Fujinon 4K UA107 fulfils AFL’s desire for fan engagement

MKTG Sports + Entertainment, a global integrated agency,  is operating scoreboard control at the Melbourne Cricket Ground (MCG) sports stadium as part of its in-venue coverage of the Australian Football League (AFL) on two big screens separate from the normal broadcast coverage. 

The match coverage is provided primarily through two fixed-stand cameras, a tight shot provided by an 87x lens and a 40x lens for wider shots, and an AFL-owned portable RF camera that completes the production. 

MKTG’s GM of Operations and Technology, Mike Lewis, explained, “The two stand cameras need to be very agile and closely follow or anticipate the play. While the existing Fujinon 87x lens had served us well during its 15 years of service, they required replacement.

“MCC, the equipment owner, agreed that replacement was required, and asked MKTG to facilitate options for replacement.”

The lens’s requirements needed must be future-proof — and, according to Lewis, the Fujinon 4K UA107 was the right choice for the application.

He added, “Fan engagement and brand activation are essential considerations in entertaining crowds before matches or during breaks in play. The Fujinon UA107 allows the operator to shoot very tight, keep up with the play, and easily single out spectators for big-screen coverage.

“The MCC asked us to provide options for them that would be best in class and ensure that they were future-proofed with compatible 4K capability. The UA107 lens met that requirement, and feedback from the operators and producers has been excellent.”