Monday, 17 August 2026

Inside Euphoria’s Editorial Heart: Aaron I. Butler, ACE on craft, collaboration and controlled madness

Interview and copy written for Sohonet

article here

“Our priority was making the best, most powerful, most meaningful story possible,” says Aaron I. Butler, ACE, of shaping the fever dream intensity of Euphoria. The HBO drama’s unflinching look at underage sex, drugs, and loneliness is one of television’s most visually and emotionally ambitious shows, created/written/directed by Sam Levinson and shaped by its editorial team into a multi-award-winning phenomenon.

Season 3 alone shot 348 hours of footage, largely on 65mm film, which the editorial team compressed into nine hours of television. “That’s a crazy ratio,” Butler says. “We like to play with and push the material to see where we can take it.”

Joining the Euphoria family

Butler is a six-time Emmy Award-nominated, two-time Emmy Award-winning, and three-time ACE Eddie Award-nominated editor and PGA Award nominated producer who joined Euphoria in its second season. 

He first met the show’s Supervising Editor Julio Perez IV, ACE, Levinson’s longtime collaborator, at a diner. They talked for two and a half hours straight and ended with a hug. 

“We were instant friends,” he recalls. “We went right to the deep emotional stuff. We both had family trauma. Both our parents struggled with addiction. For a show like Euphoria, that’s important. It’s emotional and raw, and you have to be able to talk about these difficult subjects.”

That shared emotional vocabulary became foundational across the editing team for season 2, who together won the Primetime Emmy for Outstanding Single-Camera Picture Editing for a Drama Series for the episode ‘The Theater and Its Double’.

For Season 3’s eight episodes, all 4 editors are credited on every episode (this season’s editors include Perez IV, Butler, Aleshka Ferrero and Nikola Boyanov), which is unusual for a tv series. They worked as a collective, responding to footage as it arrived. Part of the reason was practical too because the whole season was shot as one big block. 

A collaborative editing culture

Perez acted as Levinson’s proxy while the show runner was on set. Butler explains, “Julio watches everything. It all gets in his head. Sometimes he’ll do selects, sometimes he’ll assign scenes based on who he thinks is right for them. Other times I’ll say, ‘Julio, I really want to do this scene.’”

Once an editor finished a first pass, they screened with Perez, then with the entire team. “Usually once a week we’d get together, all the editors, and watch everything. We’d give each other feedback. We’d see how the scenes were playing into each other. It’s incredibly collaborative.”

This collaboration extended to Levinson himself. “Sam will come in during shooting and watch scenes we’ve cut. That’s very unusual. Most show runners don’t watch anything until there’s a first assembly of an entire episode.” Levinson, however, uses editorial as part of his creative process. “He’ll rewrite things, add things, or shoot different things based on what we do. Editorial and production are informing and inspiring each other along the way.”

Butler calls it “a unique kind of editorial process,” one that demands flexibility, experimentation, and trust.

Finding the style in the finale

Season 3 brought a major stylistic shift and a five-year time jump. “We like to have the footage come in and affect us,” Butler says. “We sat together listening to music — Western themes, Mexican cowboy music, old Hollywood noir. We were trying to feel the world of this season.” 

Once the dailies started arriving, instinct took over. “We react to it and see how the characters have changed.”

The season 3 finale ‘In God We Trust’, which is Emmy-nominated for Outstanding Picture Editing For A Drama Series, is a feature length 93 minutes. It was the first episode the team completed. “Creatively, that’s not a bad thing,” Butler says. “You know where everything is headed.”

His biggest challenge was the Ali–Alamo duel, a sprawling, multi-character sequence inside a strip club. “It was a huge amount of footage and a really complicated sequence,” he says. “You’re in this room with two people having a duel, but there are all these other people in the room. Preserving the sense of space, being on the right person at the right time, was a complex dance.”

Levinson later told him it was the scene he was most excited to shoot and that Butler’s cut surprised him. In the script, Alamo (Adewale Akinnuoye-Agbaje) fires early, discovers his gun is empty, curses Bishop (Darrell Britt-Gibson), and then Butler was expected to cut to Ali (Colman Domingo) raising his gun before shooting him. “I cut it that way first,” Butler says. “But I thought, there’s something I can do here to make it even better.”

Instead of showing Ali raise his gun, Butler cut straight from Alamo’s curse to Alamo getting blasted with Ali’s gunshot. “I cut it so that the shot comes out of nowhere. The audience isn’t expecting it.” Levinson was totally surprised when he saw the first cut of the scene. During a 600 person New York screening of the finale, when Alamo gets suddenly shot, Butler says, “The theatre just gasped. Then everyone screamed and cheered. That made me feel like mission accomplished.”

Documentary instincts 

Butler’s documentary background is central to his approach. “In documentary, the editor is the writer,” he says. “You have 300+ hours of footage and you’re literally writing the story line by line.”

That mindset shapes his scripted work. “A good scripted editor will cut the scene as written. But a really good editor - especially one with documentary experience - doesn’t stop there. You ask ‘how can I make it even better? How can I elevate this?’”

He offers an example from Season 3 where Ali and Natasha Lyonne’s character are shadowboxing in a drugged-out haze. “Sam shot it like a mini-doc. They were just playing.” The scripted transition cut from their drugged chaos to Ali waking in a hospital bed after heart surgery. Butler felt the cut needed more escalation.

“I thought: addiction feels like fighting yourself. My parents struggled with addiction. I saw them constantly in this internal battle.” So he found one random shot in the footage where Ali fell down on the hotel bed. Then he recut the shadowboxing footage so Ali starts punching himself in the face and then knocks himself out and then falls into the hotel bed (“a symbolic collapse”). Then it cuts right to Ali in the hospital bed, his chest full of stitches. “Sam never expected that. Julio said it was so innovative. The audience will never know it wasn’t scripted that way.”

The Idol

If Euphoria blends scripted precision with improvisational looseness, The Idol leaned almost entirely into chaos. “The biggest difference is that Euphoria had eight scripts. On The Idol, we had two full scripts. The rest was outlined.” Levinson received the project late, Butler says, and time was short.

The Idol was shot like a documentary. They’d throw the actors in a room and just shoot. Sometimes we had four hours of footage for a two-minute scene.” Scenes moved all over the place. 

