Elie Roukoz, Vice President of Broadcast Operations at Asia Football Group, discusses how AI is being used in remote production, content monitoring, and monetization.
Inaugural Gulf & MENA Decision-Makers Forum 2026 Concludes in Dubai
This express interview was recorded during the inaugural Gulf & MENA Decision-Makers Forum in Dubai on October 5, 2026.
— What is the biggest change you expect in sports and broadcast technology in MENA over the next two to three years?
We started with remote production, then moved to cloud production. Now AI is becoming increasingly involved. This will affect our onsite strategy, especially where infrastructure complicates the introduction of new technology. I expect more production to move away from the venue, with AI supporting that shift.
AI can also help manage streaming and distribution, allowing us to get more from our contribution and distribution signals.
— Where can AI create the most business value for broadcasters and sports organizations?
We mainly use AI to fine-tune our operations, reduce costs, and improve delivery. Some tasks performed by directors or camera shading operators can be automated, but AI cannot replace human emotion. We still need those people onsite.
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We are implementing AI in monitoring, including sponsorship elements and graphics. We also use it to monetize content more effectively.
— What would you change about how broadcasters, sports organizations, and technology companies work together in the region?
The Middle East is going through a period of geopolitical instability. I would like companies in the region to cooperate more and reduce competition where possible. We are also seeing companies from Europe and East Asia enter the Middle East. Regional companies should work together to get through this difficult period.
TFT1957 | TV & Film Technology Magazine October 2026, Issue 797
