CCMA Annual Conference: The Importance of being Different: The BT Sport Story
•Descargar como PPTX, PDF•
0 recomendaciones•369 vistas
“The Importance of being Di erent. The BT Sport Story” - Jamie Hindhaugh, COO of BT Sport and BT TV
Recomendados
Recomendados
Más contenido relacionado
Último
Último (20)
Destacado
Destacado (20)
CCMA Annual Conference: The Importance of being Different: The BT Sport Story
- 1. Jamie Hindhaugh COO BT Sport and BT TV
- 13. Change IS Business as usual
- 14. You HAVE to be able to DEFEND as well as SCORE GOALS
- 15. You have to have a culture that allows people to get things WRONG
- 16. Thank you for your time today
Notas del editor
- Just over 2 years ago on 5/2 2013 we moved into the old International Broadcast Centre in the Queen Elizabeth Park and set about building BT Sport. Standing here now we have been on air 24/7 for 6 months, 3 weeks and 5 days. Timeframes were tight but we had a unique opportunity to create something from scratch which had a huge advantage regarding studio look and feel, workflows , technology and importantly culture. In 18 weeks we built the bedrock of BT Sport which consists of the largest single studio space in the UK, soon to be 24 edit suites, 8 voice over booths, soon to be 9 galleries, and a production office that house 3 external production companies and our own in house production team.
- Initially we were looking to launch two channels but then in February last year BT acquired the ESPN channel licence so we had to reconfigure all of our workflows and plans to support 3 channels and handle the delivery of American content. With the imminent arrival of Exclusive CL coverage in the UK the channel portfolio is set to again increase significantly. The detail of which I cant talk about today. But the speed of growth is unique in the broadcast world.
- We had 3 key ambitions that were our mantra for launch directly aimed at the audience we were looking to attract, which was a wider demographic and younger audience. CLEAN Meaning quality coverage and securing the hard core fans alongside the new audiences we hoped to attract. A generation has grown up watching Sky Sports and they have a template for coverage, and a fantastic quality that as a minimum has to be matched to ensure and maintain credibility. KEY looking at what your competition does well respectably.
- CREDIBLE We need to own some sports – Aviva Premiership is a good example of what exclusivity enables you to do. As the home you can develop the product more in line with the customers own ambition. Focus groups and being prepared to be brave and get things wrong helps this. BUT there is also additional responsibility in growing the audience and creating a personality for sports.
- RESPONSIBLE Focus groups and being prepared to be brave and get things wrong helps this. BUT there is also additional responsibility in growing the audience and creating a personality for sports
- We also had to work hard to reinforce the breadth of sport we had (not just football) and exclusive content helps with this message Aviva Premiership Rugby WTA UFC NBA Customers want choice and a broad range. As the ‘curator of choice we wanted to build on the halo effect of established and key sports to offer that broader appeal.
- There were two other key definers that were clear to us would help us strive to the ultimate viewer experience. Personality and Live Continuity. First personality, we have accumulated a fantastic talent pool sharing many of the faces of BT with other broadcast tv and radio networks Also key is nurturing and introducing new talent.
- We have created original shoulder programming that brings a freshness of approach to the Rights we have and give the channels an identity and hence personality. VSPO (radio on TV) The Clare Balding Show (Chat show format) Lifes a Pitch (live music) to name but a few We are more than just sports channels we are a sports ENTERTAINMENT network
- WHAT MADE US DIFFERENT A VISION from the start supported by a strong platform to grow from Live Continuity The studio (which is also the biggest LED lit studio in the world) has a complete unique design 3 studios in 1 – live on air with 3 programmes at the same time in one studio space. Using the banners screens we can change the background of a show at a click of a button which enables us to do up to 3 shows per day from the one studio space with I crew (so a by product is efficiency) Like a presentation studio in our Television studio our galleries are visible Then of course we have the glass pitch…… This structure enables the transition between programmes on one channel and moving across the 3 channels fresh and seamless
- But our mantra has always been about multi platform – not just talking that and doing TV with a bit extra for digital but truly incorporating a full 360 multi platform production team. Our workflows and systems were designed to also support digital. Our whole facility is completely end to end digital and all parties work on that infrastructure. The digital archive (yes we now have one !!) is mirrored at BT Tower. This allows us to push content around in a very efficient manner and also opens up the content and rushes of all of our production partners. IN FACT WE WERE THE FIRST DPP COMPLIANT BROADCASTER IN THE UK. And overnight became the newest and oldest broadcaster in the UK.
- But we are not just a linear network But we are not just a linear network! A single multi platform operation Live Streaming Simulcast feed over IP VOD over IP on the APP A TV platform that offers further differentiation and an opportunity to deliver unique content to those customers. This will be demonstrable even more as we move in to the CL world.
- BT Sport app downloaded over 2m times Big audiences watch live BT Sport online > 200k for table-topping Premier League football matches Strong focus on social media to engage in conversations With MotoGP we delivered BT Sport’s first live multi-video feed coverage from a single sport- helicam, match race track and onboard cameras – A TRUE 2ND SCREEN EXPERIENCE Champions’ League will bring a new level of digital engagement
- Solid foundation and platform PEOPLE are key, room to breather, leadership, decision making