James Miner, ESPN - 'Digital Experiences

Delivering Multiplatform Digital Experiences

James Miner

SVP, Digital Media

ESPN STAR Sports

jamesminer@espnstar.com

“Believe in enabling the business to operate no

matter what the next big thing is, and letting

other people catch up. Our role is to inspire

innovation through experimentation.”

Max Mancini, Platforms and Disruptive Innovation, Ebay

Delivering Multiplatform Digital Experiences

STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study

INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms

INNOVATION New Platforms Creating New Opportunities

Where Asian Fans

Watch TV Content*: 1. 77% TV

2. 63% PC

3. 38% Mobile

4. 19% Other Hand Held

Asia Market Connections*: 968MN TV Sets

800MN Internet Users

17MN AU Internet Users**

350MN 3G+ Subscribers

135MN Smart Phones

6.5MN Tablets

143 million Facebook Users

Platform Evolution • Fans connect to their sports at

home, work and on mobile -

anywhere, anytime, on the best

available screen.

*2011 Disney Research, ** Nielsen 2010

INTEGRATE: Connecting Across More Platforms

INTEGRATE: Unified Experience Platform

ESPN STAR SPORTS BROADBAND

TABLET VIRAL

MOBILE

SMART TV

SOCIAL

The Connected Network

*2011 Disney Research

INTEGRATE: The Best Screen Available Approach

No TVTV Only

TV + 1TV + 2

TV + 3TV + 4

1:24 2:23 2:23

2:19 2:57

1:17 0:46 1:46

2:21

4:37 1:17 1:24

3:09 4:09 4:40

7:34

AV G D A I LY U S A G E : T E L E V I S I O N B A S E E S P N F I FA W O R L D C U P R E S E A R C H

Non-TV Media

TV

INTEGRATE: More TouchPoints = More Engagement

Multiple Platforms Increases Engagement • Media Usage across multiple platforms is not a Zero Sum

Gain. So reaching across every touch point increases

engagement, not cannibalization.

*2011 Disney Research

INTEGRATE: More TouchPoints = More Engagement

Multiplatform Advertising Drives Value • Media Usage across multiple platforms Increases Value for

Advertisers as Measured During the FIFA World Cup.

0%

10%

20%

30%

40%

50%

60%

70%

80%

TVOnly

TV +1

TV +2

TV +3

ALL 0%

10%

20%

30%

40%

50%

60%

70%

80%

TV Only TV + 1 TV + 2 TV + 3 ALL

Client 1

Client 2

Client 3

A F F I N I T Y / F A V O R A B I L I T Y P U R C H A S E I N T E N T

* ESPN 2010 World Cup Cross-Platform Study

Delivering Multiplatform Digital Experiences

STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study

INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms

INNOVATION New Platforms Creating New Opportunities

STREAMING: Cricket World Cup Case Study

In February 2011 ESPN STAR Streamed

the ICC Cricket World Cup 2011.

The Event was carried on TV Networks –

and on ESPNSTAR.com, ESPNPLAYER,

ESPN3 Broadband, and Vodafone India.

Here’s What We Learned:

Keep it Simple

Protect it

Prepare to Scale

Let’s See What Happened…

Minimize the Moving Parts!

Reduce the Points of Failure

Reduce Time to Debugging

Maximize Opportunities to Optimize

Maximize the End User Experience

STREAMING: Keep It Simple

WEB - CMS Double Click

Ad Serving 3RD Party

Ad Serving AD Media

Storage

Token

Server

Web Hosting VIDEO

Streaming

The Original Configuration

Minimize the Moving Parts!

Reduce the Points of Failure

Reduce Time to Debugging

Maximize Opportunities to Optimize

Maximize the End User Experience

STREAMING: Keep It Simple

The Optimal Configuration

Ad Serving Web & Ad & Video

Streaming

Token Server

Protect It

Prepare For Piracy

Utilize Industry Leading Solutions

Token, Authenticate, Flash Access

Innovate Faster than the Pirates

Content Can Pop-up Anywhere

“IP Display” Stopped Piracy 100%

STREAMING: Protect Your Content

STREAMING: By The Numbers

New Records Set for India Market * Verified by AKAMAI

65MN Videos Served (1.5x the Old Record)

10MN Streams for IN vs.Pak Semifinal

Over 70GBPS Served at Peak (2x the Old Record)

Over 1.39BN Impressions Served by

Doubleclick during the CWC2011 on

espnstar.com (*not a confirmed record)

The CWC2011 was carried across the globe on ESPN

and STAR Cricket TV – and On ESPNSTAR.com,

ESPN Player, ESPN3, and Vodafone 3G Networks.

STREAMING: By The Numbers for Australia

The Cricket World Cup Increased Online Sports Traffic

across Australia. Victoria Consumes 28.1% of All

Online Sports Content – just behind NSW at 28.9%.

NOTE: Crictime.com carries the Cricket Streaming in Australia

– and seemed to be very popular with Australian Fans.

Delivering Multiplatform Digital Experiences

STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study

INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms

INNOVATION New Platforms Creating New Opportunities

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INNOVATION: Merging Live Streaming, Scores & Social

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INNOVATION: Merging Live Streaming, Scores & Social

INNOVATION: Smart TV - Internet & TV Content

Mobility Platforms “Mobility” Applications reach fans wherever

whenever they want to connect. Fans can access

live scores, video on demand, Live Events, and

ESPN TV.

Summary:

Integrated Content via RSS, Cloud Hosting

News, Scores, Videos, Images, Streams

Android, iPhone, iPad, OVI Versions

Live Streaming of ESPN TV and Events

These platforms create a stronger market position

and deeper fan engagement.

INNOVATION: Mobility Drives New Opportunity

Delivering Multiplatform Digital Experiences

James Miner

SVP, Digital Media

ESPN STAR Sports

jamesminer@espnstar.com