Observe and Measure: DFL's Andreas Heyden on Adopting New Technology
19/05/2022
Tuesday, May 17, 2022 - 10:29
Print This Story
Senior execs from Deutsche Fu ball Liga (DFL), DAZN, the NBA and TikTok spoke of the best approaches and priorities for developing and implementing new technology during last week's SportsInnovation 2022 event, with the DFL's Andreas Heyden setting out his rules for implementing new tech.
Heyden spoke at the two-day conference and technology demonstration, which took place at the Merkur Spiel-Arena in Dusseldorf last week.
SportsInnovation 2022: camera tech and mobile apps on show
You have to invite customers in, conduct proof of concepts and ask for feedback, he said, explaining that during last year's Super Cup, DFL provided some viewers with an at-home experience of AR glasses, virtual screens and a coffee table-style view displaying live data.
You have to observe, because it's tough for viewers to talk about their emotions, but if you see them smiling, or that they forgot they are wearing glasses, that's a good sign. And you must measure, which is what we did following our 9:16 test with Prosieben and TikTok. And there is also qualitative feedback; these components have to come together.
DAZN senior vice president of media Haruka Gruber underlined the importance of forming partnerships. He said: Innovation great, but it is hard work for every company. Innovation without partnerships is not possible. Without EVS we couldn't enhance our live broadcasts, while DFL obviously gives us these rights and we work with the like of Vodafone to use 5G; innovation without partnerships isn't possible.
Adding Atmos
Heyden's DFL colleague, Dr Steffen Merkel also spoke of partnerships while highlighting the importance of sound to viewers. Of course, we are far away from equipping players with mics, but sound is an underestimated part of the live broadcast, he said.
One of few things good about the pandemic and stadiums without spectators was that viewers heard players and so viewers felt closer to the action. Sound is an important part, and that is why we announced (Thursday 12 May) with Sky that all Saturday evening top matches from next season will be broadcast in Dolby Atmos.
Atmos will be available from the start of the 2022/23 season. DFL, via its production subsidiary Sportcast, will be responsible for the audio signal with viewers needing a Sky Q receiver and a Dolby Atmos-enabled speaker system.
The aim is to bring the fans closer to the live action, and that's something we will continue to develop further in the future, said Merkel.
Apart from that, something we have worked on intensively at the DFL is to see applications of AI on the live broadcast, because there are so many from AI-based systems for virtual advertising which we just approved some weeks ago, to a star cam' which follows a specific player based on certain markets to applications to search our archive, which is the largest in the world.
Merkel (pictured, left) added that the DFL also pays close attention to other large tournaments and events. Whether it's the Olympics or the Super Bowl, we always have a close look at how things were produced and what we can learn from it. Especially for football it is crucial, because the US major leagues are five or six years ahead because perhaps they don't have the rule restrictions from the likes of FIFA, for example when it comes to putting mics on players.
Looking further ahead, Merkel said that over the next few years the DFL will explore ways to make its coverage more interactive. From market research we know that younger audiences don't want to lean back, they want to consume data and they want different perspectives, maybe even switching between matches. So coming up with products that enable this interactivity is key.
Speaking about fan engagement during a later session, TikTok's DACH head of partnerships and community Dennis Papirowkski echoed Merkel's comments about fans becoming less passive.
He said: We need to engage fans by giving them opportunities to participate, and not only by things such as hashtag challenges (prompts created by brands for TikTok users to create videos showing themselves performing a specific action), but through real approaches to fan engagement and building relationships. It's important to remember as well that not everybody can be there in the moment, so platforms like ours can bridge this gap and bring the experience to the fans.
Speaking about distribution, NBA executive vice president of media operations and technology Steve Hellmuth said the industry was on the cusp of a revolution in how leagues share their content.
Right now, we have to send a world feed, we have to send an additional camera, and statistics might be in another location, while announcers might be in a booth and there is expense associated with it because you have to open up a studio, he said.
So maybe a year from now, it could all be available in the cloud. I could give Sky TV a web interface that has multiple cameras, all the stats in synch, and they can have their own announcers and in effect cut their own game. The huge advantage for me is that I can then acquire a feed back and put it in my direct to consumer app; all the versions and languages can be acquired from the cloud and reincorporated back into our offering. That is a major change.
