*Wang Lu, Jamaluddin bin Aziz

Abstract:

Despite rapid advancements in Artificial Intelligence-Generated Content (AIGC) across various sectors, research on its specific implementation within the Chinese broadcast media industry remains limited, particularly regarding its impact on content generation efficiency, quality, and associated challenges. This exploratory study investigates AIGC technology applications in content creation workflows within the Chinese broadcast media, contributing unique insights from China’s distinctive digital ecosystem shaped by the “Great Firewall” and specific regulatory environment. Guided by the Media Ecology Theory, this research employed a qualitative approach through semi-structured interviews with key executives from two leading Chinese film and television companies. The study reveals that AIGC technology brings significant operational efficiency improvements, including approximately 50% increased 3D rendering efficiency and substantial reductions in time and costs for scriptwriting, graphic design, and video editing.

Keywords: Artificial intelligence-generated content (AIGC), Chinese broadcast media, content generation efficiency, media ecology theory, human-AI collaboration