The document discusses the NHL's use of social media and technology to enhance viewer engagement and broadcasting, including fan-generated content and new applications. It highlights innovations like GameCenter Live and the potential for user-generated mash-ups to reshape hockey broadcasting. It also addresses the risks and benefits of transitioning to a more internet-based model, emphasizing the importance of adapting to changing audience behaviors and leveraging technology for greater fan interaction.

1. Michael Agres/Lloyd Jackson
Inventing the Future of Services—Technology Implementation Briefing
Prof. Gershman

2.  NHL and its teams
have presence on
Facebook, MySpace,
and Twitter
 Bloggers are Nielsen TV Ratings: Stanley Cup vs. NBA Finals: Last
credentialed 14
Ten Seasons
12
 But it hasn’t 10
translated to 8
6
increased TV ratings 4
2
0
2000 2001 2002 2003 2004 2006 2007 2008 2009

3. Imagine if… Is used by the
broadcaster
The fan’s view from the
seat…
…and can be
mixed into
the highlights

4. • Fans at the game can film footage of the game from their seats using their
mobile devices
User-Generated • Fans at home can film footage of their reactions to the game on television
Content
• Broadcasters can exhibit fans’ camera feeds during instant replays
• Creates a unique sports offering not currently seen in other sports and provides
Broadcasting innovative manner in which to increase ratings
Innovation
• Fans can combine theirs or other fans’ footage with NHL broadcast footage to
create and exhibit their own highlight reels.
Online Video • Gives fans greater control over how they want to view hockey content online
Mash-Ups

5. For
For users
networks
Will have to stress
Will have to rectify within Terms and
legal ramifications of Conditions that
using fan footage permit League use of
fan footage
May consider opening
Can leverage 48-hour
footage up to
league ownership
Creative Commons
policy of all footage
Licensing

6.  Washington Capitals owner is
the most experienced owner per
his progression to Vice
Chairmanship at America Online,
Inc.
 One of the first owners to
embrace social media by
credentialing bloggers up to the
press box
 His VC investments and
involvements in innovations
such as SnagFilms (online site for
documentary films) and the
Revolution Card (payment
system alternative to credit
cards) will make his buy-in
straightforward.

7.  GameCenter Live service
has helped the league
overcome the technology
learning curve
 Service features full-game
archives with full-screen
capabilities and interactive
and drag-and-drop picture-
in-picture for live games
 GameCenter interface can
serve as a template for
Social Broadcasting
applications

8. Server farm at NHL HQ stores NHL fans at the game
applications and video file or at home access a
archives; there is also a server mobile app to film and
presence in the arena controlled upload footage
remotely.
Dedicated wireless
network in NHL arenas for
the Social Broadcasting
System. Broadcasters have
dedicated application
Users can mash-up to integrate fan-made
broadcast and fan footage with in their
footage together production.

9.  iPhone 3GS has video
capability and is most
popular entry in the
smartphone device
market
 Have the option to price
app for free (with mobile
ad revenue)
 Once technology is
made available on other
devices (such as
Omnivision cameras),
learning curve will not be
as steep.

10.  New York and Toronto
hold league
headquarters; DC is in
preference to Mr.
Leonsis
 Testing in Preseason will
allow the NHL to iron
out kinks
 Enough time for system
implementation and
low-risk to all parties
because of the nature of
the preseason

11. Concern that technology will enable users to record
their mash-ups and upload the clips to sites such as
YouTube
• the League may want to consider converting this content – only
this content—to Creative Commons licensing.
The success of Social Broadcasting will not enhance
(and may perhaps exacerbate) its television ratings
• Examine the changes in its web site traffic and steer sponsors more
towards its web portal. Increases flexibility in approaching advertisers
because of the new (and more lucrative) advertising channel.
First-Mover Disadvantage: other sports leagues will
follow suit and take up bandwidth
• Leverage Cloud Computing and Compression/Decompression
technologies to perpetuate efficient use of available bandwidth

12. In the future, a convergence of technologies and viewing trends will turn the traditional
television set into something which functions more like a large screen personal computer
Internet based broadcasting leads to:
 Greater control for the end-user
 Stronger relational ties between
content produces and end-users
 Obsolescence of current business
strategies and revenue models
Companies unable to adapt will go the way of the dinosaur

13. Shallow
learning curve
thanks to
GameCenter
implentation
Growth and
Value Thanks
to Social
Broadcasting
Growing
Popularity of
Social Media
for hockey
fans.

14.  Follow Michael on Twitter: @MikeAgres
 Read his blog: www.digitalsabaw.com