Artificial Intelligence Strategy Division Established at Scripps

E.W. Scripps Embraces AI and ATSC 3.0 Technology with New Leadership Appointments

E.W. Scripps, a leading media company, is set to reshape its operations and culture with the integration of artificial intelligence (AI) and Advanced Television Systems Committee (ATSC) 3.0 broadcasting technology. This transformation is spearheaded by a newly established leadership team and several key appointments.

Kerry Oslund, currently on the board of the Advanced Television Systems Committee (ATSC), has been named the vice president of AI strategy. Oslund, who has been with Scripps as the vice president of enterprise strategy and business development, emphasises that AI has the potential to become another foundational asset for the company, similar to spectrum.

In the newsroom, Keith St. Peter has been appointed as the new director of newsroom artificial intelligence. St. Peter, who joined Scripps in 2021 and most recently served as news director at KIVI Boise, Idaho, will lead AI strategy for news and report to Christina Hartman. St. Peter's emphasis in this new role is on the evolving use cases of AI in newsrooms while ensuring journalistic integrity, accuracy, and fairness.

Hartman, who served as co-chair of Scripps' AI Governance Committee and published AI guidelines on the company's Media Trust Center, has been named vice president of emerging technology operations. Her new role is as the head of Scripps News, which has moved to streaming-only platforms. Hartman expressed excitement about driving AI fluency within the workforce and its adoption within workflows.

Laura Tomlin, the Chief Transformation Officer at Scripps, stated that the goal is to transform the organization into a nimble environment that fosters innovation, inspiring revenue growth, efficient workflows, and new product development. Oslund is excited about Scripps leading in both AI and ATSC 3.0 broadcasting technology.

The new head of AI strategy in the newsroom at E.W. Scripps is not mentioned in the current data. However, the leadership team's goal remains clear: to leverage AI to create a more efficient and innovative newsroom that delivers high-quality content to audiences across various platforms.

Keith St. Peter's emphasis on journalistic integrity, accuracy, and fairness, combined with Hartman's focus on driving AI fluency and ethical AI adoption, promises a balanced approach to AI integration in the newsroom. This strategic move is expected to position E.W. Scripps at the forefront of media technology, ensuring it continues to deliver compelling content to its audience.