London 2012 Creative & Digital Industries (2009, Jun)


Manchester, 2009.06.19

Paul Newman

Media City

5 BBC depts., 1600 jobs

BBC Five Live

BBC Childrens

BBC Sport

Local radio, comedy, some news and current affairs

Peter Salmon, BBC North

-       chief commissioner of Media City

Anne Thompson

NWDA, Sector Leader Sport

Scale of Olympics

ME: numbers of media are inaccurate. These are the IOC and Organizing Committee accredited figures 13k broadcast, 7k print. But in Beijing, you had another 11000 media present and many more without accreditation from the official broadcasters.

CompeteFor

-       main mechanism to receive contract opportunities

-       must be registered and published

Claire Stocks (Editor, Olympics, Sport Interactive)

&

Tim Plyming, Chief Executive, Digital Olympics

BBC Sport

Beijing 2008

Digital Olympics

4.5million visitors to website each day

2million of them looking at clips

2004 – Athens

2.5million live streams

2008 - Beijing

38-40 million live streams

Digital Olympics

-       bring all parts of technical development to crecendo in 2012

last 3 Olympics have been described as a digital games, but nobody has really delivered this yet

we have a unique timing clash – switch off of analogue

Digital Britain

provision of 2mbps broadband in every homoe by 2012

raise awareness of digital content

30% of population happy wth analogue signal

audience expectation

-       extended choice, immediacy, interactivity

Beijing

Tv – 74%

Online – 31%

Radio – 15%

Mobile – 2%

aspiration for 70% online reach

nbc Beijing 2008

-       first time they developed rich video services

-       Beijing was biggest event in us history

-       But rich digital services were complimentary

Sold out advertising target within a week of Games

Hours BBC put in can at last games

Sydney – 300hrs

Athens – 1250hrs, 4000 HD

Beijing, 2750hrs, 4000 HD

London – 5000hrs, 5000 HD

How connect audiences across all platforms to this HD content?

3 phases towards 2012

  1. build up: news stories
  2. 2011: countdown phase – cultural Olympics, torch relay, music festivals
  3. 2012: programme of events leading to games time.

ME: but what about Games time as a distinct phase? How can you integrate non-sporting dimensions?  How involved with non sport depts. Of bbc be with other content

Pulling all content together

ME: but people don't want a distinct platform, they want you to allow them to pull it into something else, like Facebook

Legacy from Olympics – an integrated platform for post Games events

IPTV

-       2012 first IPTV Olympics

Mobile

-       in Beijing, followed live text commentary

ME:  what about street reporters?

Unless got a high end unlimited device, you’re not really using mobile for video

Audio might be the main story for mobile, not video

Radio (DAB)

Live Sites

-       interactive services, interact with mobile, Bluetooth download zones

ME: are there plans to deliver navigation and orientation content to mobiles, rather than produce print material?

Alex Balfour

25% of world online by 2012 (+44%)

17 countries will have > 60% broadband penetration by 2012, uk 58% to 74%

people having conversations online

Mobile trends:

- mobile penetration 100% in Western Europe

early adoption 13.5% vs innovators 2.5%

8 yr cycle to get to 60% penetration

simple new media model

  1. new media products and services (help efficiency or cost effective) (eg. ticketing, education programme)

put out on YouTube, Flickr

ME: if you are in the 2.5% of innovators, what platforms are you looking at for use in 2012? Is Twitter a clear commitment for instance? Are there others that you think people here should be working with, developing the applications, etc.

If not on Facebook, then we’re invisible.

ME: Can we engage people in Olympic park using digital? Eg. harnessing the Sponsors venues, which are the most prominent – or around pin trading, the other major games time cultural experience.

ME: how are you working with Olympic park infrastructure to make it more interesting?

Cultural Olympiad – artists taking the lead

ME: What are you not yet into, but which you have plans to be involved with?

Opportunities around venues, dressing buildings etc

Bring together digital content.

ME: you talk about dressing venues, have you found that you can talk to the individual sponsors who will be in the venue to build digital into their programmes?

My2012

-       technology platform and sponsor already

-       channelled through social networks

Inspire Mark programme

Sponsors have expressed interest in digital

ME: Is digital the first way in history that sponsorship will enter Olympic venues?

To contact me:

200 word email

Debbi Lander

SKV

Equivalent Advertising Cost

Q and A

www.londonolympics2012.com

-       how can we get support?

Brand protection

-       have been looked at and we’ve approved or raised questions