Copa América: FOX Sports Vertical Production for TikTok

By delivering live studio content on TikTok, FOX Sports aims to attract more users to its platform and potentially convert them into followers or main broadcast viewers. The challenge lies in producing a single studio show for two distinct aspect ratios: widescreen 16:9 and vertical 9:16. Instead of relying on automated technology, FOX Sports has opted for a second control room and strong communication between two production crews.

Adapting Production for Vertical Viewing

Michael Bucklin, SVP of Digital at FOX Sports, explained that content consumption now includes tall aspect ratios, and serving fans effectively means creating original vertical productions. The solution involves a smaller control room with a four-person production team led by director Kevin Palys. Palys communicates with the 16:9 production team to ensure synchronized production.

Graphics and Camera Coordination

The graphics team at FOX Sports uses Tagboard to create two sets of graphics, ensuring both formats are well-supported. The vertical control room has fewer graphics to accommodate the format. The teams work together to develop camera framing that serves both formats, sometimes opting for wider shots to allow for cropping.

Manual Process for Better Learning

Bucklin emphasized that manual processes allow the team to learn and improve the on-air product. Although some tools can automate aspects of vertical production, the manual approach has been essential for the team’s growth. Camera operators are learning to plan shots effectively, keeping in mind the vertical frame’s limitations.

Quick Cuts for Vertical Content

The vertical format’s preference for quick cuts has influenced the production style. FOX Sports adapts by using faster cuts between talent holding up performance grades, which aligns with TikTok’s quick content consumption habits.

Future Plans and Audience Engagement

Looking ahead, Bucklin envisions using higher-definition cameras or turning cameras on their sides to shoot in 9:16. The goal is to convert TikTok users into TV viewers by encouraging them to continue watching on FOX, FS1, or the FOX Sports app.

Successful Initial Results

In the first 24 hours of using the vertical format, FOX Sports gained 20,000 new followers on TikTok. Bucklin believes this project will lead to further innovation and increased fan engagement as more users tune into the live shows.

By adapting to the preferences of the TikTok generation and innovating in production techniques, FOX Sports is poised to enhance its reach and engagement during major soccer tournaments.