OR SPORT F IMAGEN OUTSMART AND AN IMAGEN ......modernise its content offering, grow the sport’s...
Transcript of OR SPORT F IMAGEN OUTSMART AND AN IMAGEN ......modernise its content offering, grow the sport’s...
IMAG
EN FO
R SPO
RT
OUTSMART AND OUTPERFORM:LEVELLING THE MEDIA PLAYINGFIELD IN SPORT
AN IMAGEN WHITE PAPER
CREATING A PROFESSIONAL MEDIA HUBWITH AFFORDABLE CLOUD TECHNOLOGY
Sports organisations large and small have a real opportunity to grow their sport by
taking advantage of today’s affordable cloud technology to serve broadcasters and media
partners, engage their fans, maximise the value of their archive, and build their brand.
Equally, failing to maintain or raise their profile across TV and other digital channels means
they risk losing audience share and the interest of their fans, let alone relevance in the
eyes of organisations such as the International Olympic Committee (IOC).
EXECUTIVE SUMMARY
02
More content is being generated than
ever before – but it needs managing and
distributing in an organised and coherent way.
Done correctly and with modest investment,
even the smallest sports federations can
provide a high-quality service for fans, press
and broadcasters that is on a level with the
world’s elite sports properties.
Technology is now the enabler that is levelling
the playing field across the sports industry.
Affordable, cloud-based services help
federations of all sizes to:
• Monetise content from tournaments and games
• Efficiently distribute content to press, media and broadcast partners
• Engage and grow their fan base through social media
• Make better use of archive content in between games and tournaments
• Provide live streams/capture from games or interviews with athletes
• Catalogue content so it can be easily found
• Protect their legacy for the next generation of fans.
Advances in scalable, pay-as-you-go cloud
technology represent a huge opportunity for
smaller, light-footed sports organisations to
outsmart and outperform the sports giants
by being first to adapt to today’s changes in
consumption habits. With cloud technology,
they can easily meet their audiences on their
terms, delivering content when and where they
want it.
An Imagen white paper:Levelling the media playing field in sport
Keeping pace with, and capitalising upon, current trends in media should be a top
priority for sports organisations large and small. As linear TV ratings for sport continue
to decline and audiences (particularly those who are younger and more
tech-savvy) migrate en masse towards a growing number of IP-based platforms, the
risks of not moving with the times are clear.
For every organisation, failure to stay up-to-speed with digital and technological advances
could mean falling off the radar or, worse still, becoming altogether obsolete. For
international sports federations, failing to adapt could be the difference between retaining
and losing a place on the Olympic Games programme. The IOC is itself investing heavily
in media, having launched the Olympic Channel and having shifted its focus towards
modernisation, engaging more youthful audiences and optimising the value of video content.
In 2013, the IOC voted to drop wrestling from the 2020 Summer Olympic programme,
claiming that the sport was lacking relevance and audience engagement. Following changes
in leadership, wrestling’s international governing body (then named FILA) took strong steps to
modernise its content offering, grow the sport’s media presence and boost audience interest.
Consequently, wrestling was reinstated in the Olympic programme for 2020 and 2024.
03
WHY VIDEO MATTERS
An Imagen white paper:Levelling the media playing field in sport
04
Whatever their media distribution strategy, the onus is on rights holders to fully
exploit their inventory of content rights. Smaller sports organisations now have
the ability to provide a video service for their fans, the press and broadcasters that
is similar to that which is offered by the world’s premier sports leagues, without
spending a big budget. Sophisticated video management and distribution is no longer
the preserve of top-tier sports with the deepest pockets. Thanks to cloud technology,
thinking and acting like a central hub for all media operations doesn’t need to be
expensive or labour-intensive.
Smaller sports organisations can make more of the content at their disposal. By taking
advantage of cloud-based video management platforms, sports organisations of any size
and resource can build exposure, nurture communities and drive incremental revenues
- with a fraction of the budget that was previously required, and without the need for
hardware expenditure and high-level technical expertise – allowing them to compete more
effectively with the bigger players in the field.
LEVELLING THE PLAYING FIELD
An Imagen white paper:Levelling the media playing field in sport
05
Brand perception is all-important in sport. For any major federation to be taken seriously,
it must be seen to be a progressive, relevant and evolving 21st century organisation.
