Sony today announces full compatibility with PARALLEL ADS a solution by AGS AG (Switzerland), enabling broadcasters of sporting events to simultaneously share tailored advertising content to different audiences around the globe. The solution is based on the DYNAMIC CONTENT MULITPLICATION technology that can also provide the same benefits for music and other live events. The DCM technology enables rights holders to broadcast up to four simultaneous feeds for event-based LED advertising from a single camera, helping them unlock new revenue streams by tailoring these advertisements to different markets. This also improves the customer experience by providing relevant content to different audiences. The new technology is part of an ambition from Sony to respond directly to broadcasters' needs, address new industry challenges and drive efficiencies.
Unlocking revenue with innovative technologies
PARALLEL ADS shows its full potential exclusively in conjunction with live system cameras from Sony, including the HDC-5500, which has the world's first native 3x UHD CMOS sensors and incorporates Global Shutter technology, a key feature in enabling PARALLEL ADS . The technology allows broadcasters to share, in real-time, unique advertising content for different markets. For example, on the same perimeter LED screen a viewer watching a broadcast stream in Japan will see advertisements for Japanese products while a viewer of the same stream in France will see French advertisements. In total, four different unique streams can be broadcast simultaneously. The human eye will only be able to detect the venue feed, so the in-person experience is unchanged.
The technology works by playing all feeds on the LED system in real time. No additional hardware is required, instead synchronisation is simply done by configuring the camera settings and equipment with the OB (outside broadcasting) van. Once a camera is synchronised to PARALLEL ADS , the multiple feeds are directly available in the vision mixer.
As opposed to a virtual overlay, which creates a new advertisement in post-processing, PARALLEL ADS is capable of directly emitting multiple feeds simultaneously from one camera. Because no post-processing, tracking or other pre/post setup is required, broadcasters can reap the benefits of the new revenue streams without the need for additional staff and with minimal disruption to current workflows.
We always work extremely closely with our broadcast customers, whether to enhance their operations to be more effective or to help them gain greater return on investment. DCM shares our ambition and vision when it comes to adding value to existing processes within the broadcasting industry. Combining our leading Sony system cameras with PARALLEL ADS is a fantastic demonstration of what joint innovation can achieve. We're now thrilled to share the result with broadcasters and producers who can use this cutting-edge technology to gain more control over the content they share with global audiences while unlocking new revenue opportunities, explains Norbert Paquet, Head of Product Management, Sony Professional Solutions Europe.
Putting creators and broadcasters in control of content
In contrast to virtual solutions, external environmental factors such as rain, fog or snow will not impact visual output. Likewise, cameras do not need to be static and they remain capable of outputting in Slow Motion even in additional feeds, meaning the technology is perfect for broadcasters of fast-paced sporting or music events that require freedom of camera movements and angles.
We're extremely proud of our work over the past two years developing the PARALLEL ADS solution. It fundamentally broadens the horizons of rights holders, allowing them to engage with different sponsors simultaneously or tailor sponsored content to each market; greatly increasing its impact and value. Meanwhile, in conjunction with leading system cameras from Sony, broadcasters now have an ultra-low-latency, real-time solution that doesn't sacrifice key features such as Slow Motion, says Karsten Schroeder, chairman, AGS AG.
A variety of 4K live system cameras from Sony Professional support output to multiple feeds with the PARALLEL ADS system, including the HDC-3500 and HDC-P50.
PARALLEL ADS was in use at the LNR TOP14 final in Paris this summer and will feature at a number of upcoming sporting events.
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
06/12/2025
In a live broadcast from the Reagan National Defense Forum, L3Harris Chair and CEO Christopher Kubasik joined Morgan Brennan on CNBCs Closing Bell: Overtime. Ku...
06/12/2025
FORT LAUDERDALE, Fla. A new survey from Pixitmedia by Datacore revealed a major shift in the Media & Entertainment industry in media archiving, with 85% of resp...
06/12/2025
HACKENSACK, N.J. LiveU has announced that the national public broadcaster Czech Television has completed one of the largest LiveU live production deployments fo...
06/12/2025
NEW YORK The National Academy of Television Arts and Sciences (NATAS) presented the Excellence in Production Technology Emmy Award to NASA+ and Dr. Tom Leight...
05/12/2025
2025 Sports Broadcasting Hall of Fame: Curt Gowdy Jr. - Master Storyteller, Nati...
05/12/2025
SVG Sit-Down: Veritone's Sean King on the Power of Mining Video, Audio DataThe company's Data Refinery offers users total control and governance over da...
05/12/2025
Platinum White Paper: Inside the Nashville Predators' Unified, Flexible, Sca...
05/12/2025
Netflix Reaches Agreement To Acquire Warner Bros. Following Planned WBD SplitThe deal does not include WBDs sports assets like TNT Sports (US, UK, LatAm), Euros...
05/12/2025
FOX Sports Returns to Indianapolis for Primetime Broadcast of Big Ten Championsh...
05/12/2025
SVG Summit 2025 Preview: Digital Engagement & Monetization Workshop Tackles the ...
05/12/2025
Atlanta United Lights Up New Emory Healthcare Studio With First Live Broadcast f...
05/12/2025
As Messi Takes the Pitch, MLS, Apple, NEP Roll Out Largest MLS Cup Production Ev...
05/12/2025
ESPN Enters College Football's Most Intense Month With Elevated Workflows fo...
05/12/2025
It's about that time! Awards season is in full swing, and the Film Independe...
