ThinkingAboutSports: Perfect is the enemy of… something I want to watch
by Brian Reich | 13 Feb 2010, 4:26pm
The first day of the Winter Olympics in Vancouver did not go as organizers planned.
First there was the tragic death of 21-year-old Georgian luger, Nodar Kumaritashvili, following a crash during a practice run just hours before the opening ceremonies. Within minutes of the accident, graphic images showing the unsuccessful attempts to revive the stricken athlete were available online. And almost immediately the media began focusing on the safety of the sliding center, with various conspiracy theories emerging. Then, a technical issue during the lighting of the Olympic flame caused some very tense, and somewhat awkward, moments during the big finale of the opening ceremonies, compounding criticism from fans who found the entire production underwhelming. The games hadn’t even officially begun and it seemed nothing could go quite right. Before the first medals have even been awarded Olympics organizers were on the defensive and NBC was scrambling.
Thank goodness.
The Olympics organizers have been planning for these games for years, and every painstaking detail about how the competition has been considered and carefully planned. NBC has written a very elaborate script for their Olympics coverage — they have stories they want to tell, athletes they want to highlight and results they expect to see. Both the Olympics organizers and NBC want everything to be perfect. They both want to be in control.
Well, perfect is boring. I don’t want to watch perfect.
I want to see what happens when you have to stray from the script. I want to see what happens when the plans need to change. I would never wish for an athlete to get hurt, or worse. And I don’t want to see anything bad happen. But I do want to see what creative solutions the people organizing the Olympic games can come up with when pressed. I want to see some underdogs win. I want the weather to continue to cause problems. I want to see what happens when the people NBC puts in front of the camera have to offer real-time analysis. I want to see the athletes have to answer tough questions. I want the detailed plans and pre-packaged stories to have to be scrapped.
That’s when it gets interesting. That is what I want to watch. That is what would make these games truly exciting.
TAGS
: NBC Olympics ThinkingAboutSports
1 comment
ThinkingAboutSports: The Olympics Experience I (Still) Want
by Brian Reich | 12 Feb 2010, 10:19am
The Winter Olympics have arrived!
Tonight’s opening ceremonies in Vancouver kick off a 17-days of intense competition among the world’s greatest athletes, in a variety of sports that test the physical and mental abilities of the competitors and the imagination of the spectators. You don’t even have to be a sports fan to find the Olympics engaging and inspiring. But for sports fans, myself included, the Olympics offers nothing short of a global sports orgy.
I am not able to attend the XXI Winter Games — for those keeping track that’s 16 consecutive Olympics since I was born that I haven’t managed to see in person. Some day I will go. In the meantime, I will have to rely on NBC — the official broadcast network of the OIympics here in the United States — and the media, mainstream and otherwise, to provide me with access to the pageantry and competition that the Olympics offers. Two years ago, when the Summer Olympics took place in China, I wasn’t able to attend, so I looked to the media to provide me with the most compelling Olympics experience possible (I wrote about the Olympics experience that I wanted to have at the time) — and while I certainly enjoyed the games, there were some missed opportunities.
Fast forward two years and there are many more options for accessing information about the games — thanks to the continuing growth of the internet and the reach of technology. And I have done everything I can think of to find those tools and channels and prepare my ultimate Olympics viewing experience: I have collected a half-dozen Olympics preview sections from newspapers and magazines — Sports Illustrated, the New York Times, Esquire, Time Magazine, etc. I have downloaded the broadcast schedule and programmed my TiVos to capture the key coverage that is available on TV. I have bookmarked several official Olympics-related websites, dropped the best sports and related blogs that I know of into my RSS reader, and set up news alerts for topics related to the games that I figure might not be covered through the normal channels (I’m hoping, for example, to get some good coverage from outside the United States as well). I am following a variety of people on Twitter who I think will offer compelling insights during the games and signed on as a fan of both the Olympics and NBC Olympics Facebook groups. I downloaded the official NBC Olympics iPhone app — as well as the NBC Olympics Cheer app (which allows you to simulate applause) and the Bauer Goal Light app (which allows you to set off the siren when your team scores a goal during the hockey competition). And I have signed up for a handful of different text message alerts, both official and unofficial.
The question remains, however, will the coverage of the Olympics that I am able to access through these channels — the stuff that gets pushed through the pipe if you will — meet my expectations? The early evidence would suggest the answer to that question is no — I won’t find all the coverage, or types of coverage, that I would hope to see from the Olympics. There are some obvious reasons for this:
- The ‘proven’ method of telling the story about something like the Olympics is to focus on the stories that are likely to have mass appeal. In the case of the Olympics, and US-based coverage of the Olympics for that matter, the focus tends to be on three things: the athletes who are most likely to bring home gold medals, the sexiest athletes or those who have the most interesting back-story, and the sports that garner the broadest interest. NBC, the US Olympic Committee, and much of the mainstream media have decided that the primary reasons to watch the Olympics are, in order of priority: Lindsay Vonn, Shaun White, Shani Davis, anything having to do with Figure Skating — and maybe superstars like Sidney Crosby and Alexander Ovechkin (who, of course, aren’t Americans, but do play professional hockey in the United States when not representing their home country during the Olympics). There is some coverage of the Nordic Combined and Biathalon events (because Americans may medal, which is very uncommon), Bobsled (because the US Men’s teams enters the Olympics as the top-ranked team in the world), and even luge (where Erin Hamlin, the defending World Champion, has an above-average chance of winning a medal, and because the man carrying the flag for the United States during the opening ceremonies is luger and five-time Olympian Mark Grimmette).
