Asia next big sports content market: ABU conference

MUMBAI: If India has become THE place as far as monetising cricket broadcast revenues are concerned, Asia could well be where the future lies as regard the sports content market in general.

Or so believes Michael Payne, special advisor to Formula One chief Bernie Ecclestone, who made these observations at the recent 36th ABU Sports Group Conference. "Asia is where the future growth is for what is called the ‘killer content’ – the Olympics and football’s World Cup and all roads are now pointed to Asia as far as the market for sports content is concerned," Payne said.

Payne, the former director of global media rights and marketing for IOC, said Asia would keep fuelling the recent dynamic growth in the Olympics.

“Who would have thought eight years ago the broadcast rights for two Games (2010 and 2012) would go for over $ 2 billion. We (the IOC) didn’t. I don’t think anybody did,” Payne said. (NBC, the US Television network, won the bidding war for the Vancouver Winter Olympics, and the yet-to-be-named host city in 2012 for $2.1 billion.)

Nevertheless, Payne sounded clear warnings about future market shares and how to broaden the revenue base for major global sports brands. “The era of the 30-second, stand-alone TV commercial will soon be dead. A relatively new technology called Tivo is now able to blank out advertising. But live sport is the only ‘Tivo-proof’ programming,” he said.

Payne also touched on the importance of creating a broadcast brand identity. Television stations should heavily promote their sports inventory and show the public that they owned it. "Recognise the changing market place in advertising dynamics. Be creative – engage the advertiser and their agencies. Build a dialogue with the property owners. Show what you can do beyond the dollar sign,” he said.



Payne also highlighted the so called ‘hype’ that surrounded new media and the effect convergence would have.

“During the recent European tender for the next Olympics, not one offer was received from a telecommunications company for the mobile telephony rights, even though the European Union had basically instructed us to separate them from free-to-air, pay/cable TV and the Internet. “They were not interested,” he said.

David Astley, Secretary-General of the ABU urged federations and broadcasters to explore the vast potential of sports programming in observance that in the near future, the use of broadband to deliver sport and streaming on wireless devices will be well established even to the point of having effective pricing models.

“As broadcasters in the traditional environment we must make sure that we fully understand the new technologies and how we can work with other partners in the field, including the federations, as the innovations in technology, delivery platforms, and devices will also provide other opportunities,” said Astley.

On pricing models for on-demand sports content, Astley said: “A consumer simply buys into the range of services in much the same way that they do for a pay operator. The real difference here is that the mix of broadband, wireless and traditional free to air services, provides to the sports property owner a compelling case,” said Astley.

The 36th ABU Sports Group conference, which was held from 12-15 May, brought together more than 100 delegates this year to Bangkok and was opened by Les Murray, chairman of ABU Sports Group.

Bernie Ecclestone, Principal of Formula One shared his insights on how he plans to maintain the sport’s mass appeal and the competition for sponsors, the battle in the courts for a greater share for F1 teams of the spoils from TV rights, and how the sport will make the next decade in his presentation ‘Formula One – A Chequered Future’ which was conducted via video link.

An IOC workshop aimed to assist broadcasters to fully leverage the commercial value in their association with the ‘Five Rings’ featured a presentation by Melinda May, Director of Marketing Strategy of the International Olympic Committee and a speaker from NHK-Japan who shared on the NHK Experience.

On the last day, conference delegates toured the Inaugural Asian Indoor Games Bangkok facilities, arranged by the conference’s co-host organiser, the Thailand Pool of Television Authority.

Conference agenda highlights include discussion on the 2008 Beijing Olympic Games, Torino Winter Olympics, 2006 Doha Asian Games and the 2006 Melbourne Commonwealth Games with presentations on the Manila SEA Games (host broadcaster: PTNI-Philippines), the 16th Incheon Asian Athletics Championships (host broadcaster: KBS-Korea), and the FIFA World Cup coverage by SBS.

Last year’s Sports Group Conference, held in Almaty, Kazakhstan, featured keynote speakers Bhuvanesh Joshi and Tenzing Tashi, the grandson of Tenzing Norgay (who climbed Mount Everest with Sir Edmund Hilary), both of whom presented on ‘Football to the Summit’, an initiative in a form of a relay in 32 countries to promote peace via one of the most watched sports in the world.

Latest Reads
Dsport to broadcast 'British Open' live for viewers in India

Dsport will broadcast the 147th edition of the much awaited ‘British Open’ live in India. The tournament will commence from 19 July 2018 at the Carnoustie Golf Course, Scotland.

Television TV Channels Sports
Zee Telugu to enhance family ideals with Ninne Pelladatha, brand-new fiction show

Providing the audiences with yet another entertaining and relatable fiction show, Zee Telugu launches Ninne Pelladatha, a show that highlights the bond humans share, regardless of being blood-related.

Television TV Channels Regional
Religious most benefitted genre in Chrome DM week 28

With a growth of 2.05 per cent as compared to last week (27), the religious genre marked the highest opportunity to see (OTS) among all categories in week 28 of Chrome Data Analytics & Media.

Television TV Channels Viewership
BARC India plans expansion of metre homes to 44,000 by this FY

Rural India is getting in the limelight. TV ratings body BroadcastAuidence Research Council (BARC) is expanding metre homes to 44,000 by this financial year.

Television TV Channels Viewership
Ranjana Mangla appointed national revenue head of India Today TV

Ranjana Mangla has been appointed the national revenue head of India Today TV. She will report to the chief revenue officer Rahul Kumar Shaw and will be based out of the ITG Mediaplex, Noida.

Television TV Channels News Broadcasting
Discovery chronicles the harrowing story and extraordinary rescue of the thai soccer team that is captivating the world in Operation thai cave rescue

From the moment the heartbreaking news broke that 12 young Thai soccer players and their 25-year-old coach were stuck in a cave complex near the Myanmar border

Television TV Channels Factual & Documentary
Zee Cinema to air the animated movie Smurfs - The Lost Village on Saturday, 21st July at 12pm

If you’ve watched The Smurfs and The Smurfs 2, you’re probably aware of the tiny blue creatures with white clothes and droopy hats living out their lives in blissful coexistence.

Television TV Channels Movie Channels
TLC to premiere Curvy Bride Boutique for plus size brides

TLC, India’s go to lifestyle channel, is all set to premiere the most popular and talked about UK based show Curvy Bride Boutique from 16th July at 10 PM.

Television TV Channels Factual & Documentary
India’s leading New Age News Brand set to take Television by storm

New-age digital brand is about to take the television screens by storm.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories