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The broadcasting model is rapidly evolving, with players like Amazon Prime, Netflix, and even influencers like Casemio acquiring long-term rights to premier sports properties. This change in formats and business models is pushing production to be more versatile and, as a result, software-defined. Traditionally reliant on uniform viewing, forward-thinking broadcasters now leverage AI to create personalized content experiences, tapping into rich viewer data to tailor broadcasts for diverse audience segments.