StreamOn recap | Immerse, monetize, and personalize every live sports moment

00:00:06.042 — 00:03:06.638
Hello, everybody. Hi. I’m Carlo from Torino, and we’ve Dan and Sander with me. What are you Dan? Hey, Carlo, I am outside of Boston, Massachusetts. And Sander? Hi, I’m in Amsterdam, in the Netherlands. Ah, I will be, We will be coming very close to you soon. So. Exactly. Today is about immerse, monetize, and personalize every live sports moment.

So to be honest, I was thinking in 2026, because of the year we had, I don’t think we need to convince people that live sports is a place where people spend time, have emotion, possibly spend money, and share a lot of the common. If you want passion in sports that they have, what we are talking today about is more okay, how do you create experiences for fans?

That keep one, they enjoy, they get you know, the story they want. They get immersed in the event more
than, possibly, what we did in the past, many many years ago with broadcast only, etc. and how this is evolving. So and I’m thrilled to have Dan and Sander because I know they’re building something really exciting.

And also we are doing this like three days before IBC now sit down the big conference and show. So just before that, we wanted to give
a bit of a heads up and basically what, if we can show the agenda, we try to be super, focus on the content. So first, Sander comes from a company called Southfields, very popular in the Netherlands, super active.

But honestly, I didn’t know that company before today. So Sander would explain what they do. Dolby, I think we all know what they do,
but Dan will also explain Dolby in sports, etc. and also Dolby OptiView. And then we’ll talk about the new product, Sports Intelligence
that they’re working on today. And we’ll do a demo. And then we also focus on what Dolby OptiView is bringing at IBC. That’s the plan. But I already talk too much. So maybe Dan can say what he does at Dolby.

Sure, you’re gonna let me talk, I won’t stop, gotta be careful with that power, Carlo. I’m Dan Coffey. I am director of product management
at Dolby. I’ve been at Dolby, gosh, like seven years now. Every time I do an intro, I’m like adding a little bit more time, kind of like, oh man. But Dolby is such a great company to work for. I mean, I love being on the kind of forefront of like innovation in the industry. And so what I do at Dolby,
what OptiView does is a little bit about bringing Dolby technology into products and services that we can actually, monetize that way.

And, I came into Dolby through another acquisition called Hybrik, which for those that know, it’s a really powerful, flexible VOD transcoding platform. And some of the people who built Hybrik are actually working on our sports intelligence platform. So it’d be really cool to tie those things together. But let me turn it over to Sander.

00:03:08.202 — 00:04:33.998
Yeah, thanks. I’m Sander, Head of Media Technology
& Change, within Southfields. And also for at Banijay Benelux. Before, I’m just six months in, I used to work for five years
at a technology company called Hypersolid. It’s more work in downstream. So they do a lot of streaming
and all technology around OTT.

And I’m bringing that knowledge into the company called Southfields part of Banijay. And explain a bit maybe what Banijay does, which is not a small company, I’ve learned. And what Southfields does in that context. Yeah, I will. Well, Banijay is mother company of Southfields. Banijay is especially after the recent merger with all three media, the biggest independent content house in the world, where we’re publicly listed in Amsterdam.

And, within that company we have a few sisters working with sports, and Southfields is one of them. We are the most innovative, sports producing company in the Netherlands. I think most of you don’t know the company, but I’m sure you know brands like ESPN and Ajax and Amazon Prime. So we do a lot of sport producing and live sports for all the other agencies, within the Netherlands and also sometimes in Belgium.

And as you said. So you are a bit more upstream compared to Dolby OptiView, correct?

00:04:35.202 — 00:06:06.598
Yeah. So what we are doing together now is bringing the knowledge of Dolby and also a little bit of my knowledge in the past of my career into the more close with the content. So in live sports itself. Yeah. So Dan, tell us not maybe about the big Dolby because that’s a long story. And but Dolby in Sports.

Yeah. I mean, Dolby’s been around 60 years. That’s the most ultimate big Dolby. But the focus on sports is again, Dolby is heading in a direction that is, you know, obviously where the fans are and where it’s meaningful to actually connect with media. And if you look at the history, right, for 35 + years, we’ve been in sports experiences going all the way back to 1987 with, Monday Night Football.

And then sadly enough, that’s the year I started my career in sports tech. That’s the yeah, like, oh, so you were and you were still with us. Dolby Digital is still with us, right? It’s around, has advanced, but, you know, great things happened back in 87. We fast forward a little bit, but, you know, over the years we’ve done, you know, a lot of Olympics, Premier League, BT Sport.

And then most recently, right, we’re starting to do more Atmos and Vision in our actual broadcast events. So that’s in things like Sunday Night
Football, the Super Bowl, last year was in Dolby Atmos and Dolby Vision. And then of course in 2026, we continued to add to that. And OptiView has been a part of that as well, streaming things like NFL RedZone.

So, a really rich history in sports that is just accelerating. So it’s clearly the place to be.

00:06:08.202 — 00:06:45.558

Maybe I’ll go into a little bit about, you know, why is Dolby focus there right now? I think we all know sports is the greatest story told live, and really is. It’s the place where, you know, media is really valuable, that it’s there’s no other place in media like it where, everybody is on the same moment and so enraptured in that moment.

And I think that, everybody in the industry is trying to figure out what can we do to heighten that fan engagement and that experience. And, you know, there’s a lot of buzzwords around there and personalization and monetization. And we certainly use those as well. But what we hope to do
today is unpack a little bit about why we’re talking about that and what we actually mean about that.

00:06:48.202 — 00:08:49.118

You know, again, I’d like to mention Dolby being around for 60 years is an experience company, and it really is about the audio and video technologies. And what OptiView is doing is kind of ushering in the way beyond those things. Right? So how do we take Dolby Atmos and Dolby Vision and just complement those, add on top of those and bring those things as a service?