“It was all made in the edit room,” he notes. “But all of the editors had documentary experience. That’s why we could do it.”

A life built for storytelling

Butler’s path into filmmaking began on a small ranch in Atascadero, California. “My escape was going out into the fields with my dog and making up stories in my head,” he says. He loved movies and books, especially fantasy and science fiction.

His first spark came in seventh grade, when he wrote a creative story for English class inspired by a rose growing outside his bedroom window. It was so accomplished, his teacher accused him of plagiarism. “She said, ‘There’s no way you wrote this.’ It really crushed me.” Despite his parents showing the teacher the drafts he had made she didn’t believe him. “I didn’t want to be an artist after that.”

But what doesn’t break you makes you stronger. Butler’s father bought him a Hi8 video camera. “I fell in love with making little short films. My friends were blown away. I loved making them laugh. I got addicted to it.”

At UC Berkeley, he studied pre-law and theatre but kept making films. “I got a little cult following,” he says. That led him to the Saul Zaentz Film Center in 1997, where he edited his first documentary Learning to Fly with two-time Academy Award-nominated director Bill Jersey. The film won Gold Medals at the New York Festivals and U.S. International Film Festival and aired on PBS. In 2002 Aaron edited on Jersey's documentary series The Rise and Fall of Jim Crow, which won the Peabody award, the IDA Award for Best Limited Series, and was nominated for three Emmy Awards.

Other projects he has edited include the 2013 HBO documentary feature American Winter, the Sundance and HBO documentary Cries From Syria, the IMAX short film Jesus is King for Kanye West, the Sundance feature I Am Michael starring James Franco, and the Toronto International Film Festival feature J.T. LeRoy starring Kristen Stewart and Laura Dern, which was the closing night film in 2018.

Whatever the project, Butler approaches every scene the same way, with curiosity, empathy, and a desire to surprise. “How can I add layers of meaning?” he says. “How can I elevate this? How can I make the audience feel something deeper?”

 

Thursday, 13 August 2026

BBC R&D bid to bring interactivity to the TV

Streaming Media

article here

A new technology being developed by BBC Research & Development aims to reclaim attention by bringing interaction back to the TV screen itself.

“We want to guide viewers back to the heart of the viewing experience,” says Laura Harrison, principal product manager in BBC R&D. “Interaction you actually want to take part in.”

Signals made a public debut as a test during the BBC’s recent coverage of Wimbledon 2026, adding a live, interactive data layer directly onto Centre Court broadcasts. Built by BBC R&D’s Future World Design (FWD) team, Signals blends real‑time ball‑tracking data, dominance graphs, serve‑speed overlays, winners maps, quizzes, polls, and audience participation into the same frame as the action.

“We were trying to think about, with all of this distraction happening on second screens, how can we bring people back to the primary screen?” explains Harrison. “Audience expectations have changed. Watching sport is no longer enough; people want to respond, interact, and feel part of what’s happening in the moment.”

Part of BBC R&D’s remit is to explore how internal technology can be commercialised and scaled beyond the BBC.

“From the start, we were thinking about how Signals could work for other broadcasters, rights holders, or partners and not built solely on BBC infrastructure.

“Initially, we explored whether Signals could sit as a layer on top of Freely interacting with other broadcasters’ content.”

Freely is the internet-based free TV platform that carries the live streams of BBC, ITV, Channel 4, and Channel 5. 

The goal was to build a genre and delivery-agnostic platform that could sit on top of broadcast TV and work across BBC and non‑BBC environments.

“We weren’t thinking of sport specifically,” Harrison explains. “We were thinking quite broad about how we can use engagement and interaction to bring audiences outside the broadcast environment into the room.”

The opportunity to collaborate with the All England Lawn Tennis Club (AELTC) ahead of the BBC’s 100‑year Wimbledon anniversary accelerated the sports use case. Tennis, with its rich ball‑tracking data and clear momentum shifts, offered fertile ground for experimentation.

The technology wasn’t quite ready for use on TV but was instead deployed both on the BBC Sport website and at Wimbledon.com, proving it could run on external platforms with keyboard and mouse interactions.

“We had our own landing page on BBC, but we also worked with the All England Tennis Club to have an instance on their website,” Harrison says. “Proving we could publish externally was a key part of the next step.”

Signals runs as an internet‑delivered layer alongside the broadcast stream. It is agnostic of the TV’s media player, making it easier to integrate and scale. In case of Wimbledon, the system ingested real‑time ball‑tracking data from official third‑party providers — including Hawk‑Eye — and processes it through a custom Signals hub.

Synchronisation was the hardest technical challenge. Wimbledon’s broadcast stream can carry a delay of around 30 seconds, while ball‑tracking data arrives in real time.

“If we’ve got a tennis serve coming in at 100 miles an hour, and you’ve got a 30‑second delay on the stream, it’s really key to get that synced up exactly,” Harrison says. “Timing was probably the most difficult thing.”

Two‑way participation

Signals overlays during Wimbledon included a ‘Dominance graph’ showing who is in control, updated continuously; Serve performance cards comparing serve metrics and a animated serve‑speed overlay reacting instantly to every serve, plus quizzes and polls triggered during breaks in play.

“Tennis produces a huge amount of data, but much of it has traditionally been out of reach during live play,” Harrison says. “Signals turns that data into clear, timely stories that make matches easier to follow and more engaging. Signals is about two‑way participation — letting audiences respond to key moments and see the collective reaction unfold in real time.”

Audiences response was encouraging. “Interaction varies by match and by tournament stage — second‑week matches, especially with British players, saw spikes in usage.”

BBC R&D say 66% of users rated Signals five stars (the overall rating was 4.5/5). Average dwell time was an impressive 19–20 minutes.

For comparison, previous BBC interactive experiences — such as the World Cup 3D model — saw average engagement of around 5–6 minutes.

Serve‑speed overlays and quizzes were standout features, but Harrison notes a clear audience split. “Entry‑level fans gravitate toward quizzes and fun interactions and data‑driven fans dive into dominance graphs and detailed stats. Signals is designed to serve both.

“Two‑way participation is key editorially. If audiences respond in certain ways, that can influence the types of quizzes or polls editors push out, both in the moment and in future matches. Some questions might be driven by real‑time data — serve speeds, spin, rally length — helping fans understand the sport better. Others might be more light‑hearted for entry‑level viewers. Audiences could see responses coming in live, so they felt part of a group rather than interacting alone.”