LINK: | https://www.svgeurope.org/blog/headlines/observe-and-measure-dfls-andr... |
See more stories from svg |
More from Sports Video Group
25/04/2024
NFL Draft 2024: Verizon Expands Broadband Capacity To Handle the Spike in Demand
NFL Draft 2024: Verizon Expands Broadband Capacity To Handle the Spike in Demand Mobile cells will help accommodate first responders, social media, sports betti...
25/04/2024
NFL Draft 2024: NFL Media Teams With The Fantasy Footballers on Hybrid, REMI Production of Post-First-Round Draft Show on NFL+
NFL Draft 2024: NFL Media Teams With The Fantasy Footballers on Hybrid, REMI Pro...
25/04/2024
NFL Draft 2024: ESPN Motors Into Detroit With Trio of Simultaneous Live Presentations
NFL Draft 2024: ESPN Motors Into Detroit With Trio of Simultaneous Live Presenta...
24/04/2024
Howie Schwab - Beloved ESPN Researcher, Producer, and Trivia Star - Dies at 63
Howie Schwab - Beloved ESPN Researcher, Producer, and Trivia Star - Dies at 63 By SVG Staff Wednesday, April 24, 2024 - 6:46 am Print This Story | Subscri...
24/04/2024
Miss the SVG Venue Summit at Allegiant Stadium? All Panel Recordings Now Available on SVG PLAY
Miss the SVG Venue Summit at Allegiant Stadium? All Panel Recordings Now Availab...
23/04/2024
Soccer's Appeal to Younger Audiences: Inside the Gamification of European Football Coverage
Soccer's Appeal to Younger Audiences: Inside the Gamification of European Fo...
23/04/2024
With NBA and NHL Playoffs in Full Swing, Never a Dull Moment for TNT Sports Production and Ops Teams
With NBA and NHL Playoffs in Full Swing, Never a Dull Moment for TNT Sports Prod...
23/04/2024
NAB 2024: AT&T Business's Scott Beckett Details Transmission Firepower With Robo Dog, Mini Copter
NAB 2024: AT&T Business's Scott Beckett Details Transmission Firepower With ...
23/04/2024
NAB 2024: Manufacturers Focus on Cinematic Look for Live Productions
NAB 2024: Manufacturers focus on cinematic look for live productions By George Bevir Tuesday, April 23, 2024 - 10:40 Print This Story With live sports pro...
23/04/2024
Save the Date: SVG Sports Content Management Forum Returns to NYC on July 24
Save the Date: SVG Sports Content Management Forum Returns to NYC on July 24 By SVG Staff Tuesday, April 23, 2024 - 4:05 pm Print This Story | Subscribe ...
22/04/2024
NEP Battles Weather to Keep the Going Good for Grand National Coverage
NEP battles weather to keep the going good for Grand National coverage By Adrian Pennington Monday, April 15, 2024 - 11:48 Print This Story The 2024 Grand...
22/04/2024
ITV Racing Under Starters Orders Live at the Grand National Festival
ITV Racing under starters orders live at the Grand National Festival By Adrian Pennington Friday, April 12, 2024 - 09:10 Print This Story The Grand Nation...
22/04/2024
Inside the Deal: EFL Fans to View Enhanced Broadcasts For the Next Five Seasons as IMG Becomes Official Production Partner
Inside the deal: EFL fans to view enhanced broadcasts for the next five seasons ...
22/04/2024
To 4G, or Not To 4G: EMG on Bringing the Iconic 2024 London Marathon to Viewers Globally
To 4G, or not to 4G: EMG on bringing the iconic 2024 London Marathon to viewers ...
22/04/2024
NAB Show 2024: Our Full Collection of Video Interviews From the Show Floor
NAB Show 2024: Our Full Collection of Video Interviews From the Show Floor Industry insights from key leaders on the NAB Show exhibit floor By SVG Staff Mond...
22/04/2024
PENN Entertainment Adds ESPN/Disney Exec Aaron LeBerge as CTO
PENN Entertainment Adds ESPN/Disney Exec Aaron LeBerge as CTO By SVG Staff Monday, April 22, 2024 - 3:18 pm Print This Story | Subscribe Story Highlight...
19/04/2024
NAB 2024 in Review: West Hall - SportsTech Buzz From AWS, Appear, Ateme, The Switch, TATA Communications, Telstra, TVU Networks, Verizon, and More
NAB 2024 in Review: West Hall - SportsTech Buzz From AWS, Appear, Ateme, The Swi...
19/04/2024
NAB 2024 Draws 61,000+ Attendees With More Than Half Attending the Show for the First Time
NAB 2024 Draws 61,000+ Attendees With More Than Half Attending the Show for the ...
18/04/2024
Ping Pong for the Masses: Bringing an Old Sport to a Brand New Audience With World Table Tennis
Ping pong for the masses: Bringing an old sport to a brand new audience with Wor...
18/04/2024
Fanatical Fans: IMG on Bringing the World of Table Tennis to a New Global Audience for WTT
Fanatical fans: IMG on bringing the world of table tennis to a new global audien...
17/04/2024
Live From NAB Show 2024: Zixi CEO Gordon Brooks on Live Cloud Production with the NHL and Version 17 of the Zixi Platform
Live From NAB Show 2024: Zixi CEO Gordon Brooks on Live Cloud Production with th...
17/04/2024
SportsTechBuzz at NAB 2024: Wednesday's Latest From Vegas
SportsTechBuzz at NAB 2024: Wednesday's Latest From Vegas By SVG Staff Wednesday, April 17, 2024 - 3:00 am Print This Story The NAB Show is in full sw...
17/04/2024
Live From NAB Show 2024: Zixi CEO Gordon Brooks on Live Cloud Production with the NHL and Version 12 of the Zixi Platform
Live From NAB Show 2024: Zixi CEO Gordon Brooks on Live Cloud Production with th...
16/04/2024
SportsTechBuzz at NAB 2024: Tuesday's Latest From Vegas
SportsTechBuzz at NAB 2024: Tuesday's Latest From Vegas By SVG Staff Tuesday, April 16, 2024 - 3:15 am Print This Story The NAB Show is in full swing,...
16/04/2024
Live From NAB Show 2024: Calrec's Henry Goodman, Solid State Logic's Tom Knowles on Audio in the Cloud
Live From NAB Show 2024: Calrecs Henry Goodman, Solid State Logics Tom Knowles o...
16/04/2024
Live From NAB Show 2024: The Switch's George Lopez on Remote Production, The Cloud, and the Future of Connectivity
Live From NAB Show 2024: The Switchs George Lopez on Remote Production, The Clou...
16/04/2024
Live From NAB Show 2024: LiveU's Steve Wind-Mozley on IP, REMI Solutions for Light Weight Production
Live From NAB Show 2024: LiveUs Steve Wind-Mozley on IP, REMI Solutions for Ligh...
16/04/2024
Live From NAB Show 2024: Blackmagic Design's Bob Caniglia on Upgrades to ATEM Production Switchers, Recent Work in Replay and IP
Live From NAB Show 2024: Blackmagic Designs Bob Caniglia on Upgrades to ATEM Pro...
16/04/2024
Live From NAB Show 2024: Canon's Staff Gives a Tour of New Lenses, Multi-Camera Control App, Enhanced Use of Free Viewpoint
Live From NAB Show 2024: Canons Staff Gives a Tour of New Lenses, Multi-Camera C...
15/04/2024
SportsTechBuzz at NAB 2024: Monday's Latest From Vegas
SportsTechBuzz at NAB 2024: Monday's Latest From Vegas By SVG Staff Monday, April 15, 2024 - 3:00 am Print This Story The NAB Show is in full swing, a...
15/04/2024
Live From NAB Show 2024: Vizrt's Nicholas Jameson on the Democratization of High-End Graphics Tech
Live From NAB Show 2024: Vizrts Nicholas Jameson on the Democratization of High-...
