Résumé du débat Sporsora : « Sport & média : nouveaux enjeux? » 1/2

Je me suis rendu ce matin dans les locaux de France Televisions pour un débat organisé par Sporsora, intitulé « Quelle sera demain la place du sport dans les médias ? Comment Médias et Organisateurs répondent à ces nouvelles attentes ? »

Je vais essayer de vous résumer 2 heures de conférence en 2 articles… j’étais d’abord parti sur un article global mais je me suis dit qu’il valait mieux vous épargner ma prose…

Donc, le débat était mené par Bruno Fraioli (Stratégies/BFM) et les protagonistes du jour étaient Daniel Bilalian (Directeur Général en charge des Sports de France Télévisions), Laurent-Eric Le Lay (Président, Eurosport International), François Morinière (DG L’Equipe), François Pesenti (DG RMC Sports), Martin Rogard (DG, Dailymotion) et Eric Florand (Elu en charge de la communication à la Ligue Nationale de Handball).

Sur le papier, le casting et le thème (l’un des volets sans doute les plus intéressantes du marketing sportif) étaient alléchants et la salle était pleine pour entendre les protagonistes débattre sur ce thème.

La conférence a débuté par une présentation de Patrick Goddet (Vice-Président d’Eurosport et membre du conseil d’administration de Sporsora) qui a dressé l’état des lieux du marché du média en France et à l’international.

On retiendra parmi tous ces chiffres (plus ou moins récents selon les sources) que l’émergence des nouveaux devices (écrans) va engendrer une croissance de l’offre sportive avec premièrement de nouveaux acteurs et deuxièmement du nouveaux contenus. Avant/maintenant, nous avons les chaînes TV généralistes, la TNT, les chaines premium, les chaines sports, les chaines d’infos généralistes et les chaines d’infos sportives qui diffusaient majoritairement du contenu sport en live, en différé et en format informatif. Demain, la croissance de la consommation sur ces nouveaux écrans (TV connectée, PC, tablette, smartphone) va engendrer la naissance/émergence de nouveaux formats comme la catch up TV, la VOD et la SVOD (Subscription Video On Demand), avec un risque majeur : la fragmentation de l’audience. Et oui car la multiplication des écrans va entrainer la concentration des opérateurs sur les événements et sur les nouveaux formats afin d’offrir la meilleure offre, ce qui va donc disperser et fragmenter l’audience et rendre le business model d’une chaine ou d’un opérateur beaucoup plus compliqué.

Daniel Bilalian - France Télévisions

Après cette introduction intéressante mais un peu longue, Daniel Bilalian, le « patron » des lieux, débuta le débat en affirmant que la révolution au sein des média a débuté largement avant l’avènement des média sociaux. En effet, selon l’ancien présentateur de Stade 2, l’arrivée de la TNT a complètement bouleversé le modèle économique le modèle d’audience de la TV. Ces nouvelles chaines, qui ont rapidement intégré le fait que le sport était un élément fondamental pour agréger de l’audience, ont progressivement acquis du contenu sport (sur des deals de moyenne voire petite ampleur) au grand malheur des chaines historiques. En guise de riposte, les chaines historiques comme France Télévisions ont donc été dans l’obligation « d’acheter du sport pour pas que ça ne parte ailleurs » et donc garantir la soi-disante exclusivité qu’elles avaient gagné en achetant en prix fort les droits TV.

Deuxième enseignement : les demandes des consommateurs ont changé forçant les chaines à mettre fin à la diffusion pure et dure d’événements sportifs. Pour répondre à cela, « nous faisons du spectacle » dixit M. Bilalian, en habillant une diffusion d’événement sportif avec des reportages et des dossiers thématiques (ex: diffusion des championnats d’Europe en salle sur France Ô) et en prolongeant les émissions sur Internet (ex: La prolongation, l’after-show de Stade 2 sur France2.fr).

Laurent-Eric Le Lay - Eurosport

Laurent-Eric Le Lay, Président d’Eurosport et responsable des acquisitions sport pour le groupe TF1, a débuté son intervention en disant très justement qu’Internet « nous a permis d’avoir accès à nos téléspectateurs de manière différente mais aussi à de nouveaux publics ». Il a enchainé sur l’application mobile Eurosport en indiquant que cette dernière « renforce l’audience et contribue à la promotion d’un événement qui sera lui diffusé sur une chaine TV ». Intéressant donc de voir et savoir la stratégie d’Eurosport sur l’Internet mobile, qui devient un driver d’audience pour le site principal (maintenant en 11 langues) et pour la chaine TV et non pas en contradiction voire en cannibalisation de l’offre TV. Dernier thème abordé par le speaker du Global Sports Forum Barcelona (déjà abordée au GSFB 2010 par ailleurs) : le piratage. Sur ce sujet toujours polémique, Laurent-Eric Le Lay a déclaré, je cite « le piratage n’est pas suffisamment au point pour représenter une menace importante », en mettant en avant les commentaires dans une langue étrangère comme l’un des freins majeurs au développement de la consommation de ce contenu… J’ai personnellement du mal à croire à cette phrase tant la place prise par les sites de streaming et le fait que regarder du football en français, allemand, anglais ou arabe, au final, cela reste du football… M. Le Lay a ajouté qu’il fallait créer une offre légale qui permettrait de contrebalancer cette « pratique » et s’est vanté de l’offre Eurosport Player à 4,99€… mais qui ne comptabilise que 70 000 abonnements sur toute l’Europe, la population de Colmar….

