Fox Sports’ Mike Davies discusses delivering a more personalised sports viewing experience

During a chat with BestMediaInfo.com at the SVG Summit, hosted for the first time in India by Star Sports, Davies, EVP of Technical and Field Operations at Fox Sports, underscored the importance of adopting technological innovations that appeal to younger audiences

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Akansha Srivastava
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Mike Davies

Mike Davies

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Delhi: During the SVG Summit held on April 30, 2024, Mike Davies, EVP of Technical and Field Operations at Fox Sports and Chairman of SVG US, highlighted the transformative impact of technology on live sports production over the past five years.

Davies emphasised how technology has facilitated remote production, leading to cost reductions and consistent content creation.

He noted, "At Fox Sports, 65-70% of our production is now conducted remotely."

Star Sports hosted the SVG Summit in Mumbai, marking the first time this event was held in India.

"Using a cloud-based command and control system, our replay and graphic operators, along with support personnel, can contribute in real-time to live production. They utilise centralised production services to control equipment located on trucks," he explained.

Other technological advancements enhancing live sports production include utilising higher resolutions such as 1080p or 4K, as well as leveraging Unreal augmented reality graphics.

Davies elaborated, "In the United States, we heavily rely on producing our shows in high dynamic range (HDR) colour. This provides our customers with enhanced video quality. Unreal augmented reality enables us to incorporate 3D elements into our productions."

While artificial intelligence has permeated every industry, Davies believes it is not yet significantly impacting the production world. “But we are closely examining its potential. AI can serve as an enabler rather than a replacement for humans,” he added.

Davies identified competing for consumer attention and upholding production quality as the primary challenges in live sports production.

He underscored the importance of adopting technological innovations that appeal to younger audiences.

According to Davies, "Effective production hinges on the art of storytelling, a powerful tool for retaining attention, particularly during less captivating moments of the game."

Continuing the conversation, Davies shared with BestMediaInfo.com that integrating sidecast on mobile alongside traditional linear TV broadcasts can deliver a more personalised experience and enhance fan engagement.

He explained that companies can develop original programming, including shoulder content, interview segments, and specific digital productions that complement the main broadcast. 

Davies mentioned the presence of a digital-only studio for creating podcasts, interviews, and analysis shows at Fox Sports.

However, Davies emphasised that these opportunities should be tailored to fit specific needs. "Not every idea is suitable; they require careful cultivation and curation. Only then can digital platforms effectively enhance the live broadcast," Davies commented. 

During his first visit to India, Davies also pointed out that the sports production in India is on par with that in the US. 

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