THE ROLE OF AI IN PREVENTION THE SPREAD OF SPORTS ILLEGAL STREAMING SERVICES IN DENMARK
Author
Baigunussova, Aigerim
Term
4. Semester
Publication year
2020
Pages
95
Abstract
This thesis examines the use of illegal sports streaming services in Denmark and assesses the role artificial intelligence (AI) can play in curbing their spread. Despite an effective blocking system, figures from The Danish Rights Alliance indicate substantial traffic to pirate sites and growing interest in live sports accessed via peer-to-peer and free live streaming services, often monetized through advertising. The study addresses the research question on AI’s role in the fight against illegal sports streaming and the sub-questions on what drives AI adoption and what additional forces work in combination with AI. A combined theoretical framework based on the Technology-Organization-Environment model and Lessig’s Pathetic Dot Theory is used to analyze qualitative data from semi-structured interviews with representatives of The Danish Rights Alliance and Irdeto, which develops an AI solution against sports piracy. The analysis identifies factors influencing the use of AI and indicates that AI is a crucial link in the overall anti-piracy chain, while user-focused measures and legal, organizational, and environmental conditions are also important to reduce sports content piracy in Denmark.
Dette speciale undersøger brugen af ulovlige sportslivestreaming-tjenester i Danmark og vurderer, hvilken rolle kunstig intelligens (AI) kan spille i at begrænse udbredelsen. På trods af et effektivt blokeringssystem viser tal fra The Danish Rights Alliance stor trafik til piratsider og stigende interesse for live sport via peer-to-peer og gratis livestreaming-tjenester, der ofte monetariseres gennem annoncering. Specialet adresserer forskningsspørgsmålet om AI’s rolle i kampen mod ulovlig sportsstreaming samt underspørgsmål om drivkræfter for AI-brug og hvilke yderligere kræfter, der virker i kombination med AI. Et kombineret teoretisk rammeværk baseret på Technology-Organization-Environment-modellen og Lessigs Pathetic Dot Theory anvendes til at analysere kvalitative data fra semistrukturerede interviews med repræsentanter fra The Danish Rights Alliance og Irdeto, som udvikler en AI-løsning mod sportspirateri. Analysen identificerer faktorer, der påvirker anvendelsen af AI, og peger på, at AI udgør et centralt led i den samlede indsats, men at tiltag rettet mod slutbrugere samt juridiske, organisatoriske og omgivende forhold også er væsentlige for at reducere piratkopiering af sportsindhold i Danmark.
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