The ever evolving innovations that are part and parcel of sports-broadcasting apps and streaming services will continue to accelerate in the future and will better leverage broadcast-production efforts, according to experts taking part in a session at SVG's Second Screen Summit: Sports, held in New York City on July 28.
Eric Black, VP, technology, NBC Sports & Olympics, pointed to NBC's multiplatform efforts related to its NASCAR coverage that began on the weekend of July 4 as an example of the evolution: We were looking at how to bring multiplatform engagement to the next level and not just have a simulcast but see what multicamera coverage would look like across multiple devices.
It's not just about video, he added. Ancillary data is important and can be shaped by listening to the feedback from and metrics of the users.
Hania Poole, VP, business operations, NCAA Digital, observed that storytelling for events like the March Madness men's national college basketball championship has evolved to deliver all types of content, not just video. The goal now is to bring together social-media content from sources like the teams, athletes, and coaches with deeper statistics as well as video.
NBC Sports & Olympics' Eric Black explored multiplatform efforts in NASCAR coverage.
We want to meet all of the fans' needs at once, she explained. And we are definitely going deeper into data with things that are tournament-specific and season averages. Next year, we expect to get more player-specific.
That is all part of what Jason Thibeault, principal technical evangelist, Limelight Networks, described as a move to give end users what they really want. Our customers are looking for ways to make content as engaging as possible and to create stickiness, he added.
Alternative feeds and camera angles are increasingly popular offerings, but they aren't always required or even desired. Poole said that, although Turner's NBA Overtime product offers alternative angles, March Madness coverage stays away from alternative feeds. During the Final Four weekend, however, it does offer an online experience with alternative audio commentary more closely aligned with the teams playing along with school colors and branding.
The fans just want the unique experience of seeing the game and winning their bracket, she said. They really don't care about alternate angles.
Finding a Pulse
Lee Brenner, global business development lead, Microsoft, shared his company's experiences with its Pulse service, a tool designed to allow an audience, no matter how large or small, to become a virtual focus group.
From left: NCAA Digital's Hania Poole, Microsoft's Lee Brenner, and Limelight Networks' Jason Thibeault
We created it for the political realm: in the past, broadcast networks would have things like 12-person focus groups to give feedback on things like speeches, he explained. But, with Pulse, you can get feedback from millions of people, and producers can hear how the audience was feeling rather than simply rely on whether ratings were up or down.
For example, during President Obama's latest State of the Union Address, Fox News captured more than 13 million votes in one hour.
You can see the results in a moment and also break them down by demographics, Brenner said. The goal is to allow the audience to participate in real time and then have analysis with cool graphics using a simple platform.
He noted that Pulse is under the control of a program's producers. We work with the producers in the control room, he explained. They control it and run it because they know most what audience information they want to get back [via Pulse].
The Rio Olympics next summer are already poised to be a true test of how online streaming impacts TV viewing because the time zone for Rio is only one hour ahead of the East Coast. We're excited to think about the opportunity with multiplatform and second screen to hit them all, as Rio is close to the U.S. time zones, added Black.
The goal is not to worry about where the content is going to be consumed but rather to focus on creating the best broadcast experience and then making sure Olympic fans can find the content they want and consume it where they want to.
The next innovation most likely will involve advertising and figuring out how to more easily monetize live-streaming services. Look for a more interactive style of advertisements, programmatic ads, and sponsored content tailored to the event.
More than ever, said Poole, customized advertisements can be hugely successful and build brand awareness and engagement.
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
28/10/2025
ESPN Announces Monsters Funday Football', Its Latest Real-Time Animated Bro...
28/10/2025
SVG All-Stars: Catherine Chalfant, Manager, Remote Operations, ESPNThe Ole Miss alum is an operational force behind ESPN's extensive college-football catalo...
28/10/2025
Elevating the experience: AI and data take Ryder Cup to the next level By Joe OHalloran
Tuesday, October 28, 2025 - 10:25
Print This Story
NBC produced th...
28/10/2025
Conquering the Air (waves): Taking a close up look at the IBC Accelerator Priva...
28/10/2025
World Series 2025: Spectrum SportsNet LA Brings Dodgers Fans Closer to the Actio...
28/10/2025
Dylan Southern and Benedict Cumberbatch at the premiere of The Thing with Feathers (photo by George Pimentel / Shutterstock for Sundance Film Festival)...
28/10/2025
For three weeks in Lagos, Spotify's Greasy Tunes Caf pop-up brought the cit...
28/10/2025
Once a niche subculture, German rap has evolved into an influential cultural movement. Now, Spotify is giving the genre a new home with OFFCULT, a playlist dedi...
28/10/2025
Shane Delia's Malta serves up the Mediterranean this summer
28 October, 2025
Media releases
Feast on 9,000 years of culinary history Mondays from 24 No...
28/10/2025
SBS's global sporting festival continues with the FIVB Beach Volleyball Worl...
28/10/2025
Bilbao, October 28, 2025 - AgileTV, a leading technology solutions company for t...
28/10/2025
Disney, NBCUniversal, FOX, Paramount Each Achieve Double-Digit Monthly Growth
...
28/10/2025
CINCINNATI The E.W. Scripps Company has announced an agreement to sell WRTV, its local ABC-affiliated station in Indianapolis, to Circle City Broadcasting for $...
28/10/2025
Berklee College of Music and Berklee Valencia Named to Billboards 2025 Top Music...
28/10/2025
NEW YORK As AI usage continues to spike, a new study from IAB delves into an important aspect of how AI is transforming the advertising business with new data s...
28/10/2025
Charlie Jablonski, a broadcast tech pioneer who helped shape the modern era of Olympics television coverage, died Oct. 25 at his home in Lake George N.Y., the N...
28/10/2025
VIENNA, Austria Bitmovin has launched Bitmovin Observability, a new stand-alone video data solution that delivers real-time insights into video playback. The so...
28/10/2025
LOS ANGELES LucidLink, the file streaming platform, has announced a Frame.io integration and expanded mobile capabilities at Adobe Max....
28/10/2025
Mediagenix, a global leader in smart content solutions to profitably connect the right content to the right audience, today announced that it has joined the Ama...
28/10/2025
Lightware, an industry leader in connectivity and signal management solutions, has announced a major update to its Taurus
platform, which now delivers flawless...
28/10/2025
Following a successful mid-September International Broadcasting Convention in Amsterdam, Hiltron Communications will promote its full range of satellite communi...
28/10/2025
Open Broadcast Systems has chosen MC&S (Media Consulting & Services) as a reseller to help strengthen its presence in France.
With over twenty years of experi...
28/10/2025
Bitmovin, leading provider of video streaming solutions, has launched Bitmovin Observability, a new stand-alone video data solution that delivers real-time insi...
28/10/2025
Ease Live, the leader in interactive TV technology, today announced the successful launch of interactive graphical overlays for UEFA Champions League matches fo...
28/10/2025
LucidLink, the file streaming platform, today at Adobe MAX announced a Frame.io integration and expanded mobile capabilities, streamlining collaboration and hel...
28/10/2025
ATLANTA Gray Media has promoted Nick Hasenecz to general manager of WNDU, its NBC affiliate in the South Bend-Elkhart, Ind., market....
28/10/2025
Applications Open for Berklee Fenway Neighborhood Improvement Grant Boston nonprofits can apply by December 12 for funding to support community projects that ...
28/10/2025
28 Oct 2025
VEON's JazzCash Wins Silver Award for Innovation in Lending at ...
28/10/2025
Guests include Wayne Rooney, Maya Jama, Dame Laura Kenny, Chloe Kelly, Chris McC...
28/10/2025
The two-hour special, recorded live from the iconic Dolby Theatre in LA, will ai...
28/10/2025
Eutelsat upgrades teleports with Rohde & Schwarz satellite uplink amplifiers High efficiency and resilient Ku-band amplifiers for excellent RF performance
...
28/10/2025
These appointments come at a pivotal time for ABC, as the organisation continues to evolve to meet the changing needs of a digital-first media ecosystem. The ne...
28/10/2025
Scripps Research awarded $4 million to advance platform for neurodevelopmental disorders The California Institute for Regenerative Medicine (CIRM) grant support...
27/10/2025
You can touch this: Haptics becoming central to the virtual live experience By Adrian Pennington
Friday, October 24, 2025 - 09:12
Print This Story
The vid...
27/10/2025
A tale of two trailers: France's Stop & Go doubles up with its new hybrid tr...
27/10/2025
Pro Padel League Stages City's Cup Finals Inside NYC's Hammerstein Ballr...
27/10/2025
World Series 2025: Sportsnet Delivers Made-in-Canada' Moment for a Nation U...
27/10/2025
ESPN Extends Partnership With Sony's Beyond Sports To Expand Animated Altern...
27/10/2025
Reid Davenport attends the 2025 Sundance Film Festival premiere of Life After at The Ray Theatre on January 27, 2025, in Park City, UT. (Photo by Robin Marsha...
27/10/2025
As the days grow shorter and the nights get darker, there's nothing like getting swept up in a story that sends shivers down your spine. In honor of spooky ...
27/10/2025
UPDATE: Both parties have reached a new carriage agreement....
27/10/2025
LONDON As Hollywood jumps into the production of mini-dramas, a new study from Ampere Analysis finds that more than one in 10 internet users have watched drama ...
27/10/2025
LONDON Yealink, a provider of unified communication and collaboration solutions, has joined the NDI ecosystem with the availability of its SmartVision 80 premiu...
27/10/2025
ATLANTA Gray Media has named Chris Conroy as general manager of its stations in Cleveland, leading WOIO, a CBS affiliate, The CW station WUAB and Telemundo outl...
27/10/2025
ESPOO, Finland European connectivity leaders Nokia and Ericsson, have partnered with Berlin's Fraunhofer Heinrich Hertz Institute (HHI), to shape and drive ...
27/10/2025
PHILADELPHIA Comcast has expanded NOW TV Latino, its Spanish-language live TV and streaming offering, adding five more channels from Univision, ViX Premium with...
27/10/2025
Test & measurement innovator, Leader Electronics, will present its latest products and solutions at InterBEE 2025 (Hall 5, Booth 5218) Makuhari Messe in Chiba, ...
27/10/2025
Back to All News
City of Shadows, the New Netflix Thriller Arrives on December 12
Entertainment
27 October 2025
GlobalSpain
Link copied to clipboard
Downl...
The ever evolving innovations that are part and parcel of sports-broadcasting apps and streaming services will continue to accelerate in the future and will better leverage broadcast-production efforts, according to experts taking part in a session at SVG's Second Screen Summit: Sports, held in New York City on July 28.
