Create Share Engage: Authenticity, creative storytelling and targeted content dominate the discussions By Jo Ruddock
Thursday, May 4, 2023 - 11:05
Print This Story
Melissa Lawton, chief content officer at SailGP, speaks to SVG Europe's George Bevir
Bringing together those at the forefront of creating and monetising new and engaging viewing opportunities and experiences within sports, SVG Europe's Create Share Engage event (Wednesday 3 May, London) delivered a whole host of insight into everything from content authenticity and ad etch in live sport to best practice when creating digital content for multiple platforms.
After an introduction from Steve Wind-Mozley, CMO at title sponsor LiveU, the inaugural event began with an opening keynote featuring FIBA Media managing director Andrew Ryan and Gauthier Rakotonirina, head of third-party marketing. The pair revealed how the international basketball federation captures and shares content to drive engagement among viewers and create commercial opportunities.
Delivering relevant and local content is central to the success of FIBA's approach. We really do try to invest in the creation and development of content assets for each specific country, so you'll have high-quality content assets made available to our broadcaster in the US just as much as you will our broadcaster in smaller countries such as South Sudan, and it'll be content that is useful to them, not just generic content which won't gain a huge amount of traction in their market, said Ryan.
Our production philosophy is to put the viewer not just in the best seat in the house, but the best seat anywhere, he added.
This will be helped at the upcoming Men's Basketball World Cup, which starts in August, by the potential addition of a vertical drop camera, which is currently being trialled. The plan is to drop it down just before tip off to make viewers feel like they're almost in the circle. The camera will then rise so you get the feel of the athletes jumping, Ryan revealed.
Rakotonirina went on to explain how utilising athletes' social media reach is also helping FIBA to expand its appeal. We have to think about what athletes want on their channels while also giving value to rightsholders. Within a game we produce a huge amount of content that we share with athletes.
The priority is to get those viewers to the live broadcasts. Seeing moments is one thing, but seeing the entire game is the full experience, he added.
Continuing with the content creation theme, Sunset+Vine head of digital Raj Mannick shared his thoughts on how to produce effective sports content for digital platforms.
He said: The best sports content is anything that reminds fans why they love sport. Any content that can capture that hairs on the back of the neck' feeling will be popular, along with content that shows the dedication and sacrifice of athletes. But that's the extreme and there's everything in between so there's lots of opportunities.
Sunset+Vine head of digital Raj Mannick
The key, he said, is not just to deliver content that is authentic, but that is also relevant to the platform, as what works on Facebook won't perform so well on TikTok, for example. An added challenge is that measures of success are often changeable.
Success is constantly evolving because this is a space that moves quickly. Revenue is obviously a key one, but engagement rate, for us, is a big, big measure of success. I think previously lots of people looked at views or reach, but the way that's measured isn't consistent across platforms, whereas with engagement rate someone has to physically interact with your content and that means you're communicating with them.
While the sheer number of platforms and the frequent changes they implement may seem daunting, Mannick concluded by saying: As long as you're not putting all your eggs in one basket - I think that's a sensible approach to take. I also think if at the core you have your own values and principles and follow them, that's the only way you're going to build long-term trust with your audience.
Melissa Lawton, chief content officer at SailGP, picked up on the issue of authenticity in a session entitled Racing Ahead with SailGP. You've got to be yourself on each platform and each one of those platforms is looking for a slightly different version of you, she expanded.
SailGP has a seven-platform strategy encompassing broadcast, OTT and social media. We deliver content to the Facebook audience in a way that makes sense on Facebook. We have a YouTube channel, but within YouTube now there's also those different levels - so the subscribers or core fans, the casual fans who are discovering us for the first time, and then there's curious fans who come to us through new initiatives like shorts. TikTok is key for us to engage an audience that probably wouldn't turn on the TV to watch us.
The main aim of SailGP's digital content strategy is to raise awareness. We're a start-up league, we're in our third season and we want to be on as many platforms in as many formats as possible and in front of the largest audience possible.
