Feature: Back to school for premium content - February 2004  

Strictly speaking, the primary responsibility of any collegiate sports team is to compete, promote its institution and raise funds. But it takes more to achieve success in the current marketplace. That's why a growing number of collegiate athletic departments in the US are relying on an Omaha-based new media firm to help get the job done.

New Media Networks (NMN) was incorporated in Omaha, Nebraska, in 2001, for the dual purposes of building the highest quality, most relevant solution for college athletics; and to specifically to build the first-ever, integrated content platform on the internet. With resources in representing the fields of technology, new media, traditional media, higher education, graphic design and sports marketing, NMN has become the premier provider of internet and other new media solutions in the US for some of the nation's leading college athletic programmes.
"NMN allows athletic departments to focus on what they do best, while we assure a competitive edge by branding programmes in a first-class manner and generating revenue through day-to-day operations," says Craig Petersen, president of NMN.
Although NMN creates and manages public websites for collegiate athletic departments, the company stands out for its premium subscription websites and pay-per-view internet sports broadcasts.
"The most challenging part of streaming video at high bandwidth speeds is getting it off the campus networks," Petersen says. "Our technology allows us to do that, as well as unwind the difficulties of delivering video the 'last mile' into consumers' homes. For example, we've broadcast more than 500 live events, including more than 400 from the University of Nebraska-Lincoln alone," Petersen adds. Nebraska women's sports video streamed during the past two years includes all home volleyball and basketball games, as well as a number of men's and women's Olympic sports.
NMN also video streams women's sports events at the University of Oregon, Oklahoma State, Oklahoma, Kansas State and Colorado. And at the University of Nebraska at Omaha, viewers can tune in for hockey. Meanwhile at Baylor University in Waco, Texas, the company is video streaming men's and women's basketball. Fans can either purchase games on an individual basis for $6.95 per contest or on a season basis for $49.95. The season package includes all 22 webcasts and represents a savings of more than $100 off the cost if fans were to purchase each game individually. Speaking at the launch of the partnership, Baylor University director of athletics Ian McCaw said: "This will be an outstanding opportunity for our fans who can't make it to the Ferrell Center to follow the Bears and the Lady Bears. Not only will this service benefit our fans, but we also believe it can aid in our recruiting efforts too."
Two universities-Colorado and Oregon-also offer a less expensive audio streaming option for their fans.
NMN also has opportunities to broadcast live [American] football or additional men's basketball. "Anytime that's possible, we try to get it done," Petersen says. "We're limited only by contractual agreements with the various conferences and their television providers."

Taverns get in on the act

In addition to delivering live college sports to home and work computers throughout the US, NMN also facilitates agreements with local sports-bars to broadcast a wide range of live sports events viewers can't get to see on television. The result is enhanced visibility for NMN clients and increased traffic for local taverns.
"Collegiate sports are important because colleges and universities everywhere have learned that the best way to extend their brand is through sports," Petersen explains. "It's significant for fans who like sports, and for the school it's the best way to re-connect with alumni. Streaming is growing exponentially, and I expect the trend to continue."
Most schools have a need to broadcast Olympic sports and women's sports. "The internet lets them do that, and we facilitate the process," Petersen says. "And because graduates no longer tend to settle in the cities where they attend college, the internet has become an important tool for maintaining the connection between grads and their alma maters."
Larry Punteney, NMN director of premium services, cites yet another trend critical to the success of premium subscription websites and pay-per-view. "People are getting used to paying for content. They understand that the internet allows them to get exactly what they want, when they want it, and often at the price they want to pay," he adds. "And finally, fans understand that the fees they pay support the college sports they love."
Subscription and pay-per-view prices vary from school to school, according to fee structures established by each athletic department. Although NMN does not directly market any of its schools' websites, the company encourages a variety of marketing efforts and supports that work with planning and production assistance.
The company now streams some events from 250 kbs for programming such as interviews and news conferences, and up to 800 kbs for live athletic events, producing the most high-quality computer images available.
"The original vision for NMN was born inside the University of Nebraska Athletic Department," Petersen explains. "We wrote software applications for every facet of the Athletic Department business and built tools to help them manage their touch-points with fans. After a year-long pilot project, we took those products to market, building a network and broadening our customer base," he concludes.

To find out more about New Media Networks or its products, call Larry Punteney at +(1) 402 697 8040.

This article was seen first by people who receive the monthly newsletter, join them.