TIMES ARE CHANGING

09.05.2011

ARNE MADSEN

Media Paradigm Shift

- The digital era has changed media:- Value

- Distribution

- Consumption

- We are living in the information age:

- Positives

- Easier and quicker distribution

- Larger audience

- More choice

- Negatives

- Over proliferation

- Less quality

- Less professional journalists

Traditional Media

ITTF

Brochures

Posters

TV

Radio

Press

Journalists Audience

New media world

ITTF

Brochures

Posters

TV

Radio

Press

Journalists Audience

Face-book

Twitter

You-tube

Accredited Journalists

Accredited Foreign

1991 Chiba 700 270

1993 Gothenburg 580 300

1995 Tianjin 1200 250

1997 Manchester 467 236

1999 Eindhoven 278 250

2000 Kuala Lumpur 245 120

2001 Osaka 600 229

2003 Paris 382 118

2005 Doha Qatar 80 80

2005 Shanghai 774 169

2006 Bremen 589 180

2007 Zargreb 434 176

2008 Guanghou 416 62

2009 Yokohama N/A 137

2010 Moscow 316 117

Reason for the rapid decline?

- Decreasing revenue of traditional media - Newspapers - Magazines - Radio - Television

- Less full-time employed journalists and reporters equals:- Less sport-specific specialists - Less accumulated knowledge- Increase in time pressure- Reluctance to carry out time consuming research required

- Perception- Chinese dominance- No major personalities- Difficult to follow - Less sensationalism/commercial drive mainstream media sports

Why Deal With Media?

- To build your personal profile

- To build the profile of our sport

- To promote our sponsors

 

Our Goal

- All associations have an appointed press officer (voluntary/professional)

- The press officers informs and liaises with national media

- The association sends all international and important national results immediately to the media with quotes from their players/coaches

- Together we build a strong network between national press officers and the ITTF Media Team.

- How can we achieve this?- Ensure decision makers realise the need for media for the sports progression

- Support though seminars and workshops

- Deliver toolkits to aid in the media process

- Share information and build good databases of contacts

Media Guide for Associations

- When the media does not come to table tennis, table tennis has to come to the media

- You must continuously inform the media about :– Important names, addresses in the association.

– Calendar (and changes) with contact persons

– Results in national and international events

– Ranking lists

– News

How we are changing?

- Information freely and instantly available via online tools:- Results

- Quotes

- Video

- Distribution- Building a global media distribution database

- Working closely with strategic partners

- Amplifying the message though integrated communications

- Presentation- Using new technologies to increase spectator appeal

- Experimenting with court colours and camera angles

- Testing new formats to create more tv appeal

How can we influence the media?

- How do we:– Create a bigger audience?

– Attract new players and spectators?

– Increase media coverage and sponsorship?

-Media needs to be moved up the agenda– 50% of associations do not have a dedicated media person (voluntary/professional)

-In Rotterdam there is 140 nations participating– Only 10 media officers at the championships

– How will the 130 other associations have any coverage about the world championships

•Imagine you’re a journalist on a tight deadline– Badminton provides a great press release with photo, quotes

– Table tennis provides nothing

– What will you write about?

What is news?

“When a dog bites a man, that is not news, because it happens so often.

Bit if a man bites a dog, that is news.”

C.A Dana, 18th Century

Key Points

- Up-to-date

- Degree of identification

- Proximity

- Status

- Drive - For TV: feasibility, current pictures/material from archives

• For all media: low production costs, high quality

Examples of what to push

- Continually - Daily activity- Weekly information - Special information - Result service- Special events- Yearbook - Website

- During events- Time schedule- Press kits- Press centre- Result service - Press conferences

What can the ITTF do?

• Communicate information directly

• Ensure important issues are communicated