As Amazon Prime Video prepares for its second season as the exclusive broadcaster of NFL's Thursday Night Football (TNF), the streaming platform is excited to introduce a range of AI-enhanced features aimed at elevating the viewing experience for fans.
During a recent demonstration with Prime Video executives, insights were shared about the innovative AI integrations for this TNF season, including details about the inaugural Black Friday NFL game, and updates on HDR video quality.
AI is Transforming Sports Consumption
Just a few years back, the mention of sports broadcasting and artificial intelligence (AI) would have seemed far-fetched. Now, the application of AI and machine learning (ML) is revolutionizing how passionate fans engage with games, enabling deeper insights through analytics.
“We aim to go beyond just displaying numbers,” said Betsy Riley, senior coordinating producer at Prime Video. “Our focus is on utilizing data to tell a richer story, providing fans with insights that enhance their understanding of the game. By doing so, we help them appreciate the strategic dynamics unfolding on the field. For us, as a tech company, exploring the data and finding innovative ways to narrate the game has been incredibly rewarding.”
Building on last year’s successful introduction of AI to TNF, including features like X-Ray for real-time statistics and Rapid Recap for quick highlights, Amazon continues to push forward in enhancing sports broadcasting. After securing its first Sports Emmy award in May, the company is driven to innovate even further.
All new AI capabilities will be featured in Prime Vision with Next Gen Stats, a weekly alternate stream that presents real-time analytics and graphical overlays during plays. These features will be internally tested during the preseason game airing tonight at 8 p.m. ET, with the official rollout scheduled for September 14 to coincide with the start of the 2023 NFL season.
Innovative Features for Enhanced Viewing
- Defensive Alerts: This innovative tool utilizes Amazon's proprietary ML neural network to predict when defensive players intend to rush the quarterback. A red orb will highlight players of interest, guiding viewers’ focus.
“By analyzing XY coordinate data and player acceleration, we can accurately anticipate potential blitzes,” explained Sam Schwartzstein, TNF Analytics Expert at Prime Video. The model learns from a dataset of 35,000 plays and continually improves its accuracy in identifying defensive strategies.
- Prime Targets: This feature highlights open receivers with a green orb when the quarterback prepares to throw. Originally known as Open Receiver, this function assesses player positions to help viewers understand the dynamics of successful pass plays.
“This is the first statistic to measure the play process in real-time,” Schwartzstein added.
- Fourth Down Territory: Aiding fans in understanding crucial fourth-down decisions, this feature displays probabilities and analytics about when teams should opt for a conversion, increasing transparency around tactical choices.
- Field Goal Target Zones: Fans will now see multiple target lines indicating a kicker's likelihood of success at various points on the field, enhancing game strategy comprehension.
- Key Plays: This function allows fans to access in-game highlights of critical moments whether they are viewing live or catching up afterwards. Similar to Rapid Recap, Key Plays utilizes AI for a comprehensive rundown of significant action on the field.
NFL’s First Black Friday Game on Prime Video
In an exciting announcement, Amazon will stream the NFL's first-ever Black Friday game on November 24, showcasing a matchup between the Miami Dolphins and the New York Jets at 3 p.m. ET. The game will be accessible for free to non-subscribers, allowing a broader audience to engage with the event.
Jay Marine, Prime Video’s global head of sports, teased that Amazon has unique plans for Black Friday to enhance the viewing experience further. While details remain under wraps, speculation includes interactive shopping elements for fans during this peak retail event.
Eric Orme, director of live events at Prime Video, expressed confidence in managing the anticipated surge in viewership during this game, highlighting collaborative efforts with retail teams and robust traffic modeling to ensure a seamless streaming experience.
HDR Video Quality for TNF
Following successful tests last season, HDR streaming will officially debut for all TNF viewers this year. This technology elevates visual quality, offering richer contrasts and vibrant colors, providing fans with an immersive viewing experience. The feature will be available on any HDR-compatible device and will automatically enhance the livestream for subscribers.
As Amazon Prime Video embarks on another season of Thursday Night Football, the integration of AI and innovative enhancements promises to reshape how fans experience the game, ensuring every play is as engaging and insightful as possible.
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