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Turner President Addresses the Future of TV and the ‘Three A’s’ Concept

Turner President David Levy talked at CES about the opportunities for traditional broadcast entities, which requires evolution in the future of media.

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A major topic of conversation at the CES Sports Zone has been in the realm of fan engagement and the future of media.

Several sessions tackled how fans view sporting events, including a Q&A between CNN media correspondent Brian Stelter and Turner President David Levy.

The consumption of sports media continues to evolve, but the general consensus of multiple CES Sports Zone sessions was that television is not going away.

“Other than news, sports is the last genre of appointment television,” Levy said. “TV is still the largest-reach vehicle and you don’t want to be in a position to lose the next generation of fans.”

A game-changer will be the continuation of the personalization and customization of the viewing experience for a fan. TV will remain, at least for the foreseeable future, to be the main broadcast medium for major sports and events, but that doesn’t mean other mediums won’t be samples.

READ MORE: Competitive Pressures Forcing Industry to Adopt New Technology

More than anything, Levy said the variety of new mediums — even like tech giants Google, Amazon, and Facebook — provide an opportunity for smaller leagues to have their own spot in the limelight like never before. Those technology mediums already have an advertising advantage in the modern consumer world with their abilities to target and track ads. Levy said TV is working on its advertising methods through the “Three A’s.”

One A is audience. TV properties need to build an audience across platforms — he liked to point out TV is more than just the unit on a living-room wall — and deliver metrics. Levy said Nielsen needs to step up quicker in delivering more modern metrics, or it risks being replaced.

The second A is addressability. Fans could be targeted during a game, so different viewers might see an ad for chips, beer or even toothbrushes.

“Digital competitors can do it, but they don’t have the reach of TV,” he said. “That’s needed and needed quick.”

The third A is attribution, or telling an advertiser that something happened with the ad. Levy said through Turner’s parent company, ATT, it can do that now, knowing if a viewer went online to a website or visited a store based on a phone’s GPS.

Turner will continue to evolve how it presents sports and capitalize on opportunities when they present themselves, Levy said.

A huge opportunity Levy believes will be the B/R Live app, providing a sports destination product on the website with quick and affordable pay-per-view options for a variety of leagues. He hinted at a second edition of “The Match,” which saw 750,000 viewers on the app — at the time three months old — watch Tiger Woods face off against Phil Mickelson. Also while conceding some technical difficulties, he called the sports-viewing experiment a general success.

Perhaps the largest opportunity for sports media will revolve around gambling. Levy said he believes we are less than three years away from major sports-betting content opportunities in traditional mainstream media. Levy said viewers who have money riding on a game are 80 to 90 percent more likely to watch more of an event and be more engaged. With those statements in mind, he said there are four ways a media company can monetize gaming.  

READ MORE: Woods and Mickelson See the Future With ‘The Match’

Turner likely will do so in a few of the possible avenues through B/R Gaming, Levy said.

A media company can be a sports book, a route he doesn’t see Turner going. They can develop content for themselves as well as license it to sports-betting properties like MGM and Caesars. They can be a streaming service to help supply a growing demand for sports books as they pop up state-by-state. And media companies can earn through referrals, as they suggest to fans to watch a game and provide an opportunity to bet on it.

“They are new revenue opportunities we didn’t have in the portfolio,” Levy said.

Other revenue opportunities that weren’t a possibility a decade ago have emerged through all the various social media channels. When Turner negotiated the last NCAA Tournament broadcasting rights, there was no line around social media monetization, Levy said.

“We don’t know what the next platform will be,” he said. “You need to own those rights; you can’t partial them out.”

Pat Evans is a writer based in Las Vegas, focusing on sports business, food, and beverage. He graduated from Michigan State University in 2012. He's written two books: Grand Rapids Beer and Nevada Beer. Evans can be reached at pat@frntofficesport.com.

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ESPN Brings AR to Life for NBA Playoffs

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May 20, 2019; Portland, OR, USA; Golden State Warriors guard Stephen Curry (30) passes the ball past Portland Trail Blazers guard Damian Lillard (0) and forward Meyers Leonard (11) during the second half in game four of the Western conference finals of the 2019 NBA Playoffs at Moda Center. The Warriors won 119-117 in overtime. Mandatory Credit: Troy Wayrynen-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.

During this year’s Western Conference Finals, you may have seen graphics that made you feel like you were playing an NBA 2K game instead of watching the Warriors sweep the Trail Blazers. 

Why? Because ESPN and Second Spectrum teamed up to deliver real-time AR graphics to provide viewers with advanced stats and engagement opportunities. 

What do you need to know?