And so it’s really about that storytelling. I mean, Atmos and Vision, when when they were founded. Dolby Vision, we had a research lab. They had experiments where they did like pictures of fire and they would actually measure people’s faces and their, you know biology. And they found that, like, people’s faces would actually flush with the high brightness of the flame of the video, which I think is just a really interesting, like, it’s all these little things that kind of add up and build into this, these storytelling tools.

And so, again, what we’re talking about today is additional storytelling tools and, the ability to make those more richer experiences.

Can we say a bit trying to find, always a reality check that Vision and Atmos together make the experience more vivid and immerse, the jump increasing the pixels. Yeah. Especially in live sports, because that’s, live sports, you know, it’s okay, but the live sport is different because you have fast moving.

So I know you worked like years on that, but do you think it really makes a difference for fans at home? I do, and like I’ll be honest with you, I think that the difference between, I get this asked this a lot. Well, like, I can do 4K or I can do HDR, which is which is the better thing. I am a fully in the boat of HDR.

I mean, it goes back to my production days like bigger is not always better, right? Bigger really depends on screen distance, but Dolby Vision is really impactful whether you’re on a small screen or a big screen. So you can do 1080p HDR Dolby Vision, and I think that’s way more impactful than, just going from, that from 1080p to 4K. You can do both. Fantastic. But I’m focused on an HDR.

00:08:51.802 — 00:13:10.038

Okay. And Dolby OptiView is a new creator, but now not anymore new. I would say. Yeah. That’s focus on something specific in streaming in live in sport. Yeah. Well Dolby OptiView, you can think of it is like the it’s the platform, right? We’ve got a bunch of different modular products. I’ll get into what those are in a second.

And it’s really about bringing that Dolby technology under one umbrella to be able to bring to the market as services. And the core focus is on live sports. Right. And it’s really nice when we can focus on something like live sports. We’re not trying to solve every streaming problem that exists for everything in the world, Right?

We’re focused on, hey, what is going to make a better fan experience, when it comes to live sports? And so the things that we’re really focused on there are fan engagement. here are the buzzwords, Carlo.

I mean, I would check you on that, so. Yeah. Yeah, but it’s really about, like, what we’re doing is we’re taking data about the fan to understand their engagement. And the whole goal, right, for big streamers and for the fans themselves. Like, we want to make the experience so engaging that you don’t want to leave.

Like, if you’re, if you’re engaged in your match, right, you’re getting what you want. And so is the streamer, right? There’s a business value to this. And so if we turn to the monetization side, if we made that fan engagement experience really immersive and engaging with monetization, we should be able to uplift our customers.

By keeping, hitting their KPIs of keeping viewers longer and also bringing in more monetization experience of something like our ad product. And, there’s a lot of parts that go into that, right? There’s the hey, is the viewer getting the right ad at the right time or are they getting it in the right experience?

And so when we think about lifting everything together around fan engagement and monetization, there’s lots of tools we have under the hood. Yeah. And so just to be a bit practical, I’m sure this is all true when it works, but can you make it real beyond the buzzwords and also giving the fans what they want?

Yes. But I always, really get a lot of loyalty when I super serve or I’m If you want positively surprised by something new that I didn’t expect. Yeah. So make it real for me and for everybody in this webinar. Sure. I’ll say the best way to make it real is come to the IBC booth and see it, because we’ll have everything on the show.

So we can actually you can it’s harder in a webinar and in this little screen to kind of run it through. But we’re going to do some demos today. So you’re going to see, Sander’s product and some of the things that we’ve been collaborating on together. But for OptiView we’re kind of tying everything together in by doing these things right.

We’re really understanding the viewer. We’re doing things like taking in viewer metrics in the streaming platform to turn them into real time insights, by understanding the viewer and what their history is, we can do some personalization. We also take to account. Hey, what device are you on? What is your network connection look like?

There’s a lot of things that we can do there. When it comes to serving new content, I think personalization is a big question. And I know it’s on your list of questions for IBC, Carlo. But everybody figure out like, what’s the right balance? Because personalization, the more you do, the more expensive it gets.

But you know, there’s also, do you need personalization for every single fan? Can you group fans? So I think this is the debate that the industry is having. And, we say you can have both, right? But maybe start with audience segments and then later you can drill down and experiment too well. Is per viewer personalization actually valuable?

We have a hypothesis. Yes, it is right because you’re getting exactly what you want. But we’ll see, I think that time will tell what the industry thinks. Yeah. Show me some products. Yeah. And then with, you know, connecting with fans, it’s about, you know, what is the personal content that you might want to share, right?

Is this something you want to put into your social media? Is this something that you want to, share with friends and family? There’s more you can do with it. And so I think that it’s that touching the live moment and being a part of it is important. And then of course, immersion. Right. That’s the audio video quality.

That’s consistent delay. That’s all the things that you expect when you are watching a tier one sport over digital. Right? You want it to just be a first class experience.

00:13:12.002 — 00:13:53.078

So our products and how we deliver all of this hype and promise that I just talked about. Right. So it comes down to these components of our product portfolio. We’ve got our live streaming product. We’ve been in the market for a handful of years now. And then we’ve got, we really focus on low and consistent delay streaming.

So anything from subsecond for interactive at large scale. We can do consistent delay in 1 to 5 second latency. You kind of pick what you want and we can deliver it. Really important when you’re doing things like, interaction or polling or things like that. But even for sports experiences, you don’t want spoilers, you don’t want to have one segment of your audience ahead of another.

So our streaming technology plays an important role there.

00:13:54.162 — 00:17:51.798

Of course, making money on the streaming. Right? We want to be to actually be a value add to our customers. And so we’ve got this server guided ad insertion focus, and we’ll get some updates at the end of the webinar and what else we’re doing there. But what we’re really here to talk about mostly is our sports intelligence offering.

