Studio visit at the ERLA Film empire - Where AI and traditional television reach a new level

On November 18th, we had a special occasion: together with the international partners of the C3-WELL project, we visited the studio of our cluster member, ERLA Film. What we saw there not only proves the innovative capacity of the Hungarian creative industry, but also points the way towards the future of television program production.

The occasion for the visit was the kick-off meeting of the C3-WELL project in Budapest. Representatives from 5 countries arrived in the Hungarian capital, and we wanted to show what the Hungarian creative sector can be proud of. ERLA Film turned out to be the perfect choice: a company that combines startup dynamism, technological innovation and traditional broadcast expertise.

Agile methodology in television

ERLA Film has proven that technological innovation and traditional television production can go hand in hand. When you enter the studio, at first glance you see the office of a modern tech startup: open spaces, flexible working, whiteboards full of post-it notes. But then you see the professional cameras, the green screen studio, the editing rooms - and you realize that this is some kind of special hybrid.

The art of combining speed and quality

One of ERLA's greatest strengths is its optimized turnaround time. While traditional television productions take weeks, sometimes months, to produce a show from concept to screen, here the content is produced in days, sometimes hours.

How is this possible? The answer lies in a precisely designed production process that combines the principles of agile project management with state-of-the-art technology solutions. From concept to publication, every step is optimized for a balance of speed and quality, while digital tools and automation support the creative process.

However, none of this would be possible without a young and professional team. The studio's staff is extremely disciplined, and everyone excels in their own field – be it camera technology, editing, or creative concept development.

Ada Bíró - The AI presenter who conquered Hungary

The highlight of the visit was, of course, the “live” meeting with Ada Bíró - as close as it is possible to meet an AI presenter. Ada's story, which we previously wrote about in detail , continues to fascinate both the profession and the audience.

But ERLA's approach to Ada is also unique. They don't try to make you believe that Ada is human. On the contrary: they proudly accept that she is an "AI Avatar" and exploit this uniqueness. Ada creates new genres and possibilities in a way that the world has never seen before.

"Ada's example has shown us and the world that AI can take us into previously unknown dimensions," Ernő Urbán, ERLA's creative director, explained to the international guests. "We do not use technology to replace human work, but to extend human creativity."

Resilience in the storm of change

ERLA's story is particularly instructive in terms of how to survive - and even thrive - in today's turbulent media market. Traditional television is in crisis: streaming services, social media, short-form videos are all channeling viewers.

ERLA's response is not to fight against change, but to take advantage of it. They are not tied to a single platform or format. They produce content for YouTube, TikTok, and traditional TV channels, always adapting to the rules of the given medium.

The content remains

But with all the technological innovations, ERLA has not forgotten the most basic rule: content is the most important. "You can use the most advanced AI in the world, if you have nothing to say, no one will care," emphasized one of the company's employees.

This philosophy is reflected in their productions. Whether it's a documentary, a talk show or branded content, the story is always at the center. Technology is just a tool, or in some cases, a format, to tell it.

What can we learn from ERLA?

1. Courage to innovate

ERLA is not afraid to experiment. Ada's project also started as a bold venture, involving considerable risk and invested resources. But the end result speaks for itself.

2. Technology with a human face

The use of AI and other technologies is not an end in itself, but a tool for better, more efficient and creative work in the field of program production.

3. Agility and flexibility

In an ever-changing market, only those who can adapt survive. ERLA has brought this mentality from the startup world to television with unprecedented success.

4. Quality without compromise

Speed and experimentation cannot come at the expense of quality, especially in an industry where a single production reaches hundreds of thousands of pairs of eyes. ERLA's programs remain professional, demanding, and competitive without compromise.

5. International outlook

Although it started as a Hungarian company, ERLA thinks globally, which is reflected in its mentality. They translate their content into multiple languages, participate in international projects, and always keep global trends in mind - in Ada's case, they actually shape them.

During the ERLA Film studio visit, we gained insight into the future of television production, where AI and human creativity go hand in hand, where agility is not just a buzzword, but everyday practice, and where Hungarian innovation starts international trends.

At the Creative Industries Cluster, we are proud to have ERLA Film as a member since our inception. We can see through them; the "Hungarian creative industry" is not just a collective term, but a living, breathing, innovative reality.

If you are interested in further work by ERLA, visit their website: erlafilm.hu

And if you haven't read it yet, here is our previous article about Ada Bíró: When AI gets a Hungarian face: The story of Ada Bíró and the new era of the creative industry

More information: Creative Industries Cluster

Website: www.kikk.hu

Email: info@kikk.hu

The studio visit was carried out within the framework of the C3-WELL project, which was established with the support of the European Union's Erasmus+ program.