WIPO

Regional Sem

inar on Intellectual Property and Sports for the Association of South East Asian N

ations (ASEAN

) Countries

Digital M

edia and its role in the future of Sports

Carlos C

AS

TRO

, Senior Legal Counsel -H

ead of Copyright &

Content A

ffairs

Jakarta, Indonesia –28 N

ovember 2017

1. Digital M

edia2. The Facts3. The Trends4. 2017?4. The O

lympic G

ames

Agenda

CAO

2

Digital M

edia?

Measuring the Inform

ation S

ociety 2013 Report, pg.

161, Main TV-distribution

technologieshttp://w

ww.itu.int/en/ITU

-D

/Statistics/D

ocuments/pu

blications/mis2013/M

IS201

3_without_A

nnex_4.pdf

CAO

29/11/20173

3

�Since 2012, m

ore households (HH

s) have a digital TV versus an analogue TV, 55%

globally w

ith 81% H

Hs in the developed w

orld and 42% in the developing w

orld.�

In the last years, Digital C

able, DTT and IPTV H

Hs have doubled

ITU, M

easurement of Inform

ation Society(http://w

ww

.itu.int/en/ITUD

/Statistics/Docum

ents/publications/mis2013/M

IS2013_infographics_4.pdf)

TERR

ESTRIAL

TVC

ABLE

TVSATELLITE TV

IPTV

Rem

ains strong in developing countries accounting for 409 m

illion HH

s that w

atched only terrestrial TV broadcasts by end of 2012, equating to 75%

of such global H

Hs.

These figures are dow

n by 17% over

2008 figures.

Rem

ains strong in the developed w

orld and in different developing countries as w

ell as 34%

of global HH

s with TV now

connect via cable. The proportion has fallen in the developed w

orld with

competition from

DTH

and IPTV but has increased in developing countries.

With its benefits of low

infrastructure and m

ore channel offerings, is gaining ground in m

any countries like the Arab States, w

here it is the main form

of TV distribution (66%

of HH

s); in India w

here 36% of H

Hs now

connect via D

TH; as w

ell as the U

SA with 30%

of HH

s. In Europe and Africa, 31%

and 25% H

Hs,

respectively, get transmissions via

Satellite.

Subscriptions reached 72 million globally

by the end of 2012, up by 17 million from

the previous year and m

ore than four tim

es the total recorded in 2008.IPTV penetration (as a percentage of total households w

ith a TV) in the developed countries stood at 9%

by the end of 2012, com

pared with 3%

in 2008. In developing countries, 3%

of households w

ith a TV received IPTV by the end of 2012, up from

less than 0.3%

at the end of 2008.CAO

4

�TV

continues to be received by a vast m

ajority of the global population / rem

ain as m

ost pervasive media

platform.

�B

rian Roberts, C

EO

, C

omcast, A

ugust 2012: “…

television will change

more in the next five

years than in the last 50” (http://w

ww

.businessweek.com

/articles/2012-08-09/brian-roberts-on-his-vision-for-C

omcast)

Digital

Media:

what is

happening?

CAO

29/11/20175

CAO

Since 2012:

�M

ultichannel TV offerings are becoming

comm

on with traditional linear content

coexisting with non-linear content.

�M

obile internet connectivity is spreading m

uch faster with tectonic shift seen in

developing world.

�M

assive Internet and Mobile delivery has

spread notion of video content delivered to users and consum

ed anytime, anyw

here and on any device.

Digital M

edia: what is happening?

CAO

6

�C

onsumers, specifically youth in both the

developed and developing world, are

becoming digital and m

obile natives, with

the consumption of digital m

edia increasing significantly and m

obile (smartphone,

tablets) used for the majority of tim

e spent on digital.

�Traditional television therefore sees drops in ratings and there has been som

e decline seen in cable subscriptions.

