{"id":7411,"date":"2022-01-20T14:29:00","date_gmt":"2022-01-20T14:29:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=article&p=7411"},"modified":"2022-05-03T14:29:51","modified_gmt":"2022-05-03T14:29:51","slug":"broadcast-disruptors-bulletin-2022-sports-media-predictions-the-documentary-boom-intensifies-and-bein-sports-ceo-on-piracy","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-2022-sports-media-predictions-the-documentary-boom-intensifies-and-bein-sports-ceo-on-piracy\/","title":{"rendered":"Broadcast Disruptors Bulletin: 2022 sports media predictions; the documentary boom intensifies; and BeIN Sports\u2019 CEO on piracy"},"content":{"rendered":"\n\n
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\n 20 Jan 2022 <\/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: 2022 sports media predictions; the documentary boom intensifies; and BeIN Sports\u2019 CEO on piracy<\/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>, Technology & Innovation<\/a> <\/div>\n
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https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-2022-sports-media-predictions-the-documentary-boom-intensifies-and-bein-sports-ceo-on-piracy\/<\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n\n\n
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20 January 2022<\/strong><\/p>\n

Broadcast Disruptors Bulletin: what you need to know today about the shifting sports media landscape<\/p>\n

By James Emmett<\/a> and David Cushnan<\/a><\/h6>\n
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Series Advisors:<\/p>\n

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

Bulletin length: 2,388 words \u2013 it’s a 9-minute read<\/p>\n

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Short form<\/strong>
\nBroadcast Disruptor of the week: Shay Segev
\n2022 sports media predictions
\nThe sports documentary boom intensifies
\nF1\u2019s effective content strategy explained
\nMajor spike in value through branded content
\nInside PGA Tour Live and ESPN+\u2019s new production set-up
\nBeIN Media Group\u2019s CEO on linear TV and the battle against piracy<\/p>\n

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

LEADERS BROADCAST DISRUPTOR OF THE WEEK<\/strong><\/p>\n

Who? <\/strong>Shay Segev
\nWhat?<\/strong> CEO of DAZN
\nWhy?<\/strong> The former betting executive has this week taken sole charge of DAZN, with James Rushton stepping away from the co-CEO role he has shared since Segev\u2019s arrival in June. The move signals a new direction for the streamer. Chairman Kevin Mayer said as much in the official annoucement, describing Segev\u2019s \u201ctechnology background and outstanding history of delivering a strong performance culture\u201d as \u201chugely beneficial as DAZN introduces additional interactive fan engagement services such as betting and e-commerce.\u201d<\/p>\n

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

Thanks for clicking and welcome to the Broadcast Disruptors Bulletin, your fortnightly briefing on everything new and vital in sports broadcasting, content creation, distribution and monetisation. Hope you managed to get some form of break and are raring to go for 2022. We certainly are.<\/p>\n

If you\u2019ve got any new starters round your way, point them in our direction: a quick sign up and it\u2019ll save you forwarding this email on in future. And your gossip, news and opinion is always welcomed \u2013 try james.emmett@leadersinsport.com<\/a> and\/or david.cushnan@leadersinsport.com<\/a>. We commit to flagging your email. And if you\u2019re in the UK \u2013 or nearby \u2013 look out for an invitation in the next few days to our first in-person Broadcast Disruptors think tank of the year. They\u2019re private, they\u2019re high-level and they\u2019re always worth coming along to.<\/p>\n

Predictions, we have a few: We\u2019re upping our own audio-visual game this year, so we\u2019ve put our 2022 pointers into podcast form, for the first edition of the Broadcast Disruptors Audio Bulletin \u2013 available now on the Leaders Sport Business podcast<\/a> feed. If you work for Two Circles or DAZN, or Zoom, Peloton or Fanatics for that matter, it\u2019s worth a listen. The metaverse gets a mention (of course), there\u2019s a discussion on how broadcast innovation should be further invigorating women\u2019s sport, and thoughts about sports executives as on-screen talent; pop-up sports broadcast events and whether referees and officials might have bigger roles in sports coverage.<\/p>\n

We\u2019re planning more of this kind of audio commentary throughout the year and we\u2019re open to ideas, so do let us know what you want to hear and who you want to hear it from.\u200b\u200b\u200b\u200b<\/p>\n

