ArkSports Databox: Will digital sports audiences ever overtake those of traditional TV channels? - May 2004  

Between 14 January and 13 February 2004, Sport and Technology carried out a survey of key executives within the business of sport on the subject of monetising digital sports content.
Just under 70% of survey respondents disagreed with the statement that new media sports audiences will overtake those of traditional broadcasting channels. ìI just don't see anybody coming out with a new media platform that is so advanced and better by far than any traditional broadcasting channels,î said one respondent. ìFor the time being (and the next five years at least) traditional channels will remain the most popular viewing medium because of the quality of image and sound, also the quality of production. New media devices will become more popular but will be seen as complementary services rather than replacing traditional broadcasters,î added a technology consultant.
ìBig events will always be on top channels,î added a representative from a sponsorship consultancy. ìNiche sports can live via new technology.î
ìNew Media services will serve as a complementary service to broadcasting, especially live broadcasting, which will have to be individualised for audiences,î added a respondent from an agency. ìOnly in niche sports will there be a challenge to traditional broadcasting, as the squeeze on budgets will lead to a need to go outside mainstream TV.
ìItís a fact of life. Lean-back (beer, mates, pub, sofa) is still more attractive to the populace than lean-forward (interact, sit upright, point and click),î believed the director of a sports consultancy. And according to a respondent from a German IT company: ìDespite Microsoft's dreams, it will be a long time before a family will sit round a PC to watch sport the way they do a TV. 10 years down the line maybe.î
A head of new media for a sports property was undecided: ìItís horses for courses, premium sports no in the medium term, too much rights money in broadcast and the traditional distribution is deeply penetrated and reliable. Long term depends on the uptake of technology/size of pipes etc. Secondary and niche sports stand a very good chance of getting better distribution via new media channels. The brave ones will shun the limited television rights fees for a new exciting approach.î

Did respondents agree with the statement that ënew media sports audiences will overtake those of traditional broadcasting channelsí?

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