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Date:
February 23, 2023

The More Things Change...

The French writer Jean-Baptiste Alphonse Karr wrote in 1849 , "the more things change, the more they stay the same." Writing about the social changes occurring in France at the time, his point was that nothing changes without a fundamental shift in knowledge and thinking.

Here at Spherex, we closely monitor changes in new legislation, policies, or public sentiment in countries worldwide because it directly impacts a title's age rating , the potential for censorship or unfavorable press, and revenue opportunities. Awareness is the first step in avoiding legal or brand exposure. Since we last wrote on this subject six months ago , some changes have occurred, but much remains the same. Here are recent examples of what we mean.

The More Things Change -- Malaysia

Malaysia's Film Censorship Board (LPF) announced new film and online content ratings in January 2023 that took effect on 1 February 2023. The ratings established five classifications, an addition of two from the previous three:

  • "U" for viewers of all ages
  • "P12" for viewers under 12 years old that required parental guidance (new)
  • "13" for audiences 13 years and older
  • "16" for viewers 16 years and older (new)
  • "18" for viewers 18 and above

The changes were a response to content creators expressing that the previous classification system made it impossible to include some scenes without compromising the story. Time will tell how the new system will affect the LPF's view of titles similar to those previously banned , e.g., "Thor: Love and Thunder" and "Lightyear." The first test may be the upcoming Malaysian film " Pulau ," which critics say contains many indecent scenes unsuitable for public viewing . The objectionable scenes include "sexualized kissing" and women wearing bikinis. Some Malaysian officials have already called for it to be banned . The film is scheduled for release next month.

The More They Stay the Same -- Jordan

Netflix, which continues to invest in international content creation, must find a way for local stories to gain global appeal . The company's most-watched title for the past month in Jordan is " Al Hara (The Alleys)." As a locally produced title, the film, while popular with audiences, has been subjected to condemnation by members of the Jordanian Parliament for the inclusion of offensive words and profanity, despite having been approved by Jordan's Royal Film Commission (RFC). The Jordanian Media Authority removed all profanity and scenes that deviated from the values of Jordanian society from the movie before its theatrical release. Netflix's version restored those scenes, which is the source of controversy.

Things Really Don't Change at All -- United States

From religious beliefs to local traditions to family values to moral standards, ensuring content respects societal norms is a boundary local regulators or censors are keen to safeguard. Sometimes, countries choose to protect these boundaries through legislation when they perceive censorship is being used to compromise the country's standing in the world or influence their film industry.

Last December, the U.S. Congress passed, and the President signed, the " National Defense Authorization Act for Fiscal Year 2023 ." The act prohibits any U.S. federal agency from knowingly supporting the production of any film, television, or other entertainment project explicitly edited to appease Chinese governmental censors. Specifically, Section 1257 of the law states:

"None of the funds authorized to be appropriated by this Act may be used to knowingly provide active and direct support to any film, television, or other entertainment project if the Secretary of Defense has demonstrable evidence that the project has complied or is likely to comply with a demand from the Government of the People's Republic of China or the Chinese Communist Party, or an entity under the direction of the People's Republic of China or the Chinese Communist Party, to censor the content of the project in a material manner to advance the national interest of the People's Republic of China."

This language was inserted into the law because some members of Congress wanted to codify their displeasure with China's practice of demanding edits of scenes it felt were critical of the country, such as its censorship of the film, " Top Gun: Maverick ," among others. The Media & Entertainment (M&E) industry attempted to remove the language from the bill because it included increased government editorial control over the script. The concern among studios is that this provision will make it more challenging to export titles, thus reducing revenue opportunities for US-produced films.

Censorship is happening around the globe, and the extent of its effect can vary widely. It can directly impact how, where, and when stories are told. For those unwilling or unable to make changes, failing to comply with requested or required edits, cuts, bleeps, or blurs will negatively impact the title's bottom line, regardless of the method or platform. While no one likes changing their story to appease public or political concerns, knowing the issues and possible remedies is the best way to deal with them. Regardless of a title's production stage, Spherex has the cultural and regulatory expertise to assist content creators in navigating this ever-evolving landscape.

Contact us today to learn more.