- Ratings and readers are the goal. NBC will make thousands of hours of Olympics coverage available - between their various network and cable channels, and the NBCOlympics.com site — but only a fraction of that will be available live, and what the majority of audiences will see is just a snapshot of the competition that is taking place. Much of the newspaper and online coverage will focus on the results of the competition. NBC wants the largest possible audience to tune in for their nightly broadcasts, which makes sense given the billions of dollars they have invested in purchasing the rights and preparing their coverage of the games. Everyone else wants to be seen as the source for the most up-to-date information about medal counts and athlete performances. Of course, lost in the effort to control the information experience of those who are interested in the games — or those curious enough to go looking for information about a particular sport or athlete — is the opportunity to deliver something that sparks an even greater interest that wasn’t anticipated. In many ways, it doesn’t matter whether the various media covering the games offer an experience that people really enjoy — it just matters that they tune in, or log on.
- I have different interests than everyone else. I like the Olympics. Period. I like the sports - the diversity of the skills on display, the high level of competition, and the powerful emotions behind every event. I am intrigued by the global political element of the Games - so many different languages and cultures on display, the pride and the patriotism athletes show as they represent their entire nation, and the ability to use sport to raise awareness and understanding of our global connectedness. I am also fascinated by the logistics - the schedule, the geography, the details of the construction of the venues (and the manufacturing of snow), the protocols for playing of all the national anthems — all the things that makes the games uniquely complex to conduct yet seemingly effortless when presented for the world to enjoy. I want to see the American team win, but I also want to see records broken, amazing tricks attempted, and spectacular performances - good and bad - unfold before my eyes. A limited number of storylines, particularly predictable ones, just aren’t enough for me.
Instead of trying to control every aspect of the information experience around the Olympics, NBC and the various media organizations who are there to report on the happenings, should focus on creating the best possible information experience for their audience, with the confidence that we will tune in, log on, seek out, or pay for the coverage wherever that experience is available. What might that look like? NBC should be syndicating its coverage to all the US networks (at least) who want to purchase a feed, offer online sites willing to embed NBC-driven players the offer to share their favorite highlights, and inviting individuals to pay a small fee to be able to access and customize extra coverage, on their terms. The media should divide and conquer, so that every sport is covered, in full and with equal intensity and insight, and the stories shared across all online channels and platforms where users might find them. Access to the athletes, the venues, and the behind-the-scenes aspects of the games, should be available to those who are interested — and from those athletes who are willing of course. And the coverage, and those doing the work to tell the stories, should be able to change, and improve, as the games proceed over the next two weeks, to make sure that the interests of the audience are met.
As I wrote in my post two years ago:
There is nothing new about the Olympic Games being broadcast on television, written about by tens-of-thousands of reporters, or even having scores and highlights posted online in real-time. In fact, as sporting events go, the Olympics offers so many storylines (the Olympics isn’t really one event - every athlete, in every event, is being covered by someone, and watched with interest by people in their home country) that no single organization or medium would suffice. But, as technology evolves, the internet expands, and the silos and borders that represent our traditional media environment break down, the challenges are many, new, and intriguing for sure.
So, what is the Olympics experience that I (still) want?
- The Long Tail of Olympics Coverage. I want to see the spirit of the games, the complexity of the events, the diversity of the athletes, and the excitement of the competition on full display. There should be media, bloggers reporting out on event event and happening taking place over the next 17-days in Vancouver — and not just what happens inside the venues, but on the streets and throughout the world where people are watching and talking about what they see. There should be real-time coverage of every sport, every event, every heat and every athlete streamed live. Every athlete should have a video camera and an open portal to share their perspective with the world. There should be explanations of each sport, the rules and technology, the training requirements and analysis of the strengths and weaknesses of the competitors. The Olympics organizers, and the individual nations, should become media organizations themselves and ensure that access to, and coverage of, all the athletes and sports are given the attention they deserve - and the opportunity to attract an audience. Fans should be invited, and encouraged, to share their insights. Some of this is happening, but not enough.
- A truly Social Olympics Experience. The Olympics is the ultimate shared experience. It is a sport-centric reflection of what is happening more and more in our society. But while the Olympics reflects the diversity that exists around the world, the Olympics doesn’t truly reflect the social nature of our society. The athletes live together in a village, make connections and form friendships. Fans have a shared experience, watching the competition unfold and sharing their stories. In some cases people on the outside are now able to to connect with athletes, but mostly just as fans, as onlookers. But for the most part the worlds remain separate. The Olympics aren’t truly social yet. The Olympics don’t fully reflect the connections that exist - and the potential those connections offer - in today’s technology-enabled world. A truly social Olympics would invite conversation and collaboration, among athletes, fans and organizers. Stories would travel in both directions, to and from Vancouver. Questions would be answered. Ideas would be shared. Fans would have greater understanding of what is required for the athletes to perform at the top level, and athletes might gain insight from the experiences that the rest of the world can offer.
