A Presentation by Karl Bistany Future Media Services - sportcentric
A Presentation by Karl Bistany Future Media Services - sportcentric
A Presentation by Karl Bistany Future Media Services - sportcentric
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Revenue Generation<br />
Thinking Out of the Box<br />
A <strong>Presentation</strong> <strong>by</strong><br />
<strong>Karl</strong> <strong>Bistany</strong><br />
<strong>Future</strong> <strong>Media</strong> <strong>Services</strong><br />
Contact: karl@fmstv.com<br />
+44 (0)870 608 1818<br />
Thursday, 26 November 2009
The Revenue Landscape<br />
Hosting and Ticketing<br />
Revenues<br />
Commercial<br />
Revenues<br />
Event<br />
Sponsorship<br />
and<br />
Advertising<br />
TV Content<br />
Exposure and TV Revenues<br />
Thursday, 26 November 2009
Big Boys Game?<br />
Major rights holders only challenge is how to maximise revenue and ensure<br />
future growth - revenue generation in itself is not a challenge<br />
RFP, ITT’s MGs -all tools of the “in demand” rights holders but what of the smaller<br />
IFs?<br />
Broadcasters not clamouring to acquire rights<br />
On air exposure limited<br />
Global reach a challenge<br />
Advertisers apathy<br />
Thursday, 26 November 2009
Back to Basics - Key Objectives<br />
Generate Revenue (media rights, sponsorship, advertising and event<br />
hosting and ticket sales)<br />
Grow the sport (popularity)<br />
Grass Roots (participation)<br />
Thursday, 26 November 2009
If not TV Rights Then What?<br />
Hosting and Ticketing<br />
Revenues<br />
Commercial<br />
Revenues<br />
Event<br />
Sponsorship<br />
and<br />
Advertising<br />
TV Content<br />
Exposure and No TV Revenues<br />
Thursday, 26 November 2009
If not TV Rights Then What?<br />
Give the broadcasters what they want<br />
VNRs<br />
Short Highlights<br />
Extended Highlights<br />
Digital Offerings<br />
Thursday, 26 November 2009
Community Movements Present a Challenge and Opportunity<br />
Community<br />
On Demand<br />
On Demand<br />
Linear network<br />
Past<br />
Source: Martin Sorrell WPP<br />
Thursday, 26 November 2009<br />
Linear network<br />
Present<br />
Linear network<br />
<strong>Future</strong>
Small Is Beautiful<br />
Changing Consumer Patterns<br />
The digital revolution fragments audiences and creates communities<br />
passionate about their areas of interest making traditional linear<br />
broadcast offerings a far weaker proposition (except for elite sports<br />
content)<br />
Sports governing bodies have communities that are very passionate<br />
about their sport - you are in the business of sport and passion<br />
Advertisers and sponsors are now seeking means <strong>by</strong> which they can plug<br />
into these passionate communities that represent not only today’s<br />
consumers but also those of tomorrow.<br />
Consumers must be addressable = high c/000 (CPM)<br />
Thursday, 26 November 2009
Small Is Beautiful<br />
Changing Consumer Patterns<br />
c/000 or CPM is the advertising industry common measurement of<br />
media cost.<br />
CPM estimates the cost of 1000 views per advertisement or similar<br />
offering<br />
In the digital environment CPM is much higher as audience is<br />
identifiable and quantifiable<br />
Example: ITV (UK) Broadcast CPM £4 v On-line Video Ad CPM<br />
£35-50<br />
Thursday, 26 November 2009
Small Is Beautiful<br />
Changing Consumer Patterns<br />
Thursday, 26 November 2009
Small Is Beautiful<br />
Changing Consumer Patterns<br />
Traditional above the line advertising severely challenged<br />
Digital media can deliver an addressable audience with<br />
guaranteed views/action/acquisition<br />
Sports can deliver passionate communities with prolonged<br />
viewing sessions (unlike YouTube style snacking)<br />
Harness your community and monetising it becomes a reality<br />
Thursday, 26 November 2009
Small Can Become Big<br />
40,000<br />
10,000<br />
60,000<br />
20,000<br />
30,000<br />
50,000<br />
15,000 100,000<br />
Thursday, 26 November 2009
Small Can Become Big<br />
15,000<br />
30,000<br />
60,000<br />
20,000<br />
100,000<br />
50,000<br />
40,000<br />
10,000<br />
Thursday, 26 November 2009
Small Can Become Big<br />
15,000<br />
60,000<br />
325,000<br />
30,000<br />
40,000 20,000<br />
100,000 10,000<br />
50,000<br />
Thursday, 26 November 2009
Thinking in the Box<br />
Is Your Product Right?<br />
Don’t be afraid to innovate<br />
Identify revenue drivers and stakeholder’s needs<br />
Venue choice<br />
Host nation appeal<br />
Sponsors needs<br />
Competition format<br />
Thursday, 26 November 2009
Shaping Your Product<br />
Pool A Pool B Pool C Pool D<br />
Host Rank 1 2 3<br />
7 6 5 4<br />
8 9 10 11<br />
15 14 13 12<br />
Thursday, 26 November 2009
British Gas and British Swimming - a Case Study<br />
Beijing British swimming success attracted major long term sponsorship from BG<br />
But a huge challenge to maintain the sport’s profile between Olympics and World<br />
Championships<br />
Quicken <strong>Media</strong> hired to deliver a multi platform integrated media strategy for the<br />
sport and its new sponsor<br />
The strategy was built around three things:<br />
a clear understanding of rapidly changing media consumption habits<br />
deep knowledge of the “art of the possible” in the UK media landscape<br />
delivering an interlocking layered set of media solutions on all platforms to<br />
deliver improved brand awareness for the sport and sponsor<br />
Thursday, 26 November 2009
British Gas and British Swimming - a Case Study<br />
So far... the strategy has resulted in...<br />
A new major swimming tournament to be shown on the UK’s premier<br />
network BBC1<br />
And in principle agreement <strong>by</strong> Channel 4 to broadcast a 12 part swimming<br />
lifestyle TV series in 2010<br />
A new online strategy - outward facing, a new swimming website is to be<br />
launched in a groundbreaking partnership with the BBC sport site. Designed<br />
to drive increased participation in the sport through star endorsement<br />
Contact. Andrew Thompson at Quicken <strong>Media</strong> +447802 168237<br />
Thursday, 26 November 2009
One Last Thought...<br />
How many of you have made available a<br />
device specific application?<br />
Thursday, 26 November 2009
End<br />
A <strong>Presentation</strong> <strong>by</strong><br />
<strong>Karl</strong> <strong>Bistany</strong><br />
<strong>Future</strong> <strong>Media</strong> <strong>Services</strong><br />
23 Chelsea Wharf<br />
15 Lots Road<br />
London<br />
SW10 0QJ<br />
+44 (0)870 608 1818<br />
karl@fmstv.com<br />
Thursday, 26 November 2009
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