Next steps

BBC R&D is already prototyping experiences for entertainment formats and current affairs. Instances include viewers scoring a routine on Strictly at the exact moment the judges reveal their scores. Or choosing which route contestants should take in reality game show Race Across the World, building a living map of their journey. Or responding live to discussion points on current affairs flagship Question Time, generating a real‑time snapshot of national sentiment.

Signals also integrates emerging R&D technologies such as time‑addressable media and ‘claim extraction’, a new R&D project which identifies factual claims within speech. In a talk‑show context, viewers could jump directly to moments where specific topics were discussed.

Voice, gesture, and ATSC 3.0

Future trials will take Signals to the TV screen with viewer interaction enabled by the TV remote control.

“As TVs become smarter, with more sensors and AI on the edge, we’re exploring voice, gesture, and other new ways audiences might interact.”

Signals is also being explored for international deployment. In the US, that could mean integration with ATSC 3.0 / NextGen TV, which supports interactive layers and data‑enhanced broadcasts.

BBC R&D sees multiple commercial pathways: TV manufacturers, rights holders, distributors, or broadcasters. Wimbledon itself is a good example — the BBC is the UK distributor, but the AELTC works with NHK in Japan and ESPN in the Americas. Signals could sit at different points in that chain.

“We’re still working through opportunities. After Wimbledon, we had a lot of incoming interest from external companies. Internally, we’re exploring how Signals could integrate with BBC product and editorial teams.

Externally, we’re looking at partners who might move quickly — likely in sport, at least in the near term. But we’re also thinking about other genres such as entertainment, current affairs, talk shows.”

Friday, 7 August 2026

Live from the Esports World Cup: Inside the production gallery

SVG Europe

article here

EWC2026 runs for seven weeks and caters individual production for 24 games and multiple games publishers. It’s a mammoth undertaking but in the sprawling production area of the Paris Expo Porte de Versailles, south of the city centre, the engineering philosophy is pragmatic.

“Instead of trying to rely on one brand for everything we really look at the challenge we need to solve per game and try to bring in the right tool for the right place.,” says Sebastian Fjellström, Technical Manager for the EWC at ESL FACEIT Group (EFG). “Our main TD sits with a Grass Valley Maverik modular control surface for GV Kahuna. We also use Blackmagic ATEMs (20 of them) for sub‑switching or sponsor streams. For converters, we run Blackmagic Micro Converters, YelloBriks and Barco.”

Each of the four big stages runs two ATEMs plus a Kahuna. The smaller stages run two ATEMs or more depending on needs.

“When we need additional language streams or specific localised sponsor stream for regions instead of throwing in a giant mixer it's sometimes easier to just go for a Blackmagic, key some graphic on top and then send it out again always ensuring that the graphic is triggered with the rest of the package.”

There are 110 physical encoders sending out around 280 streams concurrently for different platforms, different media partners and also for monitoring and remote productions. The goal is to build a flexible, scalable system that can support dozens of simultaneous outputs.

“We’re producing almost 10–12 live hours per stage, four to five days a week — sometimes Monday to Sunday,” he says. “On top of that, we produce in multiple languages. There are dedicated Chinese, French and English studios on site, plus studios across the world.”

Some 7000 hours will be produced over the tournament. Content is stored on EVS systems and NAS arrays.

“We dump clips weekly to archive or media services, then clean out the rest,” he explains. “It’s rotational content.”

Real‑time game data

Where traditional sports rely on manual data entry or AI‑driven analytics, esports offers direct access to game servers.

“We work much more with computer sources and real‑time game data,” Fjellström explains. “We can grab stats directly from the game server and integrate them into graphics packages, stage elements, and triggers.”

This allows for dynamic storytelling, instant stat overlays, and automated triggers that sync with in‑game events.

“It’s something traditional sport can’t do in the same way,” he says. “It lets us build features around the game that would be impossible otherwise.”

Sync is a huge deal and relies on automation. “We have a whole dedicated team for developing our internal tools and supporting us with game integration. That’s really helpful for a project like this. We also have our own IT department on site making sure that all the data packages arrive at the right time at the right place. That means that our broadcast engineers and producers can focus on what they need to focus on while everything in the background works.”

EVS setup

Instead of a mix of EVS XT-3s, XT-4s and LSM-VIA controller of previous years, the production has equipped entirely with VIA “because we wanted to make sure that we can use a lot of the IP features and send content back and forth in real time, to be able to edit and also for integrating cameras with Xtra Motion.”

Last year Xtra Motion was on one stage; now it is a feature on every stage for capturing player emotions.

“We also have some areas where we use VMix for different reactions, where we feel like an EVS might not be needed or that we have a limitation because an EVS cannot do the compositions we want.

“For instance, we may want to do a composition with a whole team's camera with a replay. We could do that by creating it and sending it to an EVS and so on but in a VMix you can make a composition, turn it into virtual source and replay it all in one place.”

Setup began on June 1st with remote testing beforehand, some of it in Poland. Last year’s event in Riyadh used a full SMPTE 2110 core. This year, however the team opted for baseband and 125 Riedel MediorNet Micron nodes.

“Everyone has their preferred solution,” he says. “We evaluate what scales best each year.”

In-game observers

Esports also requires a specialised form of camera operation: in‑game observers.

“Our in‑game camera operators specialised for each game,” Fjellström says. “They know exactly what is most interesting for the viewer.”

The multiplayer Battle Royale titles such as Free Fire, Apex Legends, PUBG: Battlegrounds and Fortnite (introduced for the first time) add another layer of complexity.

“For games with many teams playing at once, we use scouts around the stages to follow the action and alert observers,” he explains. “It’s about capturing the most interesting action and creating the best storytelling.”

EFG already do REMI productions for other events and is looking to expand that for EWC. Its broadcast team numbers around 300 people, with additional remote operators working virtually from Sweden.

“In our facility in Stockholm, we have a team working with different remote tools to control, either the gear here, or do stuff on their own and send it to here. So we can, for example, have graphic editors working remote and sending the packages to us, and we can have operators sitting in one of our facilities and physically controlling devices here.”

“We’re always looking to adapt. For instance, how do we improve the space for our co-workers on-site and also the experience for the viewers? It's always a balance of what can we do without risking anything because games are so time sensitive.”