Management must always be thinking ahead and willing to repackage their content
offering. Nowhere is that more important than in the realm of media. Content buyers
and third-party distributors are now expecting up-to-the-minute content management
services that deliver fast access to large volumes of broadcast-ready video through an
online platform as standard.
MOVING WITH THE TIMES
In recent years, the sector has been growing
ever-more demanding as over-the-top (OTT)
streaming services and social media have
become viable platforms for distributing and
consuming video content - whether live, near-
live, or on-demand.
A 2017 study by Adobe and The Diffusion
Group found that 37 per cent of US sports
fans now watch live sport on non-TV devices
such as PCs, mobiles and laptops. Meanwhile,
research firm Dataxis estimates that sports
fans represent around 25 per cent of the seven
million-plus total linear OTT subscribers in
Europe. These figures are bound to increase.
According to IHS Markit’s 2018 TV and Online
Media Intelligence report, the rate of growth
in the number of subscribers to broadband
services is projected to outstrip pay-TV in
the next five years across almost every
geographic region. The same report predicts
that standalone OTT sports providers such
as Eurosport Player, BeIN Connect, DAZN
and Eleven Sports will see their subscriber
bases grow exponentially in the coming years.
Perhaps most importantly, some 92 per cent
of videos watched on mobile are shared with
others, multiplying exposure and extending
revenue and engagement potential.
37% of US sports fans now watch live sport on non-TVdevices such as PCs, mobiles and laptops
An Imagen white paper:Levelling the media playing field in sport
06
THE DEMOCRATISATIONOF MEDIAWhen it comes to distributing sports content,
premium properties that aggregate the largest
audiences have historically been the most in-demand.
For smaller sports organisations, whose media
rights have often been overlooked, undervalued
or underexploited, growing visibility and exposure
has been a persistent challenge. Yet times have
changed. The flexibility of the internet and advances
in streaming technology have fuelled interest in, and
access to, niche sports of all kinds. Smaller federations
that previously struggled to secure prominent
coverage on linear TV are finding new outlets through
which to reach sizeable audiences online.
Indeed, the internet is a natural home for less mainstream
sports, many of which have moved quickly to exploit
the opportunities afforded by greater connectivity and
streaming in multiple territories. With the advent of
cloud technology, modestly sized federations can afford
to create and operate their own direct-to-consumer,
subscription-based streaming platforms.
Nowadays every sport, no matter its level of
commercial maturity, has an audience somewhere in
the world.
Interest in participatory sports like running, cycling,
climbing and triathlon is at an all-time high among
international followings of amateur enthusiasts, while less
widespread sports like skateboarding and parkour are
fantastic generators of content ready-made for digital and
social distribution.
At the same time, mainstream broadcasters, new
streaming players and other distributors are constantly
trying to grow their audiences and keep them engaged
with compelling content. As such, they are now looking
to acquire rights beyond the elite sports properties.
That shift, coupled with the wider rise of online video
consumption and the broader democratisation of media,
has meant that there has never been a better time, and a
more pressing need, for sports federations of all sizes to
professionalise and streamline their media operations.
An Imagen white paper:Levelling the media playing field in sport
07
THE RISE OF SOCIAL VIDEOSocial media has opened up new avenues for rights
holders to reach audiences directly. It now accounts
for over 30 per cent of all online time, according to
a GlobalWebIndex study - a figure that rises among
younger audiences. VidMob’s recent State of Social
Video study found that a third of millennials’ and
41 per cent of Generation Z consumers’ online time
is spent watching video. Meanwhile 59 per cent
of Generation Z’s time spent watching video is on
social - five times more than linear TV and two times
more than streaming services.
The rise of social video consumption has come at a time
when all the major social platforms have integrated
video functionality within their core user services,
enabling rights holders and third-party distributors to
publish, promote and monetise content in ever more
targeted and personalised ways.
In the interest of converting non-paying audiences into
paying customers, social video is a hugely valuable
tool. Not only does it help generate excitement around
live and pay-per-view events, social video captures
interest and has the power to strengthen emotional
connections.
Moreover, archived content can be used to create
shareable video clips and supplementary programming
such as interviews, highlights, pre and post-event
analysis, and explainer features for uninitiated
audiences. The World Curling Federation and the
Champions Hockey League are two such bodies
employing the latter approach. Both are now developing
bespoke content that introduces viewers to the subtle
nuances of their respective sports, as well as their rules
and athlete personalities.
