FIFA World Cup - Germany 2006 - Department of Finance and ...

APPROACH
Purpose and Goals
• To provide an uninterrupted high quality
coverage of the 2006 FIFA World Cup.
• Manage all risks via a planned approach
through an initial Bid Phase then to a
more detailed Operational Phase.
• Enhance SSB BS’ S reputation as a public
broadcaster and contribute to the
achievement of its Multicultural Charter.

Risk Management in SBS
• Established as an integral part of
corporate management.
• Overall risk management framework;
supplemented by individual project risk
assessments.
• Risk assessments prepared for all major
projects - expected by Board/Audit &
Finance Committee.

Decision to Bid/Proceed
• Risks assessed - specialist expertise
sought where required; eg. Marketing,
Legal, Accounting, Commercial Affairs.
• Opportunities for SBS weighed up against
potential adverse risks.
• ‘Wild Wild Card’ Card element - whether Socceroos
could qualify (plan flexible to cover both
possibilities).
• Executive Management ownership of
process.

IMPLEMENTATION
Incremental Risk Management
• Bid phase - need to know basis (Board,
Executive, Sport Management, Legal,
Financial experts).
• Once bid accepted, detailed Project
Management phase - widening of staff
involved and canvassing of potential risks
and identification of the risk mitigation
strategies.
• Appointment of Project Director and
establishment of Steering Committee and
several Sub-Committees.
Sub Committees.

IMPLEMENTATION
• Every aspect of this project involved a
consideration and management of risk,
from the smallest detail to the major
strategies employed.
• With this in mind, a Steering Committee
was created in mid 2004 which met on a
regular basis, first quarterly, then
monthly, fortnightly and finally weekly
until the event commenced in Jun June e 2006.
• During the event daily de-briefs de briefs were held
and any issues identified were resolved.

IMPLEMENTATION
• As the event drew closer the size of the
committee increased, and several sub
committees were also created, including
Commercial Affairs, Marketing and
Broadcast Operations.
• All meetings were minuted and these
identified agreed strategies and action
items to be addressed.

Management of Risks
• Higher level risks managed via normal SBS
Risk assessment process (in accordance
with AS/NZS Standard) with
consequence/likelihood defined and
controls/action items documented.
• Myriad of other risks managed via
identification process and solution
determined by Steering
Committee/Broadcast Operations Sub- Sub
Committee.

Management of Risks
• External stakeholders involvement in
process.
• Experience from previous coverage of
major events.

IDENTIFICATION OF RISKS
SBS’ SBS Risk Assessment focussed on the
key areas of risk to SBS’ SBS broadcast of
the 2006 FIFA World Cup, including:
1. Transmission Continuity
2. Studio Facilities and Redundancy
3. (Sydney and Berlin)
Continuity of Talent
4. Rights Payments
5. Revenue (Advertising/Sponsorship)
6. Project Management and Administration
7. Purchasing
Budget Management and Control
8. Budget Management and Control

Assisting SBS Management in
Decision-Making
Decision Making
• Focus on results - key performance
measures; eg. transmission continuity,
ratings, revenue and contractual
obligations.
• To achieve these KPI’s KPI s the risks had to be
addressed/managed - eg. the crucial
nature of broadcast continuity to the
achievement of the Performance Measures
required a high level of ‘redundancy
redundancy’ had
to be built into the design of the
engineering solution.

Risk Management Process
Assisting SBS Management in
Decision-Making
Decision Making
• Communications strategy - production and
distribution of ‘2006 2006 FIFA world Cup
Production Bible’ Bible and ‘Technical Technical
Operations Manual’. Manual
• Independent external review of risk
management of project.

SHORT TERM BENEFITS
Main performance measures for this project:
• Broadcast Continuity
• Audience figures
• Audience reaction
• Financial control (revenue & expenditure)
All of these performance measures were
met or exceeded.

SHORT TERM BENEFITS
• On at least three occasions, the Berlin
studio signal was interrupted and the
procedures put in place allowed us to
cross to another Presenter in Sydney
almost immediately.
• The program broadcast continued to
follow the Berlin rundown, broadcasting all
scripts and segments as if originally
intended.

Case Studies
Number of examples of how the
controls worked

Ratings Overview
• SBS broke late night viewing records and the
Australian matches delivered the 2nd, 3rd, 4th
& 6th highest average audiences on SBS.
• The World Cup delivered a 28% increase
in our primetime share performance
despite most coverage falling outside of
primetime (compared to previous 8 weeks).

Ratings Overview
The 2006 FIFA World Cup Germany was a major
success in terms of ratings for SBS:
• 8.8 million people (63% of the
population) tuned into the coverage in the
5 capital cities*. This is a 47% increase on
1998 when the World Cup was last in a similar
time zone.
• 3.6 million people (57% of the population)
tuned into the coverage in regional markets.

Reach Growth 2006 v 1998
Reach %
The 2006 FIFA World Cup reached 47% more people than 1998
(after accounting for population increase). Even excluding
Australian matches an impressive 30% growth was achieved.
80%
70%
60%
50%
40%
30%
20%
10%
0%
43%
5.3 million
1998 2006
*Reach based on 5 minute consecutive viewing, all World Cup coverage including highlights and repeats
63%
8.8 million

Australian Matches
The Australian matches all delivered outstanding
results, providing some of the top rating
programs on SBS.
Australia v Italy broke late night viewing records
and became the second most watched program
on SBS, behind the World Cup Qualifier in 2005
which ran in primetime.

Australian Matches
Roy Morgan surveys which include out of home
viewing estimated the total number of People
14+ watching the Australian matches nationally:
Australia v Japan 7.1 million
Australia v Brazil 4.6 million
Australia v Croatia 6.5 million
Australia v Italy 6.7 million
Source: Roy Morgan National Telephone Surveys, June 14- 15, June 19-20, June 23-24, June 27-28

LONG TERM BENEFITS
• Unprecedented audience interest and
support.
• Quality of SBS Sport coverage of major
events.
• ‘Flow Flow on’ on effect in bringing other programs
to notice of viewers attracted to World
Cup coverage.

LONG TERM BENEFITS
• Excellence in ‘public public broadcasting’ broadcasting and in
achieving SBS’ SBS Multicultural Charter.
• Success in attaining rights to 2010 and
2014 World Cups.
Post-implementation implementation review process to
ensure next World Cup is even more
successful.
• Post

LONG TERM BENEFITS
• The Steering Committee reconvened post
event to undertake a full event de-brief. de brief.
• The detailed minutes of this meeting
included all the positive and negative
experiences of each department and a
document has been prepared for
distribution to be used as a road map for
the production process for future major
event broadcasts.
• The document will provide a valuable risk
management tool to the organisation.

Late News
At the recent Australian Sports
Awards (February 2007) our
coverage of the World Cup won Best
Media Coverage of a Sporting Event
in 2006