New Media and Major League Baseball (MLB)

From Baruchnewmedia

New Media and Major League Baseball (MLB)

by David Lu

Major League Baseball's Advanced Media staff is very busy during the off-season. "We don't want to become old media in a new media world. It's far busier for us from November to March. The off-season is where we have to innovate and get fans excited about us," says Bob Bowman, president and CEO of Major League Baseball's interactive media arm. All of this attention is paying off to MLB's website. MLB now streams more live videos of more events in the world, including the much-publicized March Madness on Demand video service. "We'll do more than 12,000 events in 2008," said Matt Gould, an MLBAM spokesman. MLB.TV, which offers live access to out of market games, is growing at a 30%-40% clip each year, Bowman said. "As more people get broadband, as Wi-Fi gets more prevalent, people can access these games," Bowman said. MLBAM has been a great success, they made $400 million in revenue last year. Because MLBAM is having a big financial success, it has paid off for the clubs. In 2006, each team was paid a $1 million dividend for its investment in MLBAM. In 2007, it was $1.7 million. This year, it will be closer to $2 million. It is important that baseball is covered because it is the only sport going on in the summer.

ESPN and Major League Baseball are in contract a contract until 2013, which includes includes permission to stream baseball programming from its networks to mobile and wireless devices. That means ESPN can offer ESPN Mobile subs full access to, say, Sunday night baseball. The deal covers Sunday, Monday and Wednesday night games and the signature “Baseball Tonight” (including in-game highlights and live cut-in's).

MLB in Korea

Through new media technology, the MLB is able to be viewed online extensively. One country that is able to do this is Korea. In 2006, a deal was struck between MLB Advanced Media, LP (MLBAM), the interactive media and Internet Company of Major League Baseball and MediaCorp, Inc. (MediaCorp), a South Korean-based publicly traded media company.

This agreement gives Korean baseball fans the ability to access the following: • A Korean-language website dedicated to Major League Baseball. • Live Internet streaming of MLB games via broadband, IPTV, and wireless Internet protocol. • Live Internet text broadcasting of MLB games in conjunction with each of the three Korean Wireless Carriers: SKT, KTF, and LGT. • Video-on-demand offering of MLB Games (MLB.TV Archives). • Daily video clips of MLB Games (Plays of the Game and Extended Highlights). • A Korean-language All-Star Ballot area. • A robust Korean-language baseball news area with stats, schedules, scoreboards, standings, game updates, live text broadcasting, history and the latest news and photos. • Wireless access to a wide variety of MLB content, including video. • Online shop and Auction of MLB official licensed merchandise in the Korean market. • Advertising and sponsorship opportunities on the Korean-language website.

--Dlnewmedia 02:04, 14 December 2008 (CST)

References

[1] ESPN, MLB Sign New Video Deal Good Through 2013; Extends Mobile, Wireless Reach

[2] MLB setting the new media pace

[3] MLB Advanced Media licenses Major League Baseball Internet and wireless rights in the Republic of Korea to MediaCorp, Inc.