Interview with Valentina Martelli, Founder and CEO of ITTV and Synthetic Frame

Valentina Martelli is the CEO of ITTV, an organization that hosts a series of industry events in Los Angeles and Venice, including the ITTV Festival. This year, the festival makes a significant appearance at the Venice Film Festival, highlighting the intersection of cinema, technology, and industry innovation. This interview was recorded to explore ITTV’s evolving role and the latest topics discussed during the ITTV Festival, especially with the rise of artificial intelligence in film and television.

ITTV’s Evolution and the Focus of the Venice Edition

Martelli discusses how ITTV has shifted from a vertical to a horizontal structure over the past years, aiming to reduce conference fatigue in the industry. She explains that the festival now offers a variety of events throughout the year, including networking panels and keynotes in Los Angeles, and this year in Venice.

She emphasizes ITTV’s enthusiasm for participating in the Venice Film Festival and the importance of fostering meaningful conversations, rather than just attending numerous conferences.

The Development of Content and the Impact of AI

Martelli tells us about ITTV’s panels celebrating Prime Video’s 10 years in Italy, focusing on IP development and adapting successful books into TV series and films. A significant part of the discussion centers on artificial intelligence, highlighting its rapid development and the associated fears of job loss.

Martelli stresses that AI is inevitable and encourages creators to learn how to use it effectively, emphasizing that the human creative aspect remains irreplaceable. The discussion includes how AI can augment content creation without fragmenting the process.

AI and the Future of Creation: Rights and Ownership

Martelli delves into the complex issues surrounding AI, particularly regarding rights and ownership of generated content. She explains that her company, Synthetic Frame, provides tools that help creators copyright their projects automatically during the AI-assisted creation process.

Starting with horror as an entry point, the platform aims to help independent creators and studios use AI to enhance visual effects, augment scenes, and manage intellectual property. She notes that the challenge isn’t just about substitution but about managing rights, a growing concern within the industry.