Gravity Media and JAM TV partner for 45 AFLW remote match productions

The deployment of the CelBo cellular and cloud-based system represents a continued shift toward decentralized production for high-volume sports content. By centralizing directing and editing functions in Melbourne while maintaining a minimal on-site footprint, JAM TV reduces logistical overhead for the expanding AFLW calendar. This model is becoming the standard for Tier 2 and Tier 3 sports tiers where cost-efficiency is paramount for rights holders like Foxtel and Kayo Sports. Success here will likely accelerate the adoption of similar IP-based remote workflows for other regional sports broadcasts. Watch for whether this remote model is applied to the final series or if higher-tier traditional OB trucks take over for championship matches.

The 2026 AFLW season launched amid significant commercial momentum, with Foxtel Media confirming in August 2026 that major sponsors including NAB, Toyota, and Harvey Norman returned as principal partners. Per Mediaweek, these renewals were bolstered by record viewership on Kayo Sports, particularly following an international representative match that became the most-watched AFLW event in the platform's history. This commercial stability provides the baseline for technical partners like Gravity Media to invest in higher-efficiency production tech.

The partnership also follows a broader consolidation in the media services sector. Gravity Media recently integrated its operations with EMG, forming one of the world's largest production groups. According to InBroadcast in November 2024, the newly merged entity has increasingly focused on its proprietary CelBo innovation to deliver over 350 hours of cricket coverage annually. This shared technology stack now underpins multiple Australian sporting codes, including the A-Leagues through a three-year extension signed in July 2026.

Technically, the shift to remote production at scale reflects an industry-wide move toward SMPTE ST 2110 IP backbones. During the Football Summit 2026, Gravity Media leadership noted that remote workflows now allow crews to manage up to 125 feeds from a single site globally. For the AFLW, this means JAM TV can utilize the same Melbourne-based technical specialist crews across different matches on the same day, a level of flexibility that traditional mobile units cannot match.