1. XII
Feasibility of a CONI Tv Channel
BY : Salvatore Caruso
TUTOR: Prof. Denis Musso

2. Presentation of the problem
• Tv and Sport a successful joint: the vital link between
Sport and Television is now a well established fact,
essential for both system.
• If is true that what is not seen, to the more eyes it
doesn't exist, the most urgent matter is to confer the
greatest possible visibility to these sport or event that
actually are reserved to a “niche” public only.
MAXIMUM VISIBILITY
• The “generalist” media are concentrate on the
sport of mass diffusion and they reserve just little
space to the smaller sport or sport events.

3. SPORT SPORT ON % hours
TV
FOOTBALL 7665 34,5
BASKET MEN 1904 8,6
VOLLEY MEN 1126 5,1
FORMULA 1 803 3,6
RUGBY 441 2,0
CYCLING 440 2,0
MOTOCYCLING 355 1,6
SAILING 341 1,5
ATHLETICS 339 1,5
VOLLEY WOMEN 330 1,5
NORTH SKY 223 1,0
BASKET WOMEN 165 0,7
SKATING 156 0,7
SWIMMING 136 0,6
EQUESTR. SPORT 118 0,5
TENNIS 115 0,5
WATERPOLO 108 0,5
BOXING 102 0,5
ALPINE SKY 90 0,4
FENCING 62 0,3
OTHER ITALIANS 1931 8,7
OTHER INTERNAT . 5243 23,6
TOT 22193 100,0 100,0

4. Why a CONI Channel in the jungle
market of sport channels ?
Federations benefits:
• Attract the attention of the great public and sponsorship
firms
• Create an important link with the public with the public of
fans and athletes
CONI benefits:
• Brand exploitation
• Marketing development policy (CONI services)
• Promotion of sport culture (fairplay, antidoping, sport
values)

5. Methodolog
Five phases : y
1 - Report on sport and media: statistic
survey
2 – Questionnaire to Federations
3 – Benchmarking
4 – S.W.O.T. Analysis
5 – Interviews with expert professionals

6. Analysis
Research activity on all information about the
business:
• Base of distribution
• Supply
• Demand
• Legal and economic context

7. Base of distribution: from tv to multitv
DTT DTH
Interoperative and open level of base Vertical integrate base
FTA+PAY PAY+FTA
National/local National
50/80 channel More than 500 channel
Interactivity: medium low Interactivity: medium-low
Price for user: low Price for user: medium - low
Assembling complexity: low Assembling complexity: medium
MULTITV
Mobiletv
IPTV Vertical integrate base
Vertical integrate base Unicast (UMTS, HSDPA), Broadcast
PAY PAY
National/local National
No limits channel 10/20 channel broadcast
Interactivity: high Interactivity: high
Price for user User price: medium-high
Assembling complexity: high Assembling complexity: low
WEB TV

8. Growth trend of multitv base in Italy
Millions of family
30
25
tv analogica
20 DTT
15 Banda Larga
IPTV
10
Satellte Pay
5
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

9. Supply: analysis of the main sport channels on the marke
Sky sport:
• Satellite distribution
• Totally pay
• Great sport and great sport events (particularly football)
• High budget
EuroSport: same features of Sky sport but totally free (satellite distribution)
Rai sport
• Digital cable or satellite
• Totally free
• Minor Sports and events
• Low budget
Sportitalia: same features of Raisport with a better concept design and
good
exclusive rights on same competitions

10. Demand: the new audience from tv to multitv
The convergence process among informatics,
telecommunication and television raise two
consequences:
• the televiewers change in producer of his project of fruition:
from the couch potato to the juggler. The interactive
televiewers
• Fragmentation of the demand as consequence of supply
fragmentation (making up of niches of audience)

11. Legal Context
Tv rights system
• Law 29 March 1999 nr.78 : direct selling to the teams
• Law 19 July 2007 nr.106: corporate selling to the teams
League, new criteria of distribution of tv righs incoming
among teams (mutuality):
1. Equality
2. Sporting worth
3. Users
The transaction toward the digital one
(switch off)
• Law 3 May 2004 n.112 (l. Gasparri)

12. Economic profile
The two form of financing: self-financing and financing of
thirds
Self-financing (layout of CONI budget)
Resource by the EURO/MIL 450
government
Brand development Euro/mil 5.236
Territorial structures Euro 10.238.686
Justice Organs Euro 215.521
Residual proceeds Euro 13.752
Tot. production value Euro 466.229.636
Increase in Euro 4.070.936
comparison 2007
Financing of thirds: hypothesis of targeting.

13. S.W.O.T
Internal and external diagnosis
STRENGTH WEAKNESS
• Strong brand •Low perception in minor
•Autofinancing opportunity sport image
•High offer in terms •No tv suitable for some sport
of differentiation •High competitor number
THREATS
OPPORTUNITIES •Low interesting from
•Digital terrestrial huge space sponsor firm
•Net tv (new frontiers) •Niche public (low demand)
•Brand loyalty •Estreme fragmentation
•User awareness . of tv users