Some critics will say it was a reaction to Turner’s announcement of multiple programs live for the coming Final Four, but for a world that constantly buzzes second screen, ESPN offered a very unique litmus test for what fans die hard and casual would want in a major event, not just a sporting event, going forward. Some may say ESPN had nothing to lose on such a light sports night; what could possibly be of note on ESPN News, ESPN2 would have been replete with shoulder taped programming and ESPN Classic would offer some distant replay which would draw flies, but diluting an audience for the sake of one rating, as well as making a bit of a mockery of the BCS Championship Game was certainly somewhat of a question.
In the end, the night became a screen of a blank canvas per se, full of lots of test ideas that down the line could mesh into an event that isn’t about the TV screen, but is about the mobile, the digital and the social environs that can be created. And not even in just English. Welcome to the Megacast.
The mix of 16 trucks, 63 cameras, 72 microphones and shows on ESPN, ESPN2, ESPNews, ESPN Classic, ESPN Goal Line and ESPN3, tried to figure out what any fan at any time would want (maybe a little Deportes as well?) with quiet feeds, screaming feeds, deep thinking feeds and traditional feeds that could have given any channel surfer whiplash. Whether you wanted what you normally get with Msrs. Musburger and Herbstreit, some in-depth analysis with coaches Sumlin, Chryst and Addazio along with ESPN’s Matt Millen, Tom Luginbill and Chris Spielman or the loud distractions of guests coming in to join Jemele Hill and Michael Smith like actor Cheryl Hines , Scandal’s Columbus Short, and of course Msrs. Tebow and Manziel there was something to sample on a night when America was attune to college football buzz and banter.
Most agree that the coaches insight provided the most in-depth and interesting companion work to the main broadcast, but in the end it was the combination of social, digital and traditional broadcast that made the night noteworthy. With tweets coming in from Shaquille O’Neal and LeBron James surrounded by those from Mr. and Mrs. Auburn and Florida State fan, those watching and following got the feel that they were part of a real time shared experience not just with fans, but with the whole sports world watching. They were seeing and hearing emotional responses and getting feedback from stars big and small who were experiencing the same thing that they were, which was very unique and quite spontaneous for a sports or entertainment event. And other than the chatter on the Deuce, one never really lost track of the broadcast at any point, and knew they could switch to the main feed at any time. The goal at the end of the day was a shared live experience that could provide more depth, and some distraction, for those who wanted it, which in essence is what the second screen will be all about going forward, on whatever device one chooses.
Could it have been better? Sure. Some have pointed out getting a coach like an Urban Meyer to tweet in a short answer or email or skype in some added insight would have been over the top. Adding in more detailed graphics or some additional color or video might enhance the story of the game, along with additional remotes from the home cities. Down the line could there be more brand integration, more surprises that don’t distract, and more interactivity with fans and guest visitors to enhance the real time experience? Sure. Is this something that can be done every week? Nope and few alongside ESPN could pull such a thing off. However other entities, like the group that brought a host of former college coaches to the second screen (including the always entertaining Barry Switzer) with “Coaches Cabana” in partnership with Yahoo this fall showed there is an affordable, entertaining and consistent market to be played out in the weekly live space as well.
However for a first test the Mega Cast drew in casual fans, provided a great safety valve should the game have been a bust, avoided glitches and issues and helped set a new bar not just for sports, but for The Oscars, a Presidential debate, A Royal Wedding or any large scale event that demands big attention and multiple points of view. It was a great test and a great bar setter for “The Worldwide Leader,” as we all watch and listen to see what comes next.
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