When COVID-19 pulled the curtain on live entertainment, the AFL had to act fast to develop new ways to entertain footy fans and meet sponsorship agreements. The idea was to create an entertainment platform that provided unlimited access to an extensive catalogue of AFL content series, documentaries, short films and historical footage. They called it, AFL On Demand – the magic of footy, all in one destination. But as they say, with every new idea comes new challenges, this was certainly the case for the AFL’s broadcasting and media teams when piecing together their new entertainment hub.
Hugh, the AFL’s lead Broadcasting Engineer, came to us with a problem. AFL On Demand enables fans to access an extensive catalogue of new and old AFL content. Any content with ‘match vision’ or ‘gameplay’ had to display the AFL and Toyota joint logo on screen to meet sponsorship agreements before launching the online platform. This meant digging through thousands of minutes of footage and overlaying the logo at varying moments. The AFL faced a manual, time-heavy process that would have to be repeated if sponsors changed in the coming years. With deadlines approaching and an almost impossible task ahead, a budget-conscious Hugh looked to AI to get the project over the line.