‘ESPN Mode’, as it is called, is part of the network’s push to provide more differentiated viewing opportunities for fans through its digital offerings.

Outside of AR, ESPN has been offering a feed from a robotic camera above the rim, as well as one for pre-game layup lines, and during warmups for both teams.

They also rolled out a new NBA Twitter and YouTube pre-game show, Hoop Streams, as well as At The Mic, a show that covers post-game press conferences.

Why does Second Spectrum sound familiar? 

That’s because they are the company behind Clippers CourtVision, the technology that allows fans of the team to choose different streams that show different AR graphics during the broadcast of a game, similar to what ESPN was providing its fans. 

With CourtVision, fans get to choose from three streams, whereas with ESPN, the best of each different mode was combined into one. 

What did fans have to say?

The reaction to the graphics was mixed. Below is a look at what a few Twitter users had to say about them. 

– “Bruh. Wtf are these ridiculous graphics ESPN is forcing on us?!? Stop it.” – @vasu

– “I’m all sorts of excited for this.” – @iDontHoldHouses

–  “I like the idea here. A little too much going on IMO, but interested to see if this (hopefully in moderation) becomes more common.” – @declancmurray

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Mike Yam Helping Set a Path For Future Asian-American Broadcasters

Growing up, Mike Yam didn’t see many broadcasters that looked like him, so he didn’t figure it was a career option. He hopes to help change that perception.

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Photo Credit: Kirby Lee-USA TODAY Sports

Mike Yam was going to be a pediatrician.

However, at Fordham University,  he realized chemistry wasn’t his thing. In his dorm, he saw a classmate in a suit, headed to cover a New Jersey Nets game for the school radio station. The brief conversation resonated with Yam, as he realized he could turn his passion for sports into a career option and joined the radio station. He spent the next four years honing his craft.

“It didn’t click when I was younger, but you don’t see a heavy representation of Asian male broadcasters,” says Yam, now a lead anchor for the Pac-12 Network.

“I didn’t think being a sportscaster was an option. It was that iconic American dream to be a doctor or lawyer my parents wanted for me.”

READ MORE: Bartending, Country Music and Kay Adams’ Relentless Path to Success

Washington State Athletic Director Patrick Chun, himself the son of South Korean immigrants, can relate to the academic stresses Yam faced growing up. Chun became the first Asian-American athletic director of a Power 5 school in 2018.

“When Asian immigrants come to the U.S., their dreams manifest themselves in who their children become,” Chun says. “The biggest ideology difference in cultures are Asian-American kids are there for their parents and American parents are there for their kids. They put a premium on education and a premium on work ethic.”

Growing up, Yam noticed that other than Michael Kim, there were few sports broadcasters that looked like him. This is still a rarity today. According to data from the U.S. Census Bureau, less than 5 percent of announcers, in any industry, are Asian, while 73.5% are white and 17.3% are black.

Yam believes diversity is an imperative need in newsrooms, and the sharing of cultures and stories is important in making these places more worldly.

 Yam is sometimes discouraged when he speaks at universities to big groups and sees a lack of Asian-Americans in the crowd. He said the lack of representation can potentially prevent children from imagining their dreams. But it’s improving.

“From the on-air side, I get legitimately excited when I see other Asian Americans on air,” Yam says. “What’s next is continuing to develop younger students who have a passion for this and see a pathway in an industry that’s really cool. It’s so crucial and important for younger people to see someone who looks like them doing this.”

For Chun, it was less about who he saw in positions and more about who he surrounded himself with. He credits people like Washington State President Kirk Schulz and Ohio State University athletic directors Andy Geiger and Gene Smith, who helped him while in the Buckeyes’ athletic department.

“They opened my eyes that this could be a goal,” Chun says. “Gene Smith was the guy who planted the seed in my head and gave me a road map. Even though there was no one that looked like me, it never crossed my mind I might the first.”

Chun believes it will take some time for stereotypes and stigmas to be eliminated, but people like Schulz help.

“We were focused on finding a leader with the right blend of experience, vision, and passion to lead Cougar athletics to the next level of success,” Schulz said at the time of Chun’s hiring. “In Pat, we’re confident we found that person. His achievements in fundraising, boosting the academic success rate of student-athletes, and building strong relationships with the community – on and off-campus – are exemplary.”

Yam doesn’t blame discrimination for the lack of Asian Americans in sports media, but he does believe it’s the Asian-American immigrant mentality that has partly held the industry in check. His grandfather essentially snuck into the U.S. and worked for years to bring his family to America. Yam’s father isn’t a sports fan, but the father and son were able to chat about sports during Jeremy Lin’s breakout season with the New York Knicks.

