Digithoughts

The next generation of Internet video for the sports industry is upon us.  Full-screen, high definition streaming video is a reality that changes the sports landscape for good.

It has long been understood that Sports fans have been driving force behind the sales of new high-definition televisions.  Numerous surveys have shown that this adoption of HD televisions conclude that sports fans are more eager to adopt new technologies that quickly deliver sports content than non-sports fans.

“Sports fans are demanding the latest technologies to keep up with their favorite sports,” said Tim Herbert, CEA’s senior director of consumer research.  “Clearly a growing business is creating new programming to reach this affluent and influential demographic.”

This off-line trend of technology adoption has had a direct effect to the online offering of rich applications supporting HD sports content.  Fortunately broadband proliferation has led to new channels of video distribution and sports organizations are the clearly the early adopters for the growing market of next generation online video experiences.

As an example, Major League Baseball's Advanced Media (MLBAM) has developed an Adobe Flash application that is focused on high quality video content as well as making the online video experience as easy as possible.  Their overall goal is to make sure they can integrate other relevant content outside of just the video into the overall user experience.  This translates to a HDTV experience with the added value of true interactive and real time features. 

ESPN, arguably the leader in online video and media advancements, offered impressive online coverage of the Masters this year at Augusta.  High Definition video was delivered along with leaderboards, hole-by-hole stats, highlight packages, movable picture in picture capability and user controlled hole coverage.  The network made significant improvements from 2008 to keep the world’s most prestigious golf tournament relevant to younger fans in the digital age.

Despite the fact that most sports video is shot using HD cameras, media companies were previously forced to reduce the quality of their online video offerings due to the costs of bandwidth fees associated with traditional content delivery network (CDN) technology. Over the course of the last two years, CDN fees have significantly decreased, and the adoption of new, more efficient technology has allowed sports properties to evolve their High Def content program.

With the insatiable appetite for HD quality video throughout sports, the adoption of advanced delivery platforms has opened up new online experiences for the sports fan that will hopefully satisfy the growing need for online, on-demand HD video content with the reach and scalability to serve mass audiences.

John Van Spyk VP/GM Digitaria Sports

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