Right. And so this is, we call it the sports intelligence platform. And it again, it’s got some components under it. And working with Sander here, see the Sander’s here quiet to the side politely as I go on and on about what we’re doing. But we’re soon gonna show you what we’ve been collaborating on.

And so Dolby’s working on an API product that Sander and Southfields have been implementing into their product. So think of us as the engine under the hood. And Sander is the, that product that’s presented to customers. And I’m really excited about what we’ve got. We kind of teased this at NAB this year, but really we’re product ready here and launching at IBC.

So that’s exciting. So yeah, let’s deep dive into the sports intelligence which is also the thing I’m intriguing and intrigued the most and understand especially I like when companies like you that comes from complementary areas really try to build something together. It seems if you want obvious, but you need companies that are open to real partner for real, not just for commercial benefits.

And I think, well, as a product guy, I really like it. I mean. Yeah, well it’s a, I mean, it’s like if we’re not enhancing, if we’re not bringing value to our customers and to fans, then we’re here for no reason. Right? So yeah, I think it’s important to really have that be the North Star focus of anything that we’re doing.

And that’s where as we build technology, we like to do it with our customers and Sander and his team have been a really big part of shaping the sports intelligence platform. So. But what is it? Right. It’s a purpose built fan engagement monetization platform, and it delivers these experiences. So you can think about the entire concept is about understanding the viewer and taking in data about the viewer.

It’s how we think about, building that personalization and understanding. And then it’s about delivering that experience. So that can be a combination of streaming, that can be a combination of surfacing clips and highlights and building those things. And when you do it in live sports, there’s a real, urgency to it, right?

When you wanna do these things at speed and you wanna do them with high quality. And when you do them across many, many, many games at once, there’s no way that you can do this alone. And so I think that’s been a big focus of what we’re looking at as we do this. And so the whole point again is to raise our customers’ expectations on what they can see on their platforms.

That usually means extending a few minutes here and there, from a viewer, keeping them more engaged, giving them something to actually, interact with from content, whether they share it to social, whether they save it, to watch it later. There’s many things that you can do with it. So that is the kind of intro to the sports intelligence platform.

There’s two halves to it for us at the moment, two kind of modules under the hood. One is focused on content intelligence. And so this is that API product that Sander has been implementing. And so we’re gonna get into, we’ll spend most of the webinar on our content intelligence side. And again, that’s about identifying, extracting and building content from a live game or a VOD game.

And then there’s the viewer intelligence side, and this is a little bit more on the understanding the, what is actually happening on a viewer by viewer basis, trying to predict what they’re going to do based on history, based on a bunch of real time data with a goal of again delivering the right personalized experience.

So these two things come together and dovetail very nicely. And Dan, the Viewer Intelligence is inside the player? Does it start from the player or? The viewer, so, we’re going to do more on viewer intelligence at IBC. You can actually see a demo of it, but it is signals from the player, it’s signals from the backend, it’s signals from the sport itself.

And it’s kind of combining all these things together into understanding. It’s very fuzzy to describe but it’s really cool with what it can do.

00:17:52.962 — 00:26:02.878

So with that, again, I’ve talked now for, what, 20 minutes? Let me turn it over to Sander, who’s actually been working with the technology, and we’ve been collaborating on it, like in some sports. You have three minutes of pitch. Yeah. So let’s Sander talk about his experience and what he’s working on.

Yeah. Thanks Dan. First of all, I would love to introduce a little bit about the point of view from a production side. So editorial judgment and AI are converging really fast. So, it’s happening very, very, very fast. So, we used to have an editorial judgment in place, but now there are AI native decisions. So we are collecting moments. We are collecting all kinds of things with AI content annotation, and the list goes on and on and on. The editorial judgment and the final judgment is always with the human in the loop, but that happens more and more. That AI is making a native decisions.

So we are building a Southfields Suite now is how we call it with several tools in it. And that’s literally changing how we work. And the editorial teams on production and live sports production as well.

Sander, Sorry. Can you define editorial judgment, I think it’s obvious what you mean, but can you define it in practice? What does it mean it in practice?

It’s a little bit about the storytelling. What’s the story you want to bring to the audience? And there everyone knows that is a goal within a game is a very, a good story. But how do you want to bring it and what do you want to bring about that goal and etc.. So that’s a little bit the judgment of the editorial teams. But they are now supported with a lot of AI tools in place. So the first thing we did on the next slide is caption, caption is our AI powered transcription. And subtitling across the full workflow.

So what you do out there is that for about one year ago, there were always human in the loop translations for subtitles and all those kind of things. We started small and do some testing and benchmarks with human in the loop translations and combine it with AI translation. And now we are at the point that there is AI powered transcription and subtitling in the full chain, and with no human in the loop at some content, and there is even there is still some content where there is a human in the loop, but there is more and more becoming content that is published without a human in the loop. So AI native, we bring that to the front end. So editorial teams can always, improve the subtitles and judge, if it is correct, and all those kind of things. So that’s how we started to have a little bit of a feeling of how production of content and sports content is changing.

After that the next one, we created a match center. So editorial teams at South Fields, they do a lot of preparation for all kinds of matches. In the case of Southfields there’re mainly soccer matches or football as we call it. And, there are a lot of editorial hours for the preparation for the commentary, for example, or, for the standings from all those kind of things. So we build a match center and in that match center, there are, there is Opta/ StatsPerform data with the factual data of the game. But there is also new scraping in place, and then you have, again, an AI narrative about what’s happening for a game. And then from that match center, you can click on the match within the Southfields Suite.

And then you go to the moments. And that’s where the magic between Dolby and, Southfields come alive.

Sander one question on this center, sorry, that’s a tool for people behind the scenes. So for the, it’s a B2B tool, correct?

It’s now a B2B tool, yes. However, maybe a little bit of a side story in one minute. We do have our own, HTML5 graphics project that’s also started on this site. It’s called Maximize, also, it’s at Grass Valley booth at IBC. And that’s now a commercial product. So we always start with B2B products, but, maybe it’s that good that we bring it to the market as well. That’s what we judge on case by case. So that’s what happens.

And so I go back to Moments.

Sorry about that. Big front end match center for a living.

So yeah sure, that works!

And Moments it’s the collaboration between Southfields and Dolby. So what we would like to do ingest live moments from matches, where Dolby delivers us the clips and do the AI detection of all real time moments. So we bring that into our front end. It’s not only clips, it’s all time codes, it’s layer tagging, it’s all things on live sports production. It’s AI based, obviously, and, it’s helping us a lot in bringing all those moments. So, downstream and upstream, I think that’s a really big important thing. It’s not only downstream. I think there are several competitors out there in the market who bring moments to downstream social for examples, for social media, but we are bringing it together also upstream. So within the broadcast chain at the field itself. So, I think that’s a still good time for a demo.

And sorry to interrupt again, but basically just understand, these things as giving the human in the loop a lot more prepare option instead of having to figure it out from the raw material, you’re creating a bouquet portfolio of options that already makes sense, and they will decide, okay, this is better, this is better, but it simplifies a lot with smart insights, here’s most judgment basically.

Yeah. And because it’s an API based product. You can make workflows by yourself. So yeah we can easily say well let’s do goals. For example, do it, publish it to social media or without a human in the loop. Everyone wants to see a goal. That’s fine. But you can also say, well, we do a rough cut and bring that up upwards, upstream with timecode and then say, well, all standard match events are out there, and you can easily make an highlight of three minutes or something for example. And I think this comes back to that personalization.

Right.

Like once we identify and service all the clips, what you do with them becomes the next challenge, you know, is it a personalized highlight reel for every person? Is it, you know, something or it’s per group or is it per game?

And so I think what we can show you now is a bit the technology that Dolby’s doing to actually create this.

00:24:56:08 — 00:26:04.522

So this is a look at the, you know, product itself. Again Dolby’s built the back end. So we are in real demo now. We’re in real demo. This is the exciting part. All the fluffy words are over now. You’re like oh that’s what they meant. So, so yeah. So, this is a view of our Sports Intelligence product. This is focused on the content intelligence.

And so what we’ve got right now is we’re simulating several live games that are running so that we can actually show you how the product works. So imagine this is real time. We’ve got, you know, a whole bunch of games running. So Sander’s spun up a bunch of content. And so this dashboard
is just an initial overview.

It’s, you know what alerts are firing. How much excitement is happening in a match? Again, we’ll get into some of these things that we can actually configure. You get a quick preview of heads up of what’s going on in the games. You can see the recent events, right? Events being things like an injury
or a corner kick or, kickoff, or a block or a foul.

These types of game events. Right. The first sport that we’ve implemented together with Sandor is, you know, as an American soccer, sorry, football for the rest of the world.

00:26:04.522 — 00:27:24.158
Although American football does kick off this weekend. And so and then you get a quick system status, so you get a overview of what’s happening from the dashboard, but from the live games, we’ll start to drill in a little bit. And so you can see there’s, you know, we’re in four minutes of, overtime or, extra time on this match.

So maybe I’ll, I’ll scroll down here, we get another one that’s, going on here, and I’ll just open up the extra panel. You can get a preview of what’s happening in the game. You’ve got the score, you’ve got the time, you got the stream time, and then you’ve got the game events. So that’s kind of interesting.

Let’s go ahead and drill into this match here. And so what you can see is we’ve got this the game has just ended of course. So maybe I’ll go back and pick one that’s in progress. Let’s pick this one and this one. This one’s a little earlier. All right. The game’s still going on, so that’s great. And you can see, a history of the events.

You can see the scrub bar polishing. So if you need to go back and just quick, say, hey, what happened? You can jump back in time and
and go back in time. You can also jump back to the live edge. So again, quick review. The whole thing is to make it faster for humans. But humans can either be in a loop or out of the loop.

00:27:26.202 — 00:28:23.598
Once you’re here, you can actually see all the game events that have happened. Of course. And then, you can look at the transcripts
to be able to jump back in time as well. Now, I’m not a native Dutch speaker, so I’m going to translate to English and I’ll just jump back to here. Right. See, the time codes are associated with it.

And really what we’re showing is the power of all the metadata that we’re generating. By having all of this rich data about the game, we’re taking in data feeds, we’re generating subtitles, we’re understanding events based on analyzing the video and the audio of the game. To make additional meaning to it.

So that’s pretty exciting. So I can jump around. And even from this view, what I can do is I can mark in and I can mark out and say, that was a really exciting moment. I can either download this clip, I can save this clip to the library. Or I can go ahead and publish it. And publishing it is an automation step down the line.

00:28:25.002 — 00:29:29.438
But what else have we got going on here? We’ve got the stream itself, and there’s a whole bunch of metadata with this stream. As Dolby, we know that people are going to build products on top of us that are going to blow our minds, things we never even thought of. And that really starts with that data. And so what we have here is an example of the actual data that we’re generating.

Right?
This comes from a whole bunch of sources. But we can aggregate this together. And that term with the maybe the best way to kind of visualize this is here in the timeline view. So as this game is going on, events are being added to this view. And so you can see, hey here were the goals. Here were the shots on goal.

Here were the saves, I like to watch to saves. So I’m going to go ahead and click on this one. And there we go. There’s the save, really exciting moment. And I can just arrow over to the next one and there’s another save. So, it’s kind of cool that you can just quickly get a visual representation of the game, like, hey, how exciting was the game?

And the more color you see on here, probably the more exciting the game is. I’ll go ahead and click on goals as well, so this takes us into a goal.

