Zeus Kerravala and Scott Gutterman, SVP of Digital and Broadcast Technologies discuss the expansion of the PGA TOUR Studios from 35,000 to 165,000 square feet, featuring seven studios and eight control rooms. The new facility, which produces content for ESPN+, the Korn Ferry Tour, and the Champions Tour, aims to enhance fan engagement through "Fan-Forward" initiatives based on surveys and interviews with 50,000 fans. The studio uses AI for commentary, generating context for 30,000 shots, and employs virtualization and AR technologies. The facility also boasts over 300 cameras on the course, with plans to expand AI and personalization technologies.
Outline
PGA Tour Studios Tour and Expansion
- The new facility includes seven studios and eight control rooms, catering to ESPN+, the Korn Ferry Tour, and the Champions Tour.
- The expansion was necessary to accommodate the increased production requirements, including four streams for ESPN+ and PGA TOUR LIVE.
Fan-Forward Initiatives and Technology Integration
- Scott explains the "Fan-Forward" initiatives, focusing on how fans consume PGA Tour content across various platforms.
- The PGA Tour has a 15,000-person fan council and conducted surveys with 50,000 fans to understand their preferences.
- Fans want more golf shots and insights into players' lives, both on and off the course.
- The new studio design incorporates mobile technology, AI, and other modern platforms to enhance fan engagement.
Mobile Influence and Studio Design
- Zeus and Scott discuss the impact of mobile technology on the studio design, with fans using mobile phones to record and share content.
- The studio aims to deliver content on a wide variety of devices, including future technologies like AI interfaces.
- Scott highlights the flexibility of the new studio to adapt to evolving content consumption trends.
- The studio features a primary control room, live streaming every group across the course, and a central equipment room powered by batteries and generators.
Advanced Studio Features and Virtualization
- Scott showcases the largest studio, equipped with LED floors, walls, and robotic cameras, including a techno dolly.
- The studio is used for the PGA TOUR LIVE main feed for ESPN and can create virtualized versions of courses and players.
- The Tiger Woods promo video was filmed in this studio, featuring 82 photos of his wins and a 3D version of the 17th hole.
- The studio will increasingly use virtualization and AR technology to enhance fan experiences.
Post-Pandemic Golf Popularity and AI Commentary
- Zeus notes the rise in golf popularity post-pandemic and the increase in online gambling, making fans more invested.
- Scott emphasizes the PGA Tour's goal to create PGA Tour fans through various platforms, including TikTok and Topgolf.
- The PGA Tour has launched AI-generated commentary using generative AI with AWS and Bedrock, providing facts and context for every shot.
- The AI commentary includes details like shot distances, player performance, and the likelihood of certain outcomes.
Shot Plots and World Feed
- Scott introduces shot plots, which show the positions where players made birdies, bogeys, and eagles.
- The digital twin of TOURCAST helps fans understand the course conditions and player performance.
- The world feed provides an X-rated rights holder with a feed tailored to their audience, focusing on international players.
- The feed can be produced by the PGA Tour or by the rights holder, with the ability to add their own commentary.
Transmission Control and Replay Area
- Scott explains the transmission control room, where issues are monitored and fixed, and streaming is managed.
- The replay area uses Sony's Hawk-Eye technology, connected to the shot link scoring system, to queue up shots for directors and producers.
- The system allows for quick access to specific shots, enhancing the efficiency of live production.
- The replay area features a waveform of the famous Tiger Woods putt on the 17th hole, signed by Gary Koch.
Live Production and Camera Setup
- Scott describes the live production team, which includes digital staff, social media, YouTube, and special originals.
- The team is busy covering the Players Championship, with multiple ESPN feeds and the NBC drive past feed.
- The studio has over 300 cameras on the course, with 72 camera feeds in the control room and 133 cameras on the course.
- The setup includes 155 cameras for shot link, driving radar, and ball motion capture.
Future Technologies and Personalization
- Scott discusses future technologies, including synthetic voice for narrative commentaries and predictive engagement.
- The PGA TOUR aims to serve fans with personalized content about their favorite players on their preferred platforms.
- The tour is working on new features for Apple Vision Pro to create more immersive experiences.
- The focus is on leveraging AI and advanced technologies to enhance fan experiences and engagement.
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