SVG Sit-Down: How Pixellot’s Automated-Production–Tech Stack Is Evolving in the AI Era

Pixellot’s Kobi Bendel says the company looks to provide ‘an A-to-Z solution’

Tools of automated sports production continue to be a driver of a whole new level of sports-content creation, allowing lower-tier sports and even amateur sports to stream live coverage of sports events easily and without the need for large crews. SVG sat down with Pixellot Sales Manager Kobi Bendel at Sportel to discuss recent trends and innovations in the automated-production segment.

Pixellot’s Kobi Bendel says the company offers an OTT service that can help customers quickly distribute content.

Pixellot is in a hot area of interest with AI and generative AI. How are you evolving for this new interest?
We’re trying to get an A-to-Z solution, not just the camera. We’re bringing full optical OPT data collection so we can also work with coaches and give them tools for players. We want to provide the cameras as well as tools to give a full solution..

How does content get distributed to coaches?
It’s in the cloud, and they can download it. But we also have a full OTT service solution so that our customers can monetize a Pixellot production. We can even provide remote commentators and a full graphic solution. Everything is one-stop shopping: we collect the data, and the user can get the data. We even have a three-second delay so we can give a solution for betting companies.

And the system also allows live commentary, correct?
Yes, of course. And they can sit at home. We have the automated graphics, or there can be a full solution with our employees putting in graphics like lineups, substitutions, and, obviously, the score.

Do you see yourselves competing with broadcasters?
We are mainly secondary sports; we’re not competing with broadcasters or replacing any broadcasters. What we want to do is help events that aren’t being broadcast today and get them out via OTT.

How many cameras do you have out in the market?
We have 40,000-plus cameras with huge numbers of clients in the U.S., South Africa, and all over the world. Each of those 40,000 units has three cameras that watch the full field and get a panoramic view for a fully automated production. We have object-based auto tracking, and the camera also knows how to zoom, so everything is automatic.

Can you add additional cameras?
There can be other PTZ cameras, and the user can jump between them using Vmix or other software. But it’s still a one-man show but with three or four camera positions.

I am assuming some of your customers have very little experience working with video–production gear. What’s the biggest challenge with respect to learning curve?
We always prefer to find a local partner in the regions so that it can handle some of the support. But the user doesn’t need to send anyone to the venue. The moment you install the system, everything can be done automatically [and remotely]. There’s a server in the stadium which the camera is connected to, and all you need is internet and power. Everything else is automated.

You mentioned coaching video. How does that change your business?
It’s a new opportunity as we can cover a full league but also have clubs as clients. That service can help make the young athletes better because the coach can send clips to show the players what they did right or wrong and how to improve.

You guys are among the OGs of automated production, and now everyone is looking to generative AI. What does generative AI mean to Pixellot?
We are doing millions of hours of games every year, and that helps the AI develop and know the mistakes and then fix them for the next time. But everything is computer learning: the computer needs to understand the movement of the player, the movement of the ball, and automatically pan left and right. But, yes, AI is changing the world, and we are adopting it. It’s a good thing that we’ve been working with it for the past few years.