MUMBAI: At SportzBiz 2003, several media personalities and editors participated in the panel discussions. Amongst them were The Times of India group sports editor Ayaz Memon; ESPN-Star Sports senior manager - business development Anurag Dahiya; and Autocar India editor Hormazd Sorabjee. The general consensus was that associations need to step up their public relations efforts as media vehicles were handicapped by constraints. The constraints included paucity of space, personnel and advertising pressures.

Among the highlights of what they said included:

The phenomenal penetration of the Idiot Box and sheer visual appeal has transformed sports into an entertainment spectacle. In fact, the latest buzz word is sports operas The Times of India group editor Ayaz Memon

The Times of India group editor Ayaz Memon
* TV has aided awareness of sports and sports personalities.
* The phenomenal penetration of the Idiot Box and sheer visual appeal has transformed sports into an entertainment spectacle. In fact, the latest buzz word is sports operas.
* Certain sports are not visually appealing and sports marketers need to address this issue on a war footing.
* Cricket's boom coincided with India's World Cup win and the Rajiv Gandhi government's intention to promote the medium of television.
* In the UK, trivia about sports personalities gained precedence when the country was not winning major tournaments. David Beckham's hairstyle became more important than winning the World cup soccer.
* There is also a new opportunity for adopting national games such as hockey. Associations can simplify the rules of the game, reduce stoppages and regularize the flow of the game.
* Most newspapers consider themselves to be logs and journals that document the happenings. But advertisers must realise that newspaper space is finite.
* Newspapers still do stories and analysis whereas television channels conduct coverage.
* Broadcasters refrain from covering local events because it is an expensive proposition.

It makes business sense for sports channels to experiment with non-cricket sports. They should diversify and not be dependent on a single sport. But uplinking laws need to be streamlined ESPN-Star Sports senior manager - business development Anurag Dahiya

ESPN-Star Sports senior manager - business development Anurag Dahiya
* The government must realise private broadcasters can do as much as the pub-caster to promote sports.
* Sports consumption in India is a different ballgame and a unique model.
* It makes business sense for sports channels to experiment with non-cricket sports. They should diversify and not be dependent on a single sport.
* Sports consumption is dependent on viewer interest levels. The interest can be developed by team affiliation, aspiration, level of competition.
* Legacy of a sport plays an important role in any environment. India's past environment was very different from what exists currently. Most of the Indian homes are single TV households.
* Team affinity can be created by raising the profiles of teams in certain games. For example Ferrari and Formula One association, Manchester United and Gunners
* There is an opportunity if teams are treated as brands that can appeal to the right target audience. They can eventually have a personality of their own.
* Team affinity could also create merchandising opportunities in a big way.
* Aspirational element of sports could be milked by profiling the 'heroes' of the game. Viewers who adolise personalities love to follow the fortunes of the teams. Tiger Woods inspired a huge following in golf; Michael Jordan in basketball.
* Sports broadcasters need to invite more international teams to play in India. Some time back, ESPN had developed a concept called X-treme games. Thailand and Malaysia sponsored X-treme games and used the same to leverage tourism.
* Legacy is an important aspect. Many Indians used to play certain games in their childhood but have lost touch with them after pursuing their career. Sports broadcasters must address the residual positive sentiments that prevail and tap them.
* A mix of field events and ground promotional events can work wonders in recreating the magic.
* When sports clashes with other popular programmes, the sports enthusiastics make sacrifices. Even during cricket, families switch to serials during gaps. Youngsters often go to their friends houses to watch sports uninterrupted.
* Uplinking laws need to be streamlined and the government must support the private sports broadcasters. There were times when programmes have been pulled off air due to the delay in government permission.
* There is a new market for X-treme games such as para-gliding, hand-gliding and reality sports.
* Cable channels cannot cover local sports because they don't have the capabilities.

Motor sports and racing are TV friendly sports. Even a cricketer like Sachin Tendulkar is passionate about racing. In cricket, pace bowling could touch 90mph but in racing the speed touches 180mph Autocar India Editor Hormazd Sorabjee

Autocar India editor Hormazd Sorabjee
*Motor sports and racing are TV friendly sports. Even a cricketer like Sachin Tendulkar is passionate about racing.
*India's love for racing is unique because there is a huge gap between watching the game and participating
*There is money as top rally drivers earn more than Rs 10,00,000- 12,00,000 per annum.
*The Malayasian government's example is worth emulating as it recognized that there was huge opportunity in racing. It developed the infrastructure and this had a good impact on tourism and hospitality business.
*In cricket, pace bowling could touch 90mph but in racing the speed touches 180mph.

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