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TIMES ARE CHANGING 09.05.2011 ARNE MADSEN

TIMES ARE CHANGING 09.05.2011 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

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TIMES ARE CHANGING 09.05.2011 ARNE MADSEN

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  1. TIMES ARE CHANGING 09.05.2011 ARNE MADSEN

  2. 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

  3. Traditional Media Brochures Posters ITTF TV Journalists Radio Audience Press

  4. New media world Brochures Posters ITTF Face- book Twitter You- tube TV Journalists Audience Radio Press

  5. Accredited Journalists

  6. 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

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

  8. 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

  9. 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

  10. 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

  11. How can we influence the media? - How do we: • Create a bigger audience? • Attract new playersand 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?

  12. 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, 18th Century

  13. 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

  14. 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

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

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