What Prime 360 Does
GeekWire reported on 15 October that Prime Video will use Prime 360 in its NBA coverage this season. An array of high-resolution cameras around the arena captures each play from several angles. The footage is synchronised and sent to AWS, where Amazon's own AI models reconstruct the play as a 3D scene. Amazon says producers, engineers and AI scientists built the system on its in-house Trainium chips.
The result is a replay where the camera can go anywhere. "I want to see this play again, and you could actually fly the camera through the play," Prime Video director of product Wade Wakashige told GeekWire. Prime 360 will appear during live games and in pregame, halftime and postgame analysis on select broadcasts. Prime Video's NBA season opens on 23 October.
AI Is Moving Into the Live Broadcast
For the past few years, most AI in sports video worked after the fact: tagging footage, cutting clips once a game ended, searching archives. Prime 360 runs during the broadcast and changes what viewers see in real time. The SVG AI Innovation Lab, launched this year with the NBA, Fox Sports, PGA Tour and MLB on its steering committee, tracks the same movement across live production, from automated clipping and replay to real-time vertical conversion.
At the top of the market, that means custom camera systems and proprietary models. For most rights holders, it means applying AI to the feed they already produce.
The Same Shift at Every Level of Sport
A federation streaming a national championship, or a league producing its own coverage, usually has one clean feed and a small team. AI can still change what that feed delivers while the game is on.
Working From the Feed You Already Have
Zentag AI ingests live streams over RTMP, SRT or HLS, or takes uploaded files, with no extra cameras or on-site hardware. It reads the match from the video and audio, with or without a data feed, and marks each moment as it happens. Our live ingest checklist covers how to choose a protocol.
Replays Become Clips, and Clips Become Inventory
A replay shown once on the broadcast can also go out as a highlight within minutes, reframed for mobile, captioned and branded. Each of those clips can carry a sponsor. That is where new sponsor inventory comes from for rights holders who never had an edit team large enough to produce it.
What Leagues and Federations Can Take From It
Prime 360 raises the bar for how fast and how well a moment is replayed. Fans who watch a fly-through replay on an NBA broadcast will expect a quick clip of the big moment from every other competition they follow. For most rights holders the practical response is speed and coverage: every game, every big moment, published while the match is still live and in the formats fans scroll. See how broadcasters use AI highlights or book a demo.