GENERATION Z SPEND 41% OF THEIR TIME ONLINEWATCHING VIDEO, AND 59% OF THAT TIME ISSPENT WATCHING VIDEO ON SOCIAL MEDIA
An Imagen white paper:Levelling the media playing field in sport
08
Media can be a source of revenue for every sports organisation. Selling
access to live streams and on-demand content direct to end consumers
(through subscription, advertising-supported or transactional business
models) is a common way of generating income from digital video. There are,
however, numerous means of monetising content throughout every stage of
the media workflow.
Distributing content through social media is an effective way of channelling
viewers towards linear TV coverage or OTT subscription offerings operated
in-house or by third-parties. Online video platforms can also be used to
promote upcoming live events and sell additional offerings such as tickets and
merchandise, while the ability to offer bespoke branded content to commercial
partners is a means of adding further value to sponsorship packages.
Each of these monetisation methods can be enhanced by providing a better video
management service for broadcasters and customers. Operating like a media hub
or production house has the power to safeguard and increase the value of existing
rights deals and can help rights holders generate incremental revenue thanks to
streamlined transaction functions. Content owners are able to seamlessly accept
secure credit card payments directly from customers, as well as create packages
and set pricing, access levels and billing intervals.
SMART MONETISATION
An Imagen white paper:Levelling the media playing field in sport
09
FIVE QUICK WINS YOU CAN EXPECT ONCE YOU EMBRACE CLOUD TECHNOLOGY
ENGAGE A NEW AUDIENCE THROUGH SOCIAL MEDIA VIDEOPush content to the platforms where fans want to
consume it in bite-size chunks. Deliver exclusive
content such as interviews, behind the scenes, and
pre/post event analysis. Use storytelling to grow
your fanbase and boost engagement.
KEEP FANS ENGAGED THROUGHARCHIVE CONTENTMake the most of your sporting legacy and capture
fans’ interest with nostalgic and exclusive archive
content, especially off-season and between events.
Provide a deeper insight into history of the sport
and the lives of athletes.
1.
LIVE STREAMING, NEAR-LIVE ANDCATCH UPUse IP cameras at your live events and produce
a professional live feed with low cost cloud
services. Capture live streams to offer catch-up
services on a self-serve branded portal.
2.
IMPROVE MEDIA MANAGEMENT AND DISTRIBUTION OF CONTENTOffer a better user experience to broadcasters
and media partners with properly catalogued
high-resolution content, high-speed file delivery,
accurate searching and online previews. This is key
to increasing coverage and raising the profile of
your sport.
4.
BUILD EXCITEMENT AROUND LIVE/PAY PER VIEW EVENTS USING SOCIAL MEDIA VIDEOUse social media video to reach fans and promote
events 24/7. Create momentum around PPV
events with compelling stories that build an
emotional connection with fans and leaves them
wanting more.
5.
3.
Cloud-based services empower sports organisations of any size to make the most of their video content to build brand,
generate revenue, increase audience engagement and protect sporting legacy. Adopt a cloud-based video platform like
Imagen and start competing with the big guys:
An Imagen white paper:Levelling the media playing field in sport
10
CONCLUSIONIn sport, as in other forms of entertainment, more video
content is being generated than ever before, but it needs
managing and distributing in an organised and efficient way.
If only for the high costs associated with creating content,
rights holders must do everything they can to maximise
exposure in order to generate the greatest return on their
investment, promote their sport as widely as possible, and
appear relevant before the IOC. That process begins with
bringing all video content into a single cloud-based content
management system that provides media outlets and B2B
clients with quick, easy and remote access to an intuitive,
reliable and fully catalogued video content library.
Satiating the growing demand among both consumers and
distributors for sports video content is crucial for every rights
holder, no matter their size or resources. As demand for video
rises and consumption moves increasingly to new digital and
social platforms, it is up to international federations and governing
bodies to professionalise and streamline their media operations
in order to gain exposure, stay relevant and enhance revenue
potential. Thankfully, advancements in technology have bridged
the divide between the haves and the have-nots, enabling smaller
players to level the playing field and compete in an increasingly
congested marketplace.
And while cloud technology offers incredible opportunities, the
reality is that few organisations have the time, resource and
expertise to coordinate a disparate set of tools so they can fully
exploit the value of their content across multiple audiences and
markets. At Imagen, we’ve fully embraced the promise of the
cloud and have built a content management platform designed
to preserve, commercialise and distribute content in the most
efficient way possible and at an affordable price point. From
Live to Archive, Imagen helps any size sports organisation
to manage their media resources like a pro. It’s your time to
shine, take on the global sports elite and win.
