As a seasoned film enthusiast who has spent decades immersed in the world of storytelling and creativity, I find this recent job posting by ITV to be nothing short of disheartening. With a career spanning over three decades, I’ve witnessed firsthand the power of human creativity, the magic that happens when real people with unique perspectives come together to craft stories that resonate with audiences worldwide.
The U.K.’s public broadcasting service, ITV, has faced criticism following the widespread sharing of a job posting seeking a “leader in innovative generative AI.
The ad, found on LinkedIn and other job platforms, announces a position that involves leading “innovations in AI-powered content creation for TV series, movies, and digital-only content within ITV Studios and ITVX.” This role also involves utilizing tools such as AI-created ideas, character design, and advanced production graphics.
The selected individual, stationed in London, stands to earn a salary of up to £95,000 (approximately $124,000) each year. They may also receive an annual performance-based bonus and enjoy a substantial vacation time allotment as well.
Television writers have expressed strong disapproval upon seeing the job posting. In response, Ellie Peers, the general secretary for the Writers‘ Guild of Great Britain (WGGB), stated: “We were taken aback to learn that ITV is considering hiring an AI expert to replace creators like us. While there seems to be no scarcity of story concepts, it’s unfortunate that there appears to be a reluctance to compensate them fairly. If ITV has an extra £95,000 to spend, it would be more beneficial to invest in screenwriters instead of relying on gimmicks. We firmly denounce this decision by ITV, and it raises significant concerns about intellectual property rights. We plan to discuss these issues with ITV as a top priority.
Other famed screenwriters have voiced their opinions too. “Derry Girls” creator Lisa McGee expressed her feelings as “extremely disheartening” and, given the way Al content is produced, she considered it ethically questionable.
As a film enthusiast, I’m expressing my concern that the proposed model might not hit the mark. To me, what truly makes a story great is its narrative, the mood, the perspective, and the personal touch – these are the elements that breathe life into screenwriting. It’s not just about mechanics; it’s an artistic expression as much as it is a skill. What I find particularly unsettling is the notion of replacing us, the creators who pour our hearts and souls into crafting these stories.
Liam Williams, the mind behind BBC comedy “Ladhood,” called the job posting he saw “discouraging” and encouraged creative individuals to consider joining professional organizations like the Writers’ Guild of Great Britain (WGGB).
Jack Rooke, the mind behind the BAFTA-winning Channel 4 comedy “Big Boys,” commented: “ITV seems to be overlooking the fact that their most successful scripted productions stem from authentic human experiences. Shows like ‘Mr Bates Vs The Post Office’ and enduring soap operas such as ‘Coronation Street’ have not only mirrored, but also influenced our society significantly. These are series crafted by writers who draw on real life, creating characters we’ve cherished for years.
ITV has always excelled at telling compelling stories. Instead of trimming costs by reducing human elements, ITV and its channel executives should invest more in nurturing creative writing talent to keep producing engaging mainstream content. The writers working for ITV should express this preference loudly and clearly until ITV recognizes the significant battle they might be facing if they don’t make these changes.
EbMaster has contacted ITV for comment.
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2024-10-21 14:46