iStrategy Conference 2011: James Minor, ESPN 'Delivering Multiplatform Digital Experiences' Keynote Session (Day Two)

1. Delivering Multiplatform Digital Experiences
James Miner
SVP, Digital Media
ESPN STAR Sports
jamesminer@espnstar.com

2. “Believe in enabling the business to operate no
matter what the next big thing is, and letting
other people catch up. Our role is to inspire
innovation through experimentation.”
Max Mancini, Platforms and Disruptive Innovation, Ebay

3. Delivering Multiplatform Digital Experiences
INTEGRATION
Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms
STREAMING
ICC Cricket World Cup 2011 – Global Streaming Case Study
INNOVATION
New Platforms Creating New Opportunities

4. INTEGRATE: Connecting Across More Platforms
Platform Evolution
• Fans connect to their sports at
home, work and on mobile -
anywhere, anytime, on the best
available screen.
Asia Market Connections*:
 968MN TV Sets Where Asian Fans
 800MN Internet Users Watch TV Content*:
17MN AU Internet Users** 1. 77% TV
 350MN 3G+ Subscribers 2. 63% PC
 135MN Smart Phones 3. 38% Mobile
 6.5MN Tablets 4. 19% Other Hand Held
 143 million Facebook Users *2011 Disney Research, ** Nielsen 2010

5. INTEGRATE: Unified Experience Platform
SOCIAL MOBILE
The Connected Network
VIRAL
TABLET
SMART TV
BROADBAND ESPN STAR SPORTS
*2011 Disney Research

6. INTEGRATE: The Best Screen Available Approach

7. INTEGRATE: More TouchPoints = More Engagement
Multiple Platforms Increases Engagement
• Media Usage across multiple platforms is not a Zero Sum
Gain. So reaching across every touch point increases
engagement, not cannibalization.
Non-TV Media
A V G D A I LY U S A G E : T E L E V I S I O N B A S E
TV
E S P N F I FA W O R L D C U P R E S E A R C H
7:34
3:09 4:09 4:40
1:17 1:24 4:37
0:46 1:46
1:17 2:21
1:24 2:23
2:23
2:19
No TV 2:57
TV Only
TV + 1
TV + 2
TV + 3
TV + 4
*2011 Disney Research

8. INTEGRATE: More TouchPoints = More Engagement
Multiplatform Advertising Drives Value
• Media Usage across multiple platforms Increases Value for
Advertisers as Measured During the FIFA World Cup.
A F F I N I T Y/ FAV O R A B I L I T Y PURCHASE INTENT
80% 80%
70% 70%
60% 60%
50% 50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
Client 1 TV TV + TV + TV + ALL 0%
Client 2 Only 1 2 3 TV Only TV + 1 TV + 2 TV + 3 ALL
Client 3 * ESPN 2010 World Cup Cross-Platform Study

9. Delivering Multiplatform Digital Experiences
INTEGRATION
Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms
STREAMING
ICC Cricket World Cup 2011 – Global Streaming Case Study
INNOVATION
New Platforms Creating New Opportunities

10. STREAMING: Cricket World Cup Case Study
 In February 2011 ESPN STAR Streamed
the ICC Cricket World Cup 2011.
 The Event was carried on TV Networks –
and on ESPNSTAR.com, ESPNPLAYER,
ESPN3 Broadband, and Vodafone India.
 Here’s What We Learned:
Keep it Simple
Protect it
Prepare to Scale
 Let’s See What Happened…

11. STREAMING: Keep It Simple
Minimize the Moving Parts!
 Reduce the Points of Failure
 Reduce Time to Debugging
 Maximize Opportunities to Optimize
 Maximize the End User Experience
The Original Configuration
WEB - CMS Web Hosting
Double Click VIDEO
Ad Serving 3RD Party Token Streaming
Ad Serving AD Media Server
Storage

12. STREAMING: Keep It Simple
Minimize the Moving Parts!
 Reduce the Points of Failure
 Reduce Time to Debugging
 Maximize Opportunities to Optimize
 Maximize the End User Experience
The Optimal Configuration
Web & Ad & Video Ad Serving Token Server
Streaming

13. STREAMING: Protect Your Content
Protect It
 Prepare For Piracy
 Utilize Industry Leading Solutions
 Token, Authenticate, Flash Access
 Innovate Faster than the Pirates
 Content Can Pop-up Anywhere
 “IP Display” Stopped Piracy 100%

14. STREAMING: By The Numbers
New Records Set for India Market
* Verified by AKAMAI
 65MN Videos Served (1.5x the Old Record)
 10MN Streams for IN vs.Pak Semifinal
 Over 70GBPS Served at Peak (2x the Old Record)
 Over 1.39BN Impressions Served by
Doubleclick during the CWC2011 on
espnstar.com (*not a confirmed record)
The CWC2011 was carried across the globe on ESPN
and STAR Cricket TV – and On ESPNSTAR.com,
ESPN Player, ESPN3, and Vodafone 3G Networks.

15. STREAMING: By The Numbers for Australia
The Cricket World Cup Increased Online Sports Traffic
across Australia. Victoria Consumes 28.1% of All
Online Sports Content – just behind NSW at 28.9%.
NOTE: Crictime.com carries the Cricket Streaming in Australia
– and seemed to be very popular with Australian Fans.

16. Delivering Multiplatform Digital Experiences
INTEGRATION
Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms
STREAMING
ICC Cricket World Cup 2011 – Global Streaming Case Study
INNOVATION
New Platforms Creating New Opportunities

17. INNOVATION: Merging Live Streaming, Scores & Social
LIVE – Video on Demand – Unique Camera Feeds
Twitter Feeds – Facebook – Latest Scores

18. INNOVATION: Merging Live Streaming, Scores & Social
LIVE – Video on Demand – Unique Camera Feeds
Twitter Feeds – Facebook – Latest Scores

19. INNOVATION: Smart TV - Internet & TV Content

20. INNOVATION: Mobility Drives New Opportunity
Mobility Platforms
“Mobility” Applications reach fans wherever
whenever they want to connect. Fans can access
live scores, video on demand, Live Events, and
ESPN TV.
Summary:
 Integrated Content via RSS, Cloud Hosting
 News, Scores, Videos, Images, Streams
 Android, iPhone, iPad, OVI Versions
 Live Streaming of ESPN TV and Events
These platforms create a stronger market position
and deeper fan engagement.

21. Delivering Multiplatform Digital Experiences
James Miner
SVP, Digital Media
ESPN STAR Sports
jamesminer@espnstar.com