Agenda

Day One: Monday 3rd May 2010

| Day One | Day Two |

8.00

Registration and coffee

8.45

Welcome and speed networking session

8.50

Opening remarks from the Chair

Daryl Adair, Associate Professor, School of Leisure, Sport and Tourism, University of Technology, Sydney

SPORT & TECHNOLOGY

9.00

KEYNOTE ADDRESS: Adapting to technological change in the sporting industry and how to embrace and move forward with digital broadcasting technologies

How technology is changing sport and sport consumption
How does technological change impact sports broadcasting?
Innovative ideas for sport bodies to deal with rapid change

Peter Holmes Court, Chairman, ISFM, co-owner, South Sydney Rabbitohs

9.30

Transformation: Broadband, Television and Sport

The Government’s National Broadband Network
Open networks and multiple sports service providers
Triple play broadband services
New major players

Professor Trevor Barr, Media and Communications, Swinburne University of Technology

SPORTS MEDIA

10.00

PANEL DISCUSSION: Examining contemporary issues affecting sports TV broadcasting and some of the implications for digital media platforms

How has the nature and scope of sports broadcasting changed in recent years?
How is technological change impacting sports broadcasting?
What are the current headline regulatory and legal issues that impact how sports are shown on TV?
Are we likely to see meaningful regulatory change to these headline issues in the near future?
What can we expect from digital TV in the future?
How should we address fair dealing in the digital age and is access to venues likely to become even more problematic?
How sports should maximise their relationships with broadcast partners?

Professor Trevor Barr, Media and Communications, Swinburne University of Technology
Bruce Meagher, Director of Strategy & Communications, SBS
Jon Marquard, Chief Operating Officer, Premier Media Group & Fox Sports Australia
Shane Mattiske, Director of Strategy and Special Projects, NRL

10.30

Morning tea

SPORT ON TV

11.00

Sport, Advertising and TV: How to make the most of digital networks

Utilising digital media and online networks
Innovation in digital media tools
Providing market incentives through digital media
Developing alternative media revenue streams

Harold Mitchell AO, Executive Chairman, Mitchell Communication Group

ANTI-SIPHONING SCHEME

11.30

Why is the anti-siphoning scheme under review and what are the likely changes to the legislation?

Is the anti-siphoning scheme relevant in the current broadcasting environment?
Will the anti-siphoning scheme be amended or repealed?
What changes are likely to be made to the legislation?
Who would benefit from deregulation of the laws?

Damien Tampling, Partner, Deloitte

ANTI-SIPHONING LEGISLATION

12.00

Understanding how the anti-siphoning legislation impacts sports broadcasting

What are the main objectives of the anti-siphoning scheme?
What impact does the scheme have on sports rights holders?
How appropriate are the events on the list?
What are the criteria for inclusion on the list?
What is the appropriate duration of the list?
What are the scheduling and coverage requirements?

Ian McGill, Partner, Allens Arthur Robinson (Invited)

12.30

Lunch

DEMOGRAPHICS

1.30

Analysing the demographic of sports viewers and the new and emerging patterns of consumption

Who and what demographic groups are watching sports?
How are they consuming sport and via what forms of media?
Does sport on new media replace or supplement television viewing?
Has this changed in recent years and how will it continue to change?

Michele Levine, CEO, Roy Morgan Research

RADIO BROADCASTING

2.00

Optimising the power of the digital revolution on the radio broadcasting sector

The impact of the digital era on radio
Convergence of traditional and digital radio
Developing a hub for the creation of digital radio content
Issues surrounding audio technology and sound quality
Growth and possibilities in the digital world
Capturing a fragmented audience

Joan Warner, CEO, Commercial Radio Australia

2.30

Afternoon tea

ONLINE BROADCASTING

3.00

CASE STUDY: Harnessing new media platforms: IPTV

Delivering an internet based TV product
Offering a low-cost alternative
Competing for viewers
Managing content rights

Greg Bader, CTO, iiNET

3.30

CASE STUDY: Examining the changing technology of sports broadcasting

How Online and Mobile sports fans differ from the traditional audience
Improvements in Community engagement using New Media
Growth of streaming sports video across Online and Mobile Channels
Implications for niche sports seeking wider public exposure
Issues surrounding the anti-siphoning list and online media

