프리미어 [가디언] 웹사이트 중계, 프리미어 리그 TV중계 사업 위협

[SeoJungWon]

Premier League TV model at risk as websites threaten lucrative deals

• Premier League

" 세력 확장 "과 " 글로벌 브랜드로 영향력키우기"와 같은 장미빛 마케팅 언급 이면에 부정적인 면이 도사리고 있다.
프리미어 리그 시즌 개막 경기로 첼시와 헐 시티가 격돌하는 토요일에는
경기장에 입장하는 수만명 뿐만 아니라 유료 TV 시청자들이 볼 것이지만
세계 시청자 중 150만명 까지는 그들의 PC를 통해 무료로 보는 것을 택할 것이다.

계속 축척되다 보면 언젠가는 인터넷 시청이 지난 17년 간 성장을 거듭해온 프리미어 리그 전체 사업 모델에 위협을 줄 수 있어
그러한 이유로 초창기에 바로 잡기 위해 자국내서 그리고 해외 막후에서 치열하게 싸우고 있다.

2010년부터 3시즌 간 중계권료로 이미 거래된 19억7천파운드에 해외와 인터넷 계약이 추가되어 다시 기록을 깨뜨릴 것으로 보인는
 -현재 라운드 중계권료로 27억파운드 기록을 불러온 수입모델은 인터넷 기술과 소비자 패턴 변화로 위협을 맞게 되었다.
디지털 혁명으로 음반 사업이 첫 타격을 입으며 지난 10년 넘게 위험에 처해 왔고
그 다음 타자는 신문 사업이었고 이제는 영화와 텔레비젼 차례가 되었다.

BBC의 아이플레이어와 방송 인기 덕분에, 컴퓨터 스크린을 통한 TV시청이 주류가 되었다.
프리미어 리그 주말이 되면, 주로 중국에 호스팅을 두고 있는 웹사이트를 통해 무료로 경기를 어디서 시청할 수 있는지에 대한 정보가
게시판마다 넘쳐 흐른다.
'디지털 사생활이 현재 스포츠 중계 방영권자들에게 가장 큰 위협이 되고 있다'라는 경고아래,
지난 해 유력 저작권자들에 의해 조사된 보고에 의하면, 177개의 불법 사이트들을 밝혀 냈다고 한다.

불법 인터넷 방송은 프리미어 리그의 국내와 해외의 거액 중계권료 사업모델을 침식하고 있을 뿐만 아니라
하위 리그를 보호하기 위해 고안된 토요일 3시 타임 '보도통제'( 경기관람티겟을 많이 팔기 위해 중계하지 않는 방침)도
비웃음의 대상으로 만들어 버린다.
프리미어 리그는 반격에 늦게 나선 음악 사업과 같은 실수를 되풀이 하지 않겠다는 다짐을 해왔다.
음악 사업은 불법 파일 공유가 주도권을 잡아 기반이 무너져 내리면서 여전히 밑빠진 독에 물을 붓고 있다.

" 좋은 질의 컨텐트는 팬, 방송관계자, ISP 뿐만 아니라 장비를 파는 기술회사들, 모든 사람들의 관심 대상이 됩니다. "
한 프리미어 리그 대변인이 말하였다.
" 모든 컨텐트 공급업자들과 마찬가지로, 우리는 팬들에게 계속 높은 수준의 서비스를 제공할 수 있는
공정한 시장이 되어야 함을 입법기관과 단속기관들 모두에게 인식시키려고 노력하고 있습니다.

< 아래 상세 내용 생략>

It is the negative flipside of all that cringeworthy marketing speak about "expanding the footprint" and "leveraging the global brand". When Chelsea kick off the Premier League season against Hull City on Saturday, they will be watched not just by thousands in the stadium and millions more who have paid to watch live on TV, but by up to 1.5m viewers around the world tuning in for nothing via their PCs.

Collectively they could one day threaten the entire business model of the Premier League, one that has driven its growth over the past 17 years, and they are the reason why it is fighting furiously behind the scenes at home and abroad to seize back the initiative.

The revenue model that brought in a record £2.7bn under the current round of rights deals – expected to be broken again when overseas and internet deals are added to the £1.97bn already banked for the three seasons from 2010 – is under threat thanks to changes in technology and consumer behaviour. The seriousness of the threat has grown over the past decade as the digital revolution first hit the music industry, then the newspaper business and now film and television.

Thanks to the popularity of the BBC's iPlayer and broadband, watching TV on a computer screen has become a mainstream activity. On any given Premier League weekend, message boards buzz with information about where to watch matches for nothing via websites often hosted in China. In a report compiled for leading rights owners last year, which warned that "digital piracy is one of the most important threats facing sports rights owners today", 177 unauthorised sites were identified.