15/04/2024
Live From NAB Show 2024: Sony's Hugo Gaggioni on the Power of Sharing and Connecting Live Production Resources
Live From NAB Show 2024: Sonys Hugo Gaggioni on the Power of Sharing and Connect...
15/04/2024
Live From NAB Show 2024: Lawo's Andreas Hilmer Walks Through HOME Apps, Dishes Latest on IP
Live From NAB Show 2024: Lawos Andreas Hilmer Walks Through HOME Apps, Dishes La...
15/04/2024
Live From NAB Show 2024: AWS' Julie Souza on the Maturation of Live Sports Production in the Cloud
Live From NAB Show 2024: AWS Julie Souza on the Maturation of Live Sports Produc...
15/04/2024
Live From NAB Show 2024: FUJINON Lenses' Stosh Durbacz on the Debut of the Duvo HZK14-100mm Lens, Adding Cinematic Feel to Broadcasts
Live From NAB Show 2024: FUJINON Lenses Stosh Durbacz on the Debut of the Duvo H...
14/04/2024
SportsTechBuzz at NAB 2024: Sunday's Latest From Vegas
SportsTechBuzz at NAB 2024: Sunday's Latest From Vegas By SVG Staff Sunday, April 14, 2024 - 12:41 am Print This Story The NAB Show kicks off today, a...
14/04/2024
Live From NAB Show 2024: Program Productions' Bob Carzoli on Investment Growth and Supporting Freelancers with the ProCrewz App
Live From NAB Show 2024: Program Productions Bob Carzoli on Investment Growth an...
14/04/2024
Live From NAB Show 2024: Appear's Thomas Bostrm Jrgensen, Alex Pannell, and Ed McGivern on Backing the Continued Growth of Live Sports
Live From NAB Show 2024: Appears Thomas Bostr m J rgensen, Alex Pannell, and Ed ...
14/04/2024
Live From NAB Show 2024: Amagi's Dan Marshall on Migrating On-Prem Data Centers to The Cloud and the Exciting Growth of FAST Channels
Live From NAB Show 2024: Amagis Dan Marshall on Migrating On-Prem Data Centers t...
14/04/2024
Live From NAB Show 2024: Ross Video's David Ross on Celebrating 50 Years with Major Product Intros
Live From NAB Show 2024: Ross Videos David Ross on Celebrating 50 Years with Maj...
14/04/2024
NAB 2024: NHL, Verizon Business, and AWS Roll Out 5G-enabled Cloud Broadcasting Solution
NAB 2024: NHL, Verizon Business, and AWS Roll Out 5G-enabled Cloud Broadcasting ...
12/04/2024
Inside the MultiVersus NHL Face-Off' Live Animated Broadcast With the NHL's David Lehanski and Keith Horstman
Inside the MultiVersus NHL Face-Off' Live Animated Broadcast With the NHL...
12/04/2024
NAB 2024: Suppliers Continue To Expand Networked-Audio Offerings
NAB 2024: Suppliers Continue To Expand Networked-Audio Offerings New and updated products boast IP and ST 2110, software systems, virtual control By Dan Daley,...
12/04/2024
Amazon Prime Video Chooses Onsite Production Path for Its 27 NWSL Matches
Amazon Prime Video Chooses Onsite Production Path for Its 27 NWSL Matches The streamer made its league debut with the 2024 NWSL Challenge Cup on March 15 By Kr...
12/04/2024
ESPN Rides Wave of Women's-Hoops Momentum Into WNBA Draft Production at Brooklyn Academy of Music
ESPN Rides Wave of Women's-Hoops Momentum Into WNBA Draft Production at Broo...
12/04/2024
SVG New Sponsor Spotlight: Mimir's Andr Torsvik on Enabling Remote Collaboration Through the Cloud
SVG New Sponsor Spotlight: Mimir's Andr Torsvik on Enabling Remote Collabor...
12/04/2024
Inside the MultiVersus NHL Face-Off Live Animated Broadcast With the NHL's David Lehanski and Keith Horstman
Inside the MultiVersus NHL Face-Off Live Animated Broadcast With the NHL's D...