Sportscasting: then and now

?Imagine the live retransmission of a game through a Quarterback or Goalkeeper’s view – think Google Glass and Gaming consoles on steroids?

Summer 1966, London: The first-ever live colour broadcast of a World Cup final sees the English national football team grab its first and only ‘shirt-star’ (so far, at least)…The joyful and ecstatic crowd of Wembley stadium celebrates a hard-earned victory in extra time, with a controversial goal from Geoff Hurst. Did the ball entirely cross the line to beat the German goalkeeper, and give the English side a decisive lead, or not? We’ll never know for sure.

Cut to Summer 2014, Rio: 48 years and 10 World Cup tournaments later. Some things haven’t changed. Queen Elizabeth II still reigns over England, but there are others that have transformed at the speed of light, in particular, sports broadcasting and the way viewers interact with their favourite sports.

What was considered as a breakthrough at the time (live colour) is now considered as a given, a commodity, similar to electricity and water. The technology frontier has expanded exponentially, and at the heart of it all, sports fans. Instead of being passive recipients of content, aficionados are now empowered to manage their sports viewing experience at any time on any device. With the era of mobility and OTT delivery, broadcasters can now push their content to all screens, whether that be TV, tablet, mobile, gaming platforms, you name it. All that the user needs is an internet-enabled smart device, and he’s ready to consume (on condition that he paid his traditionally hefty access subscription). No professional or social engagement will stand in the way of him watching his favourite team play.

Similarly, live viewing has evolved into a 360 degrees experience, where users can now toggle between the various Ultra-HD and 3-D cameras that are laid out across the field and its surroundings. Some might be interested in following the action from behind the goal posts or endzone, while others might be focusing on a specific player or looking to capture the full-pitch angle to follow the game. Regardless, it’s a personal choice. Soon ‘on-board’ cameras will make their way through the options, and offer the most immersive viewing experience so far.

Imagine the live retransmission of a game through a Quarterback or Goalkeeper’s view – think Google Glass and Gaming consoles on steroids. Moreover, certain broadcasters are now offering multiple commentaries for the same game, each featuring a different team of announcers, and varying levels at which the game is being commented. Fans can select between the various commentaries based on their preferences (home team, away team, general, in-depth analysis, et al).

The second screen is re-shaping the fundamentals of traditional broadcasting and transforming it into an integrated content delivery platform. Through their apps, sports fans are now active contributors to the discussion that is happening on the primary screen (TV). Whether it is reviewing in-depth game analytics, answering to a poll, voting for the man of the match, sharing a self-made video, or tweeting an opinion about the game, the possibilities for engagement are endless. Such is the importance of second screen, that broadcasters are now dedicating part of their TV visual inventory for the display of UGC overlays.

Digital innovation is also significantly contributing to the development of advertising in sports broadcast. The insertion by broadcasters of virtual images around in-stadia LED boards, allows them to serve advertising to their viewers according to their country of access. For example, a French League game would be broadcast in KSA with Saudi ads displaying on the boards around the field. The targeted and contextual engagement is expected to significantly uplift advertising spends in the future.

Karim Saade is Director for Sports at Intigral. He has led the development and launch of Dawri Plus.