Product case study · SportsOnTV

A 24/7 sports channel and news hub, planned for eight weeks and live in five.

SportsOnTV.tv is a 24/7 live sports channel and sports news hub covering 32 sports, built for a Bangkok-based sports broadcaster.

ClientSportsOnTV.tv (Thailand)
RoleProduct Manager · Lead Product Designer
TeamBoomdevs design and development team
TimelineFrom 16 Oct 2025 · live in 5 weeks
StatusLive at sportsontv.tv ↗
TL;DR
Challenge
A sports broadcaster needed a site that looks established from day one: a 24/7 live channel, fresh news across 32 sports with no editorial team, and a client who could run it himself.
My role
Product Manager and Lead Product Designer. I set the content and integration architecture, led design and delivery, and handed over a site the client manages on his own.
Result
Live in five weeks, against an eight-week plan. AI sports summaries were improved after launch based on client feedback.
5wk
From kickoff to live
20
Sports pages from one template
32
Sport categories
24/7
Live channel
01 · Key decisions

Original content, integrations and a site the client runs

Store AI summaries, display feeds

Problem
The site needs fresh content every day across 32 sports with no editors, and importing third-party feeds would create duplicate content at scale (200K+ posts in three months).
Decision
AI-written sports summaries are stored and indexed; third-party video and news feeds are displayed but not stored, and open in pop-ups so viewers stay on the site.
Trade-off
Feeds add freshness but no search value; AI summaries need prompt tuning.
Said no to
Importing every feed item as a post.
Worth it because
Original summaries build search presence while feeds keep the site current.

Using existing tools for streaming and listings

Problem
A 24/7 channel, live listings and video on a five-week clock.
Decision
The channel runs on an existing stream with a programme schedule (EPG), plus YouTube live and playlists and a third-party TV-listings widget.
Trade-off
Dependence on outside providers.
Said no to
Custom streaming infrastructure.
Worth it because
Live in five weeks, on proven tools.

Built for the client to run

Problem
The client wanted to manage the site himself after launch.
Decision
A visual page builder instead of a custom-coded theme, and one master sport-page template (20 sports pages that differ only by their banner), plus training and video walkthroughs.
Trade-off
Less design freedom than custom code.
Said no to
A custom theme only developers can change.
Worth it because
The client adds and updates sports pages without us.
Soccer page built from the master sport template, with live games, AI summaries and video
Sport page template · one layout for every sport; only the banner changes
02 · Execution

Planned for eight weeks, live in five

We kicked off on 16 October 2025 against an eight-week plan and went live in five weeks. The homepage leads with the 24/7 live player and the channel's programme schedule.

SportsOnTV homepage with a live player and an electronic programme guide
Homepage · 24/7 live player with the channel schedule
03 · Outcome

Live in five weeks and run by the client

  • Live in five weeks, against an eight-week plan.
  • A 24/7 live channel and sports news across 32 sports.
  • 20 sports pages from one master template.
  • Handed over: the client manages the site on his own.

After launch: what we changed

Feedback
The client wanted the AI sports news to read better.
Change
We improved the AI summarisation (prompts and output) based on that feedback.
Why it mattered
Better summaries are what bring visitors back and build search traffic.
04 · What I'd do differently

Set traffic goals at kickoff

Success was defined as “looks established” and “the client can run it himself”, and both were met. I'd also agree measurable targets at kickoff (sessions, time on site, returning visitors), so the next round of work is driven by data.