Data is already providing key information on the type of content that works, how much viewers are engaging, when they drop off and what doesn't work, and this has led to changes in SailGP's strategy. While initially broadcasts focused on in-depth informative content, now we know people like to see boats on water, so we get to that action as quickly as possible . For season 4, expect more content focused around the technology on board as this has proved popular. It'll be used in different formats across all platforms, she revealed.
After a networking break, the audience at Kings Place in London were treated t
Most recent headlines
09/12/2024
Dalet, a leading technology and service provider for media-rich organizations, today announced that it has been named an IDC Innovator in the IDC Innovators: ...
09/11/2024
Dalet, a leading technology and service provider for media-rich organizations, today announced three new members of its executive team. Tara Bryant joins as Chi...
30/10/2024
Drone detection just got a whole lot smarter with ARDRONIS Detect from Rohde & S...
25/10/2024
Jenny Priestley talks to the BFI's Douglas Weir who oversaw the restoration of a much-loved animated classic, which returns to UK and Ireland cinemas today
...
25/10/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
25/10/2024
Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), has announced a strategic partnership with Allrites, a premium con...
25/10/2024
Studio Technologies, Inc., a pioneer in high-performance audio, video, and fibre-optic solutions, has long been at the forefront of the professional broadcast a...
25/10/2024
QuickLink, empowering creatives to exceed modern-day standards of production, has been instrumental in easing the remote production challenges of ITV Studios...
25/10/2024
stYpe, a globally active innovator of virtual studio production resources, reports strong interest in the latest additions to its wide range of broadcast-qualit...
25/10/2024
Casa Frida Estudio, one of the most prestigious music facilities in Argentina, has upgraded its main control room to Dolby Atmos specifications and installed a ...
25/10/2024
Frequency, the engine behind many of the world's best-known streaming television channels, announces the European expansion of its Managed Channel Services ...
25/10/2024
Disguise, an HPA-Award-winning immersive experience company, has received £1.2 Million in funding from Innovate UK and the EU as part of a larger investment int...
25/10/2024
Through this agreement, MASORANGE will incorporate new AGILE CONTENT technologies into its television service, enhancing customer experience with optimum servic...
25/10/2024
Appear, a global leader in live production technology, is proud to announce its role as an official provider of cutting-edge broadcast transmission solutions fo...
25/10/2024
Witbe (Euronext Growth FR0013143872 ALWIT), a global leader in test automation and monitoring technology for video service providers, today announced that M...
25/10/2024
Unified Streaming, a leading streaming software company, has hired Valentijn Siebrands, an industry veteran, as its new streaming solutions manager. The company...
25/10/2024
Competitive search leads Toledo's WLMB-TV 40 to TE1 based on energy efficiency and durability
As part of its effort to reach a wider audience, the Toledo-b...
25/10/2024
IBC announces the Call for Challenges for the 2025 Accelerator Media Innovation Programme, inviting proposals for transformative, fast-track innovation projects...
25/10/2024
HANNOVER, Germany TVN Live Production is using a variety of solutions and technologies from Lawo in its new TVN- 8UHD OB truck, which it unveiled at this year&#...
25/10/2024
NEW YORK Innovid, a software platform for the creation, delivery, measurement and optimization of connected TV (CTV), linear and digital advertising, said LG Ad...
25/10/2024
SAN FRANCISCO Consumer data platform provider Hightouch has announced a new solution it said will streamline and accelerate connected TV (CTV) advertising....
25/10/2024
MADRID Warner Bros. Discovery's streaming service Max has reached a new agreement with DAZN that will give Max customers in Spain access to the premium spor...
25/10/2024
Beloved Genre-Benders Karate Make a Fitting Comeback Its one of the decades feel-good music stories: How the legendary alumni acts rediscovery led to rereleas...
25/10/2024
Berklee Presents Holiday Extravaganza: Duke Ellingtons Nutcracker Suite and Chri...
