Kukla's Korner Hockey
by Alanah McGinley on 01/22/09 at 04:52 PM ET
From Jennifer Leggio at ZD Net,
Over the last year or so, the NHL has been working diligently to roll out a three-phase digital media program to serve its estimated 20 million avid fans in North America — 13 million in the U.S. and 7 million in Canada. The primary objectives were to personalize content for avid fans, make that content more interactive, and create a more social presence on its NHL site and sub-sites.
“We know a few things about our fans that feed our strategy as a media business, but also support our investments in digital media,” [Michael] DiLorenzo said. “On average, about 50 percent of fans are displaced — meaning they live in a different geographic area than their favorite teams. Inherently they have an access constraint, whether it be missing the games on TV or not being able to buy their team-branded goods at a local sporting goods store.”
What DiLorenzo realized is that the combination of an access constraint and a technically sophisticated audience creates opportunity — for both the league and for the fans. Recognizing that the NHL has “modest” national television distribution (the league owns all of its TV rights) it has the ability to take video online in a way that other leagues cannot.
read on for a very detailed look at the NHL’s digital media initiatives
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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.
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