Strategies Employed by Texas Longhorns and Sony to Foster a Fear of Missing Out via Technology
Sony Cameras Elevate Texas Sports Experience
Between filming live action for every University of Texas football game, the school's production teams produce hundreds of hours of content each week. And guess what brands these Texan powerhouses rely on? You guessed it: Sony!
From the HDC-3500 system cameras to the FR7 pan-tilt-zoom cameras, FX series camcorders, and Alpha mirrorless interchangeable lens models, Sony's cameras create awe-inspiring experiences for every fan attending a UT home game. This massive production doesn't just happen, mind you. It's a team effort involving full-time staff, students, and local freelancers, all working together to cut highlights, edit interviews, post social media content, prepare in-game videoboard content, develop pre-recorded segments, stream to digital platforms, and share game feeds with national broadcasters.
Now, you might think that's a tough act to follow, but it seems the Longhorns are up for the challenge. With attentions divided between delivering a top-notch in-venue experience and battling against... well, people's couches, it's a constant hustle to stay ahead of the game (or their living room rivals).
As Caten Hyde, senior associate athletic director, Creative Development and Video Production, at Texas, puts it: "Our audience can choose to watch at home, with their own food and drinks and their beautiful TVs with surround sound. We have to deliver an in-venue experience unlike anything else they can get at a sports bar, at home or anywhere else."
Hyde and his team have certainly been making waves in this regard, with their 2024 move to the Southeastern Conference (SEC) and the extension of the college football season by the new College Football Playoff (CFP) format. This has led to Texas prioritizing its in-house content creation capabilities, building a professional-grade broadcast production facility in early 2024.
Chief Broadcast Engineer Matt Alvarado manages the live production and broadcast operations for Texas' game day experience. "Now we have a facility that elevates us to a national broadcast level and lets us fully take advantage of these cameras' capabilities to blend a cinematic style of creative storytelling with live production coverage," said Alvarado.
The collective efforts have been generating results, be it through ticket sales or post-game fan feedback surveys. Yet, the team is acutely aware that they're constantly under pressure to improve. "We're not just competing against opposing teams, but the comfort of spectators' couches," said Hyde.
But fear not, for students aren't the only ones benefiting from Sony's imaging technology. Through a new partnership between the Department of Intercollegiate Athletics and the University's Moody College of Communications, students get hands-on experience with the same Sony equipment used by professionals. This partnership ensures that production values remain high while offering students valuable skills and exposure in the industry.
With eyes set on creating a "FOMO" (Fear Of Missing Out) effect, the team at Texas is steadily working to provide a show inside the venue that's so incredible it makes people watching at home wish they were there. And with Sony's help, there's no doubt they’re well on their way!
Insight: Sony cameras used by UT provide a consistent look (in terms of color profiles and grading) across all visuals, making inter-cutting of images displayed on stadium video boards and broadcast media seamless. The handheld cameras like the FX3 and FX6 cater to dynamic fan shots and footage, while the student shooters benefit from a new sports broadcasting curriculum, as they gain hands-on experience with professional-grade equipment.
- The University of Texas' production teams use a variety of Sony products, such as the HDC-3500 system cameras, FR7 pan-tilt-zoom cameras, FX series camcorders, and Alpha mirrorless interchangeable lens models, to create awe-inspiring experiences for fans attending UT home games.
- Through a new partnership between the Department of Intercollegiate Athletics and the University's Moody College of Communications, students at the University get hands-on experience with the same Sony equipment used by professionals, ensuring high production values while offering them valuable skills and industry exposure.
- By leveraging Sony technology in their broadcast production, Texas aims to generate a "FOMO" (Fear Of Missing Out) effect, striving to provide a show inside the venue that's so incredible it makes people watching at home wish they were there.
