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      TCS is here to make a difference through technology.

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      03 Jun 2025 Virgin Atlantic and TCS Extend Two-Decade Partnership to Modernize Airline Operations with AI-led Solutions
      22 May 2025 TCS to Steer Cloud Migration Program for Finnish Telecom Leader DNA in a Five-Year Partnership
      15 May 2025 TCS Recognized as One of the World’s Top 50 Brands by Kantar BrandZ; Brand Value Soars 28% YoY to $57.3Bn
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      10 Jun 2025 TCS Recognized as 2025 Databricks Delivery Excellence Partner of the Year
      05 Jun 2025 Points of Light Names TCS One of the 50 Most Community-Minded U.S. Companies
      27 May 2025 TCS Strengthens Focus in the Middle East Region with New Facility in Oman
      View all
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      10 Jun 2025 TCS BaNCS Positioned as a Leader in the Gartner® Magic Quadrant™ for Retail Core Banking Systems, Europe
      26 May 2025 TCS Recognized as a Leader in Managed Detection and Response Services by Everest Group
      16 May 2025 TCS Recognized as a Leader in Custom Application Development Services by Everest Group
      View all
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    TCS Worldwide
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    Creating personalized digital content in sports and entertainment

    2 MINS READ
    Share Multimodal Annotations for Personalized Content Automation
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    What we do

    TCS Research This will open an overlay

    TCS Research: Inventing to build sustainable futures

    TCS Research focuses at the intersection of computing and the physical, biological, behavioral, and mathematical sciences to build sustainable futures.
    Learn More
     about TCS Research: Inventing to build sustainable futures
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    Discover how multiscale modeling can allow rapid screening of battery materials and accelerate exploration of new battery material to meet EV energy demands.
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    TCS Research uses digital twin technology to overcome food supply chain issues and monitor food freshness, thus reducing waste. Watch the video to learn more.  
    White Paper
    12 Aug 2022

    Highlights

    • Personalized, short-form content is key to hook and keep online audiences engaged.
    • Scientists at TCS Research use AI and behavioral science to automate personalized, short-form media content to enhance viewer experience.
    • An AI-driven technique automatically captures media highlights, making it personalized for a fan to relive special moments.
    • Wondering how it comes together? Watch TCS Research’s chief scientist, Niranjan Pedanekar, and researcher, Rishabh Agrawal explain it all.

    In this article

    Enriching experience   inpage
    A scenario   inpage
    Automating content   inpage
    How it happens   inpage
    Enriching experience inpage
    A scenario inpage
    Automating content inpage
    How it happens inpage
    Back to top Go to top
    In this articleinpage
    Go to top
    Enriching experience A scenario Automating content How it happens

    Enriching the experience 

    An AI-driven model that uses cognitive and affective annotations to automatically generate personalized, short-form content.

    An influx of digital content has shortened viewer attention spans. ‘Snackable’ or ‘bite-sized’ is how consumers like getting their information today. And content creators are continually trying to keep that ephemeral eyeball engaged. Personalized, short content is therefore key to enhancing the content viewing experience. 

    ENRICHING A FAN’S CONTENT VIEWING EXPERIENCE

    Transcript downloading Download transcript

    Exploring a Scenario

    Let’s explore a scenario. It's the last few seconds in a game and your favourite footballer delivers a bicycle kick, clinching an unbelievable win. Fans across the world go wild watching this. 

    Technology can capture this stellar moment, so a fan gets to savor it repeatedly. But what if this content personalization happened automatically, and for similar moments that only feature your sports idol and no one else?

    Scientists at TCS Research are using AI and behavioral science to enable exactly this.

    Automating Personalized Content

    An AI-led invention from TCS Research automatically captures sports highlights such that they become more personalized and help the fan experience last longer. How? By being snackable. Short form means the content lends itself to being shared more easily on social media fan fraternities, ensuring multiple viewers get to relive that moment. 

    How it Happens

    The invention uses annotations—labelling data on images for the AI model to generate contextual knowledge. These annotations that are cognitive—what the content is about—as well as affective—how it will it affect the viewer—help collate context. 

    Multimodal analysis—involving video, speech, and text—of such cognitive and affective annotations works towards creating personalization. A semantic query is used to generate the final highlight. 

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