Ericsson scores BT Sport as first PIERO augmented reality client

Ericsson has signed BT Sport as its first client for PIERO Augmented Reality, a cutting-edge software system that enhances sports programming and creates more immersive viewing experiences.

EricssonPIERO Augmented Reality, which launched in April, enables broadcasters to overlay 3D graphics in real-time during live studio productions and sports games. Sports analysis graphics can be produced instantly either by a system operator or by a presenter using a tablet device. The graphics are then projected onto the studio floor in 3D allowing broadcasters to illustrate the analysis sequence without cutting away from the studio environment. The market-leading technology integrates easily with major studio tracking systems and popular sports data service providers.

Additionally, BT Sport will begin to use Ericsson’s PIERO sports graphics software for rugby. Using image recognition and graphic overlays, Ericsson’s PIERO enhances sports video media with visually engaging and informative illustrative effects.

Jamie Hindhaugh, COO BT Sport, says, “We’re always looking to enhance and improve the quality of our coverage and presentation and are excited to be working with Ericsson and to be the first to use PIERO Augmented Reality, we think this brand new technology will enhance our coverage and analysis and ultimately the viewer experience.”

Thorsten Sauer, Head of Broadcast and Media Services, Ericsson, says: “This industry first, immersive technology allows broadcasters to elevate sports programming by going beyond rudimentary, pre-built 2D graphics and bring content to life through data-driven stories for even more compelling viewing and deeper engagement. BT Sport is a long-time partner and as the first client for PIERO Augmented Reality we deepen the relationship, delivering value to BT Sport’s viewers.”

PIERO Augmented Reality is a part of Ericsson’s PIERO product suite. PIERO is Ericsson’s world-leading real time sports graphics software specifically designed to enhance and analyze sports for broadcasters and TV service providers. PIERO is used by over 50 broadcasters around the world to deliver stunning, fast and accurate analysis graphics of sports programming and to enhance broadcast presentation of international sporting events.

Every day, people on all continents watch television programs prepared, managed and broadcast by more than 2,500 Ericsson staff based in Europe, the Middle East, Asia Pacific and the US.


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