SVG Sit-Down: NVIDIA's Jamie Allan on the Transition to ST 2110, What's Next for AI, AR, and the Cloud The focus is migration from client-based system to software-defined virtualized infrastructure By Jason Dachman
Tuesday, September 27, 2022 - 1:57 pm
Print This Story | Subscribe
Story Highlights
At the IBC Show in Amsterdam this month, NVIDIA's tech infrastructure once again powered hundreds of booths. In addition, the company demonstrated SMPTE ST 2110 workflows at the Dell Technologies and RED Digital Cinema booths.
The next-generation IP broadcast workflow at the Dell booth focused on how to simplify the adoption of SMPTE ST 2110 standards for the broadcast industry. NVIDIA and Dell teamed up to showcase IP-based content-creation capabilities and deployment of AI in the broadcast pipeline from workstation to the edge.
At the RED booth, NVIDIA networking technologies (Rivermax, ConnectX, NVIDIA BlueField DPU, NVIDIA RTX GPU) enabled real-time 8K raw video over ST 2110. In this demo, NVIDIA and RED showcased a direct connection that allows cinema-quality RED V-RAPTOR 8K content to feed into an IP broadcast-production workflow.
During the show, SVG sat down with Jamie Allan, lead, media, entertainment & broadcast industry, EMEA, NVIDIA, to discuss the ST 2110 demos and how NVIDIA is helping power major next-gen technologies, such as artificial intelligence (AI) and machine learning (ML), augmented reality and immersive experiences, and cloud- and edge-based workflows.
NVIDIA's Jamie Allan: The broadcast industry should build in a way that allows [deployment] on any platform in the future.
What are the big themes NVIDIA is highlighting this year at IBC?
Firstly, we're excited to be back at IBC after being away the past few years. Getting together with our amazing ecosystem of partners in Amsterdam is always great. Having NVIDIA in hundreds of the booths, powering the solutions and technologies that make up the media and entertainment world, is a great honor for us.
This year at IBC, we are focused on talking about and demonstrating some of our groundbreaking solutions that simplify the adoption of ST 2110 workflows for broadcasters, postproduction companies, and large media organizations. These [solutions] enable these organizations to easily bring SMPTE ST 2110-compliant uncompressed streams into their infrastructure without a huge engineering uplift.
Can you provide some detail on the key demonstrations you're participating in here at the show?
At the Dell booth, we are showing how our existing Rivermax SDK - which is already used by many leading broadcast organizations, such as Grass Valley and Disguise - can create a new Windows application that provides a virtual display for a 2110 platform. You can take your normal Windows virtual or physical workstation and virtualize a SMPTE ST 2110-compliant desktop as a second display. You can simply drag an application to your second display and send that out to broadcast live on-air as a 2110-compliant stream.
On the RED Digital Cinema booth, we are enabling the world's first real-time camera-to-SRT stream via uncompressed ST 2110. We've worked with RED to develop the capability to go straight from one of their new camera models, fire an IP module into a processing unit doing uncompressed 8K 2110, and take that stream into either an uncompressed pipeline or an SRT compressed webstream at full 8K. We believe this is the first time that has ever been done.
How do you see AI and ML changing the way live sports are produced? And what role is NVIDIA playing in that evolution?
The broadcast industry as a whole has adopted AI on a much larger scale, and we've seen many broadcasters using these tools over the past few years.
Organizations like EVS, Sony Hawkeye, and Vizrt are advancing their tools with AI. And many broadcast organizations and media companies are investing internally in AI data-science teams and developer teams to take some off-the-shelf AI tools that you can get from places like NVIDIA's GPU container cloud and retrain and adapt them to create specific tools for their needs.
That is very important in the sports industry because of the complexity and the unique needs of each individual sport. We work very closely with organizations like Hawkeye to enable their tools to work specifically for certain sports.
I also think AI and machine learning in automated production is very interesting. We are seeing organizations like Pixellot and Mediapro's AutomaticTV growing at an astonishing rate. We will continue to work with these companies to create smaller and faster components for that part of the ecosystem so that technology can continue to grow.
There are also many startups focusing on creating groundbreaking applications for AI in sports broadcasting. One company in particular doing groundbreaking work in markerless motion tracking is move.AI. They are a UK-based company who have [drawn interest] from many major sporting bodies and broadcasters around the world. Using low-cost cameras, they can create full-body 3D visualizations, which is something every broadcaster wants in order to add value not only to their current 2D broadcast pipeline but also to their future immersive metaverse and Web3 broadcasting capabilities.
