ITV's broadcasting studio for the current World Cup, situated in New York City, offers expansive views of the Manhattan skyline. The studio is located on the rooftop of Panorama Brooklyn Studios, part of the Columbia Heights Watchtower complex in Brooklyn.
The planning for the studio began approximately 18 months before the tournament, which is being co-hosted by the United States, Canada, and Mexico. ITV Sport scouted various locations in New York City, ultimately selecting Panorama Brooklyn Studios as their first and preferred choice. The goal was to create a "greatest loft in the world" aesthetic, blending elements of the Brooklyn borough with advanced virtual production techniques.
The studio design incorporates a 360-degree wraparound interior that integrates real-time video graphics. These graphics enhance the loft-like atmosphere, featuring elements like a Maradona poster and a vintage camper van, which is a nod to the World Cup opening credits. Pundits such as Roy Keane, Ian Wright, and Gary Neville provide analysis in front of the New York City skyline.
A key design element is a purpose-built structure three meters high, situated on top of the existing rooftop. This elevated platform ensures that iconic landmarks like the Statue of Liberty and the Freedom Tower are positioned correctly behind the presenters and do not appear to be growing out of their heads. The studio structure itself took approximately five to six weeks to construct using local contractors.
The location is not without its challenges, particularly New York's unpredictable weather. To mitigate this, ITV has implemented contingency plans. During periods of strong winds, the broadcast team has relocated to a smaller indoor studio, which normally serves as a green room. For extreme heat, the rooftop studio is equipped with air conditioning vents installed at the base of each chair to keep the pundits comfortable.
This approach contrasts with the BBC's decision to operate its World Cup coverage remotely from Salford, England. ITV's New York setup aims to immerse viewers in the experience by bringing a piece of the host city to the broadcast.