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Asia next big sports content market: ABU conference
MUMBAI: If India has become THE place as far as monetising cricket broadcast revenues are concerned, Asia could well be where the future lies as regard the sports content market in general.
Or so believes Michael Payne, special advisor to Formula One chief Bernie Ecclestone, who made these observations at the recent 36th ABU Sports Group Conference. “Asia is where the future growth is for what is called the ‘killer content’ – the Olympics and football’s World Cup and all roads are now pointed to Asia as far as the market for sports content is concerned,” Payne said.
Payne, the former director of global media rights and marketing for IOC, said Asia would keep fuelling the recent dynamic growth in the Olympics.
“Who would have thought eight years ago the broadcast rights for two Games (2010 and 2012) would go for over $ 2 billion. We (the IOC) didn’t. I don’t think anybody did,” Payne said. (NBC, the US Television network, won the bidding war for the Vancouver Winter Olympics, and the yet-to-be-named host city in 2012 for $2.1 billion.)
Nevertheless, Payne sounded clear warnings about future market shares and how to broaden the revenue base for major global sports brands. “The era of the 30-second, stand-alone TV commercial will soon be dead. A relatively new technology called Tivo is now able to blank out advertising. But live sport is the only ‘Tivo-proof’ programming,” he said.
Payne also touched on the importance of creating a broadcast brand identity. Television stations should heavily promote their sports inventory and show the public that they owned it. “Recognise the changing market place in advertising dynamics. Be creative – engage the advertiser and their agencies. Build a dialogue with the property owners. Show what you can do beyond the dollar sign,” he said.
Payne also highlighted the so called ‘hype’ that surrounded new media and the effect convergence would have.
“During the recent European tender for the next Olympics, not one offer was received from a telecommunications company for the mobile telephony rights, even though the European Union had basically instructed us to separate them from free-to-air, pay/cable TV and the Internet. “They were not interested,” he said.
David Astley, Secretary-General of the ABU urged federations and broadcasters to explore the vast potential of sports programming in observance that in the near future, the use of broadband to deliver sport and streaming on wireless devices will be well established even to the point of having effective pricing models.
“As broadcasters in the traditional environment we must make sure that we fully understand the new technologies and how we can work with other partners in the field, including the federations, as the innovations in technology, delivery platforms, and devices will also provide other opportunities,” said Astley.
On pricing models for on-demand sports content, Astley said: “A consumer simply buys into the range of services in much the same way that they do for a pay operator. The real difference here is that the mix of broadband, wireless and traditional free to air services, provides to the sports property owner a compelling case,” said Astley.
The 36th ABU Sports Group conference, which was held from 12-15 May, brought together more than 100 delegates this year to Bangkok and was opened by Les Murray, chairman of ABU Sports Group.
Bernie Ecclestone, Principal of Formula One shared his insights on how he plans to maintain the sport’s mass appeal and the competition for sponsors, the battle in the courts for a greater share for F1 teams of the spoils from TV rights, and how the sport will make the next decade in his presentation ‘Formula One – A Chequered Future’ which was conducted via video link.
An IOC workshop aimed to assist broadcasters to fully leverage the commercial value in their association with the ‘Five Rings’ featured a presentation by Melinda May, Director of Marketing Strategy of the International Olympic Committee and a speaker from NHK-Japan who shared on the NHK Experience.
On the last day, conference delegates toured the Inaugural Asian Indoor Games Bangkok facilities, arranged by the conference’s co-host organiser, the Thailand Pool of Television Authority.
Conference agenda highlights include discussion on the 2008 Beijing Olympic Games, Torino Winter Olympics, 2006 Doha Asian Games and the 2006 Melbourne Commonwealth Games with presentations on the Manila SEA Games (host broadcaster: PTNI-Philippines), the 16th Incheon Asian Athletics Championships (host broadcaster: KBS-Korea), and the FIFA World Cup coverage by SBS.
Last year’s Sports Group Conference, held in Almaty, Kazakhstan, featured keynote speakers Bhuvanesh Joshi and Tenzing Tashi, the grandson of Tenzing Norgay (who climbed Mount Everest with Sir Edmund Hilary), both of whom presented on ‘Football to the Summit’, an initiative in a form of a relay in 32 countries to promote peace via one of the most watched sports in the world.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