David McGrath, General Manager News & Sport, Telstra Media

4.00

CASE STUDY: Integrating the relationship between TV and the Internet

Harnessing the benefits of broadcasting online – low cost, high quality production
Operational and technical aspects of live and on-demand streaming
Monetisation via advertising, pay-per-view or subscription
Interactivity for sports viewers

Ian Gardiner, CEO, VioCorp

4.30

Closing remarks from the chair

4.40

End of conference

Day Two: Tuesday 4th May 2010

| Day One | Day Two |

8.30

Coffee and networking

8.45

Welcome and speed networking session

8.50

Opening remarks from the Chair

Arun Khanna, Managing Director, Cadability

SPORT & THE MEDIA

9.00

Building an engaged consumer base – the commercial challenge and opportunities for sports

Looking at the challenges and opportunities for sports in the digital era and the need for sport to build engagement with their membership and consumer base as a means to maintain relevance and competitiveness in the sports and entertainment market

Greg Nance, Director of Sports Performance & Development, Australian Sports Commission

9.30

Strengthening Australia’s sporting identity through widespread access to sporting content

Creating a vision for the sports sector (and Bowls)
Broadening access to sports media
Managing our sporting interests in the global arena

Neil Dalrymple, CEO, Bowls Australia and Board Director, Confederation of Australian Sport

SPORT RIGHTS

10.00

PANEL DISCUSSION: Discussing how to negotiate sports broadcasting rights agreements and the regulatory challenges facing sports rights holders

How does the anti-siphoning scheme impact media right negotiations?
What techniques and strategies are being used to negotiate rights?
How can rights owners balance revenue with the greatest market exposure?
How does this effect funding for the sport at grassroot levels?

Matt Carroll, Deputy CEO, Australian Rugby Union
Stephanie Beltrame, General Manager Media Rights, Cricket Australia
Adam Firth, General Manager, Legal and Commercial, V8 Supercars Australia

10.40

Morning tea

TELEVISING SPORT

11.10

The 3D revolution: Improving innovation in sports broadcasting techniques

How is innovation changing sports entertainment
New ideas and innovative techniques of filming
How innovation is pricing sports entertainment
What are the technical requirements for broadcasters?

Steve Rust, Managing Director, Panasonic Australia

CONTENT SPONSORSHIP/BRANDING

11.40

Interpreting brand funded content and how to approach a sponsorship or funding deal

Engaging with the sports content consumer: how, what, why and when
Creating sponsorship value and brand opportunities in sports content and broadcasting
Funding content: how would it work for my sport? The different models and approaches

Nicholas Goldsworthy, Business Development Manager, IMG Media Australia

SPORTS BRANDING

12.10

ROUND TABLE FORUM: How does media coverage impact the sports brand and identity?

The role of media in repositioning the brand
Breaking the exposure cycle – building a greater brand presence
Protecting how the brand is used in media coverage
Targeting sports broadcasting towards the niche market
Using ambassadorship to endorse the brand

Mark Anderson, Chief Executive, Hockey Australia
Larry Sengstock, CEO, Basketball Australia
Kate Palmer, CEO, Netball Australia

12.50

Lunch

MEDIA COMMUNICATIONS

1.50

Tips, tactics and strategies to increase engagement with your sport in a digital world

Strategies to enhance media planning and buying
How to approach the media
How to tell sell your story
Creating a point of difference
Utilising the digital media to increase reach

David Rogerson, Managing Director, Strategic Media Solutions & Strategic New Media

MOBILE TELEVISION

2.20

Delivering the benefits of 3G wireless network coverage and targeting the consumer audience

The benefits of mobile TV, smart phones and other multimedia devices
Tailoring mobile sporting content to effectively target the audience
Using mobile technologies to build social networking communities through sport
Mixing entertainment elements – social media tools

Tamzin Taylor, Senior Category Manager – Mobile TV & Entertainment, Hutchison 3G

DIGITAL RIGHTS MANAGEMENT

2.50

Outlining the key legal considerations to content management in the digital media

Legal considerations in the digital media
DRM technologies in sport
Intellectual Property Rights framework
Issues for patents, trademarks and design

Mark Bamford, Partner, TressCox Lawyers

3.20

Closing remarks from the chair

3.30

End of conference

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