The International Paralympic Committee (IPC) has appointed AI technology and media company egoli Media to transform its content management, increase accessibility, and create new monetisation and storytelling opportunities.
The new three-year deal will see egoli Media digitise and automatically log, tag and categorise all IPC-owned content, which will enable better and faster access to footage from previous and future Paralympic Games, as well as other major Para sport events.
The technology will also be able to analyse and tag Paralympic content frame by frame to create an organised, data-rich library and personalised search experience, catalogued to identify Para athletes, places, actions and brands. In addition, it can analyse Paralympic sport-specific features, such as searching athletes according to the classification system.
The partnership will see more than 8,000 hours of footage from the 1992 Paralympic Games onwards digitised, alongside World Para Sports championships, associated photography and reports. Up to 1,500 hours of live broadcast World Feeds and non-televised footage from the Tokyo 2020 Paralympic Games will be annotated and categorised via egoli’s Annotation engine, which will scan content to automatically log and tag it.
The IPC says it will be able to deliver value to its partners, enabling rights-holders and commercial partners, as well as those who want to access IPC footage, like media, filmmakers, content creators and producers to easily access the right footage. The organisation has also highlighted the possibility of creating new revenue streams by increasing accessibility and enabling the use of content that is currently difficult to find.
“Egoli’s AI technology is at the forefront of sports content innovation and we have been impressed by the accuracy and depth their algorithms can capture,” said Alexis Schäfer, Commercial, Partnerships & Broadcasting Director, IPC.
“Manually logging video content is time consuming and labour intensive, as every single log is someone pointing at one moment or element in time in that video and putting that information into a log sheet. However, now we have AI technology that can do that job and more, as it unlocks thousands of data points in each event: it’s able to recognise all the brands on screen, it has face recognition to track athletes in a race or match and follow them for the duration of it, and can even tell us if the background stands are empty or full of people cheering.
“It means a job that might have taken hours can now be minutes. The egoli platform will offer us a lot of new opportunities, from the ability to commercialise content to making it easier to create storyboards that we or our partners can post on our digital channels. For us this new partnership is an important milestone in our digital innovation journey.”
Caroline Rowland, Founder and CEO, egoli Media, added: “With so much video content being created every day, the challenge of organising it and realising its value has become overwhelming for content creators and rights holders. The only way to access its value, is to make content searchable at a granular level. Our proprietary and ground-breaking AI means that rights holders can now dig deep into their archives as well as the new content they create, to find moments of extraordinary value. Simply put, this means accessing millions of dollars in secondary licensing revenues at a time when the traditional model is coming under huge pressure.
“We’re delighted to be partnering with the International Paralympic Committee to support them in telling more incredible stories to more people around the world. I’m so proud that our ground-breaking technology is bringing three decades of Paralympic content to an accessible content marketplace that supports both the storytelling and commercial objectives of the Paralympic Movement."
Footage will be made available for licensing and download by stakeholders and interested parties via a management library, alongside crowd celebrations, medal ceremonies, in-stadium coverage, outside competition footage and more.