Amazon Prime Video is gearing up for its second year as the exclusive rights holder for NFL’s Thursday Night Football (TNF), and this time they’re introducing a range of innovative AI-driven features to enhance the viewing experience.
In discussions with Prime Video executives, TechCrunch obtained insights into the AI elements set to debut during this season of TNF, including the first-ever Black Friday NFL game and the anticipated launch of HDR video quality.
The Intersection of AI and Sports Broadcasting
The integration of artificial intelligence (AI) and machine learning (ML) in sports broadcasting has significantly transformed how ardent fans engage with games. The conventional landscape has shifted to a more analytical domain, enabling enthusiasts to delve deeper into the statistical dynamics of each match.
Betsy Riley, Senior Coordinating Producer at Prime Video, highlighted the objective as not merely presenting data on-screen but utilizing it to narrate a more profound story, imparting enhanced insights to the audience. This strategy aims to foster a comprehensive understanding of the intricate strategies unfolding on the field. Riley emphasized the gratification derived from merging technology and data to elevate the game’s narrative.
Previous AI Initiatives by Amazon
Amazon introduced AI features to TNF last year, introducing capabilities like X-Ray, granting real-time access to live statistics and data, and Rapid Recap, which succinctly condenses key highlights into 13 two-minute segments for rapid game catch-up. The success of these initiatives culminated in Amazon clinching its first Sports Emmy award, underscoring the company’s unwavering commitment to innovation.
AI Innovations on the Horizon
The forthcoming AI features are set to reside within Prime Vision, specifically within Next Gen Stats — TNF’s weekly alternate stream adorned with diverse graphic overlays that provide real-time statistics and analysis during gameplay.
Among the upcoming innovations is Defensive Alerts, a proprietary in-house ML neural network developed by Amazon. This system discerns impending blitzes by defensive players, indicated by a red orb encircling relevant players. The neural network’s proficiency in predicting blitzes is attributed to its training on a dataset encompassing 35,000 plays. Sam Schwartzstein, TNF Analytics Expert at Prime Video, elucidated its mechanism, incorporating XY coordinate data, player relationships, and acceleration metrics to forecast blitzes more accurately than offensive linemen. The contribution of a panel of NFL experts further refines this predictive model.
Additionally, Prime Targets, previously recognized as Open Receiver, presents another innovation. This feature employs a green orb to highlight an open player eligible for a pass. It functions by tracking the quarterback’s preparation to execute a pass, subsequently illuminating the receiver poised for action. The rebranded Prime Targets builds upon the foundation laid by its predecessor, effectively measuring the progression of the play in real-time.
Fourth Down Territory, another AI-powered tool, assists viewers in comprehending the rationale behind fourth-down decisions, while simultaneously aiding teams in strategizing such scenarios. This feature mirrors the role of an NFL analytics coordinator, suggesting optimal instances for a fourth-down attempt alongside the associated probability.
Field Goal Target Zones introduces multiple lines on-screen, indicating the likelihood of a successful field goal attempt from various positions on the field. This dynamic feature augments the viewing experience by contextualizing the probability of scoring.
Concluding Remarks
In culmination, the introduction of these AI-driven features by Amazon Prime Video stands as a testament to the evolving landscape of sports broadcasting. By harnessing the power of AI and ML, Prime Video is poised to not only disseminate the game but also to immerse viewers in a realm of predictive analysis and real-time insights. As the 2023 season commences on September 14, audiences can anticipate an enriched TNF experience that amalgamates technology, sports, and narrative into a cohesive whole.
