Traditional TV networks are now using artificial intelligence (AI) to transform how sports are broadcast to meet the needs of a dynamic audience. This shift involves both domestic and international players.
Innovations in Broadcasting
At the SVG India summit in Mumbai, industry leaders discussed the integration of AI and machine learning in sports broadcasting. Sanjog Gupta, Head of Sports at Disney Star, emphasized that changes in the industry are driven by rapid shifts in consumer behaviour and technological advancements.
Enhancements in Viewer Engagement
According to Gupta, with numerous media options available, engaging viewers for every second is crucial. Sports like cricket are continually innovating to capture the audience's attention. Gupta introduced the concept of the 'three D's of media disruption'—disaggregation of attention, decentralisation of platforms, and democratisation of creation—which are changing the way audiences consume sports content.
Technological Shifts in Everyday Life
Gupta also noted that daily life and media consumption are being transformed by technologies like augmented reality (AR), which changes how we interact with the world.
Disney Star's Pioneering Efforts
Prashant Khanna of Disney Star showcased new AI-driven features in cricket broadcasting, such as a translation feature that enables commentators to speak in Hindi and other Indian languages in their natural voice. They also introduced 'Holobox', an augmented reality experience, and 'Traxis', which enhances graphics in 3D.
AI's Broader Impact
Other innovations include a bot that provides real-time data and match predictions. An example from the U.S. is the Spongebob x NFL collaboration, where the Super Bowl was broadcast with augmented reality aimed at younger audiences, showcasing a unique approach to engaging Gen Z and Gen Alpha.
Challenges in the Industry
The industry faces challenges in maintaining a talented workforce, especially post-Covid. James Rego of RISE Worldwide highlighted the difficulty in retaining talent due to the demanding nature of the job and the continuous need for upskilling with new technologies.
Future of AI in Sports
Rahat Kulshreshtha of Quidich Innovation Labs discussed using AI for enhanced storytelling in sports, including a drone show during the IPL that celebrated COVID warriors, illustrating the potential of AI to create unparalleled visual experiences for viewers.