They not only undermine the business model of the Premier League's lucrative domestic and overseas rights deals, but make a mockery of the long-standing Saturday 3pm "blackout" designed to protect lower league attendances. The Premier League has been determined not to repeat the mistakes of the music industry, which was slow to react. It was still squandering millions on "fruit and flowers" when the ground crumbled beneath it as illegal filesharing took hold.

"Good quality content is in the interests of everybody – fans, broadcasters, ISPs as well as the technology companies which sell equipment," said a Premier League spokesman. "So, like all content providers, we are keen that both the legislators and the regulators recognise that there has to be a fair market that serves the fan whilst keeping standards high."

They have taken a twin track response: hunting down and trying to close the sites responsible, while lobbying government for tighter copyright controls. The next few months will be crucial. Alongside other major rights holders including BSkyB and ITV, the Premier League was one of a so-called "gang of five" rights owners who called on the government to bring forward legislation encouraging internet service providers to take more responsibility. Following the publication of the Digital Britain report earlier this year, some of those rights owners now fear the momentum has been lost and will appeal to Stephen Timms, newly entrusted with ministerial responsibility for introducing legislation arising from it, to do so before next year's general election.

Meanwhile, the Premier League's class action lawsuit against Google-owned video sharing website YouTube rumbles on in the United States. Originally launched in 2007 and joined by the estate of Elvis Presley, among others, it will ultimately hinge on whether judges rule that the site should have taken responsibility for removing non-copyrighted clips itself or if it is enough that it promises to do so once they have been identified by the rights owner.

One advantage the Premier League and sports rights owners have over the music and film industries is the fact that their value lies in live action. Whereas an album or film only needs to be copied once before the potential exists for millions of perfect illicit copies to be distributed over the internet, the appeal and value of a Premier League clash diminishes drastically as soon as the final whistle goes. That has led the Premier League to take the lead in a cat and mouse game with illicit sites around the world whenever a match is in progress. Rather than targeting individuals, the Premier League goes after the sites themselves. NetResult, the company it contracts to track down and close illegal feeds, estimates an 85% to 90% success rate in shutting them down.

"The Premier League has taken the lead in trying to get to grips with this," said NetResult's chief executive, Christopher Stokes. "There are two ways to deal with it – getting to grips with piracy, but also in making sure that more of your content is available online."

Many of the most popular illicit sites emanate from China and around half of all viewers are estimated to be from that country. The Premier League promised to ensure that at least one package of live rights in China would be made available free to air rather than confining coverage to pay television. Themove was primarily seen as an attempt to catch up with the NBA and rival football leagues by expanding its reach, but it could also mean that Chinese state television for the first time has a vested interest in protecting the rights.

But while the Premier League has been proactive in tackling the problem, some feel it has been less enlightened in other ways. While US rights owners, including MLB, NFL and NHL, have been able to build lucrative online businesses around their rights, the need for the Premier League to maintain the model that has kept Sky's billions rolling in has made it more conservative. This, according to some critics, could leave them trying to hold back the tide - desperately trying to protect a business based on selling exclusive live rights while failing to come up with a new one for the digital age.

"The problem is that the central organisation in the Premier League is very weak, compared to the US. [Chief executive] Richard Scudamore is very limited in his power and kept on a tight leash by the clubs," said Cass Business School sports economist Professor Stefan Szymanski. "They have voted for Sky time and time again, hanging on to nurse's apron strings for fear something terrible might happen."

He argues that unless the Premier League takes a more forward looking attitude to exploiting its rights across the internet, video games and television, it could lose out in the race to engage younger fans. "The key thing about the attractiveness of a sport is the atmosphere. The sport that communicates that atmosphere most effectively, whether on television or in a PlayStation game, is the one that will be most successful." Meanwhile, Stokes said, complacency was not an option: "In this business, you learn to expect the unexpected. In the space of a few months, everything can change."

http://www.guardian.co.uk/football/2009/aug/11/premier-league-tv-rights-deals-websites

[ChrisPaul♡]

그런데 진짜 그런거 아니면 맨시티같은 팀 경기는 찾아보기 힘들다고...-_-;;

[RebirthWarrior]

atdhe.net, myp2p.eu 이런 사이트 다 어떻게 하겠다는 건가...ㅋ

[FC서울★기성용★]

프리미어리그 협회측에서는 빡칠만한 일이지만.......

[나르동시즘]

하긴 열받을만하지 선수들 주급이 중계권 판돈으로 나오는건데.....ㅋㅋ

[steven Gerrard]

ㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋ 난 쿡티비 설치햇더니 시ㅋ망ㅋ espn,sbs sports,xports kbs n sports 전부 안나와 ㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋㅠㅠ