Sports fans get closer to the action – in real time

November 22, 2005

Sports fans can now interact with their favourite broadcasts in real time through digital TVs and 3G mobile phones thanks to a newly developed infrastructure that opens up a realm of commercial opportunities for broadcasters and advertisers by providing additional revenue streams for the sports publishing value chain.

The IST programme-funded MELISA project provides a wide range of services related to cross-media sports broadcasting, featuring visual enhancements, interactive embedded advertising and sports-related in-play services in real time. The system also ensures real time secure transactions for betting and e-commerce, as well as service subscriptions.

“We have created the infrastructure to support the virtual value chain for sports events broadcasting over wireless and digital television networks by offering valuable, revenue building services,” explains project coordinator Emmanuel Papaioannou, Intracom SA, Greece.

By using MELISA, viewers are fully engaged in the event and kept up to date with every development. For example, in a car race, users click on a button to access the Drivers Classification Panel to display the current drivers’ positions. In the graphical representation mode, the exact position of all cars is shown on a virtual track in real time.

Visual cues, such as colour and car number, show the relative position of all drivers in the track. Users click on their favourite drivers’ car to display available statistical information. They then see the drivers’ sponsor and click on the logo to receive more information, which directs them to a website for online shopping.

“This innovative way of interactive in-content - or embedded - advertising increases the effectiveness of advertising by narrowing the gap between the advertisement and consumption,” he adds. “Users can place bets in real time as the game or race develops. This is a novel way to interact with one of the most popular activities of sports fans.”

Project partners created an end-to-end solution for authoring, delivery and consumption of enhanced media content in a multi-platform environment, following the client-server paradigm. They developed a complete server platform for broadcasters and an innovative client platform for viewers and consumers. Receiver platforms are high end Set Top Boxes, PDAs and Mobile Information Device Profile-enabled mobile phones.

The system architecture separates the business logic and user interface from the underlying data storage and provides a platform-independent system for broadcasting. Intelligent, real time game statistics and enhancements are supported using information from various sources, both historical and during the event.

The server allows dynamic scene generation based on predefined templates, which enables broadcasters to prepare visually-enhanced interactive broadcasts well in advance, which enables them to provide this service during live events.

“Since MELISA ended in January 2005, we are in the marketing phase,” says Papaioannou. “We are working with broadcasters and service providers. The system has been well received so far. France Telecom has already created a streaming server to accommodate MELISA and several betting operations are involved, including Ladbrokes.”

Source: IST Results

Explore further: Expert discusses the role public understanding of science played in this election and may play in the future

Related Stories

Amazon looks at airships as fulfillment idea in patent filing

December 30, 2016

(Tech Xplore)—Amazon has come up with a neat idea. Whether the idea will ever come to pass as a real move is not certain. However, CB Insights noticed a patent filing where Amazon was suggesting the AFC approach to deliver ...

Recommended for you

New low-cost technique converts bulk alloys to oxide nanowires

January 19, 2017

A simple technique for producing oxide nanowires directly from bulk materials could dramatically lower the cost of producing the one-dimensional (1D) nanostructures. That could open the door for a broad range of uses in lightweight ...

Treated carbon pulls radioactive elements from water

January 19, 2017

Researchers at Rice University and Kazan Federal University in Russia have found a way to extract radioactivity from water and said their discovery could help purify the hundreds of millions of gallons of contaminated water ...

Balance may rely on the timing of movement

January 19, 2017

Zebrafish learn to balance by darting forward when they feel wobbly, a principle that may also apply to humans, according to a study led by researchers at NYU Langone Medical Center.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.