IBM’s famous Watson computer is at the U.S. Open tennis tournament in New York, and no, it’s not there to play chess. Watson is on hand for the official launch of IBM Watson Media.

The new suite of Watson-powered solutions analyzes video, images, language, sentiment and tone, providing content owners and distributors with the ability to understand video and other unstructured data in new ways.

“Simply put, it enables advanced video insights for advanced decision-making,” said IBM Watson Media General Manader Kristen Lauria. “But there’s added reason for excitement. The United States Tennis Association (USTA) is leveraging this technology to automatically generate match and player highlights. Watson is able to identify the most compelling moments from a match by analyzing statistics, crowd sounds, and player reactions using both action and facial recognition. Those top moments are automatically ranked and curated, enabling the USTA to scale and generate compelling highlight packages at an accelerated rate.”

Lauria added: “We’re thrilled to bring this game-changing technology to the media and entertainment industry, and can’t wait to see the innovative ways that our clients will put Watson to work to help usher in a new era of personalized video.”

Please click here to read the full announcement from IBM, which breaks down a number of features that are being employed by the USTA along with other functionalities of IBM Watson Media.