{"id":561,"date":"2021-05-20T00:00:00","date_gmt":"2021-05-20T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/broadcast-disruptors-bulletin-warnermedia-and-discovery-deal-dwarfs-sport-the-search-for-googles-web-stories-and-the-significance-of-laligas-new-us-rights-deal\/"},"modified":"2022-03-18T16:02:02","modified_gmt":"2022-03-18T16:02:02","slug":"broadcast-disruptors-bulletin-warnermedia-and-discovery-deal-dwarfs-sport-the-search-for-googles-web-stories-and-the-significance-of-laligas-new-us-rights-deal","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-warnermedia-and-discovery-deal-dwarfs-sport-the-search-for-googles-web-stories-and-the-significance-of-laligas-new-us-rights-deal\/","title":{"rendered":"Broadcast Disruptors Bulletin: WarnerMedia and Discovery deal dwarfs sport; the search for Google\u2019s \u2018Web Stories\u2019; and the significance of LaLiga\u2019s new US rights deal"},"content":{"rendered":"\n\n
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\n May 20, 2021 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

Broadcast Disruptors Bulletin: WarnerMedia and Discovery deal dwarfs sport; the search for Google\u2019s \u2018Web Stories\u2019; and the significance of LaLiga\u2019s new US rights deal<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Digital & Media<\/a>, Equality, Diversity & Inclusion<\/a>, Technology & Innovation<\/a> <\/div>\n
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Share<\/div>\n Facebook<\/a>\n Twitter<\/a>\n Email<\/a>\n Copy Link<\/a>\n
https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-warnermedia-and-discovery-deal-dwarfs-sport-the-search-for-googles-web-stories-and-the-significance-of-laligas-new-us-rights-deal\/<\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n
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10 things you need to know today about the shifting sports media landscape<\/b><\/p>\n

By James Emmett<\/a> and David Cushnan<\/a><\/h6>\n
\n

Series Advisors:<\/p>\n

\"\"<\/p>\n

If you haven’t already, sign up for free<\/a> to receive the bulletin straight to your inbox every second Thursday.<\/p>\n

 <\/p>\n

Short form<\/strong><\/p>\n

Next week\u2019s schedule
\nWarnerMedia and Discovery get together
\nFootball\u2019s US broadcast landscape shifts
\nMotorsport Network\u2019s niche model
\nShort form video growth in China
\nThe search for Google\u2019s \u2018Web Stories\u2019
\nESPN renews with MLB
\nBeIN renews with LaLiga in France
\nScudamore joins Monterosa as non-exec
\nBuzzer hires NBA executive<\/p>\n

 <\/p>\n

Long form<\/strong><\/p>\n

THE BIG PICTURE<\/strong><\/h4>\n

Hi there and thanks for your company \u2013 this, as you probably know, is the Broadcast Disruptors Bulletin. We\u2019re here every fortnight with a comprehensive briefing on what you need to know and why across sports broadcasting, content creation, distribution and monetisation.<\/p>\n

Do keep getting in touch with thoughts, opinions and news at david.cushnan@leadersinsport.com<\/a> and james.emmett@leadersinsport.com<\/a>.<\/p>\n

We begin with a parish notice. Next week is LeadersWeek.direct\/, our latest virtual broadcast offering. We\u2019ll be in our snazzy new Leaders studio from 13.00 BST\/08.00 ET on Tuesday, Wednesday and Thursday with live conversation and the best bits from our online library of panels, interviews and presentations, all of which will be available for a month once you\u2019ve registered here<\/a>.<\/p>\n

Through the week and the month we\u2019ll be expanding on many of the themes, trends and topics we\u2019ve touched on over the past few months in this Bulletin.<\/p>\n

Sessions to watch out for include considered reflections from CBS Producer Shawn Robbins on January\u2019s Nickelodeon NFL telecast; Stephanie McMahon, who\u2019ll be live with us discussing WWE\u2019s recent deal with Peacock and what drove the decision to effectively disband its own streaming platform; what a personalised viewing experience means in 2021 with Verizon Media\u2019s Darren Lepke; WSC Sports and NCAA Digital on how \u2018web stories\u2019 can unlock new value streams for rights holders; and the first deep dive into LaLiga\u2019s new US broadcast deal with ESPN with LaLiga North America CEO Boris Gartner and ESPN\u2019s EVP of Programming and Original Content Burke Magnus.<\/p>\n

