Artificial Intelligence in Television Arts and Sciences: Strategies for Integrating Intelligent Technologies into the Design of Digital Television Drama Content 10.35781/1637-000-154-005

Abstract

This study aimed to explore the utilization of artificial intelligence in the design and production of digital television drama, and to analyze the current state of its use, the strategies adopted, the expected benefits, the challenges faced, and professionals’ future orientations. The study adopted a descriptive-analytical approach based on a questionnaire consisting of five dimensions and 30 items. The questionnaire was distributed to a purposive sample of 50 participants working in scriptwriting, directing, television production, digital editing, visual effects, as well as AI experts and academics specialized in digital media. The results indicated that media institutions have begun integrating artificial intelligence technologies into all stages of drama production, starting from idea development and audience preference analysis to visual planning and post-production. This integration includes a focus on training professionals and adopting clear strategies for the use of intelligent tools. The findings also revealed that artificial intelligence contributes to improving content quality, reducing costs and time, and enhancing precise audience targeting. However, several challenges were identified, most notably the lack of specialized expertise, weak digital infrastructure, concerns regarding human creativity, and financial and regulatory constraints. Furthermore, professionals demonstrated strong optimism toward the integration of human creativity and technology, anticipating increased reliance on artificial intelligence in digital drama production in the future. The study concluded that investment in training, digital infrastructure, and the establishment of clear regulatory policies are key factors in maximizing the benefits of artificial intelligence in the modern television drama industry. Keywords: Artificial Intelligence, Television Arts and Sciences, Strategies for Integrating Intelligent Technologies, Design of Digital Television Drama Content.