The Next Generation of Content: Unlocking Immersive and Interactive Sports Media

The traditional broadcast model - a one-way "push" of information - is no longer the industry's North Star. In 2026, the industry has shifted from a distribution-first mindset to a participation-first ecosystem. This panel explores how giants like NBC, Amazon Prime, and DAZN are redefining the value of media rights, moving beyond simple "airtime" to treat these rights as the essential platform for GenAI, interactive overlays, and athlete-centric "owned" channels. As fans transition from viewers to "prosumers," how do networks balance the lean-back tradition of the "Big Game" with the lean-forward demand for real-time betting, social integration, and personalized highlights? Our experts will debate the future of content and the keys to being a winner in this evolving landscape