The BBC is transforming live sports broadcasts through its new "Signals" platform, using artificial intelligence to deliver real-time data overlays and personalized viewing experiences while preparing to license the technology to commercial rivals.
- Broadcasters utilizing white-label AI personalization tools like Signals could see increased viewer watch times, directly impacting digital inventory values and ad revenue retention.
- Rights holders adopting modular, object-based broadcasting stand to capture valuable first-party user engagement data previously lost to second-screen mobile apps and social media platforms.
The BBC deployed its Signals platform for every live broadcast from Wimbledon’s Centre Court during the championships, embedding data-driven graphics, serve-speed metrics, player dominance indicators, and two-way editorial quizzes directly onto the live feed.
“We're really focused on how we use new technology and how it will impact audiences,” Eleni Sharp, head of product, BBC Research and Development, told SportsPro.
Sharp said that 75 per cent of viewers chose to keep Signals enabled during the tournament even when given the option to turn it off. The platform recorded an average user watch time of 30 minutes and four seconds.
The system forms part of a broader push toward object-based broadcasting, where modular video, audio, and graphic feeds are transmitted separately and reassembled based on individual user preferences.
| Metric / Feature | Wimbledon Implementation | Future Expansion Plan |
|---|---|---|
| Primary Display | Centre Court Live Broadcasts | Football, Athletics, Cricket, Motorsport |
| User Engagement | 75% Retention Rate with Signals Enabled | Multi-camera switching and audio choice |
| Average Session | 30 minutes and four seconds | Immersive 3D and voice integration |
The BBC plans to license Signals as a white-label technology to other broadcasters facing similar modernization challenges. Sharp indicated that commercializing internal innovations helps justify ongoing development costs and supports the broader broadcasting ecosystem.
“With Signals there’s no need to plug technologies from multiple vendors to get the solution we all want,” Sharp told SportsPro. “We’ve got more supporting partners and rights holders that we’re working with, but we’ve built this out as white-label technology, so people can come to license it and work with us on it.”
Future iterations of the platform aim to incorporate commerce features, sponsorship takeovers, exclusive retail offers, and expanded multi-camera capabilities across sports including football, cricket, and motorsport.
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