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Sports Marketing Media Fifa World Cup

IBM and Fox Sports lean on AI so fans can generate World Cup highlights packages


By John McCarthy, Opinion editor

June 6, 2018 | 3 min read

Artificial intelligence (AI) is on a trajectory to make formulaic or repetitive tasks easier, for Fox Sports this means IBM is lending its expertise to help fans cut highlights of the Fifa World Cup in Russia this summer.


Cut AI highlights packages together on Fox Sports

In short, the collaboration will see IBM Watson Media and IBM iX technology sift through decades of Fifa highlights to learn to clip together fan-requested highlights packages. The Highlight Machine accepts requests for content from different tournaments, teams, players and plays - like goals, fouls and more.

The videos are fully shareable on social media too, letting fans in part, do the broadcaster’s work in spreading World Cup content. Furthermore, the hub, sponsored by tournament partner Adidas, is accessible here.

The 2014 World Cup in Brazil reported attracted 3.2 billion viewers on TV. IBM claims 98,087 hours of video footage was broadcast to billions of fans, and machine learning AI is being leveraged to help find the best bits, by using machine learning to pick up on the edits of the past.

Sarah Tourville, senior vice president of Sports Brand Activations at Fox Sports, said: “We are delighted to be working with IBM, a leader in the technology space, to help enhance fan experiences and engagement.

“Our collaboration affords us an opportunity to utilise their technology across multiple properties, helping to drive engagement for our tentpole events in non-traditional ways.”

Kristen Lauria, general manager of Watson Media and Content at IBM, added: “To maximise fan engagement, sports broadcasters are driven to showcase relevant gameplay as quickly as possible,”

“This drive is even more critical during tentpole sporting moments like the World Cup. Our project with FOX Sports emphasises IBM’s focus on aligning its technology to simplify how media brands can efficiently deliver winning fan experiences.”

Try cutting your own package here.

Additionally, IBM Ai will be integrated with Fox to ease up its workflows.

Sports Marketing Media Fifa World Cup

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IBM is an American multinational technology company headquartered in Armonk, New York, United States, with operations in over 170 countries. 

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