Sony Pixel Power calrec Sony

Parallel Ads Boosts Revenue Options for The FA Cup Final Overseas

17/05/2021

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
LINK: https://www.svgeurope.org/blog/headlines/parallel-ads-boosts-revenue-o...
See more stories from svg

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

11/04/2026

Sachtler Highlights Comprehensive Camera Support Solutions at NAB 2026

Sachtler Highlights Comprehensive Camera Support Solutions at NAB 2026 Brie Clayton April 11, 2026 0 Comments Sachtler showcases advanced camera suppo...

11/04/2026

Sohonet Launches Media Fabric: A Unified Managed Infrastructure Suite for Film, Television and Post-Production

Sohonet Launches Media Fabric: A Unified Managed Infrastructure Suite for Film, ...

11/04/2026

AJA Unveils BRIDGE LIVE IP with SMPTE ST 2110 I/O

AJA Unveils BRIDGE LIVE IP with SMPTE ST 2110 I/O Brie Clayton April 11, 2026 0 Comments New IP video solution streamlines modern productions, providi...

11/04/2026

InSync Unveils Advanced Video Processing and Frame Rate Conversion Solutions at NAB 2026

InSync Unveils Advanced Video Processing and Frame Rate Conversion Solutions at ...

11/04/2026

Amagi Launches Newspulse: An Agentic AI Platform That Autonomously Turns Live Newscasts into Multi-Format Digital Content

Amagi Launches Newspulse: An Agentic AI Platform That Autonomously Turns Live Ne...

11/04/2026

Federal Judge Extends Nexstar/Tegna TRO, Softens Some Provisions

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

Sling TV Launches $19.99 a Month Sling Essentials with ESPN

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

NAB Show Launches Content Creator VIP Program

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

FCC Announces Tentative Agenda for April Open Meeting

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

GARR and Cubbit launch the first geo-distributed storage...

Pilot phase begins for a new national infrastructure designed to safeguard academic and research data with full local data control, sovereignty, resilience, and...

11/04/2026

How to Stream Coachella 2026 at Home

How to Stream Coachella 2026 at Home Check this years stacked schedule for the annual music festivals full lineup, including when Berklee artists from Laufey ...

11/04/2026

Time Travel

Time Travel As Berklee on the Road programs in Puerto Rico and Italy mark decades-long anniversaries, we journey into the past and step into the future. Apri...

11/04/2026

April 10, 2026

Improving vaccine design for Ebola, HIV and more Scripps Research scientists and colleagues develop a nanodisc platform that offers a clearer view of how key vi...

10/04/2026

The Invisible OPEX Killer: Is Your Server Room Dragging You Down?

The Invisible OPEX Killer: Is Your Server Room Dragging You Down? In the broadcast world, we talk a lot about uptime. We talk about talent retention, latency...

10/04/2026

NAB 2026: Imagine Communications to Showcase Expanded Multiviewer Portfolio

Imagine Communications will showcase its multiviewer portfolio at NAB Show 2026 (April 19-22, Booth N1328, Las Vegas Convention Center), including Prismon and t...

10/04/2026

NAB 2026: Chyron Releases PRIME VSAR 2.3 with Updated Unreal Engine Integration

Chyron has released PRIME VSAR 2.3, an update to its virtual set and augmented reality solution for broadcast. The release adds compatibility with Unreal Engine...

10/04/2026

NAB 2026: Techex to Showcase New tx darwin Capabilities

Techex will exhibit at NAB Show 2026 (Booth W2267, April 19-23, Las Vegas Convention Center), demonstrating new tx darwin features including consumer multiview,...

10/04/2026

NAB 2026: NDI to Showcase Ecosystem and NDI 6.3

NDI will exhibit at NAB Show 2026, demonstrating its IP video ecosystem through live partner integrations, NDI 6.3 features, AI metadata workflows, and creator ...

10/04/2026

FOR-A Acquires Tamura Corporations Information Equipment Business

FOR-A has announced the acquisition of all shares of Tamu Radiance Corporation, a new company spun off from the Information Equipment Business of Tamura Corpora...

10/04/2026

NAB 2026: InSync Technology to Unveil New Video Processing and Frame Rate Conversion Products

InSync Technology will showcase new and updated video conversion products at NAB...

10/04/2026

TNT Sports and DAZN Announce Monthly Boxing Event Series in the United States

TNT Sports and DAZN have announced a partnership to air monthly boxing events in the United States under the brand The Fight. The series will be promoted in p...