00:29:32.442 — 00:30:13.838
And so this is the timeline view, and each of these markers in here is an event in the game. And what do we mean by event. It’s kind of the, the moments that happen in the game and make it exciting. So we’ve got a whole bunch of events that happened. I’ve sorted it by excitement score. So I can either look at the least exciting things, like kick off, that wasn’t very exciting but the game started.

And then the most exciting things generally that’s probably going to be the goal or the near misses. So, I’m going to go ahead
and just pick on, an event here. We can go into the details. So this is the detail view of this goal. Right, we saw it before in the timeline view. But again this is a lot about different ways to access the actual metadata.

00:30:15.642 — 00:30:54.598
And if I show the breakdown, I think this is one of my favorite parts, you can actually see what we’ve identified in the content, so again, what is a goal? That could mean different things: Do I want to have a whole bunch of lead up with the kick, the attack, the celebration? Or do I want to just do the shot?

So if I can now jump back here
and I can see where the shot happens, I can mark in. I can, there’s the shot itself, and I’ll get a little bit of celebration
here, and I’ll trim it right there. So there’s an out. And now again, I can save this clip and call this an exciting goal.

00:30:56.322 — 00:31:43.598
and save that to my library. And so that’s been added. You can see, from this event, right. The event being the higher order, entity, I can have clips that are derived from it, and you have it, you’ve got your excitement, you’ve got when it occurred. And let me go ahead and look at the, we’ve got the 16×9 that we’ve seen, but so many companies are trying to get this content quickly to social media or to their own apps that you can add to a user scroll to
give them something that they want to see.

And so we’ve taken that into account too. So if I click here, I can see this is the 9×16 version of the same thing. And if I go back to the event and go to the 9×16 variable.

00:31:45.202 — 00:32:17.638
Here’s the actual tracking and you can see where it is zooming in and out dynamically as you’re doing this. But by adding the letter box at the top and bottom, and we’re zooming in and out because when you’re getting all this fast action, you don’t want to be cropped way in and you want to follow things,
a logical way.

And so we’ll kind of dynamically zoom in and out there at the the cut, we saw, we just went to the full vertical. And now let’s say you don’t like that
crop, right. So if I hit edit clip it’s going to say, hey, we’ve already published this because with automation we’ve already sent this out. But maybe I want
to generate a new version.

00:32:19.042 — 00:33:03.678
What I can do is come in here and I can edit crop and this takes me to our crop editor, and I can move this around. You can see on the right I’m getting the representation of the visual of where the crop is. And down here I’ve got all the keyframes that make up this crops. This is the automated tracking that we determined.

So if I delete all 34 keyframes, oh sorry, I gotta highlight them all. If I delete all the keyframes and I now I can manually adjust this. So where is the ball. Here. It’s right there. It’s going to quickly follow the ball. I can make this one a little bit more zoomed in. And see, you can see on the right it’s changing again I’m not going to try to do anything too crazy here.

But let’s say that we’re getting even more narrow.

00:33:04.762 — 00:33:45.398
And we’ll get all the way to the goal will come out wider. And if I just play this through, you can watch on the right side the composite of the crop. So we’re following the ball. And again, it’s just an easy way with the human in the loop to actually override the automated crop that was determined. It looks like I did a worse job than the computer at this point, but it’s got that nice kind of dynamic zoom in and out.

And of course, I didn’t adjust anything here, so the crop is going to be stuck. But these are the kinds of things that we’re working to make really easy. You know, Sander talked about how, for years he’s had the editorial team kind of doing this work very manually. The goal is to speed them up.

00:33:46.962 — 00:34:39.878
So that is what we’ve got for the events. And Dan, sorry, I got a question from the audience from Martin. Yeah. Which sports are supported? Is it football only for now? Yeah. Our launch sport is football. But the thing that we’ve been building at Dolby, we’ve had in research for a long time, a bunch of this analysis capability that’s been being worked by our advanced technology group.

But what we’re doing is, we’ve built all the pipelines and all the infrastructure to be able to add sports very rapidly. So, you know, if somebody wanted
to talk about another sport, we can add one relatively quickly. So as Sander can tell you, the way that Dolby likes to work is, is, you know, hip to hip with the customer so that we can make sure we’re building the thing that is actually meaningful to the customer.

So Sander, like I said, has had a lot of input on what we need the API to expose and how we can actually utilize this.

00:34:41.282 — 00:35:53.318
And if I may, I also have another question. Sure. Let me see if I, it’s from Yonas. What accuracy can we expect for the live events? Is there a chance that we missed a goal or asave, for example? Oh great question, right? Especially, hey, we’re adding artificial intelligence to do something intelligent used to do for us, right?

It’s really easy as a human to say: Yep, ball went in the net, that’s a goal! So we’ve got a couple of things. We’ve also taken the data feed
from one of the sports data providers, right. That generally is: hey, 100% confirmation the goal happened. When we’ve got that in, we can do things much more quickly.

When we don’t have that, we can still do all of the same analysis, do all the same work to surface, goals and things. But we tend to take a little bit longer because we want to validate that it actually happened. I mean, think about a VAR review or something gets overturned. We don’t want to keep that goal.

As counted once the VAR overturned it. So it’s one of those things where like yeah, it’s like I would say generally it’s very accurate, especially with validating that we’re we’re invincible. But with, when we’re doing analysis without that data feed, we tend to just take a little bit longer on delivery.

So I hope that makes sense.

00:35:54.562 — 00:36:37.358
Yeah. Okay. Going back to so this is a clip, right. And we’ve clips are all tied to the events. The event also has a bunch of metadata. So we’ve got the actual clips that were generating themselves. We can generate a whole bunch of versions of the clip from this, by the way. We don’t have to generate just one.

We’ve got this really powerful virtualization engine under the hood that can, say that a clip exists and not until somebody hits play does it actually get rendered. So, again, as we think about personalization, we’re working with our customers to figure out what is the right level of personalization.

