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To tell about sport, television goes beyond augmented reality

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To tell about sport, television goes beyond augmented reality

The metaverse calls and augmented reality is the first step in that direction, especially on the part of traditional TVs, which to win over the new generations of viewers must go far beyond the current offer. It was evident on the occasion of the 59th edition of the International TV Program Market in April and it will be even more so with the announcements that will arrive in these days also from Cannes.

Rai does not intend to shy away from this challenge and is working on various fronts to transform a “traditional” group into a media player of the future. «The challenge of new technologies and the digital transition is central to Rai. On the one hand, to innovate the product chain, integrating more linear and digital; on the other hand, our offer to the citizen, making it wider, more credible and of quality, more and more personalized “he comments with Il Sole 24 Ore Marinella Soldi, Rai president since 21 July last year, who adds: “One of the most interesting topics under consideration at the moment is the public service algorithm, for the digital offer, which unlike the algorithms used by commercial publishers was born inclusive and it does not consider the user a consumer to be conditioned but a citizen to be enriched. Another theme is virtual reality, which allows a significant enrichment of the product by reducing costs. Artificial intelligence and qr code are the tools that in the not too distant future will be able to make Rai showcases accessible outside the company ».

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The test of sport

The sporting exploits of Italian athletes in 2021 turned the spotlight on events and matches and Rai is confirming its interest in this direction. «This summer will be a very eventful season from the Giro d’Italia to the Davis Cup, from the women’s soccer European Championships to the volleyball World Cup. I am very happy with the CEO’s choice to keep the rights of the World Cup matches, despite the absence of Italy, because it represents the will to invest in sport. Three games a day represent this year’s challenge for us »he observes Alessandra DeStefanosince 2021 director of Rai Sport.

And the use of new technologies has been experimenting for some time in sport. «Augmented reality was used for the first time with a virtual studio in the 2020 Giro d’Italia. Back then it was an innovative choice. In the Process at the stage we used a green screen and a wired camera, which allowed us to recreate the image of the cyclist on the stage, ”says De Stefano, who once ran the program. From cycling to football: «The same technology was then used in qualifying matches for the 2022 World Cup, such as in the post-match Italy-Macedonia in Palermo and we were the first to do so. So we had the interview from Giorgio Chiellini as he was in the studio with the conductor, and Leonardo Spinazzola, who showed up in slippers gave us the sense of immediacy that certain innovations allow. Of course we are not yet talking about extreme innovation, but simply about a technological solution, but the development spaces are very wide »explains De Stefano.

On the other hand, football is one of the areas of experimentation that offers greater possibilities, even for the audience able to move. Precisely for this reason on May 1st the Lega Serie A has decided to land on the metaverse with the first match, Milan-Fiorentina. It was the first football match broadcast live in the metaverse in the Italian league room on The Nemesis, which made live available only in the geographical area of ​​the Middle East and North Africa. From football to other sporting events. «An interesting use in the future will be to be developed on the occasion of major international events such as the Olympics and the World Cup. The language to talk about sport will radically change ».

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