View From the Editor - Host broadcasting, Egg Nog and digital cheer - December 2003  

Chelsea Village

If I said I had a fabulous time at the Rugby World Cup Final between England and Australia I wouldn't be lying. However, my pleasure was courtesy of the ITV television network in the UK and a bag of Butterkist Popcorn rather than a sojourn to the Telstra Stadium. Sadly, no attendance at any significant sporting occasions to report on this month unless one counts speaking at Sportcal's Bidding & Hosting Seminar at Chelsea Village, home of English Premier League side Chelsea, in early November. Chelsea FC was in Champion's League mode that very evening - although sadly for us seminar attendees (and particularly for Luciano Barra of the European Athletic Association) - away at Lazio.
The subject of my panel at the Sportcal Seminar was broadcasting and distribution issues surrounding a live sports event. One panellist was Andrew Ryan of the International Badminton Federation who outlined the challenges of running a sport that is immensely popular in one part of the world (Asia) and more of a second-tier sport in other parts. "As a rights holder it is vital to form an effective partnership with the local organising committee and host broadcaster," he argued. Consultant Richard Russell agreed that partnerships are key and added that sports need to be more honest with themselves and assess how popular they really are rather than assuming automatic broadcaster interest.

The perfect festive gift

New report - buy now for Christmas!

Egg Nog

Delegates at the seminar were given a copy of the stunning new Sportcal report Bidding & Hosting: The Guide to Successful Sporting Events. As the writer of this new tome, it would be biased of me to say what an excellent read it is (after all, former British prime minister and literary master Benjamin Disraeli once said: "An author who speaks about his own books is almost as bad as a mother who talks about her own children.") However, it was great fun to write, will never embarrass me in front of strangers, laugh at me when I dance at weddings or ask to be funded through university (I hope) and I will certainly never be able to watch an opening ceremony of a major sports event again without wondering whether the required cabling for special effects was factored into the design of the stadium or had to be cobbled in at the last minute. Indeed, a general theme throughout interviews for the report was the early role that broadcasters and technology companies should play at the concept stage of a sports venue. Yet often their requirements are factored in at the last minute in a 'make do' scenario.
That's all I am going to say about the report other than with the festive season rapidly approaching, it would certainly make an ample stocking filler for the sports executive in your life and would doubtlessly impress your neighbours when you invite them around for Egg Nog or mulled wine (depending on which side of the pond you live). "Daphne, do come in and help yourself to a glass of something bracing and a mince pie. What's that book on the coffee table you ask? Oh, that little thing. It's to help with my plans to bring a sports event to [insert name of your town] and create a legacy that will last for generations. And it also goes really well with the [illegal] Olympic Rings sweater that Aunty Maud knitted me for Christmas don't you think?"
Meanwhile, back in the real world, the UK government must be delighted with the recent news that the take-up of digital terrestrial service Freeview, backed by the BBC, BSkyB and Crown Castle has brought the UK's digital audience to 50% of all TV viewers. As British actor Tommy Steele once sang in a 1967 movie classic: "Half a sixpence is better than half a nothing."
Perhaps current British prime minister Tony Blair's "Dear Santa, I would like analogue switch-off anytime soon after 2006" letter has struck an early chord with the white-bearded gift bestower.
And on that festive yet sports/technology-related note, Sport and Technology would like to wish all our readers a very merry holiday season full of good cheer (and useless gadgets) and an indubitably prosperous 2004.

Rachael Church - Editor

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