SINGAPORE, May 4 (Reuters) - Embracing quick-silver changes in technology and the growth of sport as a social currency are driving ESPN STAR Sport's growth in Asia, the broadcaster's managing director told Reuters.
And a nimble approach to staying ahead of the technology curve is key to maintaining growth and remaining a market leader.
Last month, the broadcaster -- a joint venture between ESPN and News Corp's STAR Sports -- brought the curtain down on the Cricket World Cup where it had operated as host broadcaster, syndicating action to more than 180 countries worldwide.
That operation in India, Sri Lanka and Bangladesh was a first in terms of scale for the broadcaster operating across three countries and 19 venues.
Each match was covered by 27 cameras, produced by a staff of more than 600 and made available on cable television, broadband and streamed onto mobile devices.
"We busted every rating record we had," Manu Sawhney told Reuters in an interview at his Singapore offices. "We could not have scripted it better. We believe in India alone we had a viewership of more than a billion people if you take everything collectively."
Key to the broadcaster's success was, and is, the multi-platform approach, Sawhney says.
"It is just staggering in terms of how platforms and the multiple platform approach is helping build audience.
"The opportunity for us which we have very clearly embraced is the fact that we are platform agnostic," Sawhney said.
"We no longer consider ourselves a television company. We don't consider ourselves merely a broadcast company. We consider ourselves very clearly a sports content company.
"For me, whether it is a television platform or a mobile platform or Internet platform, our clear mission is to continue to engage our fans and provide them with the most entertaining content across any platform they are on, down any pipe, on any device.
"Technology is creating new opportunities and you need to be proactive to be able to embrace technology and the opportunities it provides you.
"A big company has to be extremely nimble -- everything is 'as of yesterday'.
"If you are sitting in the taxi you should be able to access ESPN, if you are in the office you should be able to access ESPN, if you are at home you should be able to watch on television."
'CREDIBILITY IS KEY'
In fact, Sawhney says the ability to access sports and sports news is becoming increasingly important in Asia.
"The beauty of sport is it is the greatest reality show in life, right? Everything is live and you have to be there. That's the excitement, that's the passion, that's the fun," Sawhney smiled.
"As society changes and more and more people become global citizens the need for social interaction and the need for socially being able to be accepted in the group is of paramount importance.
"We are seeing a massive growth in consumption of sports because we believe that is one of the fastest growing currencies in terms of gaining social acceptance within your group."
One of the biggest challenges facing broadcasters is the pace of change of technology, but it is vital not to lose sight of fundamental building blocks when focusing on new tools of the trade, Sawhney said.
"Technology is reducing the time between the game-changers.
"In the past, television came, black-and-white came. After like 20 years you had colour television. Then after 20 years you had the 4x3s and the 16x9s.
"Now the gap, the pace of technology is so fast, it is like computers ... by the time you have bought your iPad, iPad2 was already there.
"Change is part of our daily life and you have to evolve into a culture where change and technology is embraced rather than being worried about.
"The clear motivation is how do we help build the value of what we are able to give to our fans using technology and using the devices that it creates.
"But, you cannot lose the basic ethos of who you are and the brand reliability and credibility which you have established.
"Credibility is the key -- specifically in news.
"It is more important than ever to make sure you don't get caught in the clutter ... to be able to stand out from the clutter... the quality and even the style of presentation is key."
And a nimble approach to staying ahead of the technology curve is key to maintaining growth and remaining a market leader.
Last month, the broadcaster -- a joint venture between ESPN and News Corp's STAR Sports -- brought the curtain down on the Cricket World Cup where it had operated as host broadcaster, syndicating action to more than 180 countries worldwide.
That operation in India, Sri Lanka and Bangladesh was a first in terms of scale for the broadcaster operating across three countries and 19 venues.
Each match was covered by 27 cameras, produced by a staff of more than 600 and made available on cable television, broadband and streamed onto mobile devices.
"We busted every rating record we had," Manu Sawhney told Reuters in an interview at his Singapore offices. "We could not have scripted it better. We believe in India alone we had a viewership of more than a billion people if you take everything collectively."
Key to the broadcaster's success was, and is, the multi-platform approach, Sawhney says.
"It is just staggering in terms of how platforms and the multiple platform approach is helping build audience.
"The opportunity for us which we have very clearly embraced is the fact that we are platform agnostic," Sawhney said.
"We no longer consider ourselves a television company. We don't consider ourselves merely a broadcast company. We consider ourselves very clearly a sports content company.
"For me, whether it is a television platform or a mobile platform or Internet platform, our clear mission is to continue to engage our fans and provide them with the most entertaining content across any platform they are on, down any pipe, on any device.
"Technology is creating new opportunities and you need to be proactive to be able to embrace technology and the opportunities it provides you.
"A big company has to be extremely nimble -- everything is 'as of yesterday'.
"If you are sitting in the taxi you should be able to access ESPN, if you are in the office you should be able to access ESPN, if you are at home you should be able to watch on television."
'CREDIBILITY IS KEY'
In fact, Sawhney says the ability to access sports and sports news is becoming increasingly important in Asia.
"The beauty of sport is it is the greatest reality show in life, right? Everything is live and you have to be there. That's the excitement, that's the passion, that's the fun," Sawhney smiled.
"As society changes and more and more people become global citizens the need for social interaction and the need for socially being able to be accepted in the group is of paramount importance.
"We are seeing a massive growth in consumption of sports because we believe that is one of the fastest growing currencies in terms of gaining social acceptance within your group."
One of the biggest challenges facing broadcasters is the pace of change of technology, but it is vital not to lose sight of fundamental building blocks when focusing on new tools of the trade, Sawhney said.
"Technology is reducing the time between the game-changers.
"In the past, television came, black-and-white came. After like 20 years you had colour television. Then after 20 years you had the 4x3s and the 16x9s.
"Now the gap, the pace of technology is so fast, it is like computers ... by the time you have bought your iPad, iPad2 was already there.
"Change is part of our daily life and you have to evolve into a culture where change and technology is embraced rather than being worried about.
"The clear motivation is how do we help build the value of what we are able to give to our fans using technology and using the devices that it creates.
"But, you cannot lose the basic ethos of who you are and the brand reliability and credibility which you have established.
"Credibility is the key -- specifically in news.
"It is more important than ever to make sure you don't get caught in the clutter ... to be able to stand out from the clutter... the quality and even the style of presentation is key."
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