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From direct-to-consumer streaming to
AI-assisted workflows, the sports broad-
casting landscape continues evolving to-
ward more flexible, efficient and accessible
production models.
As sports broadcasters face unprece-
dented competition and expanding content
demands, the upcoming NAB Show in Las
Vegas will spotlight technologies aiming to
modernize sports production workflows.
Direct-to-consumer revolution
The shift toward direct-to-consumer
models represents one of the most signif-
icant transformations in sports broadcast-
ing, with implications rippling throughout
production workflows.
“The rapid shift toward direct-to-con-
sumer streaming in sports broadcasting
is fundamentally changing production
requirements,”
said
Russell
Johnson,
co-founder and COO at Hitomi Broadcast.
“Sports organizations are increasing-
ly developing their own streaming capa-
bilities alongside traditional broadcast
partnerships, driving demand for efficient
quality control solutions that can handle
multiple distribution channels simultane-
ously,” said Johnson.
This transition has accelerated as rights
holders recognize the value of controlling
their own distribution channels.
Traditional broadcasters now face com-
petition not just from streaming platforms
but increasingly from the sports organiza-
tions themselves.
“The shift towards sports organizers
taking on the responsibility for distribut-
ing coverage of their own events, either on
dedicated streaming platforms via websites
or YouTube channels,” noted Erik Otto,
CEO of Mediaproxy. “Many of these bodies
have established in-house TV departments,
headed by experienced professionals who
previously worked for major broadcasters
or freelanced at major competitions.”
This, in turn, also leads to more major
league sporting events returning to local
television through deals such as those with
the Atlanta Braves and Gray Media.
Democratizing sports coverage
The democratization of sports produc-
tion technology is bringing advanced pro-
duction capabilities to organizations of all
sizes – whether it’s a college game or a pro-
fessional league.
“The democratization of real-time cus-
tomization and media enrichment technol-
ogy is hugely exciting for sports organiza-
tions and rights holders,” said Rick Young,
SVP, global products at LTN. “Today, some
of the most nimble, rapidly-growing sports
leagues can harness the same level of ad-
vanced content versioning, language cus-
tomization, graphics and multi-platform
distribution tools that the biggest leagues
use.”
This democratization extends beyond
the major leagues, opening opportunities
for previously underserved sports to build
audiences.
“New media, bonded cellular, lower cost
video switchers, 5G and IP-based systems
and equipment, from the likes of NDI, Black-
magic Design and LiveU, have enabled or-
ganizing bodies, colleges and even schools
to set-up their own broadcast facilities for
streaming and YouTube coverage, offering
the same quality as terrestrial channels and
streamed services,” said Otto.
Remote production matures while
cloud gains traction
Remote production continues to evolve
as a cornerstone of sports broadcasting,
enabling more efficient resource allocation
and expanded coverage capabilities.
“Remote production has also revolution-
ized sports broadcasting, enabling more
matches and events to be covered at low-
er cost,” Otto explained. “This trend seems
set to continue through the use of AI-con-
trolled cameras and AI-generated com-
mentary, which means many sports that
were previously overlooked by television
can be in charge of their own destiny and
attract a new generation of fans and view-
ers.”
Sports production scores big
gains as field shifts to OTT, AI
Continued on next page
SPORTS PRODUCTION
NAB PREVIEW