READ MORE: Inside Julianne Viani’s Whirlwind of a Broadcasting Career

“That’s when I knew it was big, when non-sports fans were talking about it,” Yam says. “I never really think about the lack of representation at a professional level until you see someone. Sports is the great equalizer. Either you can do it, or you can’t.”

Yam was not blessed with athletic skills, but he did find a path to be involved in sports in life. Now he gets to facilitate conversations with great athletes and coaches and hopes more find a similar path.

“Who wouldn’t want to do this?” he asks. “What kid wouldn’t want to be in this situation? People just need to know it’s possible.”

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Steve Javie Leans on Referee Experience to Provide Insight for ESPN

A 25-year NBA officiating veteran, Steve Javie has transitioned to ESPN, where he offers in-game analysis on referee rulings from the NBA Replay Center.

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Photo Credit: Bailey Knecht

During Game 2 of the NBA Western Conference Finals between the Warriors and the Trail Blazers, the NBA Replay Center in Secaucus, New Jersey, is relatively quiet.

On any given night in the regular season, current and former officials converge to watch multiple live games on the room’s more than 100 TV screens and computer monitors. With only four teams remaining in the playoffs, all eyes are on the Warriors and Blazers.

One of those observers is Steve Javie, a former NBA referee of 25 years and current ESPN officiating analyst since 2012. Front Office Sports has a front row seat for his process.

Throughout the playoffs and select regular season games, Javie is on-call in Secaucus. When on-court officials are reviewing a controversial call, Javie jumps on ESPN, offering explanations and rule clarifications.

READ MORE: ESPN Reasserting Commitment to Baseball through Revamped Baseball Tonight

“It’s a good thing with ESPN because it gives another perspective, and I know the [broadcasters] I work with like Mike Breen and Jeff [Van Gundy] and Mark [Jackson], they’re knowledgeable, but you still want an opinion of someone who’s been on the floor,” Javie says. “They might disagree with me, and they do at times, but at least I can give that opinion or how it feels to be on the floor or what the officials are thinking or looking at right now in order to make this crucial call.”

The Replay Center is used to provide different camera angles to the on-site officials for courtside reviews. With a twist of a knob and a push of a button, operators can select the best angles and queue up any sequence from  game action.

Just like the referees and operators in the room, Javie sits at one of the room’s 20 stations where he rewinds and rewatches plays from nine different angles. At his station, he keeps Altoids, a cup of water, a notepad and a current NBA rulebook. He preps by writing down talking points, relevant rules and potentially controversial calls.

When the ESPN crew wants his opinion, he’ll get word from on-site producer Tim Corrigan. Javie then spins around in his chair to face the camera. Most calls that require explanations are subjective, such as the severity of a flagrant foul or judging between a block or charge.

“Steve’s officiating experience and knowledge brings yet another layer of expertise to our broadcasts as we document the biggest NBA games for fans,” Corrigan, officially senior coordinating producer for ESPN NBA, says. “We always try to entertain and inform our audience, and Steve helps us achieve that goal.”

READ MORE: WNBA Targets Broader National Reach With CBS Sports Deal

Javie started working out of the Replay Center when it opened in 2014. Although he is one of a few media members with regular access to the Replay Center, Javie considers himself more of a referee than reporter. A quarter-century in officiating made him an eternal part of the refereeing fraternity.

“Once an official, always an official,” he says.“That doesn’t mean I won’t comment on situations I believe I would handle it this way, which may be differently than the way they handled it on the floor, because it is really subjective.

“It’s almost like a father watching their kids because a lot of the guys I mentored are refereeing now, and you want them to do well, so when things go a little off, my insides turn,” he adds. “If that was me on the court, I wouldn’t care because I know I could handle it, but when you see your kids, as I call it, that you’ve raised, and you see them get into situations, you just hope they get out of it okay.”

This year, Javie’s role with ESPN may be even more useful than before. The season has been full of debate regarding officiating and the tumultuous relationship between referees and players.

Take the Western Conference Semifinals, for example, when everyone from fans to players to GMs chimed in on James Harden’s foul-drawing playing style.

But Javie embraces the opportunity to be a voice of reason and provide clarification to viewers, who otherwise have no access to the officiating thought process.

“I think it’s really good for the league and for the referees, that the referee has a voice there that can explain it because so many times, I think the fans can be misled,” he says.

Although Game 2 featured a tight, three-point win by the Warriors, the matchup was clean and uncontentious. As a result, Javie wasn’t called on by ESPN to share his input, but he stayed focused and alert throughout the evening.

For Javie, the rest of the playoffs will be no different, as he remains ready to share his expertise at a moment’s notice, notepad, rulebook and Altoids on call.

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