Otago Productions

The AV production profession is changing. And it's changing because its image is deteriorating. 
Rendered accessory by the technological progress of AI, oversized in the face of end-consumer expectations, and unreadable for most buyers & investors who don't understand what they're buying.

AI: a vast subject. Already a little less vast when applied to AV production, Otago Productions' position clarifies its contours, going against the prevailing thinking in the sector: its use effectively replaces a number of key positions & sometimes even produces deliverables of equivalent quality to what a professional in the sector would produce. Screenplays, storyboards, moodboards, scripts: these are all technical documents on which the use of AI, based on a synopsis or brief, can produce a quality rendering that complies with contractual production standards. When it comes to pre-production, there's little that AI can't do. The only investment in human time seems to be in building the network architecture that needs to be developed later.

It's much the same in postproduction: automated editing, color-grading and sound-mixing presets, standardized graphics by production line (or by type of customer, or by customer account more broadly), editors' jobs can be replaced, or ultimately relegated to the status of production-line supervisors, who make sure that the process runs smoothly on an industrial scale. So who's left? Three key positions: producer, operator & developers. “To produce what?”“To tell what?” Too many questions remain unanswered in the face of buyers' inability to project themselves into the expectations of their end-customers. BtoB? BtoC? BtoBtoC? And beyond that, the end consumer has probably already adopted all the irregularities of passivity, certain of nothing but convinced of everything.