The players play on their own gaming computers and the game server [from the publisher] they're playing against are also located nearby. This means that the game data is able to be tapped in real time and in turn that enables EFG to build new features around the game’s on-screen presentation.

“We're trying as much as we can to have the game server and the players and a lot of the API machines together on one network to maximise what we can do and minimise the amount of delay.”

The venue’s dark fibre is connected to a local data centre “so we have the possibility of really scaling the amount of bandwidth we need.”

 

 

Thursday, 6 August 2026

Live from the Esports World Cup: How EFG rebuilt a global production in just eight weeks

SVG Europe

article here

When the Saudi Arabia-backed Esports Foundation announced that the 2026 Esports World Cup (EWC) would relocate from Riyadh to Paris with barely two months’ notice, the headlines focused on logistics, travel, and venue availability. But behind the scenes, the most dramatic pivot was happening inside the broadcast engineering department. Hundreds of technicians, operators, and systems specialists were suddenly tasked with rebuilding one of the world’s largest esports production environments from scratch.

“Moving an event of this scale is complicated,” admitted Ralf Reichert, CEO Esports Foundation. “The principle guiding us was simple - to put players and clubs first. Our job was to elevate the competition, protect the integrity of play, and make sure fans get the experience they deserve. The competition remains unchanged — what changes is the city.”

The EWC format is more Olympics than World Cup given there are 24 different games being played, many of them simultaneously. These include Honor of Kings, League of Legends, Dota 2 and EA’s soccer game FC Pro. Together they represent a mix of genres, including first-person shooters, multiplayer online battle arenas, fighting games, and strategy games.

“Esports is fragmented like most other sports,” Reichert explained. “Every game has its own language, heroes and traditions. EWC respects this and brings it together. No single game can unite esports – but EWC can.”

Running from July 6 to August 23, the event bringing together more than 2,000 players and 200 clubs from over 100 countries competing for a $75 million+ prize pool. Individual players can win cash prizes while the winning club, which last year was Saudi team Falcons, shares a $7 million bonus.

“It was really, really hard to move such a big show in such a short time,” says Sebastian Fjellström, Technical Manager for the EWC at ESL FACEIT Group (EFG), which is also owned by Saudi’s public investment fund (as part of Savvy Group). “But it’s been amazing to see everything come together and see how talented the crew are at adapting to all these issues.”

The result is a temporary control room built almost entirely from flypacks accommodated on about a quarter of the floorspace inside the Paris Expo Porte de Versailles.

Its production footprint spans four main broadcast stages for finals, three smaller stages for group rounds, and another area for public gameplay. Every one of those stages feeds into a central engineering hub.

“Every event we do is a mix of our own gear, rental gear, and partner gear,” Fjellström explains. “We don’t have a fixed control room building. It’s a modular kit we transport with us. A lot of our equipment is purpose‑built for us, but it lives in flight cases because we need to be flexible.”

That flexibility was essential when the Foundation made the call to leave Riyadh as a result of the region’s current instability. The engineering team had already shipped some equipment to the Middle East, and some en route had to be turned around immediately.

“It was an eleven‑hour decision,” he says. “If we had waited another two or three days, more equipment would have been in transit. We had to reverse shipments, rebuild racks, and redesign the entire layout for a completely different venue.”

The Paris venue is packed with simultaneous productions and dense with RF. For this, the EWC relies heavily on Riedel networking.

“We have around 300 Bolero belt packs deployed at this venue,” Fjellström says. “That’s quite insane. We needed additional frequency licences approved by the government to deploy this amount in such a small venue.”

Another coup for Riedel and Arri

One of the biggest upgrades for 2026 is the introduction of ARRI Alexa 35 Live cameras with the intent of bringing a cinematic aesthetic to esports coverage.

“It gives us a completely different look in terms of colour and image quality,” Fjellström says. “We’re testing different lenses to improve further.”

The Alexa 35 Live systems were first deployed at scale by the EBU at the Eurovision Song Contest earlier this year, where there were some integration challenges. The EWC team benefited from that experience.

“We had the luxury of getting some of the experts who handled Eurovision’s ARRI integration to help us,” he says. “There were challenges — especially power systems and RF congestion — but we’ve made it work.”

There’s no HDR which was considered too great a leap for this edition in the time available.

“The game capture is already amazing from the publisher. We work on frame rate improvements, super slow‑mo, and stage LED colour control to ensure everything looks good both on camera and in the arena.”

Fighting game Fatal Fury for example is being captured in 120hz and broadcast at 60hz with options for replay and super-slo.

Each stage has to be reconfigured from the proposed plans for Riyadh given the different height, weight load, and space of the Paris venue. Partly because of that, and also to provide presentational diversity, each of the stages here are designed differently with a unique set of camera gear, though they all share player POV cameras on each gamer PC. These are PTZ units from Chinese firm Obsbot.

The Alexa 35’s feature mainly on stage one. There are 11 of them; only four are cabled. One is on a winch camera — top‑down in the middle of the stage for effect shots. Another is mounted on a four‑point wire-cam to capture the audience.

Some compromises were necessary due to the accelerated move from Riyadh. “We wanted to fly more systems in Stage 1 but we needed additional screens installed [for audience view]. Maybe not the ideal workflow, but together with the RF cameras we have here, we can still capture the whole venue. We can film all the way up to the top when players walk onto the stage.”

 Stage 4 uses a mix of Sony systems cameras and handheld RF units. “It’s easier to have long shots on the gamers so we don’t interfere with play,” he explains. “Operators usually have both options - the handhelds can rest on tripods or they can take them off when needed.

 “On Stage 2 we’re using rail cameras to get different footage because the stage design is very different. You don’t want everything looking the same. It’s really about choosing the best tool for the presentation.”

Four cameras with RF links are roaming the entire area doing studio segments or interviews inside and outside the building encoded with Haivision.

For some games, EFG also has a full vertical video production line.

Balancing Core Gamers and Mainstream Audiences

The media strategy behind the EWC is to create a product that can generate interest worldwide for hardcore gamers and mainstream sports enthusiasts.

It has signed have more than 100 media partners broadcasting in more than 160 countries, in forty languages.