Digital M

edia: Key Trends / Shift of C

onsumptionC

AO7

�In term

s of media ad spend, TV forecast to be

consistent in absolute terms but digital

platforms, both Internet and M

obile combined,

will account for biggest increase in m

edia ad spend by platform

in most regions of the w

orld including N

orth Am

erica, Europe and A

sia-Pacific

as soon as 2016.

�B

roadcasters have reacted to such consum

ption shift by providing more live

content (especially true for sport), but only prem

ium sports really benefit from

such approach.

Digital M

edia: Key Trends / Shift of C

onsumptionC

AO8

In terms of

Ad…

9C

AO

2017?

Digital in 2017

Global O

verview

10C

AO

2017?

Digital in 2017

Global O

verview

11C

AO

2017?

Digital in 2017

Global O

verview

12C

AO

2017?

Digital in 2017

Global O

verview

13C

AO

2017?

Digital in 2017

Global O

verview

14C

AO

2017?

Digital in 2017

Global O

verview

15C

AO

2017?

Digital in 2017

Global O

verview

16C

AO

17C

AO

18C

AO

19C

AO

20C

AO

21C

AO

Digital

media &

the O

lympic

Gam

es

22C

AO29/11/2017

22

�M

ost consumed O

lympic G

ames ever -taking

into consideration broadcast coverage viewed

on television and digital platforms, as w

ell as engagem

ent on social media

�M

ore television coverage and more digital

coverage than ever before �

Half the w

orld’s population watched

coverage of the Olym

pic Gam

es Rio 2016

�Total O

lympic G

ames R

io 2016 broadcast content view

ed online was over double

London 2012 �

Over seven billion video view

s of official content on social m

edia platforms

Rio 2016 O

lympic G

ames

CAO

23

Olym

pic Gam

es: contentconsumption

CAO

29/11/201724

CAO

24

Digital M

edia: London 2012 vs. Rio 2016

CAO

25

Digital consum

ption has reached levels never seen before

Rio 2016 &

Social Media

CAO

26

Biggest O

lympic G

ames ever on social m

edia platforms

IOC

: Whatare w

edoing?

CAO

27

https://ww

w.youtube.com

/watch?v=jm

pCP

ouccM8&

feature=youtu.be

�Launched

the Olym

pic Channel (21 August2016): a

digital-first, m

ulti-platform global m

edia destination where fans can

experience the power of sport and connect w

ith the Olym

pic M

ovement all year round, especially in the periods betw

een the O

lympic G

ames.

�O

ne of the primary goals of the O

lympic C

hannel is to connect younger generations and new

audiences with the O

lympic

Movem

ent.•

We have created and launched a global digital m

edia platform w

hich is available in 11 languages and currently features m

ore than 6,000 pieces of content representing all O

lympic sports

disciplines and 206 countries. •

And in addition to developing partnerships with 54 federations and

sports organisations, we have prem

iered more than 30 original

series, and launched localised partnerships with N

BCU

niversaland the U

SOC

in the US, w

ith Eurosport in Europe and w

ith beINM

edia Group

in the Middle East and N

orth Africa (MEN

A) territories

IOC

: Whatare w

edoing?

CAO

28

eSports*?

*(a.k.a. electronic sports) are a form

of com

petition that is facilitated by video gam

es.

29C

AO

30C

AO

31C

AO

Definition of

Sport?

32C

AO

Definition of

Sport?

33C

AO

�The court’s decision cam

e in response to a case filed by the English B

ridge Union, based in Aylesbury, w

hich organizes team-based

bridge matches. The organization had argued that it should not have

to charge tax on entry fees to its tournaments because bridge is “a

card-based mind sport.”

�Entry fees for m

any sports competitions are exem

pt from value-

added tax, or VAT, in Britain. B

ut the British tax authority said bridge

did not qualify because it did not involve much physical exertion.

�The European C

ourt of Justice ruled that bridge couldn’t be considered a sport, even w

hen played competitively, because it

lacks a “significant physical element.”

