Soccer Match Broadcast Glitch Sparks Debate in China About Virtual Ads
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Some Chinese viewers watching a UEFA European Football Championship match this week noticed a glitch in the broadcast that revealed the pitchside advertisements they saw on their screens were not the same ones that fans were seeing live at Veltins Arena in Germany.
The glitch sparked discussion in China about the state of virtual advertising technology and how it targets viewers depending on where they are watching from. In the case of the Euro 2024 match between Serbia and England — in which parts of a running player’s body appeared to disappear into an advertisement image — most of the ads that TV viewers in China saw were for Chinese brands.
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- Chinese viewers of a Euro 2024 match noticed a glitch showing different pitchside ads from those at the Veltins Arena in Germany.
- DBR technology by Supponor Ltd. allows virtual ads to be region-specific, requiring considerable data and specialized LED screens for accuracy.
- Although only five of 13 top tournament sponsors are Chinese, DBR technology made it appear as if the match was primarily sponsored by Chinese brands.
- Hisense Group Corp.
- Hisense Group Corp. is a Chinese home-appliance maker that is one of the top five official sponsors of the UEFA European Football Championship. The company was also an official international sponsor for the last Euro championship, which saw an unprecedented influx of Chinese sponsors.
- BYD Co. Ltd.
- BYD Co. Ltd. is an electric vehicle giant and one of the top 13 official sponsors of the UEFA Euro 2024 tournament. The company is based in China and is known for its innovations in the electric vehicle industry.
- Vivo Mobile Communications Co. Ltd.
- Vivo Mobile Communications Co. Ltd. is a Chinese smartphone manufacturer and one of the official sponsors of the UEFA Euro 2024 tournament. Vivo was also listed as an official international sponsor in the previous Euro championship, delayed by the Covid-19 pandemic. The company is noted for its significant involvement in international sports sponsorships.
- 2020-2021：
- The Euro championship was delayed for a year by the Covid-19 pandemic.
- The last Euro championship：
- The tournament had an unprecedented influx of Chinese sponsors, with Hisense, Vivo, and TikTok all listed as official international sponsors.
- Monday：
- Chinese viewers watching the Euro 2024 match between Serbia and England noticed a glitch in the broadcast that revealed different pitchside advertisements from the live scene at Veltins Arena in Germany.
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