Ticking clock: Skyline Communications says it is time for traditional sports broadcasters to reinvent themselves
By Thomas Gunkel, Skyline Communications market director broadcast.
Traditional sports broadcasters are at a critical juncture. The cost of securing media rights is soaring, streaming giants are aggressively expanding, and viewer habits are shifting faster than ever. The stakes are clear: adapt or risk irrelevance.
Price of doing nothing
The numbers don’t lie: the NBA’s $77 billion media rights deal highlights the rising financial stakes, nearly tripling the previous agreement. This underscores the fierce competition among streaming giants, traditional broadcasters, and others. Beyond rights fees, costs for production, distribution, and marketing are soaring. Meanwhile, traditional linear TV models are fading, shrinking ad revenues and increasing legacy infrastructure costs.
The challenge isn’t just financial; it’s structural. Outdated workflows with manual scheduling, physical hardware, and fragmented systems create inefficiencies that chip away at already thin margins. Broadcast companies that remain tied to these traditional processes risk falling behind, unable to compete with more agile, tech-driven competitors. The only way forward is to shed the inefficiencies of the past and build operations designed for the future, by integrating media production and operations and embracing the digital transformation.
The age of digital transformation
Breaking with old habits isn’t easy, but it starts with acknowledging that those habits are no longer sustainable. A radical digital transformation is needed, from siloed operations to streamlined, technology-driven workflows that prioritise speed, adaptability, and efficiency.
This requires a convergence of traditional broadcast media operations with ICT and data-driven workflows, reinventing how broadcasters operate. For a successful digital transformation, broadcasters should prioritise these trends:
Building a unified architecture: The days of juggling disconnected tools and platforms are over. Modern broadcast operations thrive on centralised, standardised workflows that simplify processes and scale as needed. A unified architecture integrates the entire supply chain, not just technology workflows, but also operational and business-related workflows. It’s a one-stop shop that connects every piece of the puzzle into a seamless, standardized ecosystem. Think hyper-automation: proactive alarm management, automated switching when a camera fails, or dynamic resource allocation during high-demand events.
Empowering teams with open platforms: Open, modular platforms empower broadcasters to build a flexible ecosystem where teams can integrate the tools that best meet their needs. Low-code, customisable applications allow users to design solutions tailored to specific tasks, boosting both productivity and adaptability. But the tools are just one part of the equation. Learning opportunities and collaboration are equally essential. Dedicated forums, peer networks, and shared platforms foster an environment where teams can learn from each other, exchange best practices, and co-create innovative solutions.
Adopting continuous evolution: Software-defined workflows open the door to adopting software development concepts, such as agility and DevOps. A successful digital transformation builds on continuous integration and deployment (CI/CD), enabling broadcasters to roll out new features quickly, pivot when necessary, and stay responsive in an ever-changing media landscape.
The digital transformation isn’t without challenges. It involves re-skilling teams, overhauling workflows, and ensuring seamless integration with legacy systems, all while minimising disruption to current services. Beyond question, it’s a balancing act.
But the rewards are substantial. Streamlined operations and scalable tools significantly reduce expenses. Continuous integration and deployment enable broadcasters to respond rapidly to market shifts. And embracing this transformation builds resilience, equipping broadcasters to compete with tech giants and new players alike.
Tipping point
The broadcasting industry is at a tipping point. Those clinging to outdated models risk being left behind, priced out and outpaced by competitors who have embraced innovation. The cost of inaction is clear: dwindling viewership, escalating operational costs, and diminishing revenue.
For sports broadcasters, the time to act is now. Digital transformation isn’t just about staying competitive; it’s about ensuring survival and relevance in an era where speed, efficiency, and adaptability are paramount. The question isn’t whether to evolve. It’s how quickly you can do so.