Sony camera that enables custom advertising in the FA Cup Final

Advertising on football stadium billboards is one of the preferred medium for brands in Spain and the rest of the world. It is not surprising to see how the big companies use them in these sporting events that draw millions of people from all over the world in front of TV.

But, depending on the country, there are some ads that don’t make any sense. Companies with no representation, very specific products … these are just a few. This is where one of the Sony HDC-5500’s most amazing specs comes in.

This camcorder features Global Shutter technology, which enables sports broadcast rights holders Create specific advertising content that targets your TV audience. That is, each broadcast rights owner will be able to customize and adapt the content of the billboards according to his needs.

A fleet of this camera model will be used for the live production of the UAE Football League Final, which takes place on Saturday between Chelsea and Leicester City. And with it, the technology that allows it Personalize ads.

Ads designed for different markets are displayed on surrounding screens faster than the human eye can see. The change is practical instant in relation to the actual ad – the local ad – being displayed on the boards.

Parallel ADS, where this technology is called a Sony HDC-5500 compatible, synchronizes the LED panel system with the output of the host station and allows output of up to four separate real-time streams that are available directly from the camera and console.

In the final on Saturday, they will be broadcast Specific advertising content for the United Kingdom, Europe, America and Sub-Saharan Africa. This way, viewers in every region will see the game with surround ads aimed specifically at them, without the need for additional production resources.

This is made possible, to a large extent, by Sony’s Global Shutter technology that captures the entire frame in one instant. Avoid the classic “gel” effect common in other cameras that makes moving objects appear distorted in an unnatural way.

“This is just one example of the innovative production capabilities and new revenue streams that live production cameras provide to broadcasters and rights holders,” said Norbert Baquet, Director of Sony Media Solutions Professional Solutions.

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