BY-NC-SA Martin Sorrell chief executive officer of WPP Group—one of the worlds’s leading communications service and advertising companies–told global sports leaders at the International Olympic Committee's Congress, that they need to let go of their broadcast rights and hand them over to savvy fans. The Associated Press quote Sorrell saying "If they are going online, you go online. You have to let them play — with your content, your assets — in their own way."
IOC members were also told that the Olympic movement needs to learn from the likes of YouTube or risk losing young viewers for life.
It’s definitely true that TV is shifting to the internet. People go on YouTube to watch games, fights, and their favorite TV shows but half of the time they come across those videos that have been blocked due to copyright issues.
AP also quoted Sorrell saying “We must ensure the iPod, iPhone generation is tuning in, not tuning out,"
As a person that watches video on my phone, I like my video short and to the point. I’m not being picky, short videos just make consuming media on my phone easy. I’m always on the go and I don’t have time to sit and watch a 10 min video or wait for it to load. This is how I want my media and this is how Sorrell sees young people wanting media. He told sports leaders they need to learn how to adapt to my generation and accept that they have to change their ways if they want to continue to be successful. Major League Baseball has put this theory to test and has been earning $200 million from subscription revenues to their website.
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