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Star Sports to ‘Re-defineTV’ with Interactive Features

In Sports
March 31, 2023

Star Sports Network, the official broadcaster of TATA IPL 2023 has announced a range of product features for the upcoming season in its continuing endeavour to enhance the viewing experience for fans. The broadcaster continues its association with Dolby to broadcast the tournament with Dolby ATMOS (5.1.4) audio, providing an immersive audio experience on its HD feeds. The broadcaster has worked with Dolby to enhance the configuration of 40+ microphones in the stadium to capture cinematic and sound.

Star Sports is also launching a range of interactive features with Airtel Digital TV (“Star Sports Pro” available on ‘red button’ on the remote) and with Tata Play (“Star Sports VIP” available on the ‘Side button’ on the remote). Features available on the service include ‘Real-time Highlights’, ‘Key Moments’, and ‘Comprehensive Statistics’. The on-demand statistics available to viewers on the touch of a button are powered by ESPN Cricinfo’s revered statistical database. Other features include an ‘Ambience feed’, which provides viewers the option of turning off commentary while experiencing unhindered in-stadia sound and a first-of-its-kind ‘Subtitled Feed’ which will provide subtitles for commentary during the live match. The live subtitling is powered by a combination of an innovative workflow and AI.

Other than powering features being offered to consumers, technology is playing a key role in driving enhanced coverage of Tata IPL 2023. ‘Holobox’ at the Studio will provide an interactive experience that allows fans to teleport and interact with the commentators while ‘Traxis’ enhances graphics in 3D to augment the viewing experience. Additionally, the ‘social listening tool’ will allow real-time fan polling through any social platform on a real-time basis to promote fan engagement. The introduction of Hawkeye 4K Cam, Xeebra Quad Replay, and the VR Immersive Cricket Game aim to elevate the standard of programming and live match coverage.

A Star Sports Spokesperson said, “We have always believed that Tata IPL 2023 should be a hotbed for innovation in the world of live sports broadcast. Our coverage, in association with BCCI, should aim to set global standards. As viewing experiences enter a new era, we want to make sure that we are always pushing boundaries, to serve fans. Our continuous focus on fan behaviour has led us to develop features which complement the viewing spectacle of IPL and still offer the comfort of the lean-back TV experience, which fans love.”

Disney Star, over the last two weeks, has unveiled coverage plans for Tata IPL 2023 which seek to drive community viewing, add layers of interactivity, and enhance customisation on Television. Star Sports’ brand of storytelling and association with superstars of the game including Virat Kohli, Rohit Sharma, Hardik Pandya, KL Rahul, Ravindra Jadeja and Shreyas Iyer promises to take the fan deeper into the game and closer to their heroes than ever before. A panel of experts comprising World Champions, IPL title winners, marquee coaches and seasoned broadcasters from across the world will present the tournament. Bollywood star Ranveer Singh and Telugu acting legend Nandamuri Balakrishnan are also associated with Star Sports’ broadcast of Tata IPL 2023 to bring alive a never-seen-before spectacle which seeks to engage 500+ million viewers on TV.