Although OTT delivery has created a mature market for on-demand scripted shows that leverages the public internet for distribution, the ever increasing and IP-enabled bandwidth available that uses public wireless networks and the public cloud, is opening a new market for live events.With their global reach, the OTTs have the budget to create polished shows, localised for global distribution. However, there is a huge, largely untapped market for minority events that could potentially use social media for distribution, as long as the production costs can be constrained. This is not the world of double-expando mobile units, but a director with a handful of camera operators. An announcement from Sony would seem to address this very market. The company has announced an on-demand cloud production service that provides a complete toolset for multi-platform content creation and delivery. Sony Virtual Production was used to cover Red Bull’s Alpenbrevet motorcycle race in Switzerland. Using only a number of camcorders and a single laptop to access the Virtual Switcher UI, Red Bull could stream the event live direct to social media.