Related Insights

Spherex CEO Teresa Phillips Talks Practical AI for Global Content Localization at EnTech Fest

At this year’s DEG EnTech Fest, Spherex CEO and Co-Founder Teresa Phillips joined a panel to explore one of the most practical and impactful uses of AI in entertainment today: localization.

During the session titled “Practical AI For Speed and Savings in Localization,” Phillips shared how Spherex is leveraging AI to deliver “deep video understanding” that accelerates compliance and rating decisions in over 200 markets. As she explained, understanding the context—cultural, visual, and narrative—is crucial in determining whether a piece of content is suitable for audiences worldwide.

“AI can now detect not just what happens in a scene, but how it might be interpreted in different cultural and regulatory environments,” said Phillips. For example, in Scandinavian countries, if a trusted figure, such as a clergy member, commits an unethical act onscreen, it can dramatically impact a film’s age rating. SpherexAI is trained to identify these nuanced moments, flagging them for human review when needed.

Phillips also highlighted the role of AI in augmenting human decision-making, noting that “AI agents can be trained to ask humans the right questions—like whether the drinking in a scene is casual or excessive—ensuring more consistent, scalable evaluations.”

The conversation also acknowledged the broader industry shift that AI is bringing to localization workflows—from quality control (QC) to artwork generation, compliance, and project management. With automation poised to displace some entry-level roles, Phillips raised a key question for the future: “If junior roles are the first to be automated, how do we bring new talent into the industry? We have a responsibility in our organizations to create opportunities for the next generation.”

Joining Phillips on the panel were Silviu Epure (Blu Digital Group), Chris Carey (Iyuno), Kelly Summers (The Sherlock Company), and Duncan Wain (Zoo Digital), offering a 360° view on how AI is transforming the way stories cross borders.

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Why Content Differentiation Matters More Than Ever

In today’s fragmented global media landscape, a one-size-fits-all approach no longer works. Media companies face increasing pressure to tailor their content strategies to suit diverse regulatory standards, cultural norms, and viewer expectations.To thrive, they must adopt a new mindset—content differentiation—as both a business imperative and a competitive advantage.

What Is Content Differentiation?

Content differentiation is the strategic process of customizing how media is packaged, presented, and monetized based on the context in which it is distributed. Unlike basic content localization, which focuses mainly on language and format adjustments, content differentiation goes deeper. It aligns content with the regulatory, cultural, and commercial realities of each market, platform, and audience.

The goal is to ensure that content resonates locally while maintaining global scale. Differentiation helps media companies maximize reach, reduce regulatory risk, and improve monetization—all without compromising creative intent.

Why It’s Needed Now
  • Regulatory Complexity: Governments are tightening rules around age ratings, depictions of violence, sexuality, religion, and topics of national interest. These laws vary widely across regions, creating a compliance minefield for global distributors.
  • Cultural Expectations: What works in one market can trigger backlash in another. Cultural nuances—around gender roles, family dynamics, or social taboos—shape how content is perceived and whether it’s embraced or rejected. In many cases, outdated depictions of identity, relationships, or social dynamics can resurface as flashpoints when content is distributed years later in new markets.
  • The Importance of Metadata: Streaming platforms now host massive libraries with considerable overlap in titles across services. In this environment, having accurate, detailed metadata—including production details, talent, , and advanced descriptors—is critical for making content discoverable, marketable, and ultimately profitable. Without it, even high-quality content risks being overlooked.
Meeting the Challenge with SpherexAI

Solving these challenges requires more than manual review or basic tagging—it demands a scalable, intelligent system that understands both the content itself and its contextual significance. That’s where SpherexAI comes in.

SpherexAI is a high-fidelity metadata platform built to help media and entertainment companies implement content differentiation at scale. Using multimodal AI, it analyzes every frame of video—evaluating visuals, audio, dialogue, and on-screen text—to generate rich, actionable metadata that informs compliance decisions, discovery, and monetization.

SpherexAI extends beyond basic content tagging. It analyzes material against global regulatory requirements, identifies cultural nuances and sensitivities, and detects potential risks prior to distribution. Additionally, it enhances content visibility in crowded platform environments by enriching metadata with precise descriptors, scene-level details, emotional tone analysis, and contextual insights—elements that improve content discovery and ad targeting.

