OR SPORT F IMAGEN OUTSMART AND AN IMAGEN ......modernise its content offering, grow the sport’s media presence and boost audience interest. Consequently, wrestling was reinstated

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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

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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.

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WHY VIDEO MATTERS


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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


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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


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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.


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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


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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


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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:


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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.


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...

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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.

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IMAGEN IN ACTION

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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.


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.

[email protected]

+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.

Documents

OR SPORT F IMAGEN OUTSMART AND AN IMAGEN ......modernise its content offering, grow the sport’s media presence and boost audience interest. Consequently, wrestling was reinstated