SESSION 6 Key Note by IMG Productions Sport Forum, 27-28 April 2015, IMD Lausanne Session6: Key Note Part I: Introducing IMG Productions Worlds largest producer of sports content More 21.000 hours per year Facilities in London, New York, Oslo, Singapore, Glasgow, Stockholm & Sydney Clients/sports include: o o o o o o Sports news agency SNTV (in partnership with Associated Press) Own 24/7 live sports channel for airline & cruise industry Olympic links as: o o Sport FEI
Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne Football: English Premier League, FIFA, UEFA, MLS, Rugby: IRB World Cup, Tennis: All England Championships of Wimbledon, Golf: Open Golf Championships, European Tour, Cricket: BCCI for IPL Cricket, Mass Participation: New York Marathon, involved in host broadcast production of various Olympic Summer & Winter Games involved in content production for the Olympic Channel Session6: Key Note Terrestrial TV Sport FEI Sports
Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne Private & Pay TV Social Media OTT Platforms Session6: Key Note Methods fans use to consume sports today Figures reflect development However: TV still by far most relevant (will remain for 2020 & 2024) Use of digital platforms increasing quickly Type of content consumed varies according to method Choice for fan is increasing Common key factors for success & non-success * All figures: Know the Fan The Global Sports Media Consumption Report by Perform, Kantar Media & SportBusiness Sport FEI
Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne Session6: Key Note Key success factors: KISS approach: o o o o Sport FEI Sports Forum, Forum,
27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne Keep It Short & Simple Be reliable (start & end-times/pre- & post planning) Be easy to understand (audience not clever) Deliver drama & entertainment (but no circus) Tell a story Provide confidence Session6: Key Note Case Study I: Major League Soccer (MLS) Sport FEI Sports Forum, Forum, 27-28 4-5 April
April 2015, 2016, IMD IMD Lausanne Lausanne Despite 1994 FIFA World Cup, David Beckham joining LA Galaxy in 1997 and both Men and Womens team doing very well as recently as 2011 NBC signed a three- year deal for as little as $10m. Now attendance is up 35%, Franchises are being sold for over $65m as opposed to $8m a few years ago and ESPN/Fox deal worth $90 a year Session6: Key Note Case Study I: Major League Soccer (MLS) Sport
FEI Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne Schedule confirmed 6 months ahead -no changes allowed- TV companies now feel confident their schedule will be correct A reorganization of the league meant their was an easy to understand format with the play offs now being clear IMG was appointed to make an international highlights programme We concentrated on telling stories about people. MLS listened to broadcasters about what time of day they wanted matches and durations Session6: Key Note Case Study I: Major League Soccer (MLS)
Sport FEI Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne MLS came up with a standard international offering. 5 minutes before kick off, the first half, half time highlights, the second half, 5 minutes of post match interviews and analysis MLS realized the importance of data/infographics MLS contract with broadcasters states managers and two players from each team as selected by broadcaster MUST be available post match interviews MLS allowed cameras into places NFL/MLB never had (referees, changing rooms) and were open to new technology such as heart monitors and even vest cameras Session6: Key Note Case Study II: ICC World Twenty20 - Cricket
Sport FEI Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne ICC realized that traditional cricket was dying-no attraction for 15-25 year olds Created 20/20 format to appeal to that audience. That age group has a problem with concentration & patience. The short version much more attractive to them It is glamorous (cheerleaders & famous personalities at the ground, etc.) Sponsors are very attracted to it Viewing figures for 20/20 nearly double those of 5 day test matches Shortened format lives hand-in-hand with traditional format
Session6: Key Note Case Study III: Rugby Sevens Sport FEI Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne Easy to follow-requires no previous knowledge of Rugby to follow. Fewer players-appeals to IOC who need to cut athlete totals Flashy exciting play with big hits and in a short space of time No stoppage in play, almost every second is pure action
Appeals to commercial broadcasters because they can go to a break every 7 minutes instead of every 40 minutes Its fast exciting and totally entertaining said a leading broadcaster Session6: Key Note THANK YOU! Sport FEI Sports Forum, Forum, 27-28 4-5 April April 2015, 2016, IMD IMD Lausanne Lausanne
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