From Live Matches to a Complete World Cup Experience
Case study
Personal, formerly known as Telecom Argentina, is one of the country’s leading connectivity and entertainment companies. Its TV and streaming service, Flow, serves around 2 million subscribers.
The Personal team knew the 2026 World Cup would be the biggest entertainment event of the year in a country full of dedicated football fans. They didn’t want to just give subscribers access to the live matches. They wanted to create a complete football experience where viewers could immerse themselves in the tournament, from the pre-match build-up, through the live games, and into the catch-up window after the final whistle. Fans should be able to discover more of the coverage around the teams, players and matches they cared about.
This became the catalyst for a new collaboration with Media Distillery. We worked with the Flow team to develop Tendencias, a new Flow feature that turns relevant moments from live broadcast channels into short, discoverable videos.
The partnership was then extended for Flow’s Mundial Experience, using Media Distillery’s Sports Engagement Suite to automatically create highlights for all 104 World Cup matches.
Key figures
The Challenge: Making live content easier to find, follow and catch up on
Viewers do not always have the time or desire to watch an entire news programme, chat show, or sports match to find the moments that interest them. Personal’s own research identified three recurring barriers to staying informed: lack of time, information overload, and fragmented trust.
Viewers wanted a faster way to understand what was happening, without having to search across different platforms or rely on unverified sources. Traditional TV programme metadata also lacked the detail on individual topics within shows that would help viewers quickly find moments they wanted to consume.
The 2026 World Cup raised the stakes considerably. With 104 matches across the tournament, Flow needed to serve different types of football fans: from those who follow the whole tournament, to more casual viewers who mainly watch Argentina games but still want to see the best bits from the other matches.
Creating clips, highlights and detailed metadata manually across this volume of live content would not scale.
The Solution: Turning live broadcasts into short, discoverable content
Tendencias launched on Flow in January 2026. We use our Search & Discovery and Time Marker Suites to analyse live broadcasts from six popular TV channels in real time. The AI-powered solutions identify individual topics within programmes and automatically create a separate clip for each one, complete with a title, description and thumbnail that enables them to be surfaced in the Flow platform.
Personal matches these results against current trending topics in Argentina, allowing viewers to see what the country is talking about and jump straight to relevant coverage from trusted broadcast sources.
Tendencias at scale
6 live TV channels analysed continuously
~15 min from broadcast to content availability
0 manual editing required from Personal
The partnership then expanded for the World Cup.
Adding our Sports Engagement Suite to the mix, we analysed every one of the 104 World Cup matches live, detecting goals, chances, penalties, cards, VAR incidents and other important moments. After the final whistle, these were automatically assembled into a match highlights package and delivered to Flow.
Quieter matches produced shorter summaries, while matches with extra time or more goals and incidents would result in longer highlights.
Match highlights
Tendencias also helped viewers discover interviews, analysis, reactions and other relevant coverage around the tournament, giving fans more ways to stay connected beyond the live match.
The Power of Partnership
Personal brought the product vision, knowledge of its viewers and the Flow experience. Its team owned the viewer experience and how the product would work within Flow. Our team of Distillers honed our solutions to provide the automated video analysis behind those experiences and ensure it worked at speed and at scale in the full glare of such a flagship sporting event.
The teams first developed the partnership and proved the power of our technology through Tendencias, moving from a controlled launch to a live product across web and mobile. The World Cup then took the partnership to a new level, applying the same collaborative approach across all 104 matches and the surrounding tournament coverage.
The Result: More ways to follow the World Cup, without scaling editorial work
The impact
Every World Cup match received an automatically generated highlights package, without requiring Personal to create each one manually.
Now the World Cup is over, Tendencias continues to surface short-form content on Flow for a wide range of content, including news and sports. The same automated video highlights solution is being used to create summaries for other sports tournaments and leagues, including LA LIGA.
Personal now has a scalable way to turn more of its live content into the clips, highlights and metadata viewers need to find and watch the moments that matter.