11 YOUR TAKE Live Sports
SPORTS PRODUCTION CALLS TIME OUT Covid-19 has brought sports to a screeching halt, but some are looking for silver linings
he coronavirus outbreak is having an unprecedented impact on the ability to stage live sports, and the market has gone from global
For Supponor, that means that we’re not only looking at how we can continue to advance our offering and add more feature functionality to our platform based on market needs and direction, but, importantly, how we can further scale our business through increased efficiency in operations and deployments for our internal and partner teams. We are seeing this as an opportunity to invest time in internal efforts and existing relationships and to continue to push the boundaries in virtual advertising and extend our lead in this emerging market. This market is one in which we are generating huge success, with an increasing number of global sports rights owners and leagues leveraging our proprietary and patented technologies to authentically and respectfully deliver new monetisation opportunities through the use of audience- targeted virtual overlay or placement of TV-visible messaging within premium live sports events. More than that, our years of commercial and technical experience have also allowed us to make significant inroads into integrating into the complex and ever- evolving ecology of TV production within a live broadcast sports environment, whether that is accommodating HD, Ultra HD (4K), HDR or understanding the value and opportunities remote production (REMI) and downstream integration can bring, along with unlimited scale through cloud-based infrastructures and more. This current hiatus allows us to do even more of that. Greater emphasis is being WE ARE SEEING THIS AS AN OPPORTUNITY TO INVEST TIME
coverage to ‘no-ball’ in a period of just a few weeks. It is a shuddering halt, the likes of which no one can recall in living memory, but that doesn’t mean that all activity has stopped. For many companies, like ours, this has become a really busy time that offers an unexpected opportunity to pivot towards focusing on the many innovative R&D projects that we have placed on the back burner while (understandably) prioritising servicing a growing client base until now.
DAVID PATTON The vice-president of business development at Supponor, on how to make the best of this new situation
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