TIMES ARE CHANGING 09.05.2011 ARNE MADSEN. Media Paradigm Shift -The digital era has changed media: -Value -Distribution -Consumption -We are living in.

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Presentation transcript:

TIMES ARE CHANGING ARNE MADSEN

Media Paradigm Shift -The digital era has changed media: -Value -Distribution -Consumption -We are living in the information age: -Positives -Easier and quicker distribution -Larger audience -More choice -Negatives -Over proliferation -Less quality -Less professional journalists

Traditional Media ITTF Brochures Posters TV Radio Press JournalistsAudience

New media world ITTF Brochures Posters TV Radio Press JournalistsAudience Face- book Twitter You- tube

Accredited Journalists AccreditedForeign 1991Chiba Gothenburg Tianjin Manchester Eindhoven Kuala Lumpur Osaka Paris Doha Qatar Shanghai Bremen Zargreb Guanghou YokohamaN/A Moscow316117

Reason for the rapid decline? -Decreasing revenue of traditional media -Newspapers -Magazines -Radio -Television -Less full-time employed journalists and reporters equals: -Less sport-specific specialists -Less accumulated knowledge -Increase in time pressure -Reluctance to carry out time consuming research required -Perception -Chinese dominance -No major personalities -Difficult to follow -Less sensationalism/commercial drive mainstream media sports

Why Deal With Media? -To build your personal profile -To build the profile of our sport -To promote our sponsors

Our Goal -All associations have an appointed press officer (voluntary/professional) -The press officers informs and liaises with national media -The association sends all international and important national results immediately to the media with quotes from their players/coaches -Together we build a strong network between national press officers and the ITTF Media Team. -How can we achieve this? -Ensure decision makers realise the need for media for the sports progression -Support though seminars and workshops -Deliver toolkits to aid in the media process -Share information and build good databases of contacts

Media Guide for Associations -When the media does not come to table tennis, table tennis has to come to the media -You must continuously inform the media about : –Important names, addresses in the association. –Calendar (and changes) with contact persons –Results in national and international events –Ranking lists –News

How we are changing? -Information freely and instantly available via online tools: -Results -Quotes -Video -Distribution -Building a global media distribution database -Working closely with strategic partners -Amplifying the message though integrated communications -Presentation -Using new technologies to increase spectator appeal -Experimenting with court colours and camera angles -Testing new formats to create more tv appeal

How can we influence the media? - How do we: –Create a bigger audience? –Attract new players and spectators? –Increase media coverage and sponsorship? -Media needs to be moved up the agenda –50% of associations do not have a dedicated media person (voluntary/professional) -In Rotterdam there is 140 nations participating –Only 10 media officers at the championships –How will the 130 other associations have any coverage about the world championships Imagine you’re a journalist on a tight deadline –Badminton provides a great press release with photo, quotes –Table tennis provides nothing –What will you write about?

What is news? “When a dog bites a man, that is not news, because it happens so often. Bit if a man bites a dog, that is news.” C.A Dana, 18 th Century

Key Points -Up-to-date -Degree of identification -Proximity -Status -Drive -For TV: feasibility, current pictures/material from archives For all media: low production costs, high quality

Examples of what to push -Continually -Daily activity -Weekly information -Special information -Result service -Special events -Yearbook -Website -During events -Time schedule -Press kits -Press centre -Result service -Press conferences

What can the ITTF do? Communicate information directly Ensure important issues are communicated