Let me know if I’m going too fast, guys. I’m going to keep moving on for the sake of time.

00:36:38.842 — 00:37:40.038
I’m sorry for people that see this thing and get scared. This is, I think, a JSON data feed. So API, sorry, API are based on these kind of things. When we want computer to talk to each other, we send these bunch of text that is called JSON. And that’s the way they communicate. So this is the content of the APIs. Just to explain.

Yes. Thank you. Thank you Carlo. So exactly like as we talk machine to machine, this is JavaScript Object Notation or JSON And it is that data exchange format. And so again we know people like Sander are gonna build things on top of our platform. They’re just going to want the data. Right? I’ve heard so many times oh I just want as much data as you can give me.

What can you surface? Well, here it is, guys. Right. Here’s your entire blob of JSON that represents the entire event, right. Or even the entire game. But we’re making APIs on top of it to be able to pull out individual pieces as well. So, the end of the day, a sports event is just a bunch of data, and we’re representing it with all of these niceties on top to be able to pull out the most relevant things.

00:37:43.602 — 00:38:33.078
All right. And Dan posing another question: what type of typical customer bias of the platform are in your view? Yeah. So it’s generally B2B that well sorry that was a question from Cormac. Sorry. Okay. Thanks, Cormac. I mean we deal with individual teams, we deal with leagues, we deal with streamers and broadcasters.

So I think that it can be any, I mean, maybe I’ll turn it over to Sander and see, you know, as you’re out talking to your customers. Yeah. Well, we see several things. So, what we see is that there are a lot of sporting clubs or rightsholders itself, talking to us, and then, do a license from our platform.

Then we are a customer of Dolby, obviously,

00:38:34.082 — 00:40:19.078
So it depends. They are broadcasters, clubs itself or rights holders and even leagues. So, as all different kinds, but most of the time is always B2B. Yeah. I mean, I think would be kind of fun as an end viewer to be able to like, tinker around with some of these things. But like, that’s why the sports data companies make these APIs to sell.

Right? And, and if you look at any of the big streaming platforms, they’ve got clips. So the output of something like this already gets put into the experience. So I definitely think that this is squarely in the B2B realm. But, you know, come talk to us if you have other ideas. Yeah. All right. Here I am in the demo.

So we’ve got the library. So this is basically anything that’s, not live. So that can be a VOD game. It can also or within the game. Right. If I click on one of these, I’ve got all the same things. It’s just no longer live. So we move from live to library for VOD, or you can upload VOD, if you’ve got a history, because, again, if you’re doing personalization, it may not matter as much what happened in this game when you’ve got someone who’s a fan of number 12.

And so number 12, you want the history from the entire season. We can run this process against, games that have already happened in the past. And then in our automation stage, you can say, hey, give me all the clips from number 12 when he was, making a goal or a near miss, right. So you can really get
this powerful ability to put these things.

Excuse me, into, get the rubber to meet the road and actually, make something meaningful for a fan, as an example. So that’s library. Let me, let’s look
at automation for a second.

00:40:21.842 — 00:41:00.878
Let’s see, we did events, right? Yeah. We did. Okay, so we go to automation and we’ve got, two different kinds of automation. And you can see that they’re already we have two others go into this one, already running. So this is the automation that runs on every game. And it basically says, hey, for everything that happens in the sport, detect it and make a clip.

If you wanted to make an automation that only pulled out goals, you can do that. And let’s look at some of the, rules
that we have here. So you say, yeah, I want to make a clip or I want to make a sequence. A sequence is a collection of multiple clips you can think about, like, premiere or non-linear editor timeline, where we’ve got multiple shots together.

I can show you what some of these things look like.

00:41:02.282 — 00:41:14.838
And you can then take the triggering thing. So do I want to goal yes or no? Do I want to get the shots? Yes or no? And again, you can pick the different
events that exist in the sport

00:41:15.882 — 00:42:32.918
and you can pick. Yes, I want this for every game. Or you can set one of these up for each team, because maybe each team wants to have a separate delivery or only wants to get certain things delivered. Again, it kind of depends on who’s using the clips. Are you selling this for marketing purposes? Are you sending it to players to post on social?

Are you posting this to the club website? Are you putting this upstream into production? Maybe you want to then deliver to like an S3 bucket. So we’ve tried to account for all of these possibilities. And of course you can figure out, you know, for the overview of the automation, what is the output going to be.

So we’re going to do a regular horizontal output. Or we’re going to do a variable vertical. Do I want to review? So part of our automation step accounts
for what Sander’s doing with human in the loop. So maybe for the marketing team, we give you ten minutes to review it, and after ten minutes,
we’re going to publish it anyway.

But within that ten minutes, somebody can come in and modify the clip before they post it. We can also append a pre-roll or a post-roll, and we can put an overlay. So all the things that, you might want to do for a really basic edit, to be able to get something very quickly or are built in to this tool as well.

00:42:34.282 — 00:43:10.678
All right. And then configuration when you’ve got like your outputs or your destinations, where do you want to write content to? Where do you want us to send the content to? If you want to put an overlay and we can have a configuration for that. Think of this.
I like to think of this as a symlink. So if you’ve got a logo in the team’s logo changes because they got a new mascot.

If you make that change here, any automation that uses that logo will get the update. So immediately everything’s updated. Instead of stepping
through every single automation and having to update a logo file, it’s really just this reference to it here.

00:43:12.802 — 00:43:34.598
And then let me go back to library for a second and we’ve got sequences. So I talked about this in the automation, but I want to show you what it looks like. So we’ve got the clips that we extract which are the 9×16, 16×9. We can change the cropping. But sequences is another thing of automation where you can actually generate match highlights, where you’re concatenating,

00:43:36.522 — 00:44:25.958
Multiple things together. And so it looks like this. You’ve got your timeline view. And if I hit edit sequence here, I can actually say, yeah, I’m gonna shorten this one down. Again. You would do this with much more finesse than I’m doing here for the live demo. And you can even reorder. So I’m going to just change the order of these things, because this one was more exciting and I wanted that to come first.

