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MLB launches customised Google Cloud social media fan video tool

Film Room platform allows users to edit and share custom content.

by Steven Impey

MLB launches customised Google Cloud social media fan video tool
  • Users gain access to more than 3.5m MLB videos dating back to 1929
  • Activation part of Google Cloud’s expanded data partnership signed earlier this year

Major League Baseball (MLB) has launched a new, publicly accessible video database that allows users to create and post their own customised content on social media.

The Film Room platform, which draws on a bank of more than 3.5 million archived clips, is powered by Google Cloud and is being delivered as part of the expanded data partnership MLB signed with the US technology giant earlier this year.

More than 30 search filters are also included in the platform, which allow users to locate highlights for specific players by name and field position, as well as their individual teams and whether they bat right or left handed.

With a built-in editor and distribution system, Film Room’s video tool allows users to share their content on a variety of digital web platforms and social channels.

“We want to build a next-generation baseball video product that makes it easy for fans to find, watch create, and share baseball videos,” said Vasanth Williams, MLB’s chief product officer and executive vice president of technology, strategy and innovation.

“We don’t want baseball to be an aberration, but rather in line with how they already consume media and video.”

In addition to fan engagement, Google Cloud has also been enlisted to help MLB transfer all of its existing business operations, including its automated Statcast athlete tracking technology.

The expanded deal was signed in March and came before MLB suspended its 2020 season. A shortened, 60-game campaign eventually got underway behind closed doors on 23rd July.