London 2012 Creative & Digital IndustriesManchester, 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) 2.
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