And so again, from here you can decide what do you wanna cut? Do I wanna Disolve? Do I want to fade between and then I’ve got my sequence. And I can just like, I can with clips. I can then ship that out as an edited, together sequence. And so, again, a really powerful way to take not just individual clips, but to put things together.

And, I think this is an area of the product we will be continuing to evolve.

00:44:27.162 — 00:45:43.238
So, Carlo, I’ve gone on for a while. You’ve asked a couple of questions. Yeah. And one more question for you, it’s from Giovanni, which, if I remember well, is in Washington by the way, it’s an Italian name, but in Washington, if I remember well. Well, international soccer leagues in Europe, South American, Middle East are there in different languages obviously.

Will Dolby’s solution for live sport, support all languages from different geographical areas. So yeah, I think, I can, but I showed before was the translation from Dutch toEnglish. I think that this is the kind of thing. But again, in Sander’s product, he’s already got the captioning side fully covered.

From the Dolby side, this is definitely the kind of functionality we would add. I think an area that’s really interesting, and I’m really interested to see at
IBC is text-to-speech, so when you go from a script that maybe is AI written and then having an AI voice narrated, again, we’ve got some technology we’re working on that.

If you come to a booth, we can start to show you, but this is an area where I think as you think about what I have on screen, where I’ve got a sequence of clips and I’m personalizing it per person. Like, it can be jarring as you cut from one to the next without any context. And I think both AI voices
and on screen graphics are going to be a really important way to add some of that context.

So that’s an area you can look for us, for future development.

00:45:45.082 — 00:45:54.118
But yeah, I mean, Sander, did I miss anything? Is that all make sense? Anything you want to highlight? No. Makes sense from my perspective

00:45:55.522 — 00:46:52.718
I was thinking, Sander, where do you see this going from hereonwards? Yeah. Well,
I’d like to add on the localization part, regarding the last question is, that’ also happening faster and faster now. So from Southfields’ perspective, we also we’re already collecting moments, and then, put it in workflow with, for example, the 11 laps, the part of dubbing.

So they just that was the feature, part of dubbing. And then we dub the whole part and do a little personalization. So that’s where it evolves. So for Rights holders like IMG and all those kind of distribution parties, localization is also a very important topic within the industry. So that’s the next big thing, from Southfields perspective.

And we embrace all the technology from Dolby with that.

00:46:54.362 — 00:48:12.358
And so what’s the in the next phase, Dan. Ah, Sander, sorry. Yeah. Well, the next phase. So, Dan already mentioned the excitement score. The excitement score is becoming more and more important because, if you have also the viewer intelligence is not only the content intelligence part of the sports intelligence platform, but also the viewer intelligence.

You can literally have a feeling about not a feeling data points from the excitement score of the audience at the viewer. And then you can use that eventually, in a control room as well. So you might even based upon the collecting audience, the excitement scores, make decision with decisions within the upstream control room.

So, for example, we’re currently making several super switch programs. That super switch program switches between all kind of live matches at the same time. But it’s quite hard for directors to select moments out there if you have that in the full chain and you can use the data generated from viewers’ perspective in the control room.

So that’s where we going to bring it further and further. So it’s

00:48:14.482 — 00:48:39.398
not that far away. So as I’ve already said before, it’s the sports production chain is evolving very, very fast. So I have another question from Cormac: For those switching scenarios, I think he means, when you were editing the slide, a customer would need to send the clip to another software to add graphical overlay or that would be something that we can integrate?

00:48:42.602 — 00:50:35.598
So what Dan, you said. Dan said, you know, you can do this and either a voiceover or graphical description. Yeah, yeah. I mean, so as Sander mentioned, they’ve got the Maximaze product, which is an HTML5, okay, graphic overlay, like incorporating that into something like this. So you can have especially when you crop, you go from 16×9 to 9×16. Often you cut out the graphics. Absolutely. That would be a solution. There is to integrate Maximize. Yeah. Yeah. Okay. So thank you, Sander. I think questions we answered a lot and sorry for the one that I couldn’t cover for now, we say thank you and leave Sander now. And we see you in two days, in your hometown. Two days, three days? Yeah, exactly. Yeah. So.

See you there. Thank you, Sander.

Thanks for having me.

Gracia. Chao.

So, let’s do a quick run off. What else? If you still have energy? I do. I always have energy. Carlo. Yeah. Unfortunately, I think we have to go to the lightning round because the demo took so long.

Yes, but hopefully it was. Oh, that’s fine, it’s fine. A demo is a real thing. So it’s. It’s fine. Yeah. I wanted to give some updates
on one of the things you can also expect to see in the Dolby booth at IBC. We’ve been showing our ad solution
for a couple of years now, but we’ve got some pretty exciting progression on the product itself.

So of that. Right. As a quick reminder, it’s focused on server guided ad insertion. And that’s when, you know, currently today, most people use server side ad insertion as an ad insertion technology, server guided is kind of the evolution of that where, it’s still orchestrated by the back end, but the, actual decisioning and what not happens from the video player, and there’s a lot of uplift you can get, an advertising metrics related to that.

00:50:36.962 — 00:52:01.878
We have a added server side ad insertion for devices that just can’t do server guided. But, more and more, we’re seeing that we can hit most devices with server guided. And of course, one of the other benefits is we can easily do the non-linear ad formats. And so the TV ad formats coming at IAB, really exciting times and, and by the way, I see that these formats are finally being a lot more accepted by both the client side, but also fans.

I’ve seen all this event this year. I have people commenting, oh yeah, it’s cool, it doesn’t bother me, blah blah blah. So you know, that’s it.
It keeps you in the moment. Like when it’s a full screen ad break. Like I get up and go to the bathroom, right? It’s when you go to refill your snacks, but or an hydration break.

