Michael Agres/Lloyd JacksonInventing the Future of Services—Technology Implementation BriefingProf. Gershman

NHL and its teams have presence on Facebook, MySpace, and Twitter

Bloggers are credentialed

But it hasn’t translated to increased TV ratings

0

2

4

6

8

10

12

14

2000 2001 2002 2003 2004 2006 2007 2008 2009

Nielsen TV Ratings: Stanley Cup vs. NBA Finals: Last Ten Seasons

Imagine if…

The fan’s view from the seat…

Is used by the broadcaster

…and can be mixed into the highlights

User-Generated Content

• Fans at the game can film footage of the game from their seats using their mobile devices

• Fans at home can film footage of their reactions to the game on television

Broadcasting Innovation

• Broadcasters can exhibit fans’ camera feeds during instant replays

• Creates a unique sports offering not currently seen in other sports and provides innovative manner in which to increase ratings

Online Video Mash-Ups

• Fans can combine theirs or other fans’ footage with NHL broadcast footage to create and exhibit their own highlight reels.

• Gives fans greater control over how they want to view hockey content online

For networks

Will have to rectify legal ramifications of

using fan footage

Can leverage 48-hour league ownership

policy of all footage

For users

Will have to stress within Terms and

Conditions that permit League use of

fan footage

May consider opening footage up to

Creative Commons Licensing

Washington Capitals owner is the most experienced owner per his progression to Vice Chairmanship at America Online, Inc.

One of the first owners to embrace social media by credentialing bloggers up to the press box

His VC investments and involvements in innovations such as SnagFilms (online site for documentary films) and the Revolution Card (payment system alternative to credit cards) will make his buy-in straightforward.

GameCenter Live service has helped the league overcome the technology learning curve

Service features full-game archives with full-screen capabilities and interactive and drag-and-drop picture-in-picture for live games

GameCenter interface can serve as a template for Social Broadcasting applications

Server farm at NHL HQ stores applications and video file archives; there is also a server presence in the arena controlled remotely.

NHL fans at the game or at home access a mobile app to film and upload footage

Broadcasters have dedicated application to integrate fan-made footage with in their production.

Users can mash-up broadcast and fan footage together

Dedicated wireless network in NHL arenas for the Social Broadcasting System.

iPhone 3GS has video capability and is most popular entry in the smartphone device market

Have the option to price app for free (with mobile ad revenue)

Once technology is made available on other devices (such as Omnivision cameras), learning curve will not be as steep.

New York and Toronto hold league headquarters; DC is in preference to Mr. Leonsis

Testing in Preseason will allow the NHL to iron out kinks

Enough time for system implementation and low-risk to all parties because of the nature of the preseason

• the League may want to consider converting this content – only this content—to Creative Commons licensing.

Concern that technology will enable users to record their mash-ups and upload the clips to sites such as YouTube

• Examine the changes in its web site traffic and steer sponsors more towards its web portal. Increases flexibility in approaching advertisers because of the new (and more lucrative) advertising channel.

The success of Social Broadcasting will not enhance (and may perhaps exacerbate) its television ratings

• Leverage Cloud Computing and Compression/Decompression technologies to perpetuate efficient use of available bandwidth

First-Mover Disadvantage: other sports leagues will follow suit and take up bandwidth

Internet based broadcasting leads to:

Greater control for the end-user Stronger relational ties between

content produces and end-users Obsolescence of current business

strategies and revenue models

In the future, a convergence of technologies and viewing trends will turn the traditional television set into something which functions more like a large screen personal computer

Companies unable to adapt will go the way of the dinosaur

Shallowlearning curve

thanks to GameCenterimplentation

Growing Popularity of Social Media

for hockey fans.

Growth and Value Thanks

to Social Broadcasting

Follow Michael on Twitter: @MikeAgres Read his blog: www.digitalsabaw.com