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SPORTEL 2010NICLAS ERICSONHEAD OF TV ANDNEW MEDIA, FIFAOLI SLIPPERJOINT-CEO,PERFORMNEIL OUGHTONDIRECTOR OF CONTENT,INPUT MEDIA“We’ll see aggressive inroads of newentrants into the media landscapewhich will create fresh opportunitiesfor sports. This will not onlygenerate a higher evaluation ofmedia rights but also offer effectivesponsorship opportunities.”“Technologies will make it far easierfor rights owners to broadcast andmarket television offerings directlyto the consumer, cutting outthe broadcaster.”“Stronger, more robust andincreasingly more flexible technicalsolutions will be required if we areto meet all the demands asked ofus. Producers will need to becomemore technical, and techniciansmore editorial.”HOW SPORTS MEDIA develops in the comingyears is dependent on the industry’s ability tounderstand and exploit the convergence of mediaand communication technologies.The sports media industry will be able to costeffectivelyproduce and deliver content suitable forthe varied consumption of the sports fan, whetherthe fan is at home, on the move or in a café or bar.It will be interesting to see how platforms furtherconverge and new software standards enablesearch across platforms and devices.Another significant aspect in the sports mediaìndustry’s development will be fully understandinghow to monetise content on new mediaplatforms such as social media. This will takeenormous speed in the coming years with newtechnologies and applications in fields such astargeted advertising.We can also expect a new or different trendtowards monetisation of sports content via‘apps’ compared to today, where the internet isconsidered free of charge. In this process, sportsmedia platforms will be more interactive andmore personal - more emphasis will be placed onthe possibility of sharing content and experiencesby the sports fan.I think too we will also see aggressive inroads ofnew entrants into the media landscape which willcreate fresh opportunities for sports. This will notonly generate a higher evaluation of media rightsbut also offer effective sponsorship opportunities.Certain sports will also produce new formatssuch as 3D and expand the offering around thecore content - for example non-match footage.For us at FIFA, it is above all important tocontinue developing basic TV coverage as thiswill remain our main exploitation in the coming10 years.In short, the future is promising for sportbusiness.AS WE COME to the end of the first decade of the21st century, it is apparent just how much thesports media landscape has changed over the lastdecade. Choice has widened and audiences haveaccordingly fragmented as more sport than everbefore is available through varying forms of media.We have already seen media consumption habitsshift dramatically in the last ten years, with fansconsuming sports content, once exclusively thedomain of TV and radio, on multiple devices viamany different communication technologies.We are only seeing the tip of the iceberg though,and the life of linear TV broadcasters will becomemore and more uncomfortable unless they adapttheir business models and follow the consumer tothese new platforms, with tailored content offeringsfor PC, tablet, smartphone, connected TV and aplethora of other devices that will undoubtedlyemerge during the next decade.Key developments will surely be Apple andGoogle’s push into the living room with theirconnected TV strategy. We have already seen theimpact both these technology behemoths havemade to sports content owners’ ability to monetisemobile content through their iOS (Apple) andAndroid (Google) operating systems, turning acontent set that was previously unmonetisable intoa significant revenue opportunity.If Google and Apple TV do really take off, we maystart to see not only the business models of linearad-funded television networks come underpressure, but also pay-TV operators. To date bothhave been recession proof - largely driven byconsumer willingness to pay for premium live sport- but technologies will make it far easier for rightsowners to broadcast and market televisionofferings directly to the consumer, cutting outthe broadcaster.Other themes we are likely to see includeleagues following the US model and retaining aproportion of their live games to launch anddistribute their own multi-platform channels,widespread Twitter bans and the creation of‘super short’ variants of all sports.THE OLYMPIC MOTTO ‘Citius, Altius, Fortius’ –Faster, Higher, Stronger – was coined in the late19th century to usher in the era of the modernGames. Today this old-fashioned mantra couldeasily be adopted by all of us working in themodern sports media – production or technology- as we face the challenges of the next 10 years.Fundamentally, we need to shape up andbecome even more flexible to ensure we ride thepunches diversity will throw at us while deliveringcontent to many different platforms.Over the next decade, technological innovation,combined with new, cost-effective productionsolutions, will mean live event coverage becomesan option for all sports – not just those with thehigh-profile rights traditional broadcastersclamour for.Expect diversity to dominate over the nextdecade. While live football will continue todominate traditional mainstream broadcasting,expect other sports increasingly taking their fightfor visibility onto internet and mobile platforms.As platforms like Project Canvas