NBC Sports Partners With MOVRS To Pilot Next Generation Content and Visualizations

NBC Sports has partnered with AI and computer vision startup MOVRS to pilot the use of its generative AI-enabled production platform to create more engaging content and visualizations for analysis and storytelling within their productions.

“We are always looking for new ways to provide more context, deeper analysis and relatable awe for the viewer,” says Amy Rosenfeld, Senior Vice President, Olympic & Paralympic Production, NBC Sports. “The ability to capture precise athlete movement and generate real-time data points to create impactful content without subjecting the athlete to an intrusive measurement device or requiring huge camera arrays is exciting. MOVRS has simplified the process and provided us with the capabilities and expertise to engage the viewers in a new and innovative way.”

Following their participation in the Comcast NBCU SportsTech program, MOVRS will enable NBC Sports to augment its live sports programming with enhanced bio-mechanical statistical analysis and digital twin visualizations. To date with the pilot project, MOVRS has captured data and generated content for golf, soccer, tennis, track and field, football and gymnastics. This sport-specific data will provide NBC Sports with the information and tools to develop engaging and relatable storylines that integrate with its sports programming in real time.

“When we think about the future of the live sports experience, we see endless possibilities to bring the fan into the action with our AI-powered approach and capabilities in digital twins visualizations and across a variety of mediums,” says MOVRS Executive Vice President, Product and Operations Nicole DeFord. “We’re thrilled to engage with NBC to provide a pipeline of data, ideas and content that can enhance the network’s diverse programming in sports and entertainment.”