Parallel Ads boosts revenue options for The FA Cup Final overseas
Thursday, May 13, 2021 - 09:55
Print This Story
Parallel Ads will be a feature of the FA Cup Final broadcast this weekend
Dynamic advertising solution Parallel Ads will be a feature of the FA Cup Final broadcast this weekend, just as it was for the semi-finals. It's a high-profile application which technology inventor Appario Global Solutions (AGS) hopes will be a launchpad for even wider adoption.
What we are doing with the FA will build trust of our solution among other productions, says Max von Braun, founder, AGS.
The solution is based on the patented Dynamic Content Multiplication (DCM) technology that can also provide similar benefits to music and other live events as well as studio productions. As opposed to a virtual overlay, which creates a new advertisement in post-processing, the DCM technology enables rights holders to broadcast up to four simultaneous feeds for event-based LED advertising from a single camera, and tailor these ads to different markets. Anyone present in the stadium will only be able to detect the venue feed/naked eye, whilr Parallel Ads (PADS) content is captured by the camera and displayed in real time.
While the technology works with more conventional rolling shutters, it is optimised for live system cameras with a global shutter. Currently, that narrows the choice to cameras from Sony, including the HDC-5500 which has native 3x UHD CMOS sensors and incorporates global shutter technology.
When we hide' information on an LED screen it's important that you can't see this with the naked eye otherwise it would be visually distracting, says von Braun. The faster and more precise the PADS timing, the better. With a rolling shutter the image will appear correctly synchronised within more than three milliseconds of exposure, but running a global shutter reduces this to a fraction of that exposure time.
This works even when operated with super slow motion. Within a production frame we need to show the content six or eight times without being interrupted by alternate signals. A global shutter allows us to run more sophisticated timings and allows for that.
The NFL is testing the system from Parallel Ads
Wembley workflow
The FA Cup semis are a complex affair involving three different broadcast service providers over a weekend. Arena TV partnered with BBC Sport for the first semi-final on Saturday 17 April before Telegenic and BT Sport took charge of Sunday's match which entailed a, complete change over, rip out and install .
Fortunately, the FA works with Gravity Media to produce the host international feed for all matches.
They have their own unit, like a unilateral broadcast feed, and they manage the signals we create on site, says von Braun.
The host feed is transferred to Gravity's remote broadcast centre at Chiswick for the addition of graphics and audio mix before onward distribution via BT Tower. A similar workflow, using just the one main centre pitch camera (HDC-5500), is in place for the final at Wembley.
Our solution fundamentally broadens the horizons of rights holders, allowing them to engage with different sponsors simultaneously or tailor sponsored content to each market
AGS is producing three feeds for Gravity's production in addition to the standard UK and rest of world feed: one for MENA, another for Asia and one for Europe excluding the UK.
Synchronisation is done by configuring the camera settings with the LED board. No additional hardware is required. Once a camera is synchronised to PADS, the multiple feeds are directly available in the vision mixer. We do this by connecting a reference signal of the host broadcaster to the LED playout system to ensure the identical clocking. The referencing of the host broadcaster's cameras stays untouched.
All this takes 45 minutes at the most and more likely just 20 minutes. Once the signal is set it can stay unchanged for weeks, he says.
The client is free to synchronise as many angles as they wish, including slow-motion shots and highlights.
Hologram to LED
PADS came about after von Braun began exploring how to create 3D holograms for viewing glasses-free. He tried to bring the technology to market in 2015 and found that transferring some of the basics of it to 2D LED was an easier first step. He realised that there was latent demand for a solution to producing multiple simultaneous ads in live sports, reworked the idea into Parallel Ads and founded AGS in Switzerland in 2016.
I had no background in broadcast or sport, I was just a pure technician, but we quickly found interest from content providers like Infront Media and from soccer clubs in Germany who wanted to deploy with us.
That sparked interested from TGI Sport, a subsidiary of QMS Sport Holdings, to license DCM exclusively worldwide. That deal was signed just before Covid hit but since then - during the pandemic - AGS has rolled out PADS to 70 events.