In France, that includes daily segments on France Télévisions and partnerships with L’Équipe and NRJ, the country’s biggest radio station.  Since the French interest is so high, EFG is running a French language production on top of the main feed.

“Not only are we broadcasting it in French, we also have a local team working with us to make sure that we do everything with the right wording in the French language,” Fjellström says.

In the US, Fox Sports will carry the event. In Saudi Arabia, Tamanya, the broadcaster of the Saudi Pro League, has taken rights. China, meanwhile, will see non‑exclusive distribution across Huya, Douyin, Bilibili, and Kuaishou. Eurosport, DAZN and TNT Sports are covering in Europe.

That’s on top of 5000+ co-streamers who are permitted to take live streams, apply their own commentary and stream on their own Twitch, YouTube or TikTok channels.

“We always work on the balance between what core gamers want to see and what mainstream audiences can understand,” he says. “We want to create a story even for someone who’s never seen the game before.”

In part two of SVG’s coverage of the EWC2026 we dive into the massive – and massively complex - production gallery.

End part 1

 

 

 

 

Inside the production gallery

In the sprawling production area the engineering philosophy is pragmatic.

“We use a mix of equipment,” Fjellström says. “Our main TD sits with a Grass Valley Maverik modular control surface for GV Kahuna. We also use Blackmagic ATEMs (20 of them) for sub‑switching or sponsor streams. For converters, we run Blackmagic Micro Converters, YelloBriks and Barco.

“Instead of trying to go one brand for all we really look at the challenge we need to solve and try to bring in the right tool for the right place. For example, we have Blackmagic ATEM for some parts where we feel like we didn't need to go all in with an additional Kahuna.”

Each of the four big stages runs two ATEMs plus a Kahuna. The smaller stages run two ATEMs or more depending on needs.

“When we need additional language streams or specific localised sponsor stream for regions instead of throwing in a giant mixer it's sometimes easier to just go for a Blackmagic, key some graphic on top and then send it out again always ensuring that the graphic is triggered with the rest of the package.”

There are 110 physical encoders sending out around 280 streams concurrently for different platforms, different media partners and also for monitoring and remote productions. The goal is to build a flexible, scalable system that can support dozens of simultaneous outputs.

“We’re producing almost 10–12 live hours per stage, four to five days a week — sometimes Monday to Sunday,” he says. “On top of that, we produce in multiple languages. There are dedicated Chinese, French and English studios on site, plus studios across the world.”

Some 7000 hours will be produced over the tournament. Content is stored on EVS systems and NAS arrays.

“We dump clips weekly to archive or media services, then clean out the rest,” he explains. “It’s rotational content.”

Real‑time game data

Where traditional sports rely on manual data entry or AI‑driven analytics, esports offers direct access to game servers.

“We work much more with computer sources and real‑time game data,” Fjellström explains. “We can grab stats directly from the game server and integrate them into graphics packages, stage elements, and triggers.”

This allows for dynamic storytelling, instant stat overlays, and automated triggers that sync with in‑game events.

“It’s something traditional sport can’t do in the same way,” he says. “It lets us build features around the game that would be impossible otherwise.”

Sync is a huge deal and relies on automation. “We have a whole dedicated team for developing our internal tools and supporting us with game integration. That’s really helpful for a project like this. We also have our own IT department on site making sure that all the data packages arrive at the right time at the right place. That means that our broadcast engineers and producers can focus on what they need to focus on while everything in the background works.”

EVS setup

Instead of a mix of EVS XT-3s, XT-4s and LSM-VIA controller of previous years, the production has equipped entirely with VIA “because we wanted to make sure that we can use a lot of the IP features and send content back and forth in real time, to be able to edit and also for integrating cameras with Xtra Motion.”

Last year Xtra Motion was on one stage; now it is a feature on every stage for capturing player emotions.

“We also have some areas where we use VMix for different reactions, where we feel like an EVS might not be needed or that we have a limitation because an EVS cannot do the compositions we want.

“For instance, we may want to do a composition with a whole team's camera with a replay. We could do that by creating it and sending it to an EVS and so on but in a VMix you can make a composition, turn it into virtual source and replay it all in one place.”

Setup began on June 1st with remote testing beforehand, some of it in Poland. Last year’s event in Riyadh used a full SMPTE 2110 core. This year, however the team opted for baseband and 125 Riedel MediorNet Micron nodes.

“Everyone has their preferred solution,” he says. “We evaluate what scales best each year.”

In-game observers

Esports also requires a specialised form of camera operation: in‑game observers.

“Our in‑game camera operators specialised for each game,” Fjellström says. “They know exactly what is most interesting for the viewer.”

The multiplayer Battle Royale titles such as Free Fire, Apex Legends, PUBG: Battlegrounds and Fortnite (introduced for the first time) add another layer of complexity.

“For games with many teams playing at once, we use scouts around the stages to follow the action and alert observers,” he explains. “It’s about capturing the most interesting action and creating the best storytelling.”

EFG already do REMI productions for other events and is looking to expand that for EWC. Its broadcast team numbers around 300 people, with additional remote operators working virtually from Sweden.

“In our facility in Stockholm, we have a team working with different remote tools to control, either the gear here, or do stuff on their own and send it to here. So we can, for example, have graphic editors working remote and sending the packages to us, and we can have operators sitting in one of our facilities and physically controlling devices here.”

“We’re always looking to adapt. For instance, how do we improve the space for our co-workers on-site and also the experience for the viewers?

“It's always a balance of what can we do without risking anything because games are so time sensitive.”

The players play on their own gaming computers and the game server [from the publisher] they're playing against are also located nearby. This means that the game data is able to be tapped in real time and in turn that enables EFG to build new features around the game’s on-screen presentation.

“We're trying as much as we can to have the game server and the players and a lot of the API machines together on one network to maximise what we can do and minimise the amount of delay.”

The venue’s dark fibre is connected to a local data centre “so we have the possibility of really scaling the amount of bandwidth we need.”

Balancing Core Gamers and Mainstream Audiences

The EWC has signed have more than one hundred media partners broadcasting in more than 160 countries, in forty languages globally.

The Foundation’s strategy is two‑pronged: reach endemic esports audiences while simultaneously breaking into mainstream media. In France, that means daily segments on France Télévisions and partnerships with L’Équipe and NRJ, the country’s biggest radio station.

