MAM
TNSSport’s develops SportsI brand recognition software
LOS ANGELES: TNSSport has announced that it is developing advanced image recognition technology to track the television exposure and value of brands within sports.
Already capable of measuring exposure from advertising boards, the new SportsI system is being developed with BrandTraX. TNSSport claims to be the world’s leading sports research company.
An official release informs that the company is partnering with BrandTraX, which is leveraging advanced image recognition technology originally developed by Bell Labs, the R&D division of Lucent Technologies. Over the past 20 years, television exposure data has been collated manually. While this will continue to some extent the use of this technology is a pivotal moment for the sports research business, states the release.
Requiring relatively little manual input, the recognition software measures the exposure time a brand receives during a sports broadcast. Whilst this sounds relatively simple, the technology is groundbreaking and can produce analysis currently not possible to capture using a manual process. Bell Labs first developed this technology to detect and extract data from documents such as financial statements and faxes. This image recognition technology has proven to be applicable across a range of disciplines and industries. Bell Labs has licensed this technology to BrandTrax and is providing R&D services to them to meet the evolving demands of its the sports media measurement business.
TNSSport’s managing director Mark Cornish says, “Undoubtedly this will have a significant impact upon the industry. The technology is such that it improves both the accuracy and type of data we can extract from sports broadcasts, ultimately allowing us to precisely and consistently measure value. For years the industry has demanded that sponsors’ television exposure should be sold like advertising – but this is difficult due to accurate measurement. This new technology now makes this a distinct possibility”.
BrandTraX’s president Dick Gold adds, “The demand for accurate electronic tracking of sponsors’ signage is mandatory for valuation of exposure. As such, our use of Bell Labs’ advanced image recognition software is the most efficient technology to electronically advance a currently manual tracking system to a fully computerised solution.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
