The race that stops the nation, the Melbourne Cup, will this year be streamed live on Twitter, competing with the Seven Network’s stream and live TV broadcast of the race.
The Melbourne Cup is not the first sport that Twitter has live streamed, but is the first outside the United States.
Earlier this year the National Football League (NFL) in the United States announced Twitter as “its exclusive partner” to stream certain games to a global audience for the 2016 NFL Regular Season.
Reports of the success of the streams have varied, but the numbers are lower than for traditional television broadcasts.
The first stream averaged an audience of 243,000, with each viewer watching 22 minutes of the game on average.
The second game audience was reported to have increased to 327,000. While small compared to 15.4 million average viewing audience for CBS and NFL Network, there is evidence here of future developments in sportscasting, and it’s not only for the major leagues.
Not just for big league sports
During a recent two day sportscasting conference at the AFL’s recently purchased Etihad Stadium in Melbourne, there were a few points that continually came up in the presentations and discussions with those showcasing their products. Those were streaming, grassroots sports, robotic and virtual cameras.
While much of the discussion in the media has been associated with streaming and digital rights of major sporting leagues and events such as AFL, NRL, cricket, Rio Olympics and tennis, there is another area yet to be fully explored. That is, how new video technology and streaming could bring the lower-tier and grassroots sports to fans.
Unlike the major leagues, these sports generally don’t have media rights that include TV broadcasts, nor the big budgets and sponsorship deals.
Streaming to fans
Streaming of games of local clubs and lower-tier sports allows these games to be delivered to an audience, without the need of traditional TV broadcast. The streams could be delivered to the club or leagues website or direct to social media platforms, which have recently becoming heavily involved in live video.
The streaming of local sports allows these games to be delivered not only to a local audience, but also to a global audience. These streams also assist with filling the void of the lack of local sport content on regional television stations across the country.
But there is still a cost in having the required number of cameras and operators at a game, with some sports requiring more than others. This is an area that is also changing due to technological developments, and could allow further expansion of sportscasting in the future.
Hawk-Eye in Australia is commonly known in association with tennis and cricket. But it’s less known SMART Production product could allow for more sports to be broadcast or streamed.
Solo Shot is another robotic camera solution that could be used by individuals due to its tracking solution. There are also now a number of drones that can track individuals and could bring some interesting perspectives to sports coverage in the future.
In addition to robotic cameras, the advancements in virtual cameras could change the future approaches of sportscasting, particularly its ability to reduce the number of staff required to cover a game.
One example is Pixellot‘s products, which uses multiple cameras with the multiple images then stitched together as one image. An operator can then select spaces to view on the stitched image.
This allows for the cutting between cameras as seen in a traditional sports broadcast. In addition, the moving between angles can be undertaken by the viewer themselves.
A big benefit of Mevo is that it can also live stream directly to Facebook Live, with an iOS device being used for switching between virtual cameras and setting up face tracking.
More sportscasting to come
With the wide range of technology that is being released, the future of sportscasting could be a prosperous one, particularly for grassroots and lower-tier sports.
As the penetration rate of internet-connected television continues in Australia – currently at 36% (compared to 30% the previous year) – this will further allow these sports to enter Australian lounge rooms.
So with greater access to more sports, will the traditional TV audience continue to decline?
Last year the Seven Network reported a decline in TV audience for the Melbourne Cup, but was excited to have had more than 300,000 viewing the stream.
For this year’s event, the Victoria Racing Club (VRC) says Twitter will live stream the Melbourne Cup from 2.30PM AEDT in its entirety, free of charge, on any Twitter and connected devices. Keep a watch on @FlemingtonVRC for any updates.
It will be interesting to see how many people tune in to the streams being provided by Twitter and the Seven Network compared with the TV broadcast.
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