An Imagen white paper:Levelling the media playing field in sport
ON YOUR MARKS.GET SET.
GO!TAKE YOUR
SPORT TO THE NEXT LEVEL
WITH IMAGEN
Imagen is a premium content management and distribution platform for sport,
allowing you to securely connect your valuable content with fans, media and
commercial partners around the world – increasing your market reach via a
branded, feature-rich, self-serve platform.
KEEP YOUR CONTENT SAFE AND READY FOR THE FUTURE
Imagen protects your sporting legacy and offers automated workflows to upload
and archive your content in the shortest time possible – ingesting and
transcoding multiple files in just a few clicks.
POWERFUL CATALOGUING TOOLS MAKE YOUR CONTENTEASY TO FIND
Add rich metadata to your media content quickly and easily with Imagen’s
cataloguing and shot-listing tools. Artificial intelligence features like speech to
text automatically generate rich searchable metadata to make sure your content
is fully described – so you and your clients can find the content they need in the
fastest time possible through your branded Imagen media portal.
PROVIDE A BETTER SERVICE FOR CLIENTS WITH ACCELERATED FILE DOWNLOADS
Deliver high resolution files to broadcasters and media partners at blistering
speed through our handy high speed file delivery service.
CONTINUE...
11
An Imagen white paper:Levelling the media playing field in sport
LIVE TO ARCHIVE – LIVE STREAMING AND CATCHUP SERVICES
Imagen’s live streaming service allows your audience to watch live feeds from
games and tournaments. Make clips of goals, incidents and highlights from the
stream in real time and publish to social media channels. Incoming streams can
also be captured by Imagen and added to your archive.
MONETISE CONTENT WITH B2B LICENSING AND B2CSUBSCRIPTION SERVICES
Generate revenue from your content through highly customisable subscription
VOD packages or through a credit-based payment system for content licensing.
AUDIENCE ANALYTICS
Simple to use dashboards give you up to the minute information on platform
performance and engagement rates, helping you to manage your media and
market your content more effectively.
12
An Imagen white paper:Levelling the media playing field in sport
IMAGEN IN ACTION
13
Imagen helps us promote our sport and improve our internal
operations - it gives us the flexibility to make the most of the media
we have by offering more choice to key clients and providing a
better service to fans of Weightlifting through social media.”
Lilla Rozgonyi, Director of Communication and Marketing at IWF
Imagen is a video management and distribution solution that provides
organisations with a single platform to manage their entire media operation.
The International Weightlifting Federation (IWF) selected Imagen’s video management
and distribution platform to host its in-season and archive content, enabling broadcasters,
newsrooms and media partners to access the latest content during competitions plus
additional footage such as features, interviews and competition highlights. Comprising a
complete range of media, including images, audio and documents, the fully branded IWF
Media Portal means the IWF stakeholders can manage media distribution in-house, rather than
use third-party services, and this includes high speed file transfer so HD video can be supplied
to clients faster than ever before.
The Women’s Tennis Association (WTA) has also seen marked uplifts in its audience reach
and engagement following the 2015 launch of WTA Media, its dedicated broadcast production
unit. Supported by an Imagen-powered portal for live and near-live programming, WTA Media
now operates a one-stop shop for all of the tour’s media assets, offering access to exclusive
interviews, player profiles, shoulder programming and tournament information. Much of that
content is distributed via WTA TV, the tour’s global live streaming subscription service which
launched in 2017.
An Imagen white paper:Levelling the media playing field in sport
TRUSTED BY LEADING BRANDS TO MANAGE, MONETISE & DISTRIBUTE THE WORLD’S MOST VALUABLE MEDIA.
GET IN TOUCHTo discuss your video management and distribution
challenges, please contact us and one of the team
will be in touch.
+44 (0)1954 262 000
www.imagenevp.com
We have many large customers but we also work with a range of smaller organisations. Our clients
include the Premier League, IMG, ATP Media, World Curling, International Tennis Federation, Champions
Hockey League, WTA and many more. Imagen implements a unique set of processes and technical
expertise to ensure that video is managed in the most efficient and cost-effective way possible. As the
sheer amount of video data grows throughout the world, Imagen strives to create a platform that can
generate more revenue and greater fan engagement from legacy, live and near-live video – as well as
preserving priceless sporting archives for the next generation of fans.