(Adnkronos) - “Siamo una delle leghe al mondo che ha maggiormente sviluppato la tecnologia del virtual overlay. Si tratta della possibilità di sovrapporre in diretta pubblicità diverse sui led a bordo campo. Vengono sostitute dall'intelligenza artificiale e questo ci permette di vendere più pubblicità focalizzata per i paesi che ricevono le immagini”. Così, Luigi De Siervo, amministratore delegato della Lega Serie A, in occasione dell’incontro con gli studenti "Ricette di Innovazione", il digital come nuovo paradigma di comunicazione e servizio: l’evoluzione nel calcio-media, formazione e servizi economico-finanziari, organizzato dall’Università Bicocca.
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00:00We are faced with facts, we have seen them yesterday in Spain, and later in other countries as well.
00:09Italy certainly cannot stand aside for this problem.
00:12We are forced to arrive at a path through which at the entrance of the stadium,
00:17let's say, passing on the turnstile, our ticket will be associated with our name,
00:23our position in the stadium, with our face.
00:26These images will be stored in a encrypted server available to the police,
00:30so not necessarily the football teams or the league,
00:33and in the event that facts worthy of attention should be verified by the police,
00:37these images will be recovered and these people will be, how to say,
00:41beaten up, so they will be prevented from entering the stadium.
00:44The most interesting part, let's say, concerns what is the virtual overlay,
00:48that is, we are one of the associations, of the leagues,
00:52that in the world has developed this element the most, centralizing it, of the virtual overlay,
00:56that is, the possibility of overlapping live, let's say, on the field,
01:00on the LEDs that you see at the stadium with a certain amount of advertising,
01:03of the, let's say, different advertisements, which are therefore, in some way,
01:07digitally replaced by artificial intelligence,
01:09and this serves to be able to sell more advertising,
01:12focused on the countries that receive it.
01:15The second element that I consider fundamental, instead, is the, let's say,
01:18the improvement in archival material, because, as you know,
01:21over the years, let's say, the conservation of the material, unfortunately,
01:24has not been ideal, so we have images of the great champions of the past
01:28that are today with images, how to say, not up to par,
01:32and therefore artificial intelligence will help us, in this sense,
01:35to make those images again usable.
01:37Then there is the use of technology to render and transform into manga
01:42what the highlights are, this is to try to bring the new generations
01:47closer and more conscious to their tastes.