10/04/2026

Panasonic Introduces SQ3 Series 4K LCD Displays for Professional Environments

Panasonic Projector and Display has announced the SQ3 Series of 4K LCD displays as part of its MEVIX professional display portfolio. All sizes will be available...

10/04/2026

Amagi Adds Agentic Capabilities to Its Media Operations Platform

Amagi has announced the addition of Agentic Media Operations to its Amagi NOW platform, integrating AI reasoning agents across its media supply chain workflows ...

10/04/2026

LTN Announces Network Enhancements Ahead of C-Band Spectrum Auction

LTN has announced enhancements to its global IP video network targeting broadcasters transitioning from satellite distribution. The updates come ahead of US fed...

10/04/2026

Daktronics Installs New LED Displays at Yankee Stadium

Daktronics has installed new LED displays at Yankee Stadium, upgrading the main centerfield board, two flanking boards, and two ribbon displays spanning the 200...

10/04/2026

NAB 2026: Harmonic Announces AI and Cloud Updates to Hybrid Streaming Solution

Harmonic has announced updates to its hybrid streaming solution, including Model Context Protocol (MCP) connectivity for AI applications, cloud-native deploymen...

10/04/2026

NAB 2026: MultiDyne to Debut FiberSaver-10G and VF-9100

MultiDyne Video and Fiber Optic Systems will introduce two new fiber transport products at NAB Show 2026 (Booth C4425, April 19-22): the FiberSaver-10G waveleng...

10/04/2026

NAB 2026: Telos Alliance and ip-studio to Demonstrate STUDIO ZERO

Telos Alliance and ip-studio will demonstrate STUDIO ZERO, a cloud-hosted virtual studio, at NAB Show 2026. First introduced at NAB Show 2023, STUDIO ZERO integ...

10/04/2026

Pixotope and d&b Solutions Announce Strategic Partnership for XR and Virtual Studio Production

d&b solutions, a London-based audio-visual, lighting, and media integration grou...

10/04/2026

ARRI and SmallHD Announce Lens Data Monitor Overlay License for Hi-5 and Hi-5 SX

ARRI and SmallHD have announced a new expansion license for ARRI's Hi-5 and Hi-5 SX hand units that displays lens data overlays on supported SmallHD monitor...

10/04/2026

Roku to Stream Exclusive Savannah Bananas Game Package on Roku Sports Channel

Roku and the Banana Ball Championship League (BBCL) have announced an exclusive streaming partnership to bring five BBCL games to the Roku Sports Channel in 202...

10/04/2026

Ratings Roundup: More Than 18 Million Fans Tune Into 2026 NCAA Mens March Madness on TNT and CBS Sports

Ratings Roundup is a rundown of recent rating news and is derived from press rel...

10/04/2026

No Other Land, Mr. Nobody Against Putin,and More Sundance Institute-Supported Films Nominated for Peabody Awards

The Peabody Awards don't just recognize great storytelling, they spotlight t...

10/04/2026

Fans Crown Winners at the First Spotify Podcast Awards in France

After launching the Spotify Podcast Awards in Mexico last year, we brought the fan-voted celebration to Paris this week for its first edition in France. Hosted ...

10/04/2026

Yamaha launch the DXR/DXS & CXR/CXS Mk3

Powered and unpowered live PA ranges upgraded Yamaha have just refreshed four of their hugely popular PA speaker ranges, delivering significant improvements...

10/04/2026

UJAM open Gorilla Engine to third-party developers

Underlying plug-in & VI technology now available to others UJAM's latest announcement sees the company open up' Gorilla Engine, the development pla...

10/04/2026

2026 NAB Show Exhibitor Insight: Bitcentral

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Bitcentral To Feature Connected Media Workflows At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Bitcentral to Showcase Connected Media Workflows and Inte...

Bitcentral, a leading provider of professional media solutions for broadcast and digital video, will showcase its latest innovations at NAB Show 2026 (Booth W28...

10/04/2026

Ikegami to Introduce Expanded Range of Broadcast Production Solutions at NAB 2026

Ikegami to Introduce Expanded Range of Broadcast Production Solutions at NAB 202...

10/04/2026

AJA Debuts SMPTE ST 2110 and openGear Solutions Ahead of NAB 2026

AJA Debuts SMPTE ST 2110 and openGear Solutions Ahead of NAB 2026 Brie Clayton April 10, 2026 0 Comments New gear and updates address evolving hybrid ...

10/04/2026

Portland Fire+ Streaming Platform Launches

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Tod Musgrave Joins Proton as U.S. Sales & Marketing Director

Share Copy link Facebook X Linkedin Bluesky Email...

10/04/2026

Proton Expands Minicam Portfolio With Proton Pro At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...