There\u2019ll be nuggets of wisdom, fresh perspectives, your contributions and by tuning in you should get a useful sense of the industry\u2019s direction of travel. It should be a lot of fun.<\/p>\n

We look forward to your company.<\/p>\n

\n

<\/h4>\n

EYES ON THIS – <\/strong>Watch how these three things develop to understand the future<\/em><\/h4>\n

Voyage of Discovery<\/strong>
\nThis week\u2019s merger, bringing together AT&T\u2019s WarnerMedia and Discovery, is a timely reminder that for all sport\u2019s size and importance, it is dwarfed by these kind of enormous media transactions. The new entity will likely have a value above US$100 billion, placing it in the sphere of the likes of Disney and Netflix, while AT&T\u2019s reversal out of the content game appears to solidify the trend of telcos concluding that owning distribution infrastructure and media assets \u2013 the pipes and the water – isn\u2019t necessarily the golden ticket it once appeared to be \u2013 see also Verizon Media and, potentially, BT. Nonetheless, any deal which includes Turner Sports, Eurosport and major rights deals with the likes of the NBA, MLB, NHL and March Madness across the United States and, across Europe, the Olympic Games is clearly still highly significant for sport. Our colleague from SBJ John Ourand has the skinny from Stateside<\/a> but it\u2019s a safe bet that at least a sliver of the US$20 billion content warchest David Zaslav, the Discovery executive who has been placed in charge of the new company, referred to this week will end up earmarked for sports rights. How current and new rights acquired by WarnerMedia\/Discovery are distributed will be equally intriguing, but the global appeal of Discovery\u2019s new streaming service, Discovery+, would seem to make it an attractive option. Who\u2019ll make the decisions has also yet to be decided. While Zaslav will run the new company, speculation is already swirling that Jeff Zucker, the former head of CNN who was due to retire at the end of the year from his role as Chair of WarnerMedia News & Sport, will be convinced to stay on.<\/p>\n

It\u2019s not you, it\u2019s US<\/strong>
\nWith its new domestic broadcast deals arranged \u2013 a canny move to achieve the same value as the current arrangements without going through a tender process \u2013 the Premier League will have been as interested as anyone in news of the reported US$1.4 billion eight-year agreement between LaLiga and ESPN in the United States. The deal appears a genuine game-changer for the Spanish league, which bought out its existing contract with BeIN Sports to secure the deal. The Premier League, which in 2015 struck a six-year deal with NBC for around US$1 billion, is in-market for its next US broadcast agreement and will be confident of exceeding the LaLiga value, especially if the tender is as competitive as it seems likely to be. NBC, which has made a huge success of its Premier League coverage and requires sports content for its Peacock streaming service, is certainly keen on a renewal \u2013 it\u2019s widely assumed part of its recent decision to give up its NHL rights was to build its arsenal for a new Premier League bid. ESPN\u2019s LaLiga deal, meanwhile, is the latest indication of Disney\u2019s appetite for European football \u2013 Germany\u2019s Bundesliga has also made ESPN its new long-term home, through a deal that began last August and sees games primarily broadcast on ESPN+. CBS, too, has a growing football portfolio as the new US home of the Uefa Champions League and, as of next season, as the new US broadcaster of Italy\u2019s Serie A. A potentially very lucrative battle \u2013 terrific news for the Premier League\u2019s overall international rights revenue sheets – appears on.<\/p>\n

On the grid<\/strong>
\nDetractors of the sport won\u2019t have it, but something interesting is happening in motorsport. Over the past few years a company called Motorsport Network has been building a portfolio of websites, acquiring many of the leading motorsport and automotive platforms, notably including renowned industry title Autosport. It has aggregated the content and now boasts a 56 million-strong monthly audience, across several languages. Now, it is rolling out ambitious plans for an OTT streaming service, Motorsport.tv \u2013 last week it hired former Eurosport Player and NFL Game Pass commercial chief Simon Danker as CEO of the platform, which houses a variety of live and recorded motorsport content. Although live rights to top-tier motorsport are currently out of range, several series further down the motorsport pyramid in various markets have found a willing home \u2013 and an audience \u2013 there. Motorsport Network has also launched a series of official channels for partners including Mercedes, Nascar, Porsche, the World Rally Championship and Audi. In April, meanwhile, the company launched a rolling motorsport news channel, with live broadcasts originating from studios in London and Miami. James Allen, the former ITV Formula One commentator who is now President of Motorsport Network, says: \u201cInteractivity with the audience, social media and social listening are all baked into the proposition from the start. I\u2019ve worked in TV since the early 1990s and what we are able to do today in this space, with remote operations, technology and software that has been developed out of necessity during the pandemic, is amazing.\u201d A niche offering, but at scale: it could well be a model for specialist digital publishers across a range of sports.<\/p>\n