�In the legal proceedings, the bridge union argued that bridge should

be deemed a sportbecause

it promoted intellectualw

ell-being. “Sport” under European law

includes activities that provide physical and m

ental benefits, the organization said, so bridge must

count. But, the court said, that does not autom

atically make it a sport and

certainly not for tax purposes.�

ECJ: “H

owever, even if they do prove beneficial to physical and

mental health, activities of pure rest or relaxation are not covered by

that provision,” the court wrote. “The fact that an activity prom

oting physical and m

ental well-being is practised com

petitively does not lead to a different conclusion.”

eSports and the O

lympic

Gam

es?

34C

AO

eSports in the Olym

pic Agenda?

CAO

35

Olym

pic Charter –

Rule 45: P

rogramm

e of the Olym

pic Gam

es: “The program

me of the O

lympic G

ames (“the program

me”) is the program

me of all

sports competitions established by the IO

C for each edition of the O

lympic

Gam

es in accordance with the present R

ule and its Bye-law

”.

Olym

pic Charter –

Bye-law

to Rule 45:

1.The sports program

me

1.1 Upon proposal from

the IOC

Executive B

oard, the Session shall decide on the

sports programm

e not later than at the Session electing the relevant host city. The

Session shall vote en

bloc. If the majority of the votes cast is not reached, there

shall be additional rounds of votes as determined by the P

resident, who m

ay also proceed through individual or partial en

bloc votes.1.2 U

pon proposal from the IO

C E

xecutive Board follow

ing an agreement

between the relevant O

CO

G, the relevant IF and the IO

C, the sports program

me

may be am

ended by decision of the Session not later than three years prior to the

opening of the relevant Olym

pic Gam

es3. O

ther provisions 3.1 The OC

OG

of a specific edition of the Olym

pic Gam

es m

ay propose to the IOC

the inclusion, for such edition only, of one or more

additional events; all decisions relating thereto shall be taken in full compliance

with this R

ule 45 and its Bye-law, and w

ith any further specific conditions set forth by the IO

C.

eSports and the Olym

pic Gam

es?

CAO

36

�Leading representatives of the O

lympic M

ovement discussed on

28thO

ctober 2017 the rapid development of w

hat are called "eSports“.

�"eSports" are show

ing strong growth, especially w

ithin the youth dem

ographic across different countries, and can provide a platform

for engagement w

ith the Olym

pic Movem

ent.�

Com

petitive "eSports" could be considered as a sporting activity,

and the players involved prepare and train with an intensity w

hich m

ay be comparable to athletes in traditional sports.

�In order to be recognised by the IO

C as a sport, the content of

"eSports" must not infringe on the O

lympic values.

�A further requirem

ent for recognition by the IOC

must be the

existence of an organisation guaranteeing compliance w

ith the rules and regulations of the O

lympic M

ovement (anti-doping,

betting, manipulation, etc.).

�IO

C and G

lobal Association of International Sports Federations (G

AISF) w

ill start a dialogue with the gam

ing industry and players to explore this area further and to com

e back to the Olym

pic M

ovement stakeholders in due course.

Outcom

e of the 6

thOlym

pic Sum

mit…

37C

AO

Intel will deliver tw

o distinct gaming

experiences:�

the Intel Extreme M

asters PyeongC

hang eSports tournament,

featuring one of the most celebrated

eSports titles of all time, B

lizzard E

ntertainment’s “S

tarCraft®

II”, and�

a separate exhibition featuring U

bisoft’s action-sports title “Steep™

R

oad to the Olym

pics”, the official licensed gam

e of the Olym

pic Winter

Gam

es PyeongC

hang 2018.

PyeongChang 2018 O

lympic W

inter Gam

es

CAO

38

carlos.castro@olym

pic.org

Thank You!

© 2017 -International O

lympic C

omm

ittee -A

ll rights reserved