Since the French interest is so high, EFG is running a French language production on top of the main feed.

“Not only are we broadcasting it in French, we also have a local team working with us to make sure that we do everything with the right wording in the French language,” Fjellström says.

In the US, Fox Sports will carry the event. In Saudi Arabia, Tamanya, the broadcaster of the Saudi Pro League, has taken rights. China, meanwhile, will see non‑exclusive distribution across Huya, Douyin, Bilibili, and Kuaishou. Eurosport, DAZN and TNT Sports are covering in Europe.

That’s on top of 5000+ co-streamers who are permitted to take live streams, apply their own commentary and stream on their own Twitch, YouTube or TikTok channels.

“We always work on the balance between what core gamers want to see and what mainstream audiences can understand,” he says. “We want to create a story even for someone who’s never seen the game before.”

 

Wednesday, 5 August 2026

AV Canada Positively not rocky

AV Magazine

article here

Beyond the World Cup, several large-scale initiatives are poised to drive AV investment across Canada.

 

In Canada, the ProAV climate is healthy, but it’s changing fast.

“Cautiously active” is how Amy Zhou, Magewell’s sales director puts it. “There's genuine activity out there, but the macro environment is creating real hesitation around capital spending.”

Similarly judging the market as “active but cautious” Cameron Wilkison, MD, d&b audiotechnik (Canada) says, “Demand remains strong across key sectors, but increased price sensitivity and longer sales cycles are slowing project conversion.”

Mike Gleason, CRO Americas, Utelogy Corporation agrees but adds “the winners are shifting from traditional ‘install-and-exit’ integrators toward providers who can deliver ongoing visibility, analytics, and business outcomes.”

The prospects for future growth, he suggests, are to “embrace AV/IT under one framework to drive room standardisation, uptime assurance, usage analytics and enterprise-wide reporting.”

Andy Zuk, Kramer’s regional sales manager describes the climate as “very positive” since organisations “are recognising that visual communication, collaboration technology, and content management are no longer ‘nice to have’ investments. They are core to how people work, learn, gather, and engage.”

Calling the outlook “exceptionally strong,” Ron Rundell, Matrox Video director of sales for the Americas says momentum is driven by the convergence of broadcast and ProAV.

“The traditional boundaries between these domains are rapidly dissolving, with organisations now expecting near broadcast quality video, low-latency transport, and highly reliable distribution systems as standard. This shift is elevating the baseline for performance across virtually every commercial deployment.”

Many of the challenges affecting the AV industry are consistent across the whole of North America. Issues such as tariffs and supply chain constraints, “particularly component shortages like RAM”, remain top concerns for businesses on both sides of the border, notes Kurt Burmester, regional sales for Riedel Communications.

Recent trade tensions have prompted Canada to accelerate domestic infrastructure investment, which benefits the AV sector,” notes Renkus-Heinz CRO, Jonathan Phillips. He reports the Canadian market being less reliant on the house of worship vertical, where US spending is significant. Specifications hold, margins respect engineering, and the consultant community is technically rigorous,” he adds.

While business on both sides of the border is relationship driven, Canada is smaller, more regional, and “slower to adopt new technologies,” says Wilkison who also observes a growing ‘Canada First’ mindset benefiting domestic manufacturers.

One of these is Matrox, headquartered in Dorval and celebrating its 50th anniversary this year. “Canada’s AV culture is defined by a strong sense of engineering excellence, and long-term industry commitment,” says Rundell There is a deep-rooted pride in homegrown innovation among organisations that have not only contributed to Canadian AV identity but have also shaped global standards and expectations.”

One of the most exciting developments is the emergence of the Professional Audio-Visual Society of Canada, which is focused on elevating Canadian AV professionals through networking, education, mentorship, and advocacy.

“That kind of industry-building effort is a very positive step forward because it brings manufacturers, consultants, integrators, and other AV professionals together around the shared goal of strengthening the Canadian AV community,” says Zuk.

He describes a collaborative spirit emerging across manufacturers, integrators, and end users. “This openness is fostering innovation, especially around interoperability and hybrid system design,” he says. “The result is a dynamic environment where legacy expertise meets forward looking technology strategies, creating a uniquely balanced and progressive Pro AV ecosystem.”

 

FIFA World Cup


Canada is host to 13 matches of the FIFA World Cup spread between BC Place Vancouver and BMO Field (renamed Toronto Stadium for the tournament). It will be national showcase for Canadian AV both inside and beyond the stadia.

“The greatest impact will be across host cities, where fan zones, activations, media, transport, and hospitality will drive demand for AV, broadcast, and control systems,” says Wilkison.

Sports and live entertainment venues in general are moving “beyond basic infrastructure, with demand for better intelligibility, premium experiences, and multi-use flexibility driving AV investment,” he says.

BMO Field, home to Toronto FC and the Toronto Argonauts, underwent a U$157.9m renovation to meet FIFA standards, including a temporary seating expansion of 17,756 seats, bringing total capacity to 45,736 for the tournament.  Permanent improvements include new LED videoboards, upgraded lighting and audio systems, enhanced Wi-Fi, expanded hospitality areas and improved accessibility throughout the venue.

D&b recently installed a new loudspeaker system with ArrayProcessing there. “The objective was to deliver exceptional intelligibility and consistent coverage within a complex stadium environment,”  Wilkison explains.

Inside the venues, large-format displays, content distribution, audio, control, and signal management all contribute to the way fans experience the event.

“A stadium is no longer just a place to watch a match,” says Zuk. “It’s a fully produced environment where visual and audio moments help build energy, guide attention, and make fans feel part of something larger.”

Outside the stadiums “the fan festivals might actually be the more important story,” says Zhou. City parks and plazas are transformed into broadcast-quality environments with LED screens, distributed audio and synchronised lighting.

She says, “Many Canadian venue operators, city administrators and corporate sponsors will come away with a new sense of what's possible, and that changes the conversations they have when they're planning their next project.”

Vancouver’s FIFA Fan Festival will include live match broadcasts, entertainment, cultural programming, and interactive activities. “For the AV industry, the World Cup is a chance to show how technology can elevate not only the game itself, but the entire experience around it,” Zuk underlines.

Riedel has supported both venues with system supply and builds but Burmester says arenas across the country - particularly those tied to national hockey teams - have seen increased upgrades and modernisation projects.

