With every passing toe dip we see how the “alternative broadcast” keeps resonating more and more with an audience that is made up of casual fans, who want to watch a game not from an angle dictated by the broadcaster, but one that contains content, style and other elements that makes them feel engaged, comfortable and most importantly, interested in the goings on.
The latest iteration was Bally’s Kids Cast, delivered in LA by the always disruptive L.A. Clippers for game three of the NBA Playoff series against the Dallas Mavericks. It follows recent more expansive efforts like the Megacasts ESPN has produced with numerous feeds, the gambling-specific streaming channels that organizations like Monumental Sports have been using, and most recently, the Avengers-themed Warriors-Pelicans simulcast that integrated characters from the Marvel subsidiary throughout a secondary production carried by ESPN2 and ESPN+, and Nickelodeon’s expansive effort with CBS during the NFL Playoffs (which aired on Nickelodeon, not on a sports-first channel or streaming platform). There was also Disney’s follow up on its Marvel NBA production p with a Star Wars-based MLB production that aired the very next day.
As far as the latest push into the stream, the “Clippers Kids Cast” production featured animated graphics designed to amplify dunks, treys, steals and other key plays, all of which was overlaid on the action in real time. Calling the game for Bally Sports West was Clippers radio voice Noah Eagle (who was key to the Nickelodeon success), Bally Sports analyst Corey Maggette and Pepper Persley, who called her first NBA playoff game at the age of 10.
Now alternative “broadcasts” are not that new, and in other areas of competition…like esports and gaming…custom channels on platforms like Twitch are the norm, not the exception. What these new viewing experiences continue to show us is the slow but steady reimagination of the experience for consumers who have never had the control before. They have had a control button to turn something on our off, but rarely the choice of involvement, POV cameras and data, or voices like they will have going forward. The continued cost effectiveness of streaming, the measurement changes away from the “one size fits all” data that Nielsen provided for decades, the amplification of data tied to areas like sports gambling, even the growth of 5G have all given rise to ease of use and a better customer experience that fans crave, and can now get more of.
Want to just watch Pete Alonso at bats, there will be a stream for that. Only Tony Stewart in his seat at NASCAR, come here (F1 has used multiple cameras for years in various ways, but utility will make it more plentiful). How about Jordan Spieth Cam for golf, or the betting only channel growth? Even better (no pun intended), how about multiple languages being cultivated for streaming fan bases with their own personalities brining you the action? While the push is for a younger demo in terms of engagement, lets also not forget the over 50 crowd, who may like to hear “classic” voices…how about a Marv Albert stream from his retirement…or former coaches (check out the concept from a few years ago, “Coaches Cabana”).
Why not for all of these engagement opportunities. First is technology that has made the simple production process, either on site or remotely, infinitely more affordable. Second is literally revenue streams. Now that measurement has changed it is easier to find micro audiences that brands want to tie to. The big number at big events is key, but if I am a brand wanting to connect with a young, engaged demo, then maybe I have a subset of the overall audience that is interested. You can place activation opportunities into those subsets, to help establish even more ROI, especially for brands with smaller budgets or who are looking to find their way into a complex sports universe. Third is the growing demand for content. Consumers want more custom content when and where they want it; microchannels reach that need, and fourth and maybe most important is improving the on demand user experience. Listening to consumers on where and how and what they want to watch, monetizing that new stream with partners, delivering ROI and amping up the engagement all fits together.
Is it immediately showing profit? No. is it progressing as lessons are learned? Yes. Is this the way we will consumer going forward? For sure. One size doesn’t fit all, just ask Steve Ballmer, the Clippers and their latest experiment gone well.
