MEDIA MVP – New Technology Afforded by the Internet

By Shelly Harper, AVCA media consultant

My #1 goal is Make Volleyball more Prominent in the Media – nationally, regionally and locally.

This month’s edition will focus on using the new technology afforded by the Internet to your advantage. I believe the next big push for promoting and marketing of collegiate athletics will be in webcasting or Internet streaming. Technology is now available that provides a cost effective outlet for your coach’s shows, press conferences and live events to be seen not only within your own market but worldwide (a wonderful tool for recruiting).

The primary methods for consumers to view audio or video on the Internet are: Real Player, Windows Media Player and Winamp. These are available for free by downloading them on your computer. The speed your computer connects to the Internet will determine the quality of your audio or video feed. Normal dial-up connections are 25-40K. High speed Internet (DSL) connections are 200-250K. Upgraded DSL connections can be as high as 250-400K. Live action or movement (sports) requires at least 200K to view properly.

In very simple terms, Internet streaming or webcasting is broken down in 4 parts: signal transmission, software, hardware and bandwidth. An audio and/or video signal is transmitted and then encoded to a format that can be read and transmitted via the Internet. Methods of signal transmission are satellite, fiber line, T-1 line or an Ethernet line. The signal is then encoded before distribution via a Content Delivery Network (CDN). Encoder boxes range from $3,000 to $50,000. A good quality encoder box can be purchased for $5,000. The software is the “brains” that allows conversion of signal to method that can be translated to signal used on the Internet. Some software providers are: ShoutCast, Helix and Backbone Radio Pro. Helix is high-end software that allows for inclusion of commercial ads and taking signal from multiple sources. Hardware is the encoder boxes and transcoding equipment needed to complete the conversion loop and a server to store the information on. An example of a hardware provider is Newtek VT®. There are companies that provide you with a turn-key operation such as: ESports Partners, Inc., Internet Streaming Media Alliance and GKG.net. The final component of Internet streaming is bandwidth. Bandwidth is usually sold in gigabytes.

There are significant cost variances for Internet streaming and a typical television broadcast.
* Production costs for television (cable networks or broadcast) will run between $18,000 - $32,000 depending on the number of cameras, location of event, cost of talent, etc…. TV broadcasts require a production truck or facility. There is an expectation that television provides a higher quality production and entertainment value. There is a cost to send the audio/video feed from the venue to the host broadcaster. There are no additional costs for people to view the game (1 viewer or 70 million viewers, transmission cost is the same).

* For the Internet, costs can be as low as $500. Production quality and entertainment value expectations are lower for the Internet. Internet broadcasts generally do not require a production truck or facility. Games produced with 1-3 cameras are accepted by the public. In many instances, this is the only way they can access your product – they will take it any way they can get it! Unlike television, each time someone views your site, they use bandwidth. The larger the number of customers that download your product, the larger the need for bandwidth is. Most content providers charge users to download their audio or video product. If there is not a “real cost” for consumers, they will sell advertising banners or pop-up ads to cover the cost of the bandwidth usage.

Average consumer costs for most sports events or programs on the Internet are:
Ala carte – purchase each event separately, priced between $5 and $15
Monthly – purchase all access monthly pass, priced between $2 and $8
Season – purchase all access seasonal pass, priced between $20 and $60
Yearly – purchase all access yearly pass, priced between $20 and $100

Many universities or organizations have their own website staff and/or television production staff. By utilizing these department resources, your program can market on the Internet at no or very low cost. It is likely that football and basketball programs have acquired these resources. I encourage you to piggyback on what the Athletic Department has purchased for them and/or what contracts they have with third party suppliers for these services. A radio feed with one high court camera may be a great way to start your venture into media exposure for your team.

I encourage you to work with your organization or administration to see what Internet and/or production facilities are available to you. As is with all new technology, the cost for encoding/transcoding and costs for bandwidth will come down in the next few years. Using the Internet to access media coverage and marketing for your program is a low-cost option to live television. The positive to the Internet is that you can make your events or programs available to consumers WORLDWIDE and that you are not limited to time periods as available from local television providers. Your programs can be available any time that your consumers or fans want to see it.

If you would like additional information on webcasting opportunities for your program, please contact me at shelly@sharpermedia.net.

Media MVP is written by Shelly Harper of Sharper Media who was hired in July 2002 as the media consultant for the AVCA and its members. Harper has more than 20 years of experience in sports television and her broad background in this field can be read at www.sharpermedia.net. Harper can be reached at 936-582-2256 or via e-mail at shelly@sharpermedia.net if you have a question and wish to utilize her expertise in this area.