But this time also. Though, I saw Google AD Manager tell me about that. That looks like a good idea. But I don’t know. Tell me.

Yeah. So we’re we’re an officially certified technology partner with Google. So when we talk about server guided with Google,
like we’re the solution. And so we’ve been a really great collaboration with them again around customers. And so both Google and Dolby are seeing the value of putting our technologies together. And so this has been an exciting moment and our a friend Lemu at Google gave us this nice quote talking
about how great that partnership has been. But we are now, again, if you go to the Google Ad Manager website and you look at the certified technology
partners, we are now part of that ecosystem with a focus on server guided ad insertion.

So, a big moment for us. We’re excited about.

00:52:03.162 — 00:54:08.998
Another product level partnership, which I always prefer. Yes, absolutely. Because again, when you can put things together to make a complete solution, it’s better for everybody. So some of the new things that you’ll see for, this IBC, we’ve got flexibility on ad timing and format. So we’re adding a couple of new things.

We’ve gotten some unique feedback, so we’re adding pause ads and, pre-rolls for server guided. You might be like, oh, those are nothing new, but, specifying them in server guide was something that was a bit challenging. And we’ve also added delayed pre-roll. And the idea behind this is if you’ve got
especially in sports, people come in for a quick watch and then they leave, or then they go to another game.

What you can do is get them in right away without losing them on the pre-roll. Let them watch for a minute or two and then ad footprint, Dan I’ve wrote a full article on that. You have? I’m still pissed off when I click, there is a Goal alert, I click and then I have to wait. I want delays out. Now honestly. I mean, without knowing that you had implemented it, it’s silly that this is like how we’ve done it for so long, right?

Yeah. It’s so frustrating. Yeah. I mean, look at how many people churn when they have to watch an ad at the start, too. So. Yeah. And again, if you want to do your pre-roll as a squeeze back, we can also accommodate that. So it’s, again, flexible on the platform. Not only that, but we can also do this all without using the Dolby video player.

We acquired THEO Technologies a couple years ago. We have THEOplayer, and now OptiView player. And, at the beginning we required you to use that. Starting at IBC, we’ve got a separate SDK that can plug into any video player, and it could be a commercial video player that could be, you know, a Video.js open source video player.

That could be Shaka, that could be AV Player, that could be ExoPlayer. So we can really work across, different video players by using our SDK. And to be honest, I had a video player for, my previous company for years, one of the top three questions with with all the advanced features on the player, where the can we use it on our player?

Exactly! For sure. So we heard that enough times that we said- let’s make that work.

00:54:11.562 — 00:56:16.558
And we’re also adding Roku for SGAI. That’s something coming soon, won’t quite be at IBC, but it’ll be shortly thereafter, because in the US in particular,
Roku is a very important ecosystem. And we’ll also be bringing ad analytics into our product offerings, so in the dashboard you get a nice overview of how did everything perform.

So that’ll be part of our product suite. I’m going to keep going because I see we’ve got just a couple minutes left. Yeah. We’ve got our streaming product that I talked about a little bit at the top. It’s really about premium quality, synchronized latency, and kind of for any need. The thing that we’ve added to it is Dolby Vision and Dolby Atmos.

And what I think is unique about what we’ve done is we’ve made it very easy. We hear a lot when we talk to sports broadcasters that- hey, today my workflow is all SDR for infrastructure reasons, for rights reasons for you name it. And so what we’ve done is we’ve added the ability to up convert from standard dynamic range into Dolby Vision, which brings a whole bunch of benefits about keeping signals consistent, getting the consistent look from television to television, device to device.

And so again, if you’ve got native HDR, great. We can support you. If you have SDR, but you’re interested in kind of having a premium offering by bringing in HDR, we can help you there too. Same thing with Dolby Atmos. We can either take a native AC-4 input stream, or we can take a 5.1 and we can upmix that into Dolby Atmos.

So yeah. Really exciting that we’ve we’ve gotten that, into the product in our launch partner for that was the Seattle Seahawks. If you saw we did a.

Oh wow!

Yeah, yeah. So based on this, so, from their pre-season game, the Seahawks were streaming in Dolby Vision with Dolby OptiView. So that was an exciting moment for us.

Yeah. Yeah absolutely. And yes, it’s starting tomorrow night for us. Yeah. So, I have a little dashboard that I will launch tomorrow. I’m super excited. For now, this is in the NFL. Yes. It came out when I was working with the NFL games at Fast International. So yeah. And that finally made it to the end, Carlo! So thanks for sticking along for the ride!

00:56:18.042 — 00:56:54.158
Hopefully, it’s not just me and you. I’m ready with my Dolby backpack, which was stolen from my kid. But now I have it back and I’m going to Amsterdam. Good, good. Yeah. So, we’ll be in Hall-5 this year, which is the streaming hall at IBC. Oh, that’s a signal to the market. Yeah, maybe, I don’t know. So we’ll be showing everything that you saw in the webinar and more.

We’ll talk more about the viewer intelligence side of the sports intelligence platform there. And again, please come see us. We’d love to engage with you and talk about, how we can work together. Yeah. And, I’ll be also there, so reserve a little chair for me somewhere and a place for my laptop.

00:56:55.242 — 00:57:30.078
Excellent. Va Bene! So, I have to say, we weren’t sure we had content for one hour. It’s exactly one hour. We are talking to you. So thank you for staying. And I also thank you if you had to leave before I. saw my friend Jonathan from the US also leaving in the middle because he had to go to a client meeting.

But I think this was really super informative. I saw a product which I loved, I saw a bit of marketing, but a lot of product, which I really like. So thank you, Dan for doing this and seeing like in two days in Amsterdam. Very good.
Thank you Carlo.
Thanks everybody, Ciao!