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In this episode of Vitrina Podcast, we welcome Renard Jenkins. He is the President and CEO of I2A2 Technologies, Labs and Studios, a firm specializing in ethically responsible solutions for various industries. He is also a seasoned executive in technology and media, serving as President of the Society of Motion Picture and Television Engineers (SMPTE), and has held leadership roles at Warner Bros., PBS, and other major organizations.
So I2A2 is the way that we look at our company: to be inclusive in the way that we innovate, help people integrate, advance technology, advise on its use, and ensure accessibility. We’re not just looking at individuals who are neurotypical but also the neurodiverse, creating a space for everyone. That is what I2A2 stands for.
Podcast Chapters
| Time | Topic |
| 00:00 | Introduction and Background |
| 03:04 | Creating Ethically Responsible Tools |
| 08:37 | The Importance of Standards |
| 12:55 | Challenges and Opportunities in Localization |
| 14:23 | The Role of Standards in the Supply Chain |
| 23:30 | The Changing Landscape of Viewer Preferences |
| 27:05:00 | Digital Transformation Challenges and Opportunities |
| 31:03:00 | Enhancing Storytelling through Audience Engagement |
| 32:31:00 | Responsible Use of Media |
| 34:06:00 | The Power of Engagement |
| 35:00:00 | Transmedia: Developing Content for Multiple Platforms |
| 39:46:00 | Applying Predictive AI in Workflows and Decision Engines |
| 42:42:00 | Optimizing Processes with Predictive AI |
| 46:03:00 | Change Management and Human Buy-In in AI Implementation |
| 50:47:00 | The Confluence of Creativity, Technology, and Engineering |
Financial advisors, who seem like geniuses, have long used predictive AI to foresee market trends. This technology relies on mathematics, statistics, and probability. No shade to financial advisors, but their tools predict favorable outcomes, similar to how predictive AI streamlines processes in the media and content creation industries. This technology optimizes the most valuable resource of any business: its people. Leaders must understand that supporting their workforce is crucial for longevity, and predictive AI facilitates this by making jobs easier and integrating processes across production, supply chain, localization, and distribution.
Key Takeaways:
- I2A2 Technology Labs and Studios focuses on creating ethically responsible tools to solve problems across multiple industries.
- Standards are crucial for interoperability and ensuring a streamlined supply chain.
- The digital transformation has brought challenges and opportunities, including the impact of streaming, the role of gaming engines, and the value of metadata and data analytics.
- Understanding audience engagement through biometrics and neuroscience can enhance storytelling and content creation.
- The responsible use of media is crucial in the digital transformation, and efforts should be made to close gaps in representation and change harmful portrayals.
- Engagement plays a significant role in various industries, including sports, entertainment, and gaming.
- Transmedia allows for the development of content that can be adapted across different platforms, enhancing creativity and reaching a wider audience.
- Predictive AI can be applied in workflows, decision engines, and optimization, streamlining processes and improving efficiency.
- Change management and human buy-in are essential when implementing AI solutions.
- The media industry is a confluence of creativity, technology, and engineering, and advancements in tools and techniques are constantly shaping the industry.
Sound Bites:
- “We do research and development and we are studios. The goal of what we focus on, we’re a software development company, you know, first and foremost.”
- “No matter how efficient we get something or we build something or we design something, there’s always going to be a way to make it more efficient.”
- “Localization is interesting, but if you enter it thinking that it’s just about changing the voice, you’ve already lost the balance.”
- “We have to be responsible in the way that we use this tool because we essentially control how others see the world.”
- “Engagement and measuring engagement is key in various industries.”
- “Transmedia is about developing content that can be adapted across different platforms.”
About SMPTE (Society of Motion Picture and Television Engineers):
SMPTE is a global society of more than 5,000 diverse and engaged members, including creative professionals, media technologists, and engineers. Members transform the industry through Standards Technology Committees with 800 engineering standards and guidelines developed to advance global interoperability of hardware and software; advance their careers through our vast educational offerings; and have access to our invaluable network of mentors and colleagues via local and global industry events. Collaboration leads to innovation, and SMPTE is proud to provide members a space to do both.
Networking Opportunities: Connect with media professionals, technologists, and engineers in various global hubs like Hollywood, New York, London, and Toronto.
Access to Cutting-Edge Standards: Stay updated with the latest SMPTE standards and recommended practices, which are vital for ensuring technical excellence in the media industry.
Educational Resources: Benefit from virtual courses, webcasts, and the award-winning SMPTE Journal to keep your knowledge and skills up-to-date.
Industry Events: Participate in SMPTE’s Media Technology Summit, local section meetings, and other events to learn about the latest innovations and trends in media technology.
Professional Recognition: Gain recognition through prestigious industry awards, and opportunities to contribute to influential committees and working groups focused on advancing media technology.