“These initiatives are focused on enhancing fan engagement, improving in-venue production capabilities, and future-proofing facilities for a wide range of events. At the same time, integrators continue to lead in delivering advanced infrastructure and innovative solutions, reinforcing Canada’s position as a key market for large-scale productions.”

 

National activity

The major urban centers are naturally active but the need for better AV is not limited to Toronto, Vancouver, Montreal, Calgary, or Ottawa.

Zuk says, “We are seeing demand across the country rather than in one isolated region. The drivers are national: organisations are rethinking facilities after the pandemic, employers are trying to make offices more attractive and effective, and education continues to invest in better learning environments.”

Public transport is a good example. As cities invest in transportation infrastructure, there’s a growing need for digital signage, wayfinding, passenger information, public announcements, operations centers, and real-time communication.  Announced in 2024, the CAN$30 billion (US22bn) Public Transit Fund investment is the largest such investment in Canadian history and builds on the previous decade’s projects such as the Millennium Broadway Subway extension in Vancouver.

Construction is also nearing completion of a light-rail transit line from Mississauga to Toronto. When complete, 37,000 more people will be a 10-minute walk away from the nearly 32-kilometre Eglinton light-rail line.

Vancouver continues to stand out as a hotspot for AV innovation and investment, driven by its role as a major international gateway and technology hub. A prime example is at Vancouver International Airport where a new Main Digital Airport Command Centre is being developed.

 

This represents more than a single project, it signals the beginning of broader adoption of advanced AV-over-IP endpoints throughout the airport’s infrastructure,” says Rundell of KVM extender solutions used in the Centre. “The emphasis on scalability, network efficiency, and operational resilience makes Vancouver a leading example of how AV is being leveraged in next-generation transportation environments.”

 

Phillips identifies continued heritage venue modernisation, university capital builds, transit and airport expansion programs across Toronto, Vancouver, and Calgary, and a growing performing arts refurbishment pipeline. Smart city deployments in Ontario are also accelerating, he says.

Networked environments

One vertical evolving quickly in Canada is education. Colleges and universities are competing not only on academic programs, but also on the quality of the student experience.

“That is driving investment in AV systems that support better communication, stronger audio, more flexible content sharing, and more dynamic teaching environments,” reports Zuk. “We are seeing more interest in AVoIP, networked audio, and scalable classroom technologies that make it easier to deliver consistent experiences across multiple rooms and campuses. Canadian institutions are recognising that classroom AV is not just about displays or projectors; it is about creating a complete learning environment.”

Phillips says Renkus-Heinz beam-steered solutions are increasingly specified where ceiling and pendant options are precluded by design intent. The University of Toronto Scarborough, recently equipped six lecture theatres equipped with this technology delivered with local distributor Contact Distribution and integrator Global USS.

Gleason says financial institutions are adopting cloud management platforms “because AV failure in banking is a business risk, not just a support issue. “Executive spaces, trading environments, and client-facing rooms must work every time. The platforms helps banks reduce downtime, lower support costs, improve governance, and gain enterprise-wide visibility across complex global estates.

He also spies digital signage growth across the country. “But the challenge is managing it at scale.  Deploying an management and automation platform helps organisations proactively monitor, support, and optimise digital signage environments so they stay online, measurable, and business-aligned.”

Rundell reports investment by federal and provincial government, particularly around secure communications and command-and-control environments.  A recent deployment took place at the House of Commons, where the Digital Media and Connected Systems team selected Matrox and Evertz devices to build an interoperable ST 2110-based ecosystem

“The deciding factor in this project was interoperability,” Rundell says. “This highlights a broader trend within government and enterprise sectors of the prioritisation of open, standards-based architectures that provide long-term flexibility and scalability.”

Overall, it’s apparent that AV in Canada is becoming more connected and professionalised. The industry is growing, and with that growth comes an important focus on talent, education, mentorship, and long-term industry development.

“AV is being recognised as an essential industry, not just a technical support function,” Zuk says.  “Whether its enabling collaboration, improving learning, creating immersive fan experiences, or helping organisations communicate more effectively, AV is increasingly at the centre of how people experience spaces.”

Tuesday, 4 August 2026

Branded entertainment: Money, freedom, and audiences unite

IBC

article here

As traditional broadcasters battle decreasing budgets and attention spans, brands have come to the fore as collaborators in an increasingly lucrative and creatively fertile strand of the media business.

A video about the construction of 10 full-size F1 cars out of Lego has become one of the most celebrated brand campaigns of the year. Bricks on Track is an hour-long special available on Amazon Prime, Sky Sports, Fox Sports, Peacock, Viaplay, and Now alongside a social campaign that’s generated over 16 million views. Yet it started life as a brief from the Danish toy giant to create a YouTube short about the car’s drivers.  

“We realised that the people behind the scenes actually making the cars were just as interesting,” explains Leo Birch, Creative Director at creative agency JustSo. “Regardless of whether you like Lego or Formula One, you can feel the joy of everyone involved, and that story made it such a good watch.”  

Bricks on Track, winner of a British Arrow advertising award, is a prime example of how brands are increasingly looking to experienced TV producers to expand their reach. Conversely, in an age of squeezed budgets, producers and broadcasters are finding brand collaboration a creatively fertile and lucrative partnership.  

“It’s one of the biggest shifts happening across our industry,” confirms Sabrina Scollan, Development Producer at Climate Spring. “Storytelling still sits at the heart of it.”  

Finding the right formula 

Production companies are desperate to get original IP on screen while broadcasters are commissioning reboots and imports. Commissioners are under pressure to find new hits despite shrinking budgets. Meanwhile, brands need to reach audiences that have deserted both traditional platforms and conventional programme formats.   

“Content is now central to how brands communicate and grow their audiences,” says Jane Gerber, Co-Founder of Peanut & Crumb, a multi‑platform content and communications studio based in Brighton.  “Whether that’s on social, YouTube, or podcasts, brands want storytelling expertise. They don’t always know how to tell emotional or entertaining stories.”  

“A broadcaster is now anyone with an audience,” says Lucy Smith, Creative Director and Founder of producer Fawkes Digital. “A producer is anyone with scalable IP. Audiences are people wanting to be entertained, and brands can be where the money comes in.”  