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<\/h4>\n

THE NUMBERS<\/strong><\/h4>\n

Alarice and Chozan\u2019s comprehensive analysis of China ecommerce and digital marketing trends for Q2 reports that 68.7% of China\u2019s population is online and that 79.1% of those online use the internet for shopping. Among the major platforms, competition for users remains intense. The report shows that the likes of Tencent, Alibaba and Baidu appear to have reached saturation point, user growth is more pronounced for short form video specialists such as Toutiao and Kuaishou.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Source: Alarice and Chozan Mega-guide: China Ecommerce and Digital Marketing Q2 2021<\/p>\n

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<\/h4>\n

PRODUCTION NOTES<\/strong><\/h4>\n

\"\"<\/p>\n

 <\/p>\n

In the Mixed Zone with\u2026 Andrew Goltzer<\/strong>, Head of Sports Products Partnerships for Search and Ethan Bar-Yehuda<\/strong>, Product Manager, Google<\/p>\n

What is Google Onebox and what\u2019s it intended for in sport?<\/strong>
\nGoogle\u2019s mission is to organise the world\u2019s information and make it universally accessible and useful. That’s what we\u2019re trying to do on Search; we\u2019re trying to get users answers to their questions, and with time we wanted to do it faster and faster. People were asking what is the Liverpool score or where are the Warriors in the standings and we wanted to give them the answer as fast as possible.<\/p>\n

When and why did you bring in the stories functionality?<\/strong>
\nWe started to work with rights holders to place a video in the Onebox because one of the things that users ask for a lot is to see highlights. Google introduced a new format called Web Stories, which is an open web source for stories in late 2019. And we thought it would be good to marry these two concepts. Users are looking for highlights but they\u2019re also looking for this new engagement pattern \u2013 this tappable format. You come in and you want to see something; you already saw half of the game and maybe you just want to scroll through that until you get to the part you haven\u2019t seen and stories lends itself to that. The second thing is that we saw that publishers want to connect with their audience as the game progresses. There\u2019s a goal or a touchdown but creating another video every time is very costly, so the advantage of stories is that you just stitch each part together with time. It allows you to create something which users are more used to having today \u2013 it’s fast, you can drop in where you previously left off.<\/p>\n

How can sports entities make Google Onebox work for them?<\/strong>
\nThe focus is on helping users find \u2013 without friction \u2013 highlights or where to watch the game, working with leagues and broadcasters to link to the highlights that live on their platforms in a way that allows us \u2013 Google \u2013 to seamlessly connect users with the content they\u2019re looking for. We\u2019re not distributing it ourselves, we\u2019re helping you find it off platform. This formula is a win-win-win proposition and it\u2019s been working well. We\u2019re making users happy by making it easier for them to find what they\u2019re looking for – which is our mission \u2013 and we\u2019re helping rights holders reach new audiences and increase viewership to their platforms through an entry point that a lot of users start their sports journey with.<\/p>\n

Can you give us a sense of the extra engagement you\u2019ve been seeing since you introduced Stories?<\/strong>
\nMajor League Baseball has been an early adopter of the Web Stories format for the in-game highlights use case. They call theirs Game Stories. To date, MLB\u2019s Game Stories have seen a 70% completion, with 7.6 pages consumed per story start and a 1.76% CTR on story ads. The publisher has the ability to integrate tappable hyperlinked buttons within a story. You could do a lot with that functionality but we think the coolest use case for sports is the \u2018watch live\u2019 button where you can tune in and see how the match ends; you just go right to the live stream. It\u2019s a powerful conversion funnel for broadcasters.<\/p>\n

Andrew and Ethan contributed to our latest Leaders practical guide, How to tell \u2018stories\u2019 that drive revenue, produced with the support of WSC Sports. The six-step guide, examining questions to ask, support and resource on offer, platform distinctions and UX, analytics that will make a difference, best practice on creative and publishing cadence, plus tricks and tips that have worked for rights holders and broadcasters across multiple platforms, is available here<\/a>.<\/em><\/p>\n

