How Red Bull TV Diversifies Content To Fit Different Platforms

(Photograph by Lintao Zhang/Getty Pictures)

VAIL, COLORADO – On the Burton US Open Snowboarding Championships, Red Bull TV is diversifying its content material to suit the wants of an viewers accustomed to a number of viewing choices. For the traditionalists, there’s the usual broadcast on FOX Sports activities 2. For twine-cutters angling for the texture of an ordinary broadcast, Red Bull TV streams the motion on Burton’s web site and by itself channel. And for streamers who need extra engagement, the corporate airs its content material on Fb Watch, the place viewers can present commentary in actual time. The diversification forces Red Bull’s manufacturing staff to remain within the current whereas concurrently wanting in the direction of the longer term.

“When you’ve all these distribution factors, it’s a must to be sure they’re all produced at a sure degree,” defined Charlie Rosene, Vice President of Manufacturing for Red Bull Media Home North America. “All of it comes right down to communication and group. We’ve got to be within the second but in addition two steps forward.”

That is the primary time Red Bull has used a unique host particularly for Fb Watch. Delivering content material on that platform is totally different from a standard broadcast for a number of causes: To begin, many viewers see the content material with out sound so the photographs are visually heavy. And the reside feedback function permits for added engagement and actual-time query-and-reply periods with Fb viewers.

Tom Monterosso, Tina Dixon and Sal Masekela on the Red Bull TV set at The Burton US Open in Vail, Colorado.

“On Fb Watch, you must cater particularly to that platform,” stated Claude Merkel, the Government Producer of Sports activities and Occasions for Red Bull Media Home North America. “Meaning plenty of graphics, posting trivia questions for commenters to reply and asking inquiries to the athletes that have been posted within the remark part.”

The individual tasked with going by means of the remark part to seek out good questions isn’t in Vail; she’s in Santa Monica at Red Bull’s North America Headquarters. The printed is shipped to her with cloud-based mostly encoding and she or he provides graphics and interacts with the viewers in actual time.

Red Bull TV doesn’t describe its broadcasts as “conventional” however it however hopes to supply the standard viewers have come to anticipate from the mainstream media channels.

“For the Red Bull TV broadcast, the aim shouldn’t be a reside stream however a broadcast high quality expertise,” Rosene stated. “From each a top quality degree and a narrative degree. We’re doing the identical codecs NBC or FOX can be doing however we need to push it even additional. In the event that they broadcast in 720, we need to do 1080.”

SportTechie Takeaway:

Diversifying distribution strategies for reside sports isn’t new as leagues acknowledge that they need fan eyeballs the place ever they will get them, from conventional broadcasts to Twitter, Amazon, and Fb Watch. Red Bull TV’s transfer right here follows a string of strikes by sports content material house owners to make video games concurrently obtainable on TV by way of cable/satellite tv for pc and streaming on cellular. The transfer with Fb Watch is fascinating, in that Red Bull TV already gives its content material in streaming format by way of its personal service, however it might make sense for a distinct segment sport like snowboarding, one with a very younger, stream-completely happy viewers. Distinction Red Bull TV’s choice to place its content material in all places and always with MLB’s current transfer to air 25 video games this season solely on Fb Watch — these 25 video games won’t even be broadcast on community TV or streamed on-line outdoors of Fb.