in the UKcombine broadcast with broadband content anddeliver both to TV, so the challenges will mount.New sports will emerge onto TV screens fromthe shadow of football and they’ll expectprogramme production techniques customised tosuit their specific needs, platforms and markets.As producers, we have to adapt - continuing towork on high-end, traditional sports broadcastswhile finding different ways of working to createcost-effective content that fits the new, TVinternetplatforms.The pace of change will continue to beunrelenting. HD is still not standard across theindustry, yet 3D lurks menacingly on the blocksready to launch another race for knowledge overthe next decade.Stronger, more robust and increasingly moreflexible technical solutions will be required if weare to meet all the demands asked of us.Producers will need to become more technical,and technicians more editorial.SportBusiness International • No.161 • 10.10 53
COMPANY PROFILEA YEAR TO REMEMBERFOR IMG MEDIAContinued investment in facilities, the agreement of significant new contracts and the growth of existing business havemade it a memorable 12 months from IMG Media and created a platform for future growth.IN THE 12 MONTHS since the majorplayers in sports media last gathered forSPORTELMonaco, economic conditions haveimproved and the market for sports rights hasbecome more favourable.It has been an economic environment inwhich IMG Media has thrived, with each of thecompany’s operating divisions - production,facilities, technical services, distribution, archivemanagement and closed circuit - reporting newand renewed deals and income growth whileinvestment in new hardware and facilities hascreated a platform for future growth.Production is a key part of IMG Media’sbusiness and the new HD 24/7 PremierLeague Content Service has been one of themost challenging projects undertaken by thecompany in recent times. In the same monththat IMG’s Singapore production hub launchedMio Stadium, another 24/7 Football Channel forSingtel, and an all-year-round Racquets Channelfor Starhub comprising tennis, table tennis,badminton and squash. Coupled with the trottingchannels in production in Stockholm and Oslo,there no doubt that IMG has established itsreputation as a channel and programming blockcontent factory, bringing a new dimension to thisestablished business model.That capability was seen in action at the 2010Ryder Cup, the largest single outside broadcastevent in the UK. IMG is the key component ofEuropean Tour Productions, which broadcast aHD world feed lasting 12 hours per day to overhalf a billion homes and 200 territories aroundthe globe. The 18,000sqm TV compound saw 900staff working with 50 different broadcasters on sitein 30 outside broadcast trucks. Over 100 cameraswere used to produce the tournament coverage,which for the first time included a unilateral 3Dfeed produced exclusively by Sky Sports.In addition IMG Media is also involved inthe host broadcast of the 2011 Asian WinterGames in Guangzhou, China, and had over 100personnel working at the World Cup in SouthAfrica for HBS (Host Broadcast Services). Theteam had over 200 people working on cricketproduction of the Indian Premier League,continues to produce football for sn, andproduces snooker, darts and the Football LeagueShow for the BBC.Looking ahead to 2012, IMG will producethe 2012 Paralympics with Sunset and Vinefor Channel 4 and will also cover Wimbledonand The Open golf for ESPN. It’s an unrivalledportfolio of major sports event production thattouches every corner of the globe.Continued investment is key to the company’ssuccess and significant capital has been investedin IMG Sports Media’s facilities division,Mediahouse, to service the next generation ofbroadcasters. Construction of a new 800sqft,five-camera HD production studio for use bythe Premier league Content Service - which isbroadcast 24 hours a day to Europe and Asia– has been completed, while the new StudioD joins the busy studio complex providing theBBC’s Football League Show and ESPN UK’sfootball programmes.IMG’s Digital Spine is now in service,providing digital archive to key federations suchas the All England Tennis Club and the PremierLeague. This media asset management systemprovides a state of the art digital storage systemand features a powerful search engine thatallows complex queries of footage, all of which isextensively logged. This summer has also seen amajor upgrade of productions systems from SDto HD with the vast majority of systems beingHD capable.To keep ahead of the game, IMG technicalservices have invested in MPEG-4 satellitetechnology for the distribution of PremierLeague, Euro 2012 Qualifiers, FIVB (volleyball),Chelsea TV, Ajax TV, Barca TV, Manchester CityTV, WPBSA Snooker, Eredivisie, and Russian,Belgium, Swiss, Danish, Ukrainian, Indonesian,and Argentinean football leagues. The divisionnow manages the technical distribution of onaverage seven events per day.IMG Media now holds the world’s largestportfolio of sports programming with over19,000 hours of content. Football, tennis,badminton, golf, boxing and action sports haveTHE TEAMFrom left to right:Michel MasquelierChris GuinnessBen NicholasKristian HysenIoris FranciniRupert HampelAdam KellyMichael MellorNick Chesworth54 SportBusiness International • No.161 • 10.10
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Mikhail Irvin Khoza ProkhorovAmbiti
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