INSIGHTS

Appointment television. In the network television world these are magic words. If consumers continually make an “appointment” in their busy schedules to watch your program, then you, as the broadcaster, can afford to ask for and likely receive high advertising rates. Yet appointment TV is increasingly an elusive goal for many networks, given the advent of video on demand, internet downloads and PVRs. Viewers no longer need to make the appointment, but simply watch what they want, when they want. According to the CRTC, profit at Rogers on Demand increased more than 350% in the past two years. Similar results were reported at Vidétron Illico sure demande service, boasting profits of $11 million in 2009.

Yet there are broadcasters whose future looks rosy indeed. Specialty channels, with their hyper-targeted content and niche programming, will likely continue to attract viewers – while not in the millions perhaps – but in quality and quantity enough to demand premium advertising dollars. The real winners, as a recent Globe and Mail report by Susan Krashinsky suggests, are Canada’s sports networks. Of the top five most profitable specialty and pay TV networks in 2009, two of them were sports channels. Rogers Sportsnet edged out TSN on the list with profits of $40.7 million and $40.3 million respectively.

Sports, by their very nature, are best consumed live. There was a time when you could miss the live broadcast and perhaps catch it later, tape-delayed. The speed at which results are now posted make it almost impossible to not discover the final outcome. Passionate fans only add to the challenge. Try driving home in Toronto this summer during the World Cup. If you miss the match of the day, no doubt a car will drive by honking its horn, national flags proudly flapping out the window. Damn, <insert nation here> won.

Live events may just be the last bastion of appointment TV, outside once-a-year awards shows and such. There’s other trends that will only add to the profits of smart broadcasters – new Portable People Meter technology is giving far more accurate ratings, goosing traditional live event programming numbers to new heights – in terms of accuracy and sheer volume. The move to quality vs quantity when assessing viewership is now undeniable, as advertisers focus on delivering more personal, more targeted messages.

Live event and hyper-targeted content seems to be the future of TV. For broadcasters who get it, the profit picture will likely be static-free.

Editor’s note: To ensure complete transparency, it should be noted that One on One Communications is the agency AOR for Rogers Sportsnet, a relationship we have enjoyed since 2001. Naturally, we take a lion’s share of the credit for the channel’s performance.

Top 10 in 2009

W Network – $41.3

Rogers Sportsnet – $40.7

TSN – $40.3

Teletoon – $35.3

The Movie Network – $28.2

History Television – $27.3

The Discovery Channel – $25.4

YTV – $21.3

Space – $21.3

HGTV – $21

Source: CRTC, Susan Krashinsky, Globe and Mail, April 23, 2010

If you are like me, there is a likelihood you spent an embarrassing amount time this weekend watching The Masters Golf Tournament. Embarrassing since the weather was so nice outside, but hey, The Masters is a true rite of Spring, paving the way for idyllic rounds to come all summer long.

The Masters does a whole lot of things right. From the stunning grounds to the standardized caddie-suits to the crisp green jackets presented to the annual winner. It all makes for a wonderfully choreographed visual experience. It does, however, beg the question? What is up with that logo?

Everything about The Masters is so beautiful, so manicured, so orchestrated, down to the finest detail. This logo features a dated font and very poor kerning – all placed over an illustrative map of USA that a 6-year-old could improve on! Oh, as an added bonus the flag stick (very original) is placed on the lower East Coast area, signifying the location of the event, Augusta, Georgia.

This is a brand mark in serious need of a makeover. I understand that tradition plays a heavy role in everything Masters. That’s OK. I’m sure there is a designer out there who could find the right balance of contemporary and tradition that would strike the right chord. If President Billy Payne and his cronies were really smart they would hold an open competition. Invite submissions from designers around the world to create a new take on golf’s most revered tournament. Then, post the entries online, conduct a vote amongst golf fans of every stripe.

I know, I know. That’s not The Masters way. But I’d love to see the outcome of such a competition. In the end, the tournament could have a logo that befits one of the most important events on the world’s sports calendar. And something really nice to look at from the comfort of my couch.