Speaking of the metaverse, how have you seen the use of augmented reality grow in recent years? How to you envision these virtual technologies impacting the industry?
We're incredibly proud that nearly every vendor who creates augmented-reality and virtual-graphics tools leverages NVIDIA technology to build their products. We continue to push our engineers and our internal product teams to give them more and more capability in that space. The next step that we are hoping to see is bridging the gap between AR in the studio and AR in the home. We&
More from Sports Video Group
02/06/2026
Tennis Channel has completed a transition from satellite-based distribution to a...
02/06/2026
Daktronics has announced the 2026 High School Video Summit, a two-day educational event for high school educators and student production teams, taking place Jun...
02/06/2026
Fandango will bring Telemundo's live Spanish-language coverage of the FIFA W...
02/06/2026
All Women's Sports Network (AWSN) has announced the live television schedule...
02/06/2026
Spalk, a cloud-based multilingual commentary and production platform, has announced three new partnerships: Ligue 1 (English and Portuguese highlights), Eurolea...
02/06/2026
NHL Network's 2026 Stanley Cup Final coverage began June 1 with NHL Tonight: Stanley Cup Final Media Day from the Carolina Hurricanes' Lenovo Center at ...
02/06/2026
Matrox Video has announced the Maevex MGX Series, a lineup of IPMX-ready video e...
02/06/2026
Marshall Electronics will exhibit at InfoComm 2026 (Booth C7521), showcasing a lineup of 4K and HD compact POV cameras for corporate, education, hospitality, wo...
02/06/2026
The Professional Audio Manufacturers Alliance (PAMA) and Shure Incorporated have...
02/06/2026
MultiDyne Video and Fiber Optic Systems will exhibit at InfoComm 2026 (Booth C50...
02/06/2026
Advanced Systems Group (ASG) has announced the promotion of Joe Marchitto to Western Regional CTO. In his new role, Marchitto will oversee system design across ...
02/06/2026
The NHL has announced that Brothers Osborne will headline a free outdoor concert...
02/06/2026
CP Communications has announced the appointment of its first two female executives in the company's 40-year history. Tabitha Coleman has been named Vice Pre...
02/06/2026
The Lighting Design Group (LDG) has announced the completion of Studio C at Yahoo's headquarters at 770 Broadway in Manhattan. The studio launched April 24 ...
02/06/2026
Zee Entertainment Enterprises Ltd. (Z) has announced a partnership with FIFA to broadcast FIFA World Cup 2026, FIFA World Cup 2030, FIFA Women's World Cup 2...
02/06/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, including new deals, departures, and assignments compiled from press releases and repo...
02/06/2026
The department is broadcasting NCAA Baseball Super Regionals at Plainsman Park this weekend
Broadcast and production crews at Division I institutions are busy ...
02/06/2026
The initiative is extends beyond the league's arenas to team training rinks,...
01/06/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
01/06/2026
Designed to solve a common problem in broadcasting, the automated workflow detects, identifies, removes, and documents copyrighted music
AudioShake has introdu...
01/06/2026
The sports-analytics company combines its data with proprietary AI to help leagu...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
29/05/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
29/05/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
28/05/2026
FOX Sports' MLB coverage dominated the night at the 47th Annual Sports Emmy ...
28/05/2026
One of the most memorable postseasons in baseball history would have had no memo...
28/05/2026
NBC's Sunday Night Football is among the most-decorated and most-watched pro...
28/05/2026
The 2026 Sports Emmys marked a watershed moment for Prime Video Sports. After bu...
28/05/2026
Hosted by ESPN Senior Writer Ryan McGee, the ceremony honored winners from athletic departments, conference offices, professional networks, production companies...
28/05/2026
Major rights-holders rolled out their 2026 college football slates today, offering a first look at marquee windows, kickoff partners, and conference distributio...
28/05/2026
The 4 Nations Face-Off, an international competition that launched in February 2...
28/05/2026
Soccer is a truly global sport, and, to match the U.S. viewing audience's in...
28/05/2026
The NFL Today, CBS Sports' top-of-the-line NFL studio show, has a storied hi...
28/05/2026
Prime Video is no stranger to innovation, and, within the realm of live streamin...
SVG Sit-Down: NVIDIA's Jamie Allan on the Transition to ST 2110, What's Next for AI, AR, and the Cloud The focus is migration from client-based system to software-defined virtualized infrastructure By Jason Dachman 