- A single global focus. The National Hockey League takes a break during the Olympics — because 140 players from the league will be competing — and will offer fans an “all-access” service to help keep up with what is happening. But other major sporting events are taking place. The NBA is still operating — in fact, the All-Star game will take place this weekend in Dallas. NASCAR kicks off its season with the Daytona 500 on Sunday. College basketball games are being played. The PGA will hold two big tournaments while the Games are taking place. Soccer leagues in Europe have scheduled matches. The Olympics is a big deal - one of the world’s great sporting events, an unprecedented gathering of global leaders and meshing of cultures and personalities from all over the world. The Olympics deserve our full attention. We should, as a sports community — if not as a world community as well — be able to pause, focus, and enjoy the games. We should be able to schedule around the Olympics so that we can appreciate the competition and entertainment they create, and the message they send.
The Olympics experience I want is probably unrealistic - in today’s media culture, with the competition for dollars and eyeballs more fierce than ever. It may even a little naive — with the political, religious, and cultural differences that exist around the world — to expect that people want to come together and have a shared experience around sports. But that’s a big reason I want that kind of Olympics experience. The Olympics are more than just a great sporting event. Sports has the power to entertain and inspire people, to bring us together, to teach us about ourselves, and others. Sports has a powerful impact on me every time I tune in, turn out, log on, or get out there and play myself. The Olympics experience that I want isn’t just for me - it would give anyone, or everyone — sports fan or not, athlete or not — the chance to see the excitement, importance, and inspiration that the Olympics provides. And I just think that would be pretty cool.
Let the Games begin!
Sports and Change (Cross-post)
by Brian Reich | 26 Jan 2010, 9:48am
I am leading a discussion about ‘how to handle what’s next’ at the USA Today Sports Philanthropy Forum later today in McLean, VA. To help set up the discussion I put together some thoughts about how the sports world is in a position to help us address causes in new, powerful ways because of the important role that sports play in people’s lives.
Here is an excerpt:
Religion, in its most basic form, is a socially shared set of beliefs and rituals that allows us to transcend the material world and impart meaning to our lives. The same is true for sports.
Sports and religion both have organized hierarchies and places of “ceremony” and devotion where followers gather. For many fans, Sundays revolve around the big game, the way church attendance provides a focal point for a weekend. Fans wear a team’s colors and carry its flags, icons, and mascots as public displays of their faith and commitment. At stadiums, as well as in groups gathered around television sets in bars and living rooms, repetitive chanting, hand-clapping, booing the other team, doing the wave, and other activities create a similar shared experience that many get during a responsive prayer or the singing of a hymn. Sports and religion share a vocabulary: words like devotion, dedication, sacrifice, commitment, spirit, prayer, suffering, and celebration are used as commonly when describing teams and contests as they are when discussing one’s faith.
Sports are not technically religion, of course, but all over the globe people worship sports much the same as they do religion. For many, sports are the main thing in their lives, and without them, they would not feel complete.
Sports unite individuals in a celebration of common interest and shared belief. In religion, that common interest and shared belief has been used to advocate on behalf of causes and social issues. In fact, religion has been among the most powerful agents for changing human attitudes and behavior. Sports too can help to shift the way people think and take action to support important issues and causes. Few groups in our society have such potential to drive meaningful, measurable change – and few would benefit as greatly as the sports world could, in the process.
You can read the whole post over at im-media-te impact, my Fast Company Experts Blog. Here is the link: http://www.fastcompany.com/blog/brian-reich/im-media-te-impact/sports-and-change
TAGS
: Causes Fast Company im-media-te impact ThinkingAboutSports USA Today Sports Philanthropy Forum USTSPF
1 comment
Sports is a part of life, isn’t it?
by Brian Reich | 2 Dec 2009, 10:30am
I have been thinking about sports lately - in the context of media, technology and society. And I am not alone. ESPN President George Bodenheimer made the following observation at a recent Global Media Summit:
“I think sports is a little bit of comfort food to people in the United States and indeed around the world. It’s why there’s a lot of fans. It takes you to a different place. There’s a beginning, a middle and an end. You see an outcome. The value is only going to grow in the DVR world and the ‘I gotta have everything in two minutes world.’ I just think live sports are going to continue to be a bit of an oasis in be a good driver for the media business.”
Mr. Bodenheimer was talking about sports in the context of the economy, as well as the challenges facing media in our connected society. But I am not sure that the influence of technology on the sports fan experience, the slowdown in the economy, or anything else would dramatically change the important role that sports plays in the lives of people who consider themselves fans.
Sports is a part of life, isn’t it?
