RISE Started With a Simple Frustration: Too Much Time Wasted on the Wrong Tasks

RISE did not start because I wanted to chase an AI trend. It started because I got tired of seeing good people lose time on the wrong tasks.

Live sport is intense. That is part of why I like it. It moves fast, it demands focus, and when everything clicks, there is nothing quite like it. You are working in an environment where timing matters, judgment matters, and small decisions can shape what millions of people end up seeing.

That side of broadcast has always made sense to me.

What made less sense, the longer I worked around the production chain, was how much time still gets lost on things that should feel lighter by now. Not the sport itself. Not the pressure of the live moment. The friction around it. Searching. Repeating. Logging. Re-finding. Re-checking. Jumping between systems. Trying to locate a moment you know happened but cannot pull up fast enough. Rebuilding context that should already be there. Moving material through workflows that often feel more manual than people outside the industry realise.

That was the real starting point.

Not some abstract question about artificial intelligence. Not a fashionable conversation about disruption. A much simpler and more practical question. Why are skilled teams still spending so much of their time on mechanical work that adds very little creative value? Because when you stand close enough to the reality of live sport, you start to see the gap clearly. The talent is there. The pressure is understood. The standards are high. But too much of the day still gets swallowed by avoidable friction.

And that friction has a cost.

It slows down turnaround. It breaks concentration. It pulls good operators and production teams into repetitive tasks when they should be focused on judgment, storytelling, and decision-making. It also creates an environment where the people doing the most important work are often spending too much energy fighting the system instead of using it.

That was the part I could not ignore.

What pushed the idea further was watching how the output demands around live sport kept growing. A live match is no longer just a live match. The main programme is only one layer now. Around it, there are social clips, digital edits, sponsor versions, archive needs, internal reviews, promos, rapid turnarounds, and an increasing expectation that useful content should be available almost immediately.

The volume has changed. The expectation has changed. The speed of distribution has changed.

But in many places, the workflow still has not caught up.

That mismatch is where RISE comes from.

Not from a fantasy about removing people from the process. Not from the lazy idea that the answer is to replace operators with software. I do not believe that. In live sport, human judgment still matters too much. Context matters too much. Editorial instinct matters too much. Experience matters too much.

What I do believe is that skilled people should spend more of their time doing skilled work.

That is a very different goal.

If a system can help surface likely moments faster, reduce repetitive admin, make clips easier to retrieve, improve the flow from event to usable output, and remove some of the dead weight from the process, that matters. Not because it sounds futuristic, but because it gives time back to the people who are actually carrying the production.

That is the lens behind RISE.

It is not about building technology for the sake of saying something is powered by AI. It is about building tools that respect the reality of the environment they are entering. Live sport does not need more hype. It needs less friction. It needs systems that understand speed is useless without relevance, and automation is useless if it creates more checking, more doubt, or more noise.

The goal is not to flood the workflow with features. The goal is to make the workflow feel sharper, cleaner, and more usable under pressure.

That matters even more in an industry where teams are expected to deliver more than ever. More outputs. More formats. More speed. More responsiveness. Usually without more time.

So when I say RISE started from frustration, I mean a very specific kind of frustration. The frustration of seeing talented people slowed down by processes that should have evolved further by now. The frustration of watching energy go into searching, sorting, and repeating, when that energy could be going into better decisions and better storytelling.

That is the gap I wanted to address.

RISE started as a response to that gap. A practical one. A grounded one. A response shaped by the reality of live production, not by distance from it. Because the more time you spend around this world, the more obvious it becomes that the biggest opportunity is not to imitate people. It is to remove the drag around them.

That is where RISE begins.

Not with the machine.

With the human time being wasted around it.