SBD Global/March 5, 2014/Media

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  • Sportel Asia: Old Media Vs. New Media Creates Tense Debate In Opening Panel

    Great Sports Media Co. GM Hui Li kicked off the the Sportel Asia World Sports Media Convention with a spirited defense of traditional media and by charging China’s No. 1 Internet portal Tencent of “acting irresponsibly” in its buying of rights. Li ended his keynote speech, which created a tense environment at the “Insight Into the Chinese Sports Media Industry” panel, by saying, “Maybe you don’t like what I said, but this is how I feel.” GSM is owned by Shanghai Media Group and is China’s No. 2 broadcaster behind CCTV, so Li’s position reflects the big company vs. the new kid on the block. Regardless, they were strong words in a country where directness and confrontation are often avoided. Li: “If you buy large amounts of rights but don’t have enough resources to broadcast, that’s irresponsible.” Li criticized outlets that buy up rights without a plan to maximize their use and said that practice “will destroy the promotion of sports.” He also emphasized the importance of local buyers that keep coverage individualized at a local level, such as broadcasting events in China’s regional dialects. Buyers should not only “pursue quick money,” but offer more integrated options. Li did offer an olive branch to his new media colleagues, saying, “I believe there’s a good market for both traditional and new media to work together in the future.”

    RIGHTS DEALS SCREENED: Tencent GM of Media Business Development Sam Xie followed Li’s rant with a dismissive defense, stating that his company does not, in fact, buy everything, and the rights it does buy go through a strict screening. Xie also said that Tencent is interested in creating more opportunities for offline media, such as an app to connect players and order gear, while simultaneously WeChat can be used as a tool to help supplement the new medium. Furthermore, Xie added that WeChat is available for and encouraged to be used by third parties to grow their own brands and markets. Xie: “Our profits are based on your profits.” Regarding the attack on modern media, Xie responded, “We should look into the future.”

    INTO THE DEBATE: Last to jump in on the discussion was Ting Zhan, director of LeTV, who stayed a bit more neutral in the debate. Zhan explained that LeTV’s strategy consists of four pillars, covering both new and traditional media: content, platform, application, and terminal (which include smart TV and OTT content). He added that its vision is simply to “maximum value to our users.” He said, “As long as our users get maximum benefits, we do too.” He agreed with Li that traditional and new media “need to help each other out,” but at the same time he said, “Through competition we can improve technology.” Zhan: “Many criteria and decisions are made by TV, but new media can be the driving force. The sports media rights market is small in China; we need broad horizons.” The panel was moderated by Shoto Zhu, president of Oceans Marketing, a full-service Beijing-based agency, with past clients that include Euroleague Basketball, the 2013 WTA Guangzhou Open and ManU's 2012 China Tour.

    Print | Tags: Media, China
  • Advertising Spend On Sporting Events In India Nearly Doubles In Five Years

    Advertising spends on sporting events in India almost doubled in five years and while cricket accounted for most of it, other sports are on the rise, says the first ever sports marketing report in the country.

    Advertisers in the country spent Rs 4,109 crore in sporting events in 2013, 92 per cent more than the Rs 2,139-crore ad spend in 2008, according to the GroupM report that examined advertising investments in Indian sport from 2008 to 2013 through four parameters — on ground, team  ..

    Advertising spends on sporting events in India almost doubled in five years and while cricket accounted for most of it, other sports are on the rise, says the first ever sports marketing report in the country.

    Advertisers in the country spent Rs 4,109 crore in sporting events in 2013, 92 per cent more than the Rs 2,139-crore ad spend in 2008, according to the GroupM report that examined advertising investments in Indian sport from 2008 to 2013 through four parameters — on ground, team  ..

    MUMBAI: Advertising spends on sporting events in India almost doubled in five years and while cricket accounted for most of it, other sports are on the rise, says the first ever sports marketing report in the country.

    Advertisers in the country spent Rs 4,109 crore in sporting events in 2013, 92 per cent more than the Rs 2,139-crore ad spend in 2008, according to the GroupM report that examined advertising investments in Indian sport from 2008 to 2013 through four parameters — on groun ..

    The first sports marketing report in India revealed advertising spending on sporting events in India "almost doubled in five years and while cricket accounted for most of it, other sports are on the rise," according to Pritha Mitra Dasgupta of the ECONOMIC TIMES. Advertisers in the country spent Rs 4,109 crore in sporting events in '13, 92% more than the Rs 2,139-crore ad spend in '08, "according to the GroupM report that examined advertising investments in Indian sport" from '08-13 through four parameters -- on ground, team sponsorship, athlete management, and media spends. While cricket, particularly the Indian Premier League, dominated conversation around sports, the report said that "thriving niche events" such as Hockey India League and Indian Badminton League "marked the start of a sporting revolution in the country." GroupM Entertainment & Sports Partnership National Dir for Sports & Live Events Vinit Karnik said, "The big news of 2014 will be the inaugural edition of the IMG-Reliance-Star co-owned Indian Super League, which is set to bring all the bells and whistles associated with the IPL to football." The report expects advertising spending on non-cricket sports to grow at a 20-25% annual rate "over the next three years." Vodafone India CCO Vivek Mathur said that "changing demography, lifestyle and globalised economy in the last few years have led to strong following for other sports like football, tennis, hockey and badminton." Mathur: "This popularity of sports in India offers Vodafone as a brand a very effective, large-scale platform to connect with its customers." Nokia India Marketing Dir Viral Oza said, "Football is going to be big in India and we have seen the club culture grow at a very rapid pace" (ECONOMIC TIMES, 3/4).

     Advertising money (in crore) spent on sports events in India

     Year  Cricket  Football  Marathons  Golf  Others
     2008  293  8.5  28.5  32.7  62.8
     2009  299  9.1  29.3  13.9  68.9
     2010  522  11.7  36.5  29.1  444
     2011  498  14.9  37  27.1  137
     2012  466  16.4  39  37.5  153
     2013  508  14.2  42  28  164

    Print | Tags: Media, India
  • Media Notes: Record Month For English Premier League Broadcasts On U.S. Nets

    The 17 Premier League games broadcast in the U.S. on NBC, NBCSN and USA Network averaged 609,000 viewers in February for its best monthly viewership. Boosted by lead-ins from Olympic coverage, NBC "posted its best monthly Premier League average" with 1.1 million February viewers, while NBCSN "also set a monthly mark" with an average of 508,000 Premier League viewers in February (SOCCER AMERICA, 3/3). ... SuperSport has secured broadcast rights for this Wednesday’s int'l friendly between Bafana Bafana and Brazil. The fixture will be broadcast on SS4HD and Select SA (SuperSport). ... The Austraian Football Association (ÖFB) and Infront Sports & Media have agreed to a four-year partnership extension. The deal covers the Euro 2016 and 2018 World Cup qualifiers. Infront markets perimeter board ads for all Austrian home matches (Infront). ... Singapore-based StarHub has announced that Singapore's final Asian Cup football qualifier against Oman will be shown live at 9:30pm local time on Wednesday. The match in Muscat "will be broadcast live on Starhub's Super Sports Arena" (STRAITS TIMES, 3/4).

    Print | Tags: Media
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