from 4 pages of scripts per day to 7 pages per day, and the efficiency is increased by more than 70%."

While AI has improved the production efficiency of the entertainment industry, it also allows creators to devote more energy to content creation and polishing. "Alibaba Entertainment will continue to explore the 'opening method' of cutting-edge technologies in the entertainment industry, and in more It plays a role in the emergence of high-quality works and allows art to be better presented to people." Zheng Yong said.

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