Observe and measure DFL's Andreas Heyden on adopting new technology By George Bevir
Tuesday, May 17, 2022 - 10:29
Print This Story
Senior execs from Deutsche Fu ball Liga (DFL), DAZN, the NBA and TikTok spoke of the best approaches and priorities for developing and implementing new technology during last week's SportsInnovation 2022 event, with the DFL's Andreas Heyden setting out his rules for implementing new tech.
Heyden spoke at the two-day conference and technology demonstration, which took place at the Merkur Spiel-Arena in Dusseldorf last week.
SportsInnovation 2022: camera tech and mobile apps on show
You have to invite customers in, conduct proof of concepts and ask for feedback, he said, explaining that during last year's Super Cup, DFL provided some viewers with an at-home experience of AR glasses, virtual screens and a coffee table-style view displaying live data.
You have to observe, because it's tough for viewers to talk about their emotions, but if you see them smiling, or that they forgot they are wearing glasses, that's a good sign. And you must measure, which is what we did following our 9:16 test with Prosieben and TikTok. And there is also qualitative feedback; these components have to come together.
DAZN senior vice president of media Haruka Gruber underlined the importance of forming partnerships. He said: Innovation great, but it is hard work for every company. Innovation without partnerships is not possible. Without EVS we couldn't enhance our live broadcasts, while DFL obviously gives us these rights and we work with the like of Vodafone to use 5G; innovation without partnerships isn't possible.
Adding Atmos
Heyden's DFL colleague, Dr Steffen Merkel also spoke of partnerships while highlighting the importance of sound to viewers. Of course, we are far away from equipping players with mics, but sound is an underestimated part of the live broadcast, he said.
One of few things good about the pandemic and stadiums without spectators was that viewers heard players and so viewers felt closer to the action. Sound is an important part, and that is why we announced (Thursday 12 May) with Sky that all Saturday evening top matches from next season will be broadcast in Dolby Atmos.
Atmos will be available from the start of the 2022/23 season. DFL, via its production subsidiary Sportcast, will be responsible for the audio signal with viewers needing a Sky Q receiver and a Dolby Atmos-enabled speaker system.
The aim is to bring the fans closer to the live action, and that's something we will continue to develop further in the future, said Merkel.
Apart from that, something we have worked on intensively at the DFL is to see applications of AI on the live broadcast, because there are so many from AI-based systems for virtual advertising which we just approved some weeks ago, to a star cam' which follows a specific player based on certain markets to applications to search our archive, which is the largest in the world.
Merkel (pictured, left) added that the DFL also pays close attention to other large tournaments and events. Whether it's the Olympics or the Super Bowl, we always have a close look at how things were produced and what we can learn from it. Especially for football it is crucial, because the US major leagues are five or six years ahead because perhaps they don't have the rule restrictions from the likes of FIFA, for example when it comes to putting mics on players.
Looking further ahead, Merkel said that over the next few years the DFL will explore ways to make its coverage more interactive. From market research we know that younger audiences don't want to lean back, they want to consume data and they want different perspectives, maybe even switching between matches. So coming up with products that enable this interactivity is key.
Speaking about fan engagement during a later session, TikTok's DACH head of partnerships and community Dennis Papirowkski echoed Merkel's comments about fans becoming less passive.
He said: We need to engage fans by giving them opportunities to participate, and not only by things such as hashtag challenges (prompts created by brands for TikTok users to create videos showing themselves performing a specific action), but through real approaches to fan engagement and building relationships. It's important to remember as well that not everybody can be there in the moment, so platforms like ours can bridge this gap and bring the experience to the fans.
Speaking about distribution, NBA executive vice president of media operations and technology Steve Hellmuth said the industry was on the cusp of a revolution in how leagues share their content.
Right now, we have to send a world feed, we have to send an additional camera, and statistics might be in another location, while announcers might be in a booth and there is expense associated with it because you have to open up a studio, he said.
So maybe a year from now, it could all be available in the cloud. I could give Sky TV a web interface that has multiple cameras, all the stats in synch, and they can have their own announcers and in effect cut their own game. The huge advantage for me is that I can then acquire a feed back and put it in my direct to consumer app; all the versions and languages can be acquired from the cloud and reincorporated back into our offering. That is a major change.
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
Observe and measure DFL's Andreas Heyden on adopting new technology By George Bevir 
