DIGITAL STRATEGY
32
In response to the growing demand for on-demand sports streaming , established media giants and a new generation of challenger companies alike are entering the market , working to make the space more data driven , accessible and consumer-friendly .
“ Digital technologies are the friend , not the enemy , of the live experience . So , as the digital fan experience gets better , the pressure is increased to ensure that fans at venues can engage with the action in new ways too ,” says Mehul Kapadia , Global Head of Marketing at Tata Communications .
“ A holistic fan engagement strategy enables broadcasters , rights holders and other key players in the sports ecosystem to maximise the commercial opportunities that digital platforms offer .” However , some sports are easier to transition towards a digitally-enabled broadcasting strategy than others .
Ruth , who ’ s worked in sports broadcasting for over a decade – including more than five years with Red Bull , overseeing events like the Red Bull Air Race – came to the WRC in 2016 at a time when he sensed that
NOVEMBER 2019