T he sports broadcast industry is poised to surpass $60 billion this year, a significant increase from $56 billion in 2023 and $54 billion in 2022. With so much at stake, broadcasters are innovating to attract new viewers and engage more closely with existing fans. A new study from IBM – ‘Global sports attitudes and behaviors’ – reveals a growing generational shift and acceptance of technology-driven experiences which will impact the future of sports consumption. It argues that, by embracing digital transformation, adopting AI and data analytics, enhancing social media engagement and supporting multi- device viewing, broadcasters can stay ahead of the curve and meet the evolving needs of sports fans. A primary area of innovation is the integration of advanced technologies into sports broadcasting. Innovations such as augmented reality and virtual reality are revolutionising the viewing experience by offering immersive and interactive content that brings fans closer to the action in ways previously unimaginable. AI and machine learning are also playing a critical role. IBM’s study indicates that younger sports fans are more likely to favour AI-enhanced features as they
having been trained by OBS from previous Olympic events. Another AI tool was used to assist editorial teams to quickly generate highlights and format them for different media, including vertical video for social feeds. These AI systems pulled data live from commentary, auto-tagged the video and created automated summaries. “We do not allow AI systems to auto-publish stories, but it helps us to identify all the elements that make up good stories for posting to social media,” says OBS CEO Yiannis Exarchos. AI-based motion-tracking technology also provided aid to commentators and viewers, keeping track of athletes’ positions during events like the canoe sprint, marathon and triathlon. AUTOMATED ENHANCEMENTS Greater visibility can make all the difference to club or league finances, particularly within niche or lower-tier sports where rights values are low, if they are sold at all. Here, automated production systems are proving their worth. Pixellot’s system relies on PTZ cameras programmed to follow the on-field action using AI tracking. It can automatically generate clips of players who have scored, with functions processed in the cloud. According to the company, more than 150,000 games are broadcast every month in around 80 countries across 19 sports. This data feeds and improves its AI to increase the quality of productions. A rival solution from Dutch developer Studio Automated has covered over 100,000 sports matches with installations in 1500 locations globally. It is being used by Riedel Communications to build an AI- assisted video production solution. By joining forces, the companies aim to create a solution to enable sports productions and leagues to remotely produce live broadcasts with minimal personnel and operating costs. Paul Valk, founder and director of Studio Automated, claims: “The maturity of our AI model enables us to serve clients that seek to automate production in the higher echelons of sports broadcasting.” High-quality, slow-motion replays have required expensive specialist
AI HELPS US IN IDENTIFYING ALL THE ELEMENTS THAT MAKE UP GOOD STORIES FOR POSTING TO SOCIAL MEDIA
increasingly turn to digital platforms for sports content. Nearly two-thirds (58%) of 18- to 29-year-olds believe AI will have a positive impact. Automated content generation is another key enhancement that can ensure timely and relevant updates for fans and help broadcasters keep content fresh. AI tools can automatically generate highlights, summaries and other content, ensuring fans have access to the latest updates without delay. In fact, AI in the sports market was valued at $1.4 billion in 2020 by IDC, and is projected to reach $19.2 billion by 2030. PIMPING OUT PARIS 2024 AI was used extensively by Olympic Broadcasting Services (OBS) for the Paris Olympics to improve internal workflows, enhance the viewer experience, enrich storytelling and better explain the action. It would not have been possible to produce over 11,000 hours of content – equivalent to 450 days of content compressed into just 18 days – without it. Automated highlights were produced for 14 sports in Paris, with many of the algorithms for more niche sports, like climbing,
ACTION-READY Pixellot’s Prime (back), Show S3 (middle) and Air (front) AI-automated cameras offer organisations full control for various sports
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