Sydney/Zurich – Telstra Broadcast Services (TBS) and uniqFEED have opened two new Remote Operations Centres (ROCs) in Sydney and London, further strengthening their strategic partnership and commitment to delivering future-proof broadcast solutions for sports rights holders across APAC and Europe. Building on the partnership announced in February 2025, the new ROCs are designed to meet the growing demand for remote-first virtual advertising and broadcast operations.
The Sydney centre, located in Telstra’s Master Control Room, offers capacity for up to four concurrent sports events, while the European facility, based in Telstra's London Hosting Centre, can facilitate up to two. Uniquely, both centres are interconnected, enabling up to six concurrent sports events that can be managed remotely from anywhere in the world. This set-up allows both facilities to contribute to each other, maximising flexibility and operational efficiency.
“These Remote Operations Centres leverage world-class connectivity, AI-powered virtual advertising and remote workflows to deliver smarter, more efficient solutions for customers,” said Mark Strachan, Chief Product Officer at TBS."Together with uniqFEED, we're making it easier for rights holders to customise and deliver content, without the need for intrusive hardware or on-site installations.”
Signals from stadiums and sporting events are processed at these centres, where uniqFEED’s proprietary AdApt® software generates virtual event feeds with tailored content. These feeds are then delivered to broadcasters, enabling audiences worldwide to see advertising relevant to their market. Traditionally, such services required equipment and operators to be physically present at the stadium. However, TBS and uniqFEED’s remote model eliminates this need, reducing costs and complexity for clients while providing greater flexibility and scalability.
Roger Hall, CEO of uniqFEED, added: “As demand for virtual advertising continues to grow, rights holders are looking for solutions that are efficient and easy to integrate into their workflows. These Remote Operations Centres strengthen our ability to deliver exactly that. Backed by Telstra’s world-wide connectivity and broadcast expertise, we’re expanding our operational footprint and increasing the flexibility with which we can support our clients across regions and time zones. At the same time, we’re reducing the environmental impact that comes with transporting equipment and sending staff to stadiums.”
The Sydney facility was completed in March 2025, with services commencing shortly thereafter. The London facility opened in August, demonstrating strong momentum in the partnership’s growth. Plans are currently underway to further expand both the capacity and geographic reach of these remote centres, with the Americas and Asia identified as the next regions for development.
Telstra Broadcast Services (TBS) helps broadcasters, media and entertainment companies around the world via its robust, high-capacity global media networks and suite of innovative managed services. Through its international field services and special events teams and its worldwide broadcast operations centers, TBS provides a dedicated team of media industry professionals, high-performance media networks, online video and cloud platforms, satellite services, and 24/7 bookings, operations and engineering support.
TBS is part of Telstra, a leading telecommunications and technology company that provides end-to-end solutions globally and offers access to more than 2,000 points of presence across the world. Among its offerings, Telstra provides data and IP networks and network application services, along with professional and managed services to find innovative solutions to customer challenges and help them on their transformation journey to thrive. For more information about TBS, please visit: Broadcast Media.
uniqFEED is an AI-powered sports tech company that provides virtual advertising solutions for sports rights holders. uniqFEED’s proprietary software AdApt® uses artificial intelligence and computer vision to seamlessly integrate virtual content into live sports broadcasts. This enables rights holders to unlock new revenue opportunities by customizing advertising across different international broadcast feeds. uniqFEED’s solutions require no intrusive hardware and are designed for a range of sports, including football, baseball, racket sports, golf, and many others. uniqFEED is headquartered in Zurich, Switzerland and was founded as an ETH Zurich spin-off. For more information about uniqFEED, please visit: uniqFEED.
