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ICC Introduces Vertical Video Production for Cricket World Cup

The International Cricket Council (ICC) has unveiled a new collaboration with Disney Star, set to revolutionise the viewing experience of the upcoming men's Cricket World Cup. In a pioneering move, the ICC will introduce an additional vertical video feed for all 48 games of the tournament, catering to the preferences of the younger generation accustomed to platforms like Instagram and TikTok.

The vertical feed will come packed with exciting features, including the incorporation of split-screens in its coverage. To achieve this, dedicated vertically oriented cameras will be employed alongside the world feed cameras for the split-screen experience. The production will also boast match graphics and bespoke enhancements, all while making use of "traditional technical and editorial storytelling tools."

Crucially, key elements such as ball and player tracking will be specially adapted to fit the vertical format, ensuring a seamless viewing experience for fans.

This groundbreaking initiative marks a significant shift in cricket broadcasting, as the ICC becomes the first cricket property to venture into the world of vertical video production. The move is aimed at providing fans with enhanced convenience, engagement, and immersion throughout the tournament, offering a new dimension to cricket viewing.

Sanjog Gupta, the Head of Sports at Disney Star, expressed the initiative's goals, stating, "The 'vertical feed' aims to deliver to digital users, enhanced convenience, engagement, and immersion, beyond the differentiated screen orientation. With its uniquely designed production style entailing cameras, graphics, direction, replays, and other enhancements, it promises to change the way cricket is watched."

The Cricket World Cup is scheduled to commence in India on 5th October, and for the first time, fans will have access to the innovative vertical feed, setting the stage for a captivating and immersive tournament experience.


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