Live From FIFA World Cup: Telemundo Deportes Descends on Souq Waqif for Immersive Studio Coverage Multiple studios blend the country's past and present By Kristian Hern ndez, Senior Editor
Thursday, December 8, 2022 - 11:31 am
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Being at the 2022 FIFA World Cup is an experience unlike any other, but, for Spanish-language fans unable to hop a flight to Qatar to take in the festivities firsthand, Telemundo Deportes is bringing the vibrant atmosphere from Doha to living rooms around the world. To combine the country's past with its future, the broadcaster decided to set up its studio headquarters in the Souq Waqif, the traditional Qatari marketplace, and to have a talent location that highlights the beautiful skyline of downtown Doha.
When we conceptualized what we wanted to do for this World Cup, we wanted to have it be busy, see a lot of foot traffic, and bring the world together, says Eli Velazquez, EVP, sports content, Telemundo Deportes. We thought that it'd be great to see a lot of people working [in the market] while others enjoy the events with one another.
Coming Up With a Concept: Site Visits, Partner Collaboration Create a Vision As with many other Telemundo Deportes projects, SVP, Content Operations, Chris Suarez-Meyers; VP, Sports Content, Robert Pardo; Velazquez; and other colleagues sat down to brainstorm ideas for a month-long competition that would take place in one host city. Lacking familiarity with locations in Qatar, the team visited the city to scope out the landscape, get a sense of the culture, and decide on a spot that would accentuate the ultimate goal: provide a bountiful serving of flavor that's distinctly unique to the broadcaster's brand.
Not wanting to rely on a static background, Velazquez aimed to paint a different picture every day. That's how the Souq Waqif came into play. Known for its tiny alleyways; shops selling food, clothing, and local delicacies; and eclectic festivities during the nighttime hours, it became the locale of choice the minute the crew stepped inside.
Telemundo's Eli Velazquez (left) and Chris Suarez-Meyers at the Souq Waqif in Doha
When we came the first time, we came out of this exit of the Souq and really liked the fact that we saw people constantly coming in and out, says Velazquez. We also wanted to get something that spoke to the culture and sense of place. In my opinion, a skyline's a skyline, and, after a couple of days, you're probably going to get somewhat bored of it. With constant movement, there's always going to be something different that you can get from this experience.
The development of a clear vision allowed the team to bring on partners. Tapping HD Studios as lead designer and needing to get an accurate portrayal of the feelings they wanted to convey, Telemundo brought in HD Studios owner/Principal Designer Bryan Higgason to get a taste of Doha. As the plan began to take shape, Higgason worked closely with NBCUniversal SVP, Marketing and Creative, Claudia Chagui and VP, Brand Design, Chris Moore to mesh the broadcaster's marketing promotions, creative vision for the production, and tangible elements seen in the space.
We had him come out and walk around to immerse himself in the culture for five days, adds Velazquez. He came to snap some photos and look at shapes and different designs that he eventually integrated into the look of our promotional campaign.
The Spot in the Souq: A Window for Views, Multiple Talent Locations Once the physical work began, Black Walnut was called on to put the details and pieces together, and LDG Lighting Design Group was tasked with making the set pop. The final product is a hub that perfectly achieves the initial goal. The main piece, a couch set with a window facing the Souq for a conversational vibe during live World Cup editions of Hoy en la Copa, ties together the subtle details immediately noticeable in the wide variety of studio programming.
The details include nods to the venues hosting all 64 matches, including archways reminiscent of the exterior of Lusail Stadium, fabric that matches the carpet covering the interior roof of Al Bayt Stadium, and a ceiling fixture that mimics the broadcaster's Copa Mundial logo created by Chagui and Moore. An archway taken from the set is positioned at the broadcaster's permanent studio inside Lusail Stadium, where the FIFA World Cup Final will take place on Sunday, Dec. 18. Also emanating from this set are Viva el Mundial, Debate Mundial, and Al Rojo Vivo.
The main studio location features a conversation-style couch and a large window overlooking the marketplace.
Opposite the couch setting, a desk is available for a more professional aesthetic. In front of another window, a modular desk for halftime analysis can extend or contract depending on the number of talent participating. Each set is equipped with two hard cameras, a jib, and a handheld Steadicam. To maintain branding and continuity, Telemundo has a similar setup in the IBC. From either end, the dual-sided room has demonstrated its flexibility in a location that bustles with activity at all hours of the day and night.
The thing I love about this particular look and feel is the colors that seem to unite all the teams playing in the World Cup, says Velazquez. The people that sit on each of these shows are also extremely fun.
Fans gather beneath Telemundo's Bismillah Hotel location.
Since the farthest stadium is only an hour away, the pool of talent has been expanded to cover every single aspect of not only the studio side but also in-venue commentary for live broadcasts. During the Group Stage, the action is typically frenetic. For previous World Cups, announce teams were required to travel to different cities during the tournament. For this year's version, Telemundo opted to rol
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Live From FIFA World Cup: Telemundo Deportes Descends on Souq Waqif for Immersive Studio Coverage Multiple studios blend the country's past and present By Kristian Hern ndez, Senior Editor 
