Making the Media S5E03: Efficiency and AvatarS

S5E03: Efficiency and Avatars

A leading technologist discusses the efficiency gains which news broadcasters are seeking to make using AI, including experimenting with AI-generated news readers.

Miro Ambra is the chief technology officer of the Slovakian-based system integrator and software developer, Traco Systems.

Traco have developed AI tools that integrate with Avid MediaCentral | Cloud UX. Miro says this heralds a new era in journalism, with AI assisting reporters and helping them verify sources. He says they have also begun preliminary work to create an AI-generated presenter for one customer, looking at options for reading short bulletins overnight. But he stresses they are making it clear that this is a 3D avatar and not a fake person.

Listen to Hear:

• Why customers are asking for AI-generated newsreaders and how this could be done
• The role of the cloud in news operations
• The need for efficiency across the news business

Our Guests This Episode

Miro Ambra Miro Ambra is the chief technology officer (CTO) at Traco Systems a.s., a position he has held since 2017. He began his journey with Traco Systems in 1998 as a technical engineer and quickly advanced to project manager. Under his leadership, Traco Systems has successfully executed numerous significant projects.

Miro played a key role in Traco Systems' expansion into the Czech market, overseeing projects for major broadcasters such as Prima CNN News, Česká televize, Nova TV (CME group), and Barrandov TV. He has been instrumental in building strong partnerships with industry leaders like Avid Technology, Vizrt, Telestream, and Ikegami.

As CTO, Miro has driven the company's research and development efforts leading to the creation of innovative solutions under the TracoApps brand. These include applications for Avid MediaCentral | Cloud UX such as Traco GFX, Traco MediaDistributor, and the Octopus plugin, as well as the AI-driven Traco AI platform.