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THE TICKER<\/strong><\/p>\n

DAZN edging towards BT Sport agreement<\/a> \/\/ Premier League wins High Court ruling; PPTV ordered to pay \u00a3157 million in outstanding rights fees<\/a> \/\/ Netflix confirms PGA Tour and tennis documentaries<\/a> \/\/ Premier League renews with Disney in South America<\/a> \/\/ British government confirms BBC license fee will be frozen for two years, then rise in line with inflation for four years<\/a> \/\/ The return of the NFL slime monster<\/a> \/\/ Little Dot launches dedicated sports division<\/a> \/\/ Microsoft acquires Activision Blizzard for US$68.7 billion<\/a><\/p>\n

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

Non-fiction update<\/strong>: Filming is underway on two more major sports documentaries for Netflix, with London-based production company Box to Box Films, the brains behind Formula One\u2019s \u2018Drive to Survive\u2019, involved in new partnerships with the PGA Tour and the major tennis governing bodies and tournaments. The ambition is clear: a glossy, carefully curated, behind-the-scenes documentary, distributed and promoted by Netflix, will help golf and tennis reach new audiences and in time turn them into genuine fans, just as \u2018Drive to Survive\u2019 has been given the credit for Formula One\u2019s rising popularity, particularly in the United States. Every sport outside football seems to be looking for its \u2018Drive to Survive\u2019 moment. Seb Coe wants one for athletics \u2013 \u201cThe EBU is talking about some quite create stuff, maybe even a documentary series around athletics \u2013 a similar kind of Netflix \u2018Drive to Survive\u201d \u2013 and so does America\u2019s Cup veteran Grant Dalton: \u201cIt\u2019s lifting the lid on the Cup, it will put film crews into the places they\u2019ve never been before. \u2018Drive to Survive\u2019 has been a massive success and probably every sport on the planet wants to do something similar, but not many have an environment like ours.\u201d Standby for a saturated market; and if everyone has a behind-the-scenes documentary on a major streaming platform, does everyone automatically find new fans?<\/p>\n

Seeking silver bullets<\/strong>: But is the sports documentary \u2013 and contrary to the impression given by some it\u2019s a format that pre-dates \u2018Drive to Survive\u2019 \u2013 the silver bullet every sport seems to think it is? The reality is \u2018Drive to Survive\u2019 is but one element of a sophisticated multi-platform, multi-faceted content strategy Formula One has developed over the past few years that also includes enhancements to live broadcasts, through new camera angles and data; carefully building relationships with teams and drivers to help amplify and drive engagement in content on social; and the development of a host of short and long-form content strands, utilising additional in-car footage, unseen camera angles or team radio to tell stories long after the race has finished \u2013 a definitive thread here<\/a> on what they\u2019ve done and why. \u2018Drive to Survive\u2019 has evidently been a major success but it\u2019s part of the ammunition, not necessarily the silver bullet.<\/p>\n

Demanding branding<\/strong>: An eye-catcher of a stat from Meta, who have been running the numbers on the value generated by Europe\u2019s major football clubs through branded content \u2013 live, recorded, long and short-form – over the past 18 months. The media valuation of branded content on Facebook and Instagram, across the club pages\/profiles of 12 of Europe\u2019s top football clubs increased from \u20ac81 million to \u20ac153.7 million \u2013 during the 18 months from March 2020 to August 2021, compared to the previous 18-month period. An uplift during the pandemic, of course, was entirely predictable, as focus, resources and inventory was switched to digital in the enforced absence of live events, but an increase of 90% in value generated is significant \u2013 and further evidence of not only the potential of well-constructed branded content but also the increasingly sophisticated approaches being taken by clubs and platforms like Facebook and Instagram. Our latest \u2018How to\u2019 guide<\/a> identifies and explores five key considerations in developing an effective branded content strategy, but it also has us reflecting on what the next phase of player and athlete media training might look like in an era when, at the top level, they are expected to be natural, effective and persuasive ambassadors for anything and everything from spicy noodles to sensitive social action initiatives \u2013 all under the veneer of authenticity. As more clubs invest in studios and build out in-house content and production facilities, should they also be thinking about investing in acting lessons for the talent?<\/p>\n

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

In March 2020, ESPN+ was announced as the new home of the PGA Tour\u2019s digital rights, part of the wider broadcast rights package the tour struck with CBS and NBC for the period between 2022 and 2030. PGA Tour Live, the tour\u2019s own subscription streaming service, has effectively been folded into the ESPN+ subscriber package, available to the broadcaster\u2019s approximately 17.1 million customers. The new digital broadcast set-up began earlier this month at the PGA Tour\u2019s season-opening event in Hawaii. The full four feed offering debuts today, however, in the first round of The American Express at La Quinta County Club.<\/p>\n

PGA Tour Live on ESPN+: inside the production<\/p>\n