Case study: X,Y,Z dynamic data - the hidden value in sports media rights - August 2003  

A brand new real time tracking technology (RTT) developed by DatAcq, a Thames Valley technology company in the UK, is set to offer sport a new media right that could substantially increase revenue in the immediate future. It will also encourage rights' owners to re-assess contracts and establish whether 'dynamic data' is identified as a separate right or not.

Startline Rearview

There are many uses for dynamic data but probably the most dramatic is a new broadcasting medium called Virtual Television (vTV). Virtual Television is a real time graphic (as opposed to video) representation of a sporting event. DatAcq is already broadcasting virtual television across the internet from its own 'speedway track' located in its offices. Graphics can be as realistic as any high level computer game. End users simply download the particular sporting vTV application, then log on to the broadcasting site which offers virtual television.
Viewers will be able to direct their programmes, choosing camera angles, or even flying their own camera in space. Apart from graphic images, streamed dynamic data will also provide performance statistics. Sound accompanies vTV with positions (where appropriate) given from an automated commentary.

Onboard Sideshot

Any sport that installs the DatAcq system has the ability to broadcast to a global audience via the world wide web or mobile handsets. The company has successfully tested reception at low speed (28.8kps) which means internet users with old style modems can still receive uninterrupted transmission. Simplified versions of vTV can be transmitted to existing mobile phones with GPRS enabled.
Almost any sport which takes places in what DatAcq terms 'a defined action area', up to the size of a motor racing circuit, can benefit from this world leading technology.
"Where vTV will be at its strongest is in sports where there is a certain level of predictability," says Gideon Lloyd, DatAcq's founder. "British Speedway is our first customer and we believe Horse Racing and Greyhound Racing will quickly follow by offering punters anywhere in the world the chance to log on to their favourite betting sites and watch the racing live without needing to go to a television set. Many thousands of enthusiastic gamblers watching the 3.30 from Haydock Park in the middle of their night time is quite thought provoking to say the least!" adds Lloyd.

Into Corner

Defining existing rights

The big issue for many sports is whether 'dynamic data' has been included in existing rights packages or not. DatAcq's experience is that some do (although not always realised by the right's owner) but most don't. The issue is simply explained by Lloyd: "Data Rights in most people's eyes refer to fixture and team lists, calendar of events and race cards. We refer to these as being 'static data rights'. Broadcasting rights encompass the transmission of visual images and/or sound. In our view, DatAcq's technology impinges on none of these rights. The transmission only includes X,Y,Z positional coordinates i.e. dynamic data. It is therefore a new right although I suspect there will be numerous calls to lawyers to confirm this is so!"
What is certain is that technology creates rights. Firstly, the introduction of television created a new right. Then the fragmentation of delivery from terrestrial to satellite and cable expanded this right. More recently the internet and the potential for 3G phones has given even greater scope for new rights.
Now 'dynamic data' goes a step further by creating a new broadcasting medium, which will deliver millions in rights' revenues to sport whilst enabling audiences throughout the world to get maximum value from their personal computers, organisers and handsets.

Contact: Tel: +44 1491 821207; www.datacq.com

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