WEDNESDAY, 5 APRIL 2017 - Dania & Nortvegia Room (Conference Room 1)
NO SPORT TOO BIG, OR TOO SMALL: The Power of Innovative Thinking to Transform Opportunities
SportAccord Convention 2017 will once again host the MediaAccord which encourages dialogue and debate between press/media, international federation and commercial delegates.
14:00-14:30 MEDIA INTERVIEW: The Rolling Olympics – Broadcasting beyond the 4-year cycle
From the hotbed of hockey to the heartbeat of the Olympics. Greg Stremlaw talks about the way CBC reoriented its broadcasting priorities and developed its coverage of the Olympic Games to make that the new cornerstone of its sports broadcasting portfolio. Greg will explain how a public sector broadcaster created a pioneering partnership model to capture virtually every moment of the Rio Games and helped to make CBC synonymous with the Maple Leaf in the minds of the Canadian public.
David Eades, Journalist and anchor for BBC World, talks to Greg Stremlaw, Head of CBC Sports & General Manager, Olympics, Canadian Broadcasting Corporation (CBC)
14:30-14:40 SCENE SETTER: Understanding the changing trends in audience habits and media consumption
David Lucas, Head of International Federations, Nielsen Sports
14:40-15:30 PANEL SESSION: Sport and the Good News Story
Sport's relationship with the media has often felt like a Jekyll and Hyde affair. Bad news stories have been increasingly common in recent years, brought on by issues of governance and integrity. How can sports work with the media to deal with these issues and to reflect the efforts made to improve sporting integrity?  We consider both practical and more strategic ways of enhancing the relationships with the media to help to tell a better story about sport, and to generate more of the positive stories that fans and the general public want to hear.
MODERATOR: Rachael Church, Director, Editorial and Communications, World Academy of Sport 
  • Jackie Brock-Doyle OBE, Executive Director, Communications, IAAF 
  • Jens Sejer Andersen, International Director & Founder, Play the Game
  • Oleg Matytsin, President, FISU 
  • Mark Parkman, General Manager, Olympic Channel
15:30-16:00 COFFEE BREAK
16:00-16:30 EVENT WATCH: Aarhus European Capital of Culture 2017
Setting up media teams and protocols, and establishing good working relationships with the media during the lead-up to a major international event.
  • Bent Sorenson, Head of Communications, Aarhus-2017, European Capital of Culture 
16:30-17:00 IF MEDIA PRESENTATION: Life’s a Beach…and Volleyball was in Olympic Heaven
From the Ginasio do Maracanazinho to one of the most exotic locations in Olympic history: Copacabana, the Rio Olympics gave Brazil’s second most popular sport the backdrop of a lifetime.  Discover how the FIVB sought to maximise media exposure and public profile for the sport.
  • L. Fernando Lima, Secretary General, FIVB 
17:00-17:30 ASK THE EXPERTS: What recent innovation is most likely to influence the sport/media relationship in the next year?
Interactive Q&A and discussion with select attending IFs and Media Partners/Representatives, including:
MODERATOR: Rachael Church, Director, Editorial and Communications, World Academy of Sport
  • Dato Abdul Halim Bin Kader, BBM, Secretary General & Director General, International Sepaktakraw Federation
  • L. Fernando Lima, Secretary General, FIVB
  • Tingting Zhang, Business Development Manager, Yutang Sports
Highlights from MediaAccord 2016
Digital news consumption is on the rise, and at this year’s MediaAccord, the digital rights environment formed the central theme of a fascinating series of presentations and discussions in front of a room packed full of delegates.
The second edition of MediaAccord, following last year’s debut in Sochi, proved hugely popular with Convention attendees, with a stellar line-up of speakers providing valuable insights. Jérôme Martin, Global Sports Corporate Manager from Agence France-Presse (AFP), steered the first case study on how International Federations team up with the agency to deliver digital content across different platforms on a global basis.
“Quality live content production, management of social networks, the resourceful AFP network, cost reduction and distribution to AFP clients are some of the primary reasons why many International Federations link up with AFP,” Martin said.
Martin Floreani, Co-Founder and CEO of FloSports, then produced an enthralling insight into how the digital sports media company has adopted a business-toconsumer model.
“There is a dramatic change in media consumption habits,” Floreani said. “Production costs are decreasing and content quality is increasing. Stories are at the heart of sports and events. We focus on developing media equity for our clients and consumers by constantly looking for stories that provide context as to why an event matters.”
Martin and Floreani were then joined in a roundtable discussion by Ed Hula, Editor of Around The Rings, and Tingting Zhang, Business Development Manager at Yutang Sports. The panel members discussed the challenges and trends in digital media and why traditional media houses are facing “innovator’s dilemma”. The participants agreed that internet remains “the backbone of digital media’s growth” and acknowledged that digital media itself “is still in its infancy and faces little competition at the moment”.