05/12/2025
Every year, Spotify Wrapped offers a personalized look back at the audio that defined your year. It's a snapshot of your listening habits, designed to tell ...
05/12/2025
In 2025, Spotify's EQUAL, GLOW, and RADAR programs celebrated women, LGBTQIA , and emerging artists who turned moments into milestones. From breaking record...
05/12/2025
In our latest blog, we explain how Wi-Fi 7 rollouts can drive consumer loyalty with value-add services such as consumer cybersecurity. We also explore how this ...
05/12/2025
LOS ANGELES Netflix announced it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....
05/12/2025
NEW YORK Nielsens Gracenote has launched Gracenote Content Connect, a new ad platform that provides agencies, brands, supply-side platforms (SSPs) and demand-si...
05/12/2025
NEW YORK In an most important update to the workings of deal-based programmatic advertising, IAB Tech Lab has released version 1.0 of its Deals API for public c...
05/12/2025
NEW YORK Pass the turkey. Pass the stuffing. Pass the cranberry sauce. All are common requests of Americans celebrating Thanksgiving Day with family and f...
05/12/2025
NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...
05/12/2025
HOLLYWOOD, Calif. Netflix announced today that it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....
05/12/2025
NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...
05/12/2025
WASHINGTON The Federal Communications Commission has approved AT&T's $1.02 billion acquisition of spectrum from UScellular in a decision that was issued sho...
05/12/2025
The Best Coldplay Songs: 21 Tracks That Shoot for the Stars From Yellow to Viva La Vida, Fix You to Paradise, this playlist goes back to the start.
December ...
05/12/2025
Zafris Lecture Series Brings Nabil Ayers to Berklee The 32nd annual James G. Zafris Distinguished Lecture series was held on Thursday, November 13, with guest...
05/12/2025
Introducing New Perks to Help You Get Even More from LinkedIn Premium Published on Dec 5, 2025 Categories: Company News, Product News
LinkedIn Corporate Co...
05/12/2025
Friday 5 December 2025
A new Game of Thrones Tale: Official trailer for Sky Exc...
05/12/2025
Back to All News
Don Lee, Lee Jin-uk, and Lalisa Manobal to Star in Netflix Act...
05/12/2025
Tis the season of giving once again and this year we've taken our Give Back Fridays' concept and turned it on its head.
In the autumn we were approach...
05/12/2025
Brayden Gogis doesn't remember a time when he wasn't completely fixated on games in all forms. In preschool, when they asked us to dress up as what we ...
05/12/2025
The Grinch steals the spotlight as the theme for The Late Late Toy Show 2025
Tune in tonight at 9:35pm on RT One and worldwide on RT Player
#LateLateToyShow...
05/12/2025
RT Announces New Presenters of Flagship News Programmes
New RT Six One News co-presenter Tommy Meskill
Sarah McInerney & Justin McCarthy join Morning Ir...
04/12/2025
ToolsOnAir Blackmagic Design HyperDeck Event Presets for just:in mac pro 2025 & ...
04/12/2025
ToolsOnAir AJA Ki Pro Event Presets for just:in mac pro 2025 & just:in linux
More Details:Starting with version 5.5, both just:in mac pro and just:in linux sol...
04/12/2025
Wangu Kanuri from Kenya and Godwin Asediba from Ghana are two of this years finalists for Thomsons Young Journalist of the Year Award. The pair are runners-up i...
04/12/2025
SVG Sit-Down: ProximaVision's Claudio Lisman on Why Tethered Drones Could Be...
04/12/2025
SVG Campus Shot Callers: Imry Halevi, Senior Associate Director of Athletics, Co...
04/12/2025
Platinum White Paper: LiveU Lightweight Sports Production: A Step Change in Spor...
04/12/2025
London to Riyadh: DAZN brings the boxing glamour to new production levels for Be...
04/12/2025
Analysis: Paramount bets on the battering ram' with Champions League play By Callum McCarthy, Editor-at-Large
Tuesday, December 2, 2025 - 10:12
Print ...
04/12/2025
Space City Home Network Launches SCHN DTC App for Astros and RocketsThe Rockets and Astros were previously the lone NBA and MLB teams without a DTC appBy Jason...
04/12/2025
SVG Summit 2025 Preview: Content Workflows Workshop Spotlights Evolution of Spor...
04/12/2025
New Sponsor Spotlight: Geotech's Patrick Wambold On the Unreal Engine Revolu...
04/12/2025
Curt Gowdy Jr. - Master Storyteller, Nationally and RegionallyBy Jason Dachman, Editorial Director, U.S.
Thursday, December 4, 2025 - 1:52 pm
Print This Sto...
04/12/2025
(L-R) Rebecca Lichtenfeld, Mohammadreza Eyni, Sara Khaki, and Judith Helfand att...
04/12/2025
SBS launches Future Frames initiative to support emerging First Nations video ed...
Sony today announces full compatibility with PARALLEL ADS a solution by AGS AG (Switzerland), enabling broadcasters of sporting events to simultaneously share tailored advertising content to different audiences around the globe. The solution is based on the DYNAMIC CONTENT MULITPLICATION technology that can also provide the same benefits for music and other live events. The DCM technology enables rights holders to broadcast up to four simultaneous feeds for event-based LED advertising from a single camera, helping them unlock new revenue streams by tailoring these advertisements to different markets. This also improves the customer experience by providing relevant content to different audiences. The new technology is part of an ambition from Sony to respond directly to broadcasters' needs, address new industry challenges and drive efficiencies.
