The event on the circuit famously labeled the “Green Hell” to be held in Germany, May 26 to 29, 2022, is one of the largest international motor racing events and features an average of 180 cars and between 600 to 800 hobbyist and professional drivers.

The Nürburgring, a combination of the Grand Prix circuit and the infamous Nordschleife (North Loop), courses through the dense forests of Germany’s Eifel region and stretches 25.378 undulating kilometers. The 24-hour endurance race has garnered a cult-like following, as well as high demand for video footage. In 2021, media coverage reached eight national broadcasts, 318 international broadcasts and over 3250 hours of transmission time.

For the event, SPORTTOTAL and the ADAC Nordrhein will be adding Veritone Digital Media Hub to their video toolboxes, changing the way footage is processed, stored and distributed. Veritone Digital Media Hub, a cloud-native, AI-enabled DAM platform, presents a unique solution that creates a globally accessible content hub to streamline workflows and provide effective search and discovery solutions for racing teams, advertisers and media.

“We are very happy about the cooperation with Veritone as it strengthens our efforts in digital transformation around the mediatization of the major international sporting event that is the ADAC TotalEnergies 24h-Race. The Digital Media Hub delivers added value to all our partners and accelerates processes to fulfill content requests,” said Matthias Wurm, managing director of SPORTTOTAL.

Typically, sporting events involve multiple parties, each using their own different systems to record, edit and archive content. This workflow siloes data across multiple platforms, making it difficult to search for specific content and can cause weeks of work post-event to find relevant video footage. This is challenging enough in the case of a 90-minute feature sprint, but it becomes exponentially more difficult for a 24-plus hour event such as the Nürburgring race.

Veritone Digital Media Hub processes and tags large amounts of video data quickly and thoroughly, allowing marketers, event organizers and stakeholders to search through that data and pinpoint the most relevant content to their parameters. By using Veritone aiWARE, which is fully integrated with Digital Media Hub, the official event footage is uploaded in smaller increments and made readily searchable by automating metadata tagging. Leveraging best-of-breed models in transcription, optical character recognition and logo recognition from the aiWARE ecosystem, users can start researching and editing content on a near-live basis while the race is still ongoing.

“We are proud to offer a solution that enables intelligent search across all media assets including broadcast-quality video, still images, audio, and other ancillary files,” said Scott Leatherman chief marketing officer at Veritone. “Particularly at such a scale as the Nürburgring Race, content sharing is instantly accelerated and production workflows enhanced. That’s a win for everyone.”

Veritone Digital Media Hub presents opportunities for parties to benefit from all stored media, including from previous events while having direct access to a centralized view of archived content. This reduces time, eliminates intermediaries, minimizes production and distribution challenges, and promotes the use of video, both in quality and quantity.