Learn More

If you're ready to differentiate your content for every audience, platform, and region, SpherexAI can help. Contact us to schedule a demo or speak with our team about how metadata-driven intelligence can power your global strategy.

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NAB 2025 – Recognizing a Changed Industry

Another National Association of Broadcasters (NAB) conference is in the books, and if anything has changed in the media and entertainment industry, the conference and attendees were there to discuss it. From content evolution to changes in audience preferences to AI being everywhere, to trade uncertainty, it was a topic of conversation at NAB 2025. Official categories included: Artificial Intelligence, Cloud Virtualization, Creator Economy, Sports, and Streaming. If a general conclusion could be drawn, it’s that the legacy media business no longer cuts in today’s market, and to survive these new realities, businesses must rethink how they fit in.

Everything Is Changing

One of the biggest takeaways from NAB is the impact the creator economy is having on the industry. Dozens of panels focused on how individuals and small-team productions have upended traditional business models and economics, attracting large audiences from traditional producers while also siphoning away ad revenues and production contracts. Recognizing this trend, hundreds of exhibitors demonstrated how their products or services support all types of creators while also providing benefits to traditional media companies. The NAB also introduced two new initiatives to support this growing sector: the Creator Council and the Creator Lab.

In a keynote session, media cartographer Evan Shapiro highlighted the extent of the shift, pointing out that by 2027, the creator economy is expected to grow to half a trillion dollars, nearly doubling its value from last year ($250 million). Shapiro, recognizing the difference between the creator economy and influencers, cites their effectiveness in attracting and engaging large audiences without having to deal with “gatekeeper-led content.” His final point was that this new reality presents the M&E industry with two options: embrace it or get left behind.

Market and Regulatory Uncertainty

The current uncertainty in global trade markets and the impact of tariffs on product purchases has cast a significant chill on many exhibitors at NAB. This was especially true for those companies whose products were manufactured or included parts from impacted countries or markets (services are not yet subject to tariffs). Many companies encouraged customers to expedite purchases to take advantage of existing inventories and avoid significant cost increases as tariffs are implemented. Attendees and speakers also expressed concerns about how regulatory changes from the FCC and regulators in other countries might impact  children's television programming, the news distortion policy, technical rules (e.g., ATSC 3.0), and TV carriage rules (e.g., non-duplication, and syndicated exclusivity).

Monetization Evolves as Markets Evolve

The continued growth of OTT/FAST and the rapidly expanding creator economy means competition for eyeballs and ads will only become more intense. Evidence of this was on clear display during NAB 2025:

  • Traditional Broadcast Disruption: The rise of streaming services and changing viewer habits are challenging traditional broadcast models, necessitating a reimagining of revenue strategies.
  • Fragmented Audiences: The audience is increasingly fragmented across linear streaming, on-demand platforms, and traditional broadcast, making it more difficult for advertisers to reach consumers effectively.
  • Hybrid Models: Streaming services are increasingly adopting hybrid monetization models, such as AVOD or FAST, to supplement their subscription revenues.

A key component of all of these strategies is high-fidelity metadata. Without it, content marketing, search, and discovery, as well as contextual advertising, are much more difficult to achieve. With it, compliance, brand safety, and audience acceptance increase significantly.

AI Everywhere

Artificial Intelligence (AI) and its increasing impact on content creation, marketing, and virtual production were everywhere at NAB 2025. Nearly 300 exhibiting companies from around the world demonstrated products that included or were enhanced by AI across every phase of content production, marketing, advertising, and distribution. Among them, Spherex highlighted its flagship product, SpherexAI, and demonstrated how it is transforming global video compliance and contextual advertising through scene-level intelligence and cultural insight. It also facilitates ad placement where they will resonate and yield better audience results.

The takeaways from NAB 2025 paint a clear picture: the media and entertainment landscape is in constant flux, demanding adaptability and innovation for survival. The undeniable surge of the creator economy, coupled with market and regulatory uncertainties and the evolving monetization models driven by streaming, presents both challenges and opportunities for traditional and new players. Overlaying all of this is the pervasive influence of artificial intelligence, poised to reshape every facet of the industry.

Ultimately, NAB 2025 underscored a fundamental truth: standing still is no longer an option. The future of media and entertainment belongs to those who embrace change, leverage new technologies, and understand the shifting dynamics of both content creation and audience engagement.

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