Suite au prochain épisode ! La 2ème partie devrait sortir d’ici demain mais n’hésitez pas à commenter et faire part de vos questions et/ou remarques d’ici là!

59 Commentaires

  1. Hello just wanted to give you a quick heads up. The text in your post seem
    to be running off the screen in Internet explorer.
    I’m not sure if this is a format issue or something to do with browser compatibility but I thought I’d
    post to let you know. The layout look great though!

    Hope you get the issue resolved soon. Kudos

  2. I savor, result in I found exactly what I used to be taking a look for.
    You’ve ended my four day lengthy hunt! God Bless you
    man. Have a nice day. Bye

  3. Unquestionably imagine that which you stated. Your favourite justification seemed to
    be at the net the easiest thing to be aware of. I say to you,
    I certainly get irked while folks think about concerns that they just do not understand about.
    You managed to hit the nail upon the highest and
    also defined out the entire thing with no need side-effects
    , other folks can take a signal. Will probably be back to get more.
    Thank you

  4. You have made some decent points there. I looked on the web for additional information about the issue and found most individuals will go along with your views on this website.

  5. naturally like your website however you have to test the spelling on quite a
    few of your posts. A number of them are rife with spelling issues and I in finding it
    very troublesome to inform the truth however I will definitely come back
    again.

  6. Hi everyone, it’s my first go to see at this web page, and post is genuinely fruitful
    designed for me, keep up posting these posts.

  7. Howdy would you mind letting me know which webhost you’re using?
    I’ve loaded your blog in 3 completely different browsers and I must say
    this blog loads a lot faster then most. Can you recommend a good internet hosting provider at a honest
    price? Kudos, I appreciate it!

  8. I think this is one of the most vital information for me.
    And i’m glad reading your article. But should remark on some general
    things, The website style is ideal, the articles is really nice :
    D. Good job, cheers

  9. Normally I do not learn article on blogs, but I wish to say that this write-up very compelled me to take a look at and do it!
    Your writing style has been amazed me. Thank
    you, very nice post.

  10. I have to thank you for the efforts you’ve put in penning this blog.
    I’m hoping to check out the same high-grade content by you later on as well.
    In truth, your creative writing abilities has motivated me to
    get my own, personal blog now 😉

  11. If you wish for to grow your experience just keep visiting this site and be
    updated with the most recent news posted here.

  12. I don’t even know the way I ended up here, however I
    assumed this publish was once great. I do not recognise who you are but
    certainly you are going to a well-known blogger in the event
    you aren’t already. Cheers!

  13. Pretty portion of content. I just stumbled upon your blog and in accession capital to say
    that I acquire in fact enjoyed account your blog posts. Anyway I will be subscribing on your
    feeds or even I success you get admission to persistently rapidly.

  14. Howdy, i read your blog from time to time and i
    own a similar one and i was just curious if you get a lot of spam comments?
    If so how do you stop it, any plugin or anything you can advise?
    I get so much lately it’s driving me insane so any assistance is very much appreciated.

  15. It’s very straightforward to find out any topic on web as
    compared to books, as I found this paragraph at this website.

  16. Wow, fantastic blog layout! How lengthy have you ever been running a blog for?
    you made blogging glance easy. The overall glance of your site
    is magnificent, as smartly as the content material!

  17. I am really loving the theme/design of your web site. Do you ever run into any internet browser compatibility issues?
    A small number of my blog readers have complained about my site not working correctly in Explorer but looks great in Safari.
    Do you have any tips to help fix this problem?

  18. I have been exploring for a little bit for
    any high-quality articles or blog posts in this sort of house .
    Exploring in Yahoo I finally stumbled upon this site. Reading this information So i am happy to
    convey that I have a very excellent uncanny feeling I found out just what I needed.

    I so much definitely will make certain to do not disregard this website and give it a look
    regularly.

  19. First off I would like to say superb blog! I had a quick question in which I’d like to ask if you
    do not mind. I was curious to know how you center yourself
    and clear your head before writing. I have had a hard time clearing my thoughts in getting my ideas out.

    I do enjoy writing but it just seems like the first 10 to 15 minutes are lost
    simply just trying to figure out how to begin. Any suggestions or hints?

    Cheers!

  20. Hi there, i read your blog from time to time and i own a similar one and i was just curious if you get a
    lot of spam comments? If so how do you prevent it, any plugin or
    anything you can recommend? I get so much lately it’s driving
    me crazy so any help is very much appreciated.

