Many main tech corporations, significantly those who function within the TV {hardware} enterprise, have dipped their toes into authentic content material. Though it is had its personal free, ad-supported TV (FAST) channels for some time, is late to that occasion. Not for for much longer although, as the corporate is about to launch its first particular, a brief romance film, on TCLtv+ this summer time. There’s only one slight hitch: TCL is utilizing generative AI to make authentic content material for its platform, and early indicators don’t bode nicely.
The corporate has launched the primary trailer for Subsequent Cease Paris, which it is calling “the primary AI-powered love story.” TCL used human writers, in addition to actors for movement seize and voice performances. Whereas it has artists within the US, Canada, UK and Poland engaged on the venture, it relied closely on generative AI.
“I’m excited by this chance to distinguish us with authentic programming. AIGC [artificial intelligence generated content] for us is the start,” Chris Regina, TCL’s chief content material officer, advised . “It’s a brand new method and it is smart coming from a tech and {hardware} firm that that’s the place we’re going to start out.”
The plot of Subsequent Cease Paris, equivalent to it’s, sees a younger girl occurring her honeymoon to Paris alone after her fiancé ran off with somebody of their wedding ceremony occasion. She meets a stranger on the prepare and the pair discover the French capital collectively.
TCL is hoping that authentic content material will help draw viewers to TCLtv+ and assist construct a model identification for the corporate. Whereas it is not completely truthful to evaluate a movie based mostly on a trailer, the Subsequent Cease Paris clip offers a horrible first impression for each the venture and TCLtv+.
The look of the characters adjustments all through, from a reasonably lifelike type to the hyperrealism we frequently see from the likes of Midjourney, and so they venture all the emotion of a pair of lifeless fish. Lip syncing is sort of non-existent and the characters stroll in a really unnatural approach.
The trailer feels just like the worst form of fever dream. Saying this seems like rubbish can be an insult to rubbish. If “content material is king,” as Regina put it, Subsequent Cease Paris seems like a pauper.
The Hallmark Channel will get plenty of flak for its romance films and romcoms, however not less than there’s an earnestness and excessive stage of care behind the community’s output, which does loads to fill a niche within the theatrical slate. TCL is attempting to muscle into that area too.
“There’s an viewers there that is watching our service and we see a gap within the market with theatrical rom-coms not as prevalent,” Regina mentioned. “They seem to be a responsible pleasure. You get beneath a blanket and watch in entrance of your TV set. In order that’s the driving force.” On prime of that, TCL plans to make its authentic content material shoppable and have AI-generated “characters in our reveals that may be model ambassadors and influencers for advertisers.”
Fortunately, TCL is not solely engaged on AI-generated guff. “We’re doing conventional content material. So films, scripted reveals, unscripted content material, specials,” Regina, who wrote Subsequent Cease Paris with TCL chief artistic officer Daniel Smith, mentioned. “The following factor we’ve brewing is not AI in any respect.” That is good, as a result of no matter’s subsequent cannot look a lot worse than Subsequent Cease Paris.
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