You’re at a fight. Ring side seats. You paid a lot of money. Nothing will ruin your mood.
Until you see people filming the fight via their smartphones. Transmitting short clips using Periscope or Meerkat. The picture? Grainy. Uneven. Short. But the idea is there – paid people “thinking” that they’re helping others by transmitting clips of the fight to others via social media.
How do would you feel? Some would feel that they were ripped off. Others, would feel good that they’re sharing the fight with others (free).
Now, pretend you’re HBO. A part of you would be peeved. You paid big money. Even though you got record PPV views, you want to monetize all the content (the live sporting events generates the biggest audience). Even though your social media team is monitoring Twitter (and notifying them and Meerkat) to shut down the feeds, it’s not enough. For every one that is caught, more pop up.
And that’s the problem:
Not only is everyone is becoming a broadcaster but the sticky issue of broadcasting rights comes into play, especially in the sports field (http://www.bostonglobe.com/business/2015/05/18/periscope-meerkat-threaten-teams-hold-video-feeds-sports-arenas/W9qIdrhi5A5DhhAwjkMIKK/story.html).
That’s the dilemma facing everyone. As a content creator (sports etc), you want to engage your fan in their medium. Not only to encourage interaction but to drive the eyeballs/sales to your product. As a fan, you’re showing your “love” of the product by sharing this with the world.
Is there a solution that will satisfy everyone?
The joys of M&E (media and entertainment) -> nothing stands still. And it’s constantly changing.
P.S. I’d like to argue that before Meerkat and Periscope arrived, people were already broadcasting concerts etc via their smartphones or uploading them to YouTube a day later to share with everyone.
P.P.S. Even from a payments perspective, would it be hard to monetize the content (eg: smartphone user transmitting clips to his or her friend)? I don’t know. And that’s why I love this sector. So many challenges. Tons of solutions.