The biggest to date was for the five-week return to action of the MLS from its base in Florida. The MLS is Back tournament took place inside the league's bubble at ESPN's Wide World of Sports in Orlando last July. The PADS technology delivers two 18-camera feeds across the US and Canada for all 44 matches.
We were able to work with Sony HDC-2500s since PADS deploys on older camera systems such as these, says von Braun.
He says there is no additional cost whether you run one or 20-plus cameras with Parallel Ads during the same event. The client is free to synchronise as many angles as they wish, including slow-motion shots and highlights.
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, making drones a possibility.
We are clo
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
03/12/2025
WASHINGTON The Federal Communications Commission has opened a docket for comments on the proposed $6.2 billion Nexstar acquisition for Tegna and set deadlines f...
03/12/2025
MILAN, Italy Brightcove has released seven new features designed to expand global reach, improve audience engagement, enhance live-streaming quality and streaml...
03/12/2025
NEW YORK Great American Media said it plans to launch Pure Flix Familia, a dedicated Spanish-language platform, in 2026....
03/12/2025
SOUTHPORT, Conn. Main Street Sports Group has announced that the FanDuel Sports Network app is now available directly on Vizio and on smart TVs with Vizio OS. T...
03/12/2025
SAN JOSE, Calif. Harmonic has announced that Telia, the second-largest telecom operator in Norway, is modernizing its broadband network with the company's c...
03/12/2025
GREEN BAY, Wis. Sinclair said Jay Zollar, vice president and general manager of WLUK-WCWF here, will retire Dec. 31 after 26 years running the stations. Station...
02/12/2025
Case Study: How Mid-Atlantic Sports Network Moved to All-IP Distribution in 60 D...
02/12/2025
2025 Sports Broadcasting Hall of Fame: Lee Corso, Coach, Commentator, FirebrandBy Ken Kerschbaumer
Tuesday, December 2, 2025 - 7:00 am
Print This Story | S...
02/12/2025
SVG All-Stars: Dan Nabors, Senior Director, Remote Engineering, TNT SportsThe veteran tech leader is helping guide Warner Bros. Discovery's at-home' re...
02/12/2025
National Lacrosse League Opens Season With New Cloud-Based Official Replay-Revie...
02/12/2025
Platinum White Paper: The Cinematic Look in Live Production - Bridging Aesthetic...
02/12/2025
SVG India Announces Advisory Board; JioStar's Prashant Khanna Named ChairmanBy Ken Kerschbaumer
Tuesday, December 2, 2025 - 11:15 am
Print This Story |...
02/12/2025
SVG Summit 2025 Preview: New AI Production Tools Workshop' Features ESPN, F...
02/12/2025
Written and directed by Hailey Gates, Atropia won the U.S. Grand Jury Prize: Dramatic at the 2025 Sundance Film Festival....
02/12/2025
The lightweight and highly portable CORVUS-RAVEN, recently demonstrated at the V...
02/12/2025
The lightweight, rugged Panther 2 tri-band VSAT delivers high-speed data communications for Internet, VPN connectivity and video transmission over commercial an...
02/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
02/12/2025
NGID volunteers in the United States
NGID volunteers in Mexico
NGID volunteers in India
NGID volunteers in Spain
NGID volunteers in Australia
NGID voluntee...
02/12/2025
WASHINGTON The Federal Communications Commission's Media Bureau has issued a reminder that stations in DMAs 111 through 120 must implement its audio descrip...
02/12/2025
SAN DIEGO Sony Electronics today introduced the Alpha 7 V (ILCE-7M5), the fifth generation of its Alpha 7 full-frame mirrorless lineup, powered by the newly dev...
02/12/2025
WASHINGTON The Federal Communications Commission has opened a docket for comments on Nexstar Media Group's proposed $6.2 billion acquisition of Tegna and se...
02/12/2025
WASHINGTON The National Association of Broadcasters has added a trio of media executives, Veronica Rodriguez, Matt Schnaars and Jeff Warshaw, to its board of di...
02/12/2025
MILAN, Italy Brightcove has released seven new features designed to expand global reach, improve audience engagement, enhance live-streaming quality and streaml...
02/12/2025
BCNEXXT, the developers of the advanced playout platform Vipe, today announced a new Service Provider Partner agreement with NPC Media, the Australian managed p...
02/12/2025
DPA Microphones today announces the immediate availability of its new N-Series Digital Wireless Microphone System for customers throughout the U.S. In addition ...
02/12/2025
Hiltron Communications reports a well attended and successful Space Tech Expo exhibition, held at the Messe Bremen from Tuesday November 18 through Thursday Nov...
02/12/2025
The beginning of September saw Riverfire by Australian Retirement Trust, in association with Channel 9 and Triple M, kick off the 2025 Brisbane Festival in spec...
02/12/2025
SGM Lighting is pleased to announce an exciting new partnership with ACT Entertainment, under which ACT will serve as the exclusive distributor for SGM's ne...
02/12/2025
Harmonic (NASDAQ: HLIT) today announced that Telia, the second largest telecom operator in Norway, is modernizing its broadband network with the company's i...
02/12/2025
European cloud data protection specialist Keepit is expanding its sales network in the DACH region and has gained TIM AG, one of the leading value-added distrib...
02/12/2025
Featured products at ISE 2026
This year s ISE 2026 theme "Push Beyond" reflects Calrec s direction of travel. The company is dedicated to supporting the AV an...
02/12/2025
Czech Television, the national public broadcaster, has deployed one of the largest LiveU live production projects in the region for live sports and news coverag...
02/12/2025
Test & measurement innovator, Leader Electronics, has announced the release of v8.2 software for its ZEN and ZEN-W Series, bringing advanced cinematic camera se...
02/12/2025
Global provider of video streaming software and services, Accedo, and OTT platform provider, Magine Pro, have signed a binding agreement to carve out and merge ...
02/12/2025
With proven success in broadcast, OTT, and content supply chains, K.S Avinash set to scale Skandha's service-first approach across APAC
Skandha Media Servi...
02/12/2025
AJA Video Systems has joined the RAVENNA community, a network of partners devoted to advancing the RAVENNA standard for distributing real-time audio over intern...
02/12/2025
HUNT VALLEY, Md. Sinclair and its wholly-owned subsidiary One Media Technologies have released a new report focused on how ATSC 3.0, the IP-based NextGen TV sta...
02/12/2025
WASHINGTON The Federal Communications Commission's Media Bureau has issued a reminder that stations in DMAs 111 through 120 must implement its audio descrip...
02/12/2025
WASHINGTON Members of the Advanced Television Systems Committee have elected four industry veterans to three-year terms on the organization's board of direc...
02/12/2025
A new survey from S&P Global Market Intelligence Kagan highlights how important social media is for younger consumers, with Gen Z spending 5.1 hours a day on so...
02/12/2025
Faculty Notes: Fall/Winter 2025 Recent accomplishments, releases, and events by Berklee faculty.
December 1, 2025
By
Editorial Staff
The cast of Kind of M...
02/12/2025
Today, Mistral AI announced the Mistral 3 family of open-source multilingual, multimodal models, optimized across NVIDIA supercomputing and edge platforms.
M...
02/12/2025
Ring In The Holidays With Our Biggest Sale Ever On Ivory II Pianos!From now until December 31st, you can save 50% or more on every Ivory II piano and collection...
02/12/2025
Back to All News
Made in America: How Stranger Things' Electrified the US Economy
Entertainment
02 December 2025
GlobalUnited States
Link copied to cl...
02/12/2025
Back to All News
Culinary Class Wars' Season 2 Trailer Teases New Rules, R...
02/12/2025
--
The International Electrotechnical Commission (IEC), the International Organization for Standardization (ISO), and the International Telecommunication Unio...
02/12/2025
Harmonic's cOS Platform Will Redefine Subscribers' Quality of Experience, Lowering Churn SAN JOSE, Calif. - Dec. 2, 2025 - Harmonic (NASDAQ: HLIT) today...
02/12/2025
At AWS re:Invent, NVIDIA and Amazon Web Services expanded their strategic collab...
Parallel Ads boosts revenue options for The FA Cup Final overseas 
