One Day Meetings. Road to improved TV Product

Transcription

1 One Day Meetings Road to improved TV Product

2 Index 1. Starting Point 2. Examples from other sports 3. Potential Media Strategy 4. Potential Competition improvements 5. Top Down Support 6. Bottom up Build up Athletics & Television

3 Starting Point What Broadcasters Need: Critera National International Relevance of Events for Society? Sufficient market shares? Sufficient advertising revenue Generate subscriber interest?? One Day Meetings TV Perspective

4 Starting Point Conclusions of yesterday: Low appeal for broadcasters Driven by athletes High production cost Massive choice of alternatives However: Market Opportunites Big competition improvement potential Important role for athletics One Day Meetings TV Perspective

5 Improved (?)TV Product Example Other Sports: UCI Pro Tour Replaces 2005 UCI Road Cycling World Cup ( 10 races) 27 races! Different categories and quality levels Decentralized rights No clear media concept Conflicts with rights holding organisers Participation of key riders in all races not possible Complicated competitions system, No public recognition Failure: Abandoned in 2010 One Day Meetings TV Perspective

6 Improved TV Product Example Other Sports: Tennis WTA Tour Championships Premier Mandatory Premier 5 Premier International One Day Meetings TV Perspective

7 Improved TV Product Examples from other Sports - Tennis Clear competition Structure Integrating individual organisers at various appropriate levels Individual sport with clear ranking Coordinated/centralized TV rights Exploitation at appropriate level Coherent, but still flexible system One Day Meetings TV Perspective

8 Improved TV Product Examples from other Sports Biathlon One Day Meetings TV Perspective

9 Improved TV Product Examples from other Sports: Biathlon Combines Cross Country Skiing and Shooting Thrilling competition Joint development with TV Perfect balance between disciplines Latest innovation: mixed relay Best Athletes Sustained Athlete development Regularly new stars One Day Meetings TV Perspective

10 Improved TV Product Examples from other Sports: Biathlon Cost effective Production Innovative TV Graphics supporting dramaturgy Extensive Digital Media Coverage Massive growth of audiences Massive growth of revenue One Day Meetings TV Perspective

11 Improved TV Product Examples from other Sports: Tour de Ski Multi stage Cross Country skiing competition 8 races in 10 days Inspired by Tour de France Competition in Competition One Day Meetings TV Perspective

12 One Day Meetings Improved TV Product Create Vision Example UEFA Champions League Vision Create the Ultimate Stage for Europe s Club Championship Mission Give Fans the Best Club Football Competition In the World Essence Best of the Best on the Ultmate Stage One Day Meetings TV Perspective

13 One Day Meetings Coordinated Long Term Development Consider Sport as Product Analyse & Develop Potential Constant Market Monitoring Long Term Strategy Build Brand Promote Distribute

14 Pay Thematic One Day Meetings Improved TV Product Realistic TV Objectives FREE TO AIR Highlights Domestic Live Thematic Free to air Online FTA Live /VOD Online PAY/PPV One Day Meetings TV Perspective

15 One Day Meetings TV Improvements Starting Point International Media Rights Possible Approaches Coordinate streams on single platform orlink streams on meeting sites to each other Geo-blocking for sold markets Provide news clips Distribute signals to interested Broadcasters

16 One Day Meetings Dramaturgy is Key - Principles Stars Story Set the right scene Full stadium Emotions Trilling competition with proper build up One event after the other in decisive phase Short, fast: only as long as you can keep tension!

17 One Day Meetings Acceleration Circle STARS! Athletes Exposure Meaningful Competitions Sport Events

18 One Day Meetings Competition Structures Calendar Structure Pre-Championships Post Championships Regularity (day/time/sequence) Create Story SIMPLE CLEAR - UNDERSTANDABLE

19 One Day Meetings Competition Structures Pyramid structure Evt Less Meetings at top Level (or competition in competition?) Attractive 2 nd level & cleare competition structure European Focus Differentiation to Championships Analogy Football: League National Team Alternative Competition System Work against specialisation

20 One Day Meetings Strong Top Series & Meaningful Competitions Real competition instead of individual results Create alternatives to World Records Athlete participation in ALL events of competition Ranking lists? Fastest man/women Teams Each Event needs to be relevant Title Qualification/Relegation Duels

21 One Day Meetings Efficient Use of Resources TV Production Resources Adapt production to exposure opportunities Define coherent minimum standards Spend on main sucess factors: Producers, Directors Promotion Platforms Expose events where they can be sucessful Low ratings on big channels are counter productive Make best use of media attention

22 One Day Meeting Top Down Strenghten Top Events Improved ompetition system and Dramaturgy Pyramid structure Obvious connection between events Use qualification Think about Europe Aggregation Keep it all Simple and Clear! Flagship Events are key for awareness of sport!

23 One Day Meetings Support from Main Events Needed Example

24 One Day Meetings Bottom up - Create Experiences and Social Networks Own sport experience Event anticipation and/or experience Viewer Experience Interlink Create Social Media Communities

25 And Remember: Athletics competes in a difficult market Slow growth Strong competition TV Spectators want to be entertained! The finger on the remote does not care about How you did it in the past Sports Politics Complicated Regulations Calendar Constraints