Marc Joerg of EBU (© IAAF)
Marc Jörg and Markku Vainikka of the European Broadcasting Union, EBU, present a 'European View' of Competition Broadcast and Schedule.
European Sports Market Changes- Sport becomes too expensive
- Sports Programming decisions are driven by Market Shares
- Production cost must be justifiedConcentration on premium sports/events
- Strong competition between sports/events for airtime and financing:
Sports on TV is driven by Market Shares
- Market Shares are influenced:
- By total number of TV spectators at a given time
- Alternative programming of competitors
- Timing of competition strongly influences Market Share
- Attractive prime time ratings are difficult to be reached
- Timetable of event has strong impact on Market Shares
Sports on TV is driven by Audience Ratings
- Athletics programmes are often a challenge for Programme Planners
- Too often below average market shares
- Declining Ratings
- Events with no spectator interest damage market shares
- Events are too long
- Unreliable timetables
Recommendations
- Build Athletics Competitions Structure on most successful events
- Identify attractive TV events
- Differentiate them from those who are important for sporting reasons
- Increase ratings by developing attractive events for TV spectators
- simple,consistent and clear event structure
- Stars
- Drama/Suspense
- Short
- Use promotional opportunities efficiently
- No obligation for long and uninteresting programs
- No unnecessary productions
Scheduling
- Seasonal scheduling
- Event scheduling
- Competition scheduling
- TV perspective and recommendations
Seasonal Scheduling across Olympic cycles
Seasonal structure:
- Season sets framework for the Athletics story in media
- Allocation and sequencing of events?
- Which events are televised internationally throughout the season: amount and type of events?
- How does event contribute to seasonal story and drama?
- Event highlight of the season?
Event Scheduling
- Each event should contribute to Seasonal drama and TV value
- Televised event should play role in seasonal story
- Televised event should have its own dramatic points
- Each stadium event should include both track and field events
Detailed Competition Scheduling
- Competition TV value depends on exact timings
- Delays during TV prime-time live sessions decrease value
- Minimize changes in the timetable
- Avoid finishing two disciplines at the same time
- Avoid clashing the last laps in Track and last round in the Field
- Balance role of event presentation in event execution
Competition Schedule
- Balancing Track & Field events in the integrated feed depends on the daily timetable and the skills of the competition management
Quality of the competition schedule depends on:
- How many performances can be broadcasted live?
- How many Field event medal performances can be broadcasted live?
- How many victory ceremonies are scheduled in the competition day?
- How flexible is competition management when event is “on air”?
International TV signal
- The quality and value of the TV-signal depends on:
- How many performances all together were relayed live?
- How many medal performances were live from Field Events?
- How many performances of qualified athletes were relayed all together and how many live in the Field events?
- How many athletes and nationalities were available live or deferred in the international signal?
TV scheduling perspective
- Schedule all qualifications (Track & Field) in the morning sessions
- Fast measurement systems in Field events
- Secure efficient referee operation in the Field events
- No changes before consulting with Hostbroadcaster
- Schedule victory ceremonies in fixed windows: i.e. re-ordering the Field after first 3 rounds and before starting last round
Focus Field events:
- only 4 rounds, eliminate the last 4 in the finals after two rounds
- Include time for victory laps
- Organise talkback between competition manager and producer to build an exciting program.
Finally:ensure close co-operation between Competition manager, Executive Producer and Event Presentator. They are the ones who make it happen!