\n

<\/h4>\n

RIGHTS WATCH<\/strong><\/h4>\n

ESPN renews with MLB<\/strong>
\nESPN has continued its recent rights spree by renewing its deal with Major League Baseball, for a reported US$550 million per season. Its new agreement running from 2022 until the end of the 2028 season includes 30 live games per year on an exclusive basis, including Sunday Night Baseball and the opening night national telecast. That\u2019s a drop on the 90 included in the current deal. MLB will sell midweek games separately. ESPN has also acquired rights to post-season wild card series games should that format be revived, with provisions made for additional regular season games to be included should the current format continue. As is becoming commonplace in long-term major league rights deals, ESPN will be allowed to produce \u2018alternate presentations\u2019 of live games, following ViacomCBS\u2019 Nickelodeon broadcast of an NFL play-off game earlier this year and ESPN\u2019s Marvel-themed NBA telecast of the Golden State Warriors v New Orleans Pelicans earlier this month.<\/p>\n

Channel 4 bolsters enviable rights portfolio<\/strong>
\nOver several years now, UK broadcaster Channel 4 has been building out an enviable sports rights portfolio. From the Paralympics and other key para events, to European Cup rugby union, Formula One highlights to W Series, it has \u2013 relatively quietly \u2013 become a major player in the market and, with its willingness to innovate in its coverage, an attractive partner for rights holders. It is also, in the best sense of the word, opportunistic, recently striking a deal to broadcast the India-England Test series at short notice. With all that in mind, it should be no surprise to see Channel 4 secure the rights to broadcast free-to-air highlights of the upcoming British Lions tour of South Africa. It will show highlights of all three Tests, as well as live coverage of the Lions\u2019 warm-up game against Japan at Murrayfield next month. Sky Sports has live coverage of the tour.<\/p>\n

BeIN renews with LaLiga<\/strong>
\nBeIN Sports has renewed its deal with LaLiga to broadcast the Spanish league in France until 2024. The new deal strengthens the already-solid relationship between the two organisations. BeIN Sports broadcasts LaLiga in 35 markets around the world, most notably across the MENA region. \u201cThe renewal deal with LaLiga \u2013 our trusted partner in France since 2012 \u2013 supports our rational business strategy of bidding proportionately for premium rights while focusing in growth and profitability in France,\u201d said Laurent de Camas, BeIN Sports France\u2019s Managing Director. BeIN is said to be working towards new deals in France with the Bundesliga and Serie A. BeIN and LaLiga have also pledged to work together to \u2018continue their renowned alliance and partnership on anti-piracy\u2019, with the issue continuing to be a major problem in France.<\/p>\n

\n

<\/h4>\n

JOBS BOARD<\/strong><\/h4>\n

Scudamore joins Monterosa<\/strong>
\nFormer Premier League Executive Chairman Richard Scudamore has joined real-time engagement specialists Monterosa as a non-executive director. Scudamore will help the company, which consolidates digital engagement experiences in order for clients such as ITV, Liverpool FC, ViacomCBS and IMG Arena , to connect to their audiences directly.<\/p>\n

Buzzer hires NBA executive<\/strong>
\nShirin Malkani, the former VP of Global Media Distribution at the NBA, has been hired by Buzzer as its Chief Commercial Officer. The appointment follows the mobile platform\u2019s recent deals with the NBA, NHL and PGA Tour, which will allow fans to receive notifications to watch segments of live action.<\/p>\n

\n

 <\/p>\n

Thanks for reading this edition of the Broadcast Disruptors Bulletin. We\u2019ll have another for you a fortnight today; and if you haven\u2019t subscribed yet, do remember to opt-in here.<\/a><\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":562,"menu_order":0,"template":"","categories":[19,57,58],"pathway":[],"topic":[],"sport":[],"class_list":["post-561","article","type-article","status-publish","has-post-thumbnail","hentry","category-digital-media-sport-business","category-equality-diversity-inclusion","category-technology-and-innovation"],"acf":[],"yoast_head":"\nBroadcast Disruptors Bulletin: WarnerMedia and Discovery deal dwarfs sport; the search for Google\u2019s \u2018Web Stories\u2019; and the significance of LaLiga\u2019s new US rights deal - Sport Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-warnermedia-and-discovery-deal-dwarfs-sport-the-search-for-googles-web-stories-and-the-significance-of-laligas-new-us-rights-deal\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Broadcast Disruptors Bulletin: WarnerMedia and Discovery deal dwarfs sport; 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