MoviesG GOWTHAMeditor@indiaherald.comhttps://www.indiaherald.com/ImageStore/images/movies/movies_latestnews/tharun-bhascker-is-first-victim-for-ai9fc040c1-abdb-4da2-b67e-54231271e7e3-415x250-IndiaHerald.jpghttps://www.indiaherald.com/ImageStore/images/movies/movies_latestnews/tharun-bhascker-is-first-victim-for-ai9fc040c1-abdb-4da2-b67e-54231271e7e3-415x250-IndiaHerald.jpgThe use of artificial intelligence (AI) in films is a trend that is gradually gaining traction. In Tollywood, this has never been done before. In his most recent release, Keeda Cola, Tharun Bhascker used artificial intelligence (AI) to recreate SP Balasubramanyam's vocals for a song segment. This voice clip appears in a crucial scene in Keeda Cola. Even though Tharun's artistic endeavours are valued, his son SP Charan has launched a lawsuit against him, putting him in legal hot water. Tharun Bhascker{#}PostmortemTharun Bhascker Is First Victim for AITharun Bhascker Is First Victim for AITharun Bhascker{#}PostmortemSat, 24 Feb 2024 10:54:54 GMTThe use of artificial intelligence (AI) in films is a trend that is gradually gaining traction. In Tollywood, this has never been done before. In his most recent release, Keeda Cola, Tharun Bhascker used artificial intelligence (AI) to recreate SP Balasubramanyam's vocals for a song segment. This voice clip appears in a crucial scene in Keeda Cola. Even though Tharun's artistic endeavours are valued, his son SP Charan has launched a lawsuit against him, putting him in legal hot water.
 
Charan filed a lawsuit, claiming that Keeda Cola's creators were not legally allowed to utilise SPB's voice through artificial intelligence augmentation. He stated that while the family is grateful that AI is being used to honour SPB's voice in a postmortem manner, it is not appropriate to utilise it for profit without permission. SP Charan has demanded a payment of Rs 1 crore, an apology from the producers, and a portion of the revenues. The Keeda Cola crew and Tharun Bhaskcer will now have to deal with the legal ramifications.
 
Although the innovative use of AI in filmmaking appears to be highly profitable and opens up new opportunities, there are some legal requirements that must be met. A case study on the subject may be found in the cases of SP Charan and Keeda Cola.
 
 




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Source: India Herald - G GOWTHAM]]>