Argentina’s Personal and Media Distillery Elevate World Cup Fan Engagement with Automated Match Highlights

Personal (formerly Telecom Argentina SA) deploys Media Distillery’s Sports Engagement Suite as part of Flow’s dedicated Mundial experience, delivering automated football match highlights and shoulder content for every match of the year’s biggest global football tournament.

Amsterdam and Buenos Aires – June 16, 2026 –  Media Distillery, the AI-driven video intelligence company trusted by leading streaming services and broadcasters worldwide, today announced that Personal has deployed the Sports Engagement Suite to offer innovative new ways to watch the 2026 summer of football on its Flow streaming platform.

The tournament is the biggest entertainment event of the year in Argentina. As the country’s leading integrated connectivity and entertainment company, Personal will broadcast the matches across the 39-day tournament, reaching 2 millions users within Argentina. But with games often happening simultaneously and across time zones, few Flow subscribers will be able to enjoy every game live. Producing sports highlights and supporting content at scale through traditional editorial workflows is too time-consuming, leaving fans without highlights or other tournament coverage for most matches. To resolve this challenge, Flow is offering an innovative on-demand viewing experience for the tournament, using Media Distillery’s AI video clipping capabilities to auto-generate high-quality video summaries of every match, not just headline games.

This is enabled by Media Distillery’s recently announced Sports Engagement Suite. Using AI-powered video analysis, it processes each match in real-time, detects key moments, and assembles them into a video summary that’s ready within minutes of the final whistle. The match highlight summaries are between 3 and 8 minutes – the final duration depends on the number of interesting events per game, as well as possible extra time and penalty shoot-outs in the knock-out stage. This configuration is tailored to Personal’s editorial requirements, as the solution is customizable to suit individual clients’ preferences.

Around each match, Media Distillery’s solution also detects and tags so-called “shoulder content” from other shows – including player and coach interviews, pre- and post-match studio analyses, press conferences, expert commentary, and roundtable discussions. For each piece of this supporting material, Media Distillery automatically generates a title, description, and thumbnail. The Flow app features a dedicated “Mundial” hub, giving viewers a single destination for all tournament content: schedules, live matches, highlights, and coverage of their favourite teams and players.

Flow’s tournament experience is structured around each match, with reminders before kick-off and live scores across TV, web, and mobile during the game. Highlights and shoulder content are published automatically as soon as the match ends.

“Football tournaments like the World Cup are big entertainment events, and Flow needs to rise to the occasion. It’s not just about having the content; it’s about ensuring that when millions of users want to watch a match, the platform is solid, fast, and gives them everything they need at hand for a personalised experience.

Delivering during a tournament of this scale is not a standalone project: it’s the ultimate test of our strategy. Content, resilience, and user experience working together to make Flow the place where Argentinians live football,” said Silvana Cataldo, Director of Entertainment and Brand Marketing, Personal.

Personal’s own research identified two distinct viewer profiles the experience serves:

• The World Cup Fan, the casual viewer who follows the tournament’s social atmosphere and wants easy-to-consume highlights; and
• The Football Fan, who watches football matches regularly and expects real-time stats, the full schedule, and match tracking across all 104 games.

The Sports Engagement Suite serves both within a single, unified platform.

“Personal took a clear-eyed view of what subscribers expect from a streaming service for sports today: not just access to the game, but everything around it. On demand, available fast, on any screen,” said Roland Sars, CEO of Media Distillery. “The Sports Engagement Suite turns sports content into real fan engagement, before, during, and after the event, keeping viewers hooked on the platform.

The deployment is not a one-tournament project. Personal plans to use the same infrastructure that powers Flow’s tournament experience for other sports tournaments and local leagues.

About Personal

We are Personal, the services brand of Telecom Argentina S.A. We integrate an ecosystem of services that expands access to and use of technology.

We provide fixed and mobile connectivity across the country through Personal Fibra and Personal Móvil, with fiber optic, 4G, and 5G networks that support the digital lives of individuals, households, and organizations. Through Personal Flow, we deliver TV and streaming services; with Personal Pay, digital financial solutions; with Personal Tech, technology and digital transformation services for companies and public sector organizations; and with Personal Smarthome and Tienda Personal, solutions for connected homes and access to devices.

We operate in Argentina and Paraguay, and also provide pay TV services in Uruguay and digital services in Chile.

https://institucional.telecom.com.ar/

 

About Media Distillery

Amsterdam-based Media Distillery is an acknowledged leader in AI-driven video analysis solutions for the worldwide entertainment industry. The cloud-based Deep Content Understanding™ platform provides fully automated, real-time content analysis, empowering streaming services, broadcasters, and video platforms to optimise viewer engagement through accelerated, accurate content discovery and an enhanced viewing experience. Media Distillery’s customer base includes major streaming services, operators, and broadcasters located around the globe, including Liberty Global, Telenet, Telia, and Deutsche Telekom, delivering enriched viewing experiences in over 30 million homes.

For media information:

Media Distillery

Roland Sars
CEO, Media Distillery
rs@mediadistillery.com
+31 647 238 773

 

Personal Argentina

Contacto de Prensa
prensa.personal@personal.com.ar

WhatsApp: (+54911) 53 PRENSA (773672)