Brands as creative partners 

Nevertheless, producers with experience of brand-funded entertainment stress the nature of partnership. Anyone who thinks corporates are a cash cow ready to be milked will reportedly fail.   

“Traditional programme‑makers often treat brands like a loan shop or a bank,” says Claire Prince, Head of Entertainment at creative agency Elvis. “That’s the wrong attitude.”  

Prince spent a decade working in unscripted TV during which she helped produce Channel 4 series Bangers: Mad for Cars in partnership with eBay. The broadcaster needed funding; eBay wanted to reposition itself as a car‑parts retailer. However, what surprised the production team was the depth of insight the brand brought.   

“They had all the data on what people search for,” Prince says. “That’s invaluable in development. Brands have in‑built audience insight that researchers used to spend weeks trying to gather.”  

Brands are also distribution channels. Partner with Boots, Tesco, or M&S and your programme can appear on in-store screens, end-of-aisle displays, recipe cards, or bags. “Funding might be why the conversation starts, but the value goes far beyond that,” Prince enthuses. “You’re no longer relying solely on the broadcast schedule.”  

To illustrate this point, Birch recalls a travel series JustSo made for Expedia. The show looks and feels like a traditional TV show, explains Birch. “Expedia acts like a publisher,” he says. “They’re not expecting a long‑form ad. They want something genuinely entertaining that retains an audience and offers cultural insight.”  

The series lives on Expedia’s shoppable OTT platform. There’s no call to action in the episodes, no hard sell. But if viewers want to book the restaurant they’ve just seen, they can scroll down and click.   

“People underestimate how sophisticated many brands are,” Birch adds. “Some of our regular clients are Emmy‑winning producers and Bafta‑winning directors who now work in‑house at brands. They want to make entertaining content, not crowbar ads into stories.”  

Unlocking the front door 

One of the most encouraging messages for filmmakers is that branded entertainment is no longer an exclusive club.  

“The barrier to entry is lower than it’s ever been,” Birch says. “Brands used to expect everything to be a big, high‑budget commission with a streamer or broadcaster. Now many already have their own YouTube audiences, strong social channels, or their own IP.”  

That shift has opened the door to smaller‑scale projects. “You might not land a huge campaign with a global brand straight away,” Birch said, “but you could absolutely secure £8–10k to make a smaller piece of work. You’ll still learn how to collaborate with brands and build your portfolio.”  

Broadcasters are keen to work with brands too. ITV runs BE Studio, a department dedicated to producing ad-funded entertainment (AFE) such as Saturday night quiz show Win Win with the People's Postcode Lottery, DNA Journey with Ancestry, and John & Lisa Down-Under with Trailfinders.  

“The bar isn't lower because it's an ad-funded proposition,” says Paula Thomas, Commissioning Editor of Daytime and AFE at ITV. “First and foremost, any shows that we put on the channel have to be good ideas.”  

Cooking with the Stars, produced with M&S, is now heading into its sixth series. The last run peaked at 6.7 million viewers, and the commercial impact is extraordinary: when a featured ingredient (like a mango) appears on the show, M&S sees sales spike up to 300%.   

“As a commissioner, you might think: ‘Should I really care about that?’ But we do because it means M&S keeps spending money with us, and we can get a successful show. When it works well, it works for everyone,” Thomas says.  

This speaks to the reason why brands would want to work with TV producers in the first place. Understanding the problem that they want to solve is key.  

Getting the green light  

“Every brand has a business problem,” Prince explains. “They want to change attitudes or reach audiences that traditional advertising can’t. It might be that Tesco has a perception problem around the quality of its fresh produce, or Lynx needs to reach 18–24‑year‑old men who aren’t watching Britain’s Got Talent. Entertainment becomes the solution.”  

She advises producers to approach brands just as they would a broadcaster. “You might have the best idea in the world, but commissioners have structures, budget pots, and KPIs that you know nothing about. It’s the same with brands. Translate your commissioner mindset into a brand mindset.”  

A brief from Cancer Research UK is an example. “Everyone knows the charity, but few people understand where their money goes. Traditional advertising couldn’t communicate that because it’s too complex and too dry. So, we proposed a documentary.”  

Prince took the brief to three production companies known for sensitive storytelling. One hadn’t read the brief while another couldn’t secure the access. Dragonfly, makers of Ambulance, had the right idea and the right relationships. “They got the job, but they still had to get it commissioned in the usual way,” Prince recalls.   

Cancer Detectives: Finding the Cures became three 60-minute observational documentary episodes that ran on Channel 4 last winter. 

Producer research is essential since brands will spot an idea that’s had their logo slapped onto it from a mile away. “You might think you’ve had a great idea for a product, but it won’t necessarily solve the specific brand problem that company is facing at that moment in time,” Prince says.  

Flexible feedback 

Nonetheless, brands are reportedly easier to work with than TV execs, who can face more red tape.  

Documentary Director Liana Stewart made a short film for Johnson’s following first‑time parents for a year. “I had one meeting with the brand in that entire year. They trusted me to make the film,” she relays. “The notes are often minimal. Sometimes it’s just: ‘Can we see the product a bit more?’ That is nothing compared to TV.”

She adds: “It’s not something I want to do full‑time because I still love working in TV, but it expands your skill set and your experience – and they pay well.”  

Birch reports a similar experience. “Brands often give you more creative freedom than TV. They bring you in because they want heartfelt storytelling, and they trust you to do it.”   

Looking to the future 

While broadcasters can offer brands mass-audience reach, producers with existing digital shows or IP have their own hugely valuable commodity: community.  

“Historically, IP has been a format or a show that [a producer] has a stake in, but actually, in the digital space, IP is your audience,” notes Holly Graham, Chief Commercial and Strategy Officer at Little Dot Studios. “Brands are looking to tap into your engaged audience as well as your creative development. If the brand is not aligned with that audience, then your show will not be a success.”  

Independent producers are also encouraged to push back. “Sometimes we get briefs from a brand where we say: ‘You’d be better off making an above‑the‑line campaign.’ It’s important to have the confidence to say: ‘No’. You only get that through long‑term relationships.”

Sabrina Scollan and Claire Prince, Jane Gerber, Liana Stewart, Leo Birch were speaking at Sheffield DocFest. Lucy Smith, Paula Thomas, and Holly Graham were speaking at Creative Cities Convention earlier in 2026.