It is true that there has been a growing polarisation in the sports media rights landscape, particularly in the US, in recent years. While top-tier sports properties like the NFL continue to command high media rights fees, second and third tier sports properties have become less attractive to traditional broadcasters, leading to a decline in their commercial revenues.
However, this trend also presents an opportunity for sports rights owners to explore new distribution channels beyond linear broadcast platforms. With changing consumption habits, it has become increasingly important to distribute content to the preferred platforms and devices of fans, including digital and social media.
Moreover, the adoption of IP distribution in sports has been driven by factors such as environmental sustainability and cost savings. IP distribution allows sports rights owners to reach a wider audience while reducing the costs associated with traditional broadcast platforms.
Based on these factors, it is possible that 2023 will be the year that IP distribution in sports comes of age and becomes widely adopted. This shift is expected to benefit second and third tier sports properties, enabling them to reach new audiences and generate greater revenues. However, it will also require sports rights owners to invest in new technologies and platforms to meet the changing demands of fans.
The case of Volleyball World's successful adoption of a cloud production workflow highlights the benefits of IP distribution in sports. By leveraging cloud-based technologies, Volleyball World was able to increase production volumes while reducing costs compared to traditional satellite distribution methods.
Despite initial concerns about potential resistance from broadcast partners, the Volleyball World team and their delivery partners worked closely with broadcasters to educate them about the benefits of the new workflow and to ensure a smooth transition.
The increased flexibility and scalability of the IP distribution workflow allowed Volleyball World to sell media rights to broadcasters up until the day before the event, which is not possible with traditional broadcast platforms. Additionally, the workflow provided greater transparency and tracking capabilities, enabling Volleyball World to monitor which broadcast partners accessed the feeds and when.
The success of Volleyball World's adoption of an IP distribution workflow highlights the potential for sports rights owners to increase their production volumes and reduce costs while leveraging new technologies to reach a wider audience. This is an important trend in the sports media rights landscape that is likely to continue to grow in the coming years.
Reading The News
The case of ENEX's use of IP distribution for news broadcasting highlights the potential for sports rights owners to leverage similar technologies and workflows to increase the delivery of live content to audiences. As with sports, live coverage is a crucial aspect of news broadcasting, and the adoption of IP distribution has enabled ENEX to provide its members with a highly flexible and cost-effective solution for managing live content.
The use of IP distribution has allowed ENEX to simplify live content management and reduce costs compared to traditional broadcast platforms. The workflow also ensures service reliability and availability, which is crucial in the fast-paced world of news broadcasting.
Moreover, ENEX benefits from a fully managed end-to-end service with proactive monitoring and 24/7 support, providing peace of mind for its members and ensuring a high level of service quality.
The success of IP distribution in the news broadcasting sector highlights the potential for sports rights owners to adopt similar technologies and workflows to increase the delivery of live content to audiences. By leveraging cloud-based technologies, sports rights owners can increase their production volumes while reducing costs, making it easier to deliver live content to fans across a range of platforms and devices.
The potential challenges associated with IP distribution, such as dependency on potentially unstable local IP networks, can be overcome with IP bonding solutions. These solutions will become less of a concern as IP network infrastructure continues to evolve globally.
The benefits of IP distribution in sports extend to all levels of sports properties, particularly for second and third tier sports properties. Regardless of whether a sports property has a broadcast deal in place or not, the cost-effectiveness, flexibility, and scalability that IP distribution can bring make it an attractive solution.
As we move forward to 2023 and beyond, the adoption of IP distribution in sports is expected to increase. The environmental sustainability and cost savings associated with IP distribution are driving up its adoption, and this trend is likely to continue in the years to come. IP distribution has the potential to open up a new world of possibilities for sports properties, enabling them to reach new audiences and deliver content in innovative ways.
Read the full article from LiveU HERE