Reaching athletics fans is – theoretically – easier than ever nowadays. Thanks to technology and the internet, we are all more connected than ever, and athletics broadcasting has enjoyed the same benefits of live streaming and global reach that other industries have seen. Though there are undeniable benefits to the globalisation and digitisation of sports broadcasting, they do present their own set of challenges in connecting fans to athletics. Here, we’ll be taking a look at the challenges faced by athletics broadcasting and the innovative solutions that are springing up to help.
Understanding the Modern Challenges of Athletics Broadcasting
With the ease of broadcasting for even the smallest operation, there is now an issue of fragmented viewership in sports broadcasting. With so many diverse platforms, there is a real challenge to retain fans for any individual channel. Though this increased competition can lead to higher-quality broadcasting, in a bid to attract more viewers, it is still undeniably difficult to retain viewership and fan engagement.
Though tech allows broadcasters unprecedented access to larger audiences, there are challenges faced by the technological barriers to allow for a seamless streaming experience. The infrastructure required for high-quality live streaming is significant and beyond the realm of possibility for many smaller grassroots broadcasters. When proper infrastructure is not in place, the fan experience can be impacted – latency and buffering issues can cause a significant drop in viewership, with spectators likely to venture elsewhere if the experience is not up to standard.
There are also challenges in trying to balance monetisation and accessibility. For casual fans, monetisation, such as pay-per-view, can be off-putting – but without fees, the resulting broadcasts cannot improve in quality. This is a catch-22 that can be a difficult balancing act for broadcasters on a more limited budget.
Innovations That Are Changing the Face of Athletics Broadcasting
Streaming services and digital platforms have had a huge impact on athletics broadcasting. The ability to offer on-demand and live content in OTT platforms means that any live event, from local fun runs to international competitions, can be broadcast in real time across the globe. Social media integration increases engagement with fans by sparking conversations in real-time – though encouraging social media interactions can be a challenge for smaller broadcasters.
Smart athletics technology is leading the way in improving the fan experience. These technologies, such as VR and AR, can create captivating, immersive viewing experiences for fans. Innovations in tech are no longer used only by big-name broadcasters and sporting organisations – they are increasingly being taken up by grassroots sports communities and broadcasters. digital running track from Feldspar is one of the latest groundbreaking innovations to come to the world of athletics, enhancing the spectator experience for fans through real-time performance analytics outputs. Not only does this tech take the spectator experience next level, but it also enhances the sport itself, through improved analytics and easier coaching feedback.
AI has been a major disruptor in many industries, and athletics broadcasting is no exception. AI allows casual fans to learn more about the analytics of a sport without needing to be a pro themselves. AI commentary is already in use, which is a major asset for many broadcasters. AI can provide statistics and comparisons in real time that human commentators may not be capable of. The combined use of human input and AI insights can make for an unrivalled broadcast experience.
