Sony Professional Solutions Europe has announced Sony Virtual Production, an on-demand cloud production service that provides a complete production toolset for multi-platform content creation and delivery, at Red Bull's Alpenbrevet motorcycle race in Sarnen, Switzerland, which took place last weekend.
To date, high quality and reliable live production has always required serious infrastructure, major upfront investment and an army of talented creatives and technicians. Sony's Virtual Production service targets to provide a solution by creating a frictionless production workflow with access to a cloud based professional vision mixer, and then deliver it quickly to social, websites, apps or CDN platforms.
At the one-day event, Red Bull Switzerland used Sony's Virtual Production solution to livestream the entire race to its social media. The remote location of the race placed in Swiss mountains meant that deploying physical production infrastructure would pose a significant challenge. However, thanks to Virtual Production's cloud-based services and 4G Connectivity, Red Bull was able to capture and broadcast the whole event using only a number of camcorders and a single laptop to access the Virtual Switcher GUI.
Over the years, our Alpenbrevet event has become an important date in the calendars of casual motorcycle racers across Switzerland and Europe. While the scenic route of the race is a big draw for our participants, it poses a significant challenge for our broadcast team who want to capture and livestream the event across the globe, explained Hubert Zaech, Production Manager at Red Bull Switzerland. Sony's Virtual Production was the perfect solution for our event as it gives us the freedom, flexibility and agility to capture and distribute content quickly, without having to deal with the logistical nightmare of installing physical infrastructure in these remote locations.
Sony's Virtual Production proposition is a simple one: users pay only for what they need, when they need it. The home-grown service has been designed to take the cost out of live production, whilst empowering content creators to grow their reach and revenues. Requiring only a camera acquisition kit, production teams log into their personalised Virtual Production portal, synchronise their cameras and stream content on a pay-as-you-go basis.
Camera crews on location then use wireless transmitters to feed a virtual production switcher that is hosted in the cloud via Amazon Web Services, while simultaneously a vision mixer, based anywhere in the world and using an ordinary web browser, logs into the Virtual Production service. Users can switch the camera feeds, add graphics, logos and captions and stream the output to a range of different platforms, including YouTube and Facebook Live, at rapid pace. All without any requirement to run or install software.
Sony is fiercely committed to helping its customers like Red Bull reach and build their brands and audiences, explains Stuart Almond, Head of Marketing and Communications, Media Solutions, Sony Professional. In an era of changing viewing habits, multi-screen and multi-platform viewing, media organisations need to embrace new technologies and services that increase content value and engage audiences in new and exciting ways. Virtual Production has been designed to do exactly that. The Red Bull Alpenbrevet was the ideal event to put the new solution through its paces and demonstrate the value it creates for our customers.
Virtual production bridges the gap between the traditional heavy Live Production solutions of professionals, and the consumer live streaming applications. With its unique flexibility, the service enables to cover more events, as the core production is hosted in the cloud, yet offering professional program outputs.
Sony's Virtual Production Service will be available in Europe from September 2018.
Visit Sony's booth at IBC 2018 to find out more about the service, or go to www.pro.sony/virtualproduction
Most recent headlines
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
The works of Plato state that when humans have an experience, some level of change occurs in their brain, which is powered by memory - specifically long-term me...
22/12/2025
Partnership integrates complementary satellite data and AI analytics to enhance security, infrastructure, and environmental monitoring solutions for global cust...
22/12/2025
Workflows allow you to create a sequence of planned events which may be added to your template(s) or inserted directly into your sequential or background playli...
22/12/2025
Monday 22 December 2025
Sky extends PGA TOUR partnership until 2029, as Sky Spo...
22/12/2025
Back to All News
Global Anime Hits and New Releases Take Center Stage at Jump Festa 2026
Entertainment
22 December 2025
GlobalJapan
Link copied to clipboar...
22/12/2025
Siobh n McSweeney, Rory McIlroy, Elon Musk, Catherine Connolly, Jim Gavin, Ivan Yates and Traitor Paudie Moloney lead new characters for Callan Kicks the Year 2...
22/12/2025
Winner announced in the picturesque surroundings of Wicklow's Avondale Tower and Treetop Walk
Andrew Trimble wins the show in his first series as coach
Th...
22/12/2025
The 2025 winners have been announced today, Sunday 21 December, for Ireland's largest choral competition Choirs for Christmas hosted by RT lyric fm.
Ove...
21/12/2025
Back to All News
Legoshi and Haru's Story Reaches Its Finale: BEASTARS Fin...
21/12/2025
John Shortt named Young Sportsperson of the Year Kerry are the Team of the Year
...
20/12/2025
Atomos announced the immediate availability of a new firmware update for its Ninja TX GO and Ninja TX monitor-recorders, unlocking ProRes RAW recording from the...
20/12/2025
CJP Broadcast has completed the digitisation of the European Gymnastics tape archive, converting 328 tapes containing more than forty years of recorded material...
20/12/2025
Bitmovin, the leading provider of video streaming solutions, today announced the launch of the Stream Lab MCP Server, to give AI agents and large language model...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Barack Obama Includes Laufey on His 2025 Favorite Music List The former presidents roundup of books, music, and movies includes a song from the Berklee alums ...
20/12/2025
Study reveals a key hormonal circuit in the kidneys Scripps Research scientists identify the protein that helps kidney cells regulate renin, providing foundatio...
19/12/2025
With Playout Release 2025.4, ToolsOnAir continues to push professional playout w...
19/12/2025
SVG Sit-Down: Diversified's Jared Timmins on AI for Broadcast Sports and Cre...
19/12/2025
2025 SVG Summit Audio Recap: Say What?The Audio Production and Distribution Workshop at the SVG Summit 20 took on issues including speech intelligibility, Next-...
19/12/2025
Gamified fun: Channel 5 on its NFL Big Game Night ambitions with Hungry Bear Med...
19/12/2025
College Football Playoff Preview: For ESPN, Round 1 is a Fantastic Yet Familia...
19/12/2025
AWS's Jason Dvorkin on Developing Partnerships With the NBA and PGA Tour, Em...
19/12/2025
Netflix Kicks Off Packed Sports Week with Paul-Joshua Fight Before Shifting to N...
19/12/2025
SVG New Sponsor Spotlight: Presidio's Nareev Shah on the Role of Its Captiva...
19/12/2025
Mounted to the pylon of an AH-1Z Viper helicopter, a Red Wolf vehicle successful...
Sony Professional Solutions Europe has announced Sony Virtual Production, an on-demand cloud production service that provides a complete production toolset for multi-platform content creation and delivery, at Red Bull's Alpenbrevet motorcycle race in Sarnen, Switzerland, which took place last weekend.
