Re:
fmk_RoI said:
While waiting for cycling to be 'saved' by blind faith in technological utopianism, faux Field of Dreams philosophy, and the belief that all you need to take cycling into the digital future is an iPhone and the Periscope app, it's worth considering the reality of modern streaming. In the twenty years since I was first involved in an attempt to livestream a large event, a lot has changed, but a lot of the same problems persist. If we are dreaming of a world where 100,000 concurrent users paying $100 a head is both just a very rough estimate of what people may be willing to pay per year for a good streaming service and the bare minimum in terms of the global market for such a service, we need to
be aware of them:
During the World Cup, YouTube proved that even being the world’s largest video-sharing platform does not mean live streaming comes easy, as its $35-a-month subscription service suffered an embarrassing outage during England’s semi-final clash with Croatia.
In Australia, streamer Optus, which held exclusive World Cup rights, had to allow public broadcaster SBS to air games after its service failed.
In May, Formula One refunded subscribers after its new streaming service ran into trouble during the Spanish Grand Prix.
And last month DAZN, the streaming service controlled by Warner Music owner Len Blavatnik, apologised to customers after its first crack at delivering Serie A Italian football coverage failed during the opening game of the season.
So what, because of a few potential issues it's a lost cause? Sometimes 'conventional' TV broadcasts drop out due to satellite and other technical problems - suppose we should just give up on TV then?!
On the whole streaming services work very well, and the technology supporting them will only get better. There are millions of broadcasts and products streamed around the world every day, the vast majority without trouble. Clearly the concept is viable.
Let's look at F1 TV a little more, since you raised it. No question it got off to a bad start at the Spanish GP - but they sorted out the teething issues and since then it has mostly operated faultlessly. For just $100 USD a year (oh look it's that magic figure again!) an American can live stream every race, qualy and practice session, track live telemetry, and during races can follow onboard with whichever driver they like (cycling could do something vaguely similar with a few goPro cameras). There is also additional content, including interviews, docos and historic footage. All sessions can be watched later on demand, and some of the support races are covered too. That's good value.
One of the tricky things as well is juggling the various media and broadcast rights. In these early days F1 has been reasonably smart in addressing this - they have 2 services, F1 TV Pro and F1 TV Access. Here in Oz Foxtel have the exclusive rights to the races, so we can only get the lesser Access service. This allows me to watch full races or highlights on replay only after the races have been run, plus we still get some of the other content too, for $42 AUD per year. Not perfect but still a reasonable service, and my bet will be that as the existing TV contracts come up for renewal, Liberty Media will be keen to continue to fine tune the balance between giving value to the TV providers and enhancing their own streaming platform. It's worth noting as well that at the moment Liberty only sees the need to offer the service in 4 languages - English, French, Spanish and German.
I've said before and I'll say again that cycling is clearly not F1 - the amount of money involved, and the potential audience, is much smaller. But at least in getting started cycling would not need anywhere near the same amount of resources thrown into streaming as the F1 service, and a lot of the required infrastructure for producing the content already exists. Access control would allow the UCI to tailor the product and advertising for each market, in consideration of existing media contracts. So for example in Australia, SBS would retain the exclusive rights to showing the Tour and Spring monuments live, and the streaming service would only provide highlights and little info pieces on those, but the service would live stream and have on demand all the other classics/semi-classics and one week stage races, which would still be a very marketable product.
Providing sports broadcasting direct to the consumer is the future. F1 is already there, so is the NBA, the NHL and more besides. Cycling is not a big sport, but it's not small either. It is truly global. It has the potential to be more popular than it currently is. It would take someone with vision to pitch a cycling streaming service, and it would need to be subject to a thorough cost analysis. In would be a risk. But I think the odds of it being viable and finding a suitable market-share are quite high. We can argue the specifics, we can wonder whether the sport's government really has or will ever have the nous and desire to make it happen, but to say it's all pure fantasy, when so many other sports and entertainment products already have such a service, is well over the top.