Yossi Tarablus, Deputy VP of Global Marketing at Pixellot – AI-Automated Sports Production, in the TFT1957 survey «The year 2030: AI or engineer?».
- How will the broadcasting industry and broadcast technologies change in the next 5 years?
- If we model the world of broadcasting and broadcast tech in 2030, what role will AI play?
- How will AI change your business segment?
- Which professions will AI displace in the broadcasting technology industry by 2030?
- The only thing we know about artificial intelligence is that we don’t know everything about it. What we do know is that the industry is evolving to create more and more layers of content, information, and data powered by AI. For example, automated content production can create not only video but also analysis and automated commentary. We have observed AI providing commentary on recorded games; virtual commentators analyze the game, and podcasts are being generated automatically based on game data. These are all elements that are evolving and complementing live production.
In terms of broadcast production, we are seeing how AI is increasingly integrated into the field, allowing camera operators to work more efficiently. The main camera can be controlled automatically, while professional cameras capture reaction shots that enhance the viewing experience. This creates more opportunities and visibility, enabling viewers not only to enjoy the show but also to engage more interactively. Although live sports viewership is declining over the years, people are more engaged with highlights. Social media sports highlights are becoming crucial for how the youth consume sports. The entire industry is keenly observing platforms like TikTok Live and YouTube Live to see how live sports can be adapted to vertical formats. This evolution is inevitable.
Although live sports viewership is declining over the years, people are more engaged with highlights
One of the most interesting developments in the industry is Netflix’s entry into live sports streaming. Although it only started this year, I believe that streaming giants are looking to expand their positioning and segmentation. They will likely develop more sports opportunities, and AI will play a significant role in this evolution, according to research and not just my own perspective.
One of the most interesting developments in the industry is Netflix’s entry into live sports streaming
2. I don’t think people in broadcasting will lose their jobs because of AI. Instead, people will evolve in their roles, and simple tasks that were once done manually will be automated. For example, when Pixellot started broadcasting games that had never been produced before, I was approached by a camera operator who told me that Pixellot was taking jobs away. I asked him what his job was, and he said he was a camera operator working in Canada. I then asked him when they would do the second edition of youth hockey in Canada, and he said they don’t, because there isn’t enough critical mass. I explained that this is exactly what Pixellot does—creating broadcasts where there was none before.
AI at Pixellot has not only not removed jobs but has also created more positions for social media editors and camera operators
The more broadcasts that are powered by AI, the more demand is created for critical mass. This actually results in more jobs. When you have enough viewers for a particular sport, you can justify more production, and we see this trend globally. AI at Pixellot has not only not removed jobs but has also created more positions for social media editors and camera operators. Channels that used to produce one game a week now aim for two games a week, effectively doubling the amount of production and job opportunities. So, the fear of AI taking jobs is unfounded if you are skilled at what you do. I believe the fear of AI is minimal if you’re a competent professional because AI cannot replace the emotional and anticipatory skills of the human brain.
