IBC, the International Broadcasting Convention, is an annual event that brings together broadcasters, technology providers, and industry leaders to discuss the latest trends and innovations in the broadcast industry. This year, the event was held in Amsterdam, and the focus was on sports production and analysis.

Andrew O'Neil, CEO of Vizrt, shared his insights from the event, highlighting the importance of **AI**, **cloud**, and **automation** in modern sports broadcasting. He noted a growing interest in AI for tasks like media asset management (MAM) and content creation. **AI** can help streamline workflows by automating metadata entry, speeding up searches, and generating content from archives.

"AI has been at the tip of everyone’s tongue, and it was a big topic for IBC this year. However, the way AI can make a difference in sports productions is not a one-size-fits-all solution — as with most situations, it depends on the goals and size of the particular production," said O'Neil.

The use of **cloud** production is becoming increasingly popular, with broadcasters adopting either full-cloud or hybrid models. This shift allows for more efficient resource allocation, reduced costs, and enhanced flexibility. The European League of Football is a prime example, having committed to another three seasons of cloud live production with Vizrt, novel.media, and AWS.

O'Neil also stressed the importance of **automation** in sports broadcasting. He emphasized the role of Viz Mosart as a "production assistant" that automates repetitive tasks, freeing up personnel for more creative and challenging roles. He believes that automation will contribute to greater production efficiency and sustainability.

"From a sports perspective — agreed by entities I spoke to — automating workflows relieves specific efforts, saving on cost, increasing the quality of production, and making space and time for more innovation. Resources are better allocated elsewhere, to create more content, better," said O'Neil.

In addition to **AI**, **cloud**, and **automation**, the event showcased innovations in data visualization, with companies like BBC Sport and UEFA using 3D graphics and telestration to enhance the viewer experience. O'Neil anticipates further advancements in this area, enabling audiences to experience the game from a player's perspective.

The **IBC** 2024 event demonstrated the ongoing evolution of the sports broadcasting industry. The adoption of **AI**, **cloud**, and **automation** is driving efficiency and delivering innovative viewing experiences. The future of sports broadcasting holds exciting possibilities for viewers and broadcasters alike.