24/10/2024
Gather your tricks and treats because Halloween season is upon us. Spotify launched our first Spine-Chilling Audiobooks hub this month featuring the Fear Index...
24/10/2024
In accordance with Section 6 (2) (c) of the National Film and Video Foundation A...
24/10/2024
MELBOURNE, Fla., Oct. 23, 2024 - L3Harris Technologies (NYSE: LHX) and Palantir Technologies Inc. (NYSE: PLTR) today announced a strategic partnership to propel...
24/10/2024
WASHINGTON The FCC has launched a formal proceeding to review the quality of support that cable, broadband, satellite TV, and voice service providers give their...
24/10/2024
CINCINNATI E.W. Scripps has named veteran journalist Matt Simon as vice president of Scripps News. In the new role, Simon will be responsible for the vision, ov...
24/10/2024
Cine Gear Film Series Competition is Now Open
Brie Clayton October 24, 2024
0 Comments
Each year, thousands of filmmakers of all kinds gather at a maj...
24/10/2024
DaVinci Resolve Studio Integral to Ringling College of Art and Design's Post...
24/10/2024
Krotos Introduces the World's First Dynamic Crowd System in Krotos Studio
Brie Clayton October 24, 2024
0 Comments
Krotos, a leader in cutting-edg...
24/10/2024
According to a report, following a move towards growth, Technicolor has opened talks with potential buyers as shareholders are assessing its long-term future
B...
24/10/2024
Orfiums Mark Vermaat, VP business strategy and partnerships, tells TVBEurope why remaining curious and challenging the status quo is vital in a career in the me...
24/10/2024
NEW YORK A new study from Amagi highlights both the ongoing shift of viewing to free ad-supported streaming (FAST) channels and the rapidly growing amount of sp...
24/10/2024
MONTREAL Matrox Video has announced that it is supplying DSX LE5 SDI I/O cards for Vizrts latest TriCaster product range....
24/10/2024
WASHINGTON, D.C. The FCC's Enforcement Bureau has sent out Equal Employment Opportunity (EEO) audit letters to 150 randomly selected TV and radio stations....
24/10/2024
Industry group USTelecom has released a study showing broadband providers invested $94.7 billion into the U.S. communications infrastructure in 2023. The annual...
24/10/2024
Curse of the Sin Eater Used DaVinci Resolve Studio and Blackmagic Cloud for End ...
24/10/2024
Michael Shinn Named Executive Director of Boston Conservatory at Berklee Shinn, who served as the Conservatory's dean of music for six years, has been int...
24/10/2024
Artificial intelligence will be the driving force behind India's digital transformation, fueling innovation, economic growth, and global leadership, NVIDIA ...
24/10/2024
24 Oct 2024
VEON's Jazz Launches FikrFree: An AI-Powered Digital Marketplac...
24/10/2024
PARIS & LONDON - OCTOBER 24th, 2024
Technicolor Group, a world leader in visual...
24/10/2024
NESN Continues Unobstructed Views Series of Alternate Broadcasts With Six Bruins...
24/10/2024
Touchdown: Inside the NFL's international strategy and broadcast plans for t...
24/10/2024
SVG New Sponsor Spotlight: AbelCine's Tom Digges on the Growing Trend of Cin...
24/10/2024
Sweet Home, Carolina: How Charlotte Became a REMI Sports Production Hub Leaders from ESPN, FOX Sports, NASCAR, Van Wagner, and SMT discuss their at-home product...
24/10/2024
SVG Sit-Down: USWNT Star Sydney Leroux on Working With DAZN's Team Whistle, ...
24/10/2024
Sony Sports CEO Rufus Hack on the Impact of the KinaTrax Acquisition KinaTrax joins Hawk-Eye, Beyond Sports, and Pulselive under the Sony Sporta umbrella By Br...
Create Share Engage: Authenticity, creative storytelling and targeted content dominate the discussions By Jo Ruddock 
