March Madness basketball on a rack
CUSTOMER SPOTLIGHT

TNT Sports’ Tyler Price on Creating Authentic Narratives with AI

December 12, 2023

As the sports media landscape has evolved, there’s been no shortage of disruption. Just like its impact in virtually every other industry, artificial intelligence is already playing a significant role in the way live sports are produced and consumed.

TNT Sports’ Tyler Price on Creating Authentic Narratives with AI

December 12, 2023

Share this article

TNT Sports’ Vice President of Content Development and Production, Tyler Price, is no stranger to this transition.

TNT Sports, which was formerly Warner Bros. Discovery Sports, is the division of TNT responsible for sports broadcasts on various channels in the United States, including TBS, TNT, and TruTV. It also operates the online digital media outlets for the NCAA, NBA, PGA Tour, and PGA of America.

Fresh out of college, Tyler and a few friends started a digital marketing agency to help brands launch their digital and social media footprint. A novel concept at the time, the agency quickly grew, landing top-tier clients like TNT Sports, and exited to Publicis a few years later.

After the sale, Tyler reunited with TNT Sports to run their social media arm, handling league-adjacent projects like the NBA on TNT, NBA TV, March Madness, PGA of America, and more. Three years ago, this team merged with Bleacher Report, where Tyler now oversees all content across the Bleacher Report platform.

Tyler has largely credited both his and TNT Sports’ success over the years to figuring out how to use content most efficiently and effectively across platforms.

Our growth has been built on the ability to build the bridges between the seemingly unconnected. As new formats and content mediums roll out, it’s always important to think about the platform before you go into execution.”

“Think about what you’re building for and who you’re building for, and that drives your creative decisions.”

But to free up more time for strategy and planning, publishers must build the necessary infrastructure to produce enough content to meet the demands of the modern-day sports fan.

For TNT Sports, WSC Sports has played a major role in this transformation.

The global leader in AI-powered sports content, WSC Sports helps global sports organizations like the NBA, NHL, and YouTube TV quickly generate personalized sports content, while increasing their reach and providing new monetization opportunities. Since its inception, WSC Sports has grown its current roster to over 430 organizations that use its AI platform to instantly create automated video highlights responsible for reaching billions of fans.

For over six years, WSC Sports has partnered with TNT Sports and its predecessor entities to streamline their content workflows across both owned and operated and third-party social platforms, with unprecedented speed and scale.

“Whether it’s building a library of assets around a single player or making sure you don’t miss anything throughout the entire night, it’s such an amazing tool for us,” Tyler said. “I’m not sure our processes look the same without it.”

Not only has WSC Sports’ highlight automation helped improve the speed of TNT Sports’ content creation, but the efficacy of its distribution and personalization. Whereas manual content workflows often require prioritizing coverage of the most popular sports, WSC Sports allows the TNT Sports team to cover everything at once—compartmentalizing content to use at a later date or repurpose across a variety of different formats.

If we can only create 50 clips per night, that means the Sacramento Kings fan is probably left out in the dark. But with the scalability WSC provides, we can tailor both original content and highlights directly to those fans.”

“When paired with our internal content strategy, we’re able to provide fans with a very unique personal content consumption experience.”

As for what the future holds, Tyler emphasizes the importance of bridging the gap between athletes and their audience, granting fans unparalleled access to their favorite teams and players.

“We launched live streams with Micah Parsons, Von Miller, and Mookie Betts with this exact goal in mind,” he said. “These allow athletes to authentically share their story while giving our audience a direct line of communication that they didn’t have before.”

But as TNT Sports’ strategy continues to shift, Tyler is confident that WSC Sports’ product will evolve along with it.

“We change our content goals and they change the product to support that. It’s always been a hand-in-hand partnership about what the tool can do, what our needs are, and how we can bring those together.”

“Whether it’s building a library of assets around a single player or making sure you don’t miss anything throughout the entire night, it’s such an amazing tool for us,” Tyler said. “I’m not sure our processes look the same without it.”

ARTICLES WORTH READING