How might we design a next generation, “fresh” broadcast studio for NBC Sports that creatively enhances viewer experience and maximizes flexibility.

We started by gaining an understanding of our audienc. Key Takeways include:

1. Our audience is younger, more ethnically diverse, and more progressive than the average sports viewer.

2. This is a digital-native audience that embraces contemporary environments.

3. The audience is drawn to sports rivalries. 

4. The audience is looking for a new approach to storytelling.

We spoke to 158 sports news & analysis viewers. What we heard:

1. Sports broadcasters do a great job at getting me hyped for the game. I like how it’s exciting, positive, high-energy, fun, and sometimes funny. (Of those surveyed, 60% watch Sports News & Analysis Television alone.)

2. I want informative sports news & analysis. Show us stats, highlights, & references. Help us make our own opinion. (An equal number of survey respondents watch sports news & analysis on their television or on their phone.) (While viewing sports news & analysis programming, 79% of those surveyed use a second device.)

3. I want video always on to help me understand what’s being talked about, to see the impressive videography, and to immerse me into the game. (41% prefer video longer than 15 minutes compared to 36% preferring video shorter than 15 minutes.)

What we heard directly translates to scenic design solutions resulting in one studio with a multitude of functions and looks.

For example, our research indicated the audience wants to see what’s being discussed at all times. This led our scenic design to allow for always present video in camera shots with solutions including more formats, higher resolution LED, immersive AR/VR, and touchscreen for data analysis.

Client: NBC Sports

Project: NBC Sports Studio 3 | The Future of Sports Broadcasting

Agency: HD Studio

Design: Bryan Higgason, Paul Benson, Sid Wichienkuer

Scenic Fabricator: Black Walnut

Lighting: LDG