BMW Berlin Marathon Uses Sony Virtual Production Wireless Workflow

The Sony cloud-based live event broadcasting solution allowed Infront Productions, with the help of Deutsche Telekom, to streamline its workflow and reach new global audiences through social media with high quality live images of the BMW Berlin Marathon in Basingstoke, UK.

Sports event productions present multiple challenges, particularly with the need to move huge amounts of hardware to different locations. Using the Sony Virtual Production cloud switcher, Infront Productions could operate Sony Xperia smartphones, opening up new possibilities to connect and engage with the audience.

“We see a real shift taking place in production. In the past, we brought the data center to the event, sometimes in the form of an OB van, but now, we’re bringing the events closer to the data center, simply by moving to the cloud and transferring content via the internet,” said Peer Seitz, Infront’s head of production. "We collaborated with Sony Virtual Production and the set-up that we implemented enabled flexible resource allocation. In the future, it will allow production operators to work from wherever they want."

With cloud-based solutions like Virtual Production, users will be able to receive spontaneous video content contributions from fans all over the world.

“There is a growing appetite for personalization in viewing experience. One way of increasing the engagement of viewers is by adapting their high-quality content created on smartphones into the production. At Deutsche Telekom, we want to enable production companies to achieve this by providing the required network capabilities,” said Tiana Trumpa, 5G Product Manager at Deutsche Telekom.

Virtual Production is part of Intelligent Media Services, a Sony portfolio of open technology and services, which allow media companies to capture, manage and deliver content while adding value at every stage. 

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