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Middlesbrough FC deliver enhanced matchday experience with new ADI screen solution

Thu 5th Sep 2013 | IT & Technology

Middlesbrough FC fans have been treated to a dynamic new digital entertainment and engagement platform at the Riverside Stadium, with a giant 51m² LED screen created and installed by specialists ADI.

The screen is enhancing matchday experiences for Boro supporters with the broadcast of exclusive club content, live footage, replays and advertising - while additionally offering an effective promotional platform for Middlebrough FC’s commercial partners like Ramsdens, who were instrumental in the project.

In order to deliver supporters with a first class matchday and enhance stadium facilities, Middlesbrough FC and Ramsdens approached ADI to create a complete screen solution, incorporating not only screen hardware, but also matchday production and content delivery services.

Located in the south-east corner of the ground, the giant screen features ADI’s own Virtuality 10mm LED product and is 16:9 widescreen in format, providing a powerful digital medium for the club to engage fans and enhance atmosphere within the 35,000 capacity Riverside Stadium.

Middlesbrough FC’s Chief Operating Officer, Mark Ellis said: “ADI’s established position in stadium technology and their tailored, innovative solutions made them a natural choice for this important project. In addition to the state-of-the-art screen, ADI offer us high production values, with graphics and footage that wouldn’t look out of place on a Sky Sports broadcast. These elements have combined to deliver an exciting engagement and promotional platform for the club and our sponsors.”

ADI’s in-house Production team have worked closely with the club to create a full channel identity for Boro TV, with completely bespoke and branded programming for broadcast every matchday at the stadium. Incorporating interactive, live elements and up to the minute news, exclusive footage and the latest stats and scores, Middlesbrough can entertain fans before the game with an hour-long programme. To build excitement pre-match, live social media feeds, HD highlights and specially shot footage of supporters, players and staff are included in programming, with ADI also creating bespoke graphics for Ramsdens which are shown in-game.

Live Venue™

Live content and multiple feeds can be incorporated into matchday programming thanks to ADI’s Live Venue™ platform. Instead of an expensive on-site broadcast studio at the Riverside Stadium, Middlesbrough FC can use ADI’s state-of-the-art galleries at their sports hub in Preston, with live matchday programming delivered through high speed fibre optics in real-time, straight to the big screen.

See www.adi.tv/sport for more information on ADI’s range of stadium LED products and Live Venue™ platform. 

Posted by: Kev Howland

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