DefinePK

Abstract

The study aims to explore the opportunities and challenges associated with the integration of Artificial Intelligence in the Private broadcasting industry of Pakistan. This qualitative research utilized semi-structured interviews with ten industry experts, selected through purposive sampling including senior and executive producers with ample experience in the field.  Manual thematic analysis was performed to identify key themes related to AI's impact on the industry. The findings suggest several opportunities such as catalyzing enhanced content creation, improved audience engagement, and operational efficiency. However, significant challenges were also noted, including financial constraints, technical complexity, language barriers,  ethical considerations, and lack of regulatory frameworks. This study underscores the need for strategic approaches to navigate the complexities of AI adoption in broadcasting, ultimately aiming to enhance both operational capabilities and audience experiences. Future research should consider broader geographical contexts and incorporate quantitative analyses to validate these insights further.