  21. Normally I do not learn post on blogs, but I would like to say that this
    write-up very forced me to take a look at and do it!
    Your writing style has been amazed me. Thanks, quite nice article.

  22. Hi, i read your blog occasionally and i own a similar one and
    i was just wondering if you get a lot of spam remarks? If so how do you stop it, any
    plugin or anything you can advise? I get so much lately it’s driving me insane so any support
    is very much appreciated.

  23. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically
    tweet my newest twitter updates. I’ve been looking for
    a plug-in like this for quite some time and was hoping maybe you
    would have some experience with something like this.

    Please let me know if you run into anything. I
    truly enjoy reading your blog and I look forward to your new updates.

  24. It’s amazing to pay a quick visit this website and reading the
    views of all friends about this article, while I am also eager of getting knowledge.

  25. I am extremely impressed with your writing skills as well as
    with the layout on your weblog. Is this a paid theme or did you modify it yourself?
    Anyway keep up the excellent quality writing, it’s rare to
    see a great blog like this one these days.

  26. Hmm it looks like your site ate my first comment (it
    was extremely long) so I guess I’ll just sum it up what I submitted and say, I’m
    thoroughly enjoying your blog. I too am an aspiring blog writer but I’m still new
    to the whole thing. Do you have any recommendations for inexperienced blog writers?
    I’d certainly appreciate it.

  27. I was excited to find this great site. I need
    to to thank you for your time due to this fantastic read!!
    I definitely liked every bit of it and i also have you saved as a
    favorite to see new information on your website.

  28. Hi! I’ve been reading your blog for some time now and finally
    got the bravery to go ahead and give you a shout out
    from Austin Tx! Just wanted to say keep
    up the excellent work!

  29. Today, I went to the beach front with my kids.

    I found a sea shell and gave it to my 4 year old daughter
    and said « You can hear the ocean if you put this to your ear. » She put the shell to her ear and screamed.

    There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is entirely off
    topic but I had to tell someone!

  30. Fantastic post but I was wanting to know if you could write a litte more on this
    topic? I’d be very grateful if you could elaborate a little bit further.
    Cheers!

  31. Nice post. I was checking continuously this blog and I am impressed!
    Very helpful info specially the last part 🙂
    I care for such info much. I was looking for this
    particular information for a very long time. Thank you
    and best of luck.

  32. Everything is very open with a very clear description of
    the issues. It was really informative. Your website is extremely helpful.

    Many thanks for sharing!

  33. What’s up, I desire to subscribe for this website to obtain hottest updates, therefore where can i
    do it please help out.

  34. An interesting discussion is worth comment.

    I think that you ought to write more about this subject, it might not be
    a taboo matter but generally people don’t talk about such issues.

    To the next! Kind regards!!

  35. Today, I went to the beach with my children. I found a sea shell and gave it
    to my 4 year old daughter and said « You can hear the ocean if you put this to your ear. » She placed the shell to her ear
    and screamed. There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is totally off topic but I had to tell someone!

  36. I don’t even know how I ended up here, but I thought this post was
    good. I do not know who you are but certainly you’re going to a famous blogger if you aren’t
    already 😉 Cheers!

  37. Hey there! Do you know if they make any plugins to safeguard against hackers?
    I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?

  38. Asking questions are truly fastidious thing if you are not understanding anything
    completely, except this paragraph provides good understanding yet.

  39. Wonderful items from you, man. I’ve keep in mind your stuff prior
    to and you’re simply too excellent. I actually like what you’ve acquired right here, really like what you’re saying and the best way
    in which you say it. You make it enjoyable and you still take care of to
    stay it sensible. I can’t wait to learn much more from
    you. That is really a terrific website.

  40. Wow, awesome weblog layout! How long have you been blogging
    for? you make blogging look easy. The total glance of your site
    is magnificent, as well as the content!

  41. After I originally left a comment I seem to have clicked on the -Notify me when new comments
    are added- checkbox and now each time a comment is added I
    get 4 emails with the same comment. There has to be a way you are able to remove me from that service?

    Thanks!

  42. We are a bunch of volunteers and starting a brand new scheme in our community.
    Your website provided us with useful info to work on. You have performed an impressive activity and our whole neighborhood will likely be grateful to you.

  43. I’m extremely impressed with your writing skills as well as with the layout on your weblog.
    Is this a paid theme or did you customize it yourself? Anyway keep up the nice quality writing, it’s rare to see a great blog like this one these days.

  44. If some one desires to be updated with most up-to-date technologies therefore he must be go to see
    this web page and be up to date all the time.

  45. I love what you guys tend to be up too. This kind of clever work and exposure!

    Keep up the very good works guys I’ve included you guys to my blogroll.

1 Rétrolien / Ping

  1. Résumé du débat Sporsora : "Sport & média : nouveaux enjeux?" 2/2 | Sportsmarketing.fr - Le Blog du Marketing Sportif

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*