Prashant Khanna on standout innovations transforming sports broadcasting in India

Technological innovations are reshaping the world of sports broadcasting, offering viewers a dynamic and engaging experience like never before. From interactive features to personalized feeds, advancements in technology have revolutionized how fans interact with their favorite sports events on screen.

In an interaction with Adgully, Prashant Khanna, Head - Field Operations, Studio, and R&D for Sports, Disney Star, shares insights into the philosophy driving innovation in sports broadcasting, the challenges faced, and the transformative impact of these advancements on viewership.

Highlighting how innovation is at the core of their approach, Khanna emphasised that “everything you see during a broadcast, whether it’s a replay, graphic, detailed analytics, or specialized feeds, constitutes the innovations we’ve implemented”. Drawing parallels to high-profile sporting events like IPL and World Cup matches, Khanna said the aim is to offer a similar level of excitement and engagement to viewers on a daily basis.

One of the standout innovations discussed was Star Sports R.E.D. (Relive, Engage, Decode), a feature that allows viewers to engage with stats, highlights, and key moments during a game. Khanna explained, “While you’re watching the game, you can press the Navigation button, and it takes you to watch the Star Cam, stats, highlights or key moments that are happening in the game.” This feature enhances the viewer experience by providing interactive elements and multiple perspectives.

When questioned about the cost implications of these innovations, Khanna emphasized the prioritization of viewer experience over financial concerns. He stated, “We don’t approach it from a cost perspective; our focus is on the viewer experience.” This customer-centric approach drives their investment decisions, ensuring that technologies are implemented to enhance the viewing experience rather than solely focusing on costs.

In addressing challenges faced in implementing these innovations, Khanna highlighted the unique opportunities presented by the sports broadcasting industry. Unlike other forms of media where changes are rare, sports broadcasting allows for continuous adaptation and innovation with each match. Khanna expressed gratitude for the privilege of defining viewing experiences daily.

When asked about educating consumers about new technologies, Khanna stressed on the importance of seamless integration. He stated, “The best way to introduce technology is when people talk about it without realizing it's a technology.” Khanna cited examples such as teleporting talent and AI appearances, highlighting the role of social media in spreading awareness and generating positive chatter among viewers.

Discussing the revolutionizing effect on sports viewership, Khanna emphasized the shift from standardized broadcasts to personalized experiences. He explained, “Today, viewers can customize their experience, choosing their preferred language, graphics, and analytics.” This level of customization reflects the diverse preferences of viewers and marks a significant advancement in the industry. He also mentioned how Disney Star has pioneered Remote Production almost a decade ago and how this innovation has allowed the company to achieve large-scale customization consistently over the years.

In terms of opportunities for advertisers, Khanna highlighted the transformation from traditional ad spots to seamless integrations within the viewing experience. He emphasized the importance of engaging viewers without interrupting the viewing flow, citing collaborations with brands like Cadbury’s and Airtel as examples of meaningful integrations which have also won awards that resonate with viewers.

Speaking about the introduction of specialized feeds, Khanna mentioned how customization and addressing audience cohorts plays a big role in designing the feeds across Disney+ Hotstar and Star Sports. Disney Star continues to offers unique experiences at scale through specialized feeds like ‘Hotstar Dosts’ for digital native, ‘Super Fun Day’ for kids, ‘MaxView’ for vertical streaming on the go, ‘Sign Language Feed’ for the deaf, hard-of-hearing and visually-impaired fans and ‘4K’ feed with Dolby Atmos and Vision for an enhanced viewing experience.

Lastly, Khanna discussed the role of SVG in shaping the future of sports broadcasting. He shared the platform’s significance in facilitating dialogue among industry stakeholders and driving advancements for both professionals and fans. By bringing together key players in the industry, SVG plays a crucial role in fostering innovation and collaboration.