Latin America. The First Soccer World Cup was held in Uruguay at 1930 and managed to gather just 13 countries that overcame a long series of obstacles - administrative, political, economic and logistic - to reach this small South American country. With brave 13 who made history began a phenomenon that has not stopped growing and evolve into the most watched sporting event in the world, surpassing even the successful Super Bowl.

But how did you get here? According to the Ooyala company, although not everything has been honey on chips, the success of the World Cup has a lot to do with the task that television broadcasters have done to broadcast the meetings and in recent years, with the broadcasts online that help increase reach.

Football was the sport that opened the doors to the business of sports television because it is an activity that can guarantee a constant economic benefit to the huge investments of its sponsors.

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"20 years ago I participated in the live broadcast of sporting events, and we had never before experienced so many possibilities, both from the business, as the technical tools available, and especially from the point of view of the viewer. Welcome the technology to the sport, "said Patricio Cummins, vice president of Ooyala for the Asia-Pacific region and Japan (APJ).

The influence of technology on sports broadcasts was reflected in the popularity of the Soccer World Cup held in Brazil at 2014, since the game in which the final was played reached a television audience of one billion people. The tournament's total figure reached three thousand two hundred million fans.

Pleasure of a few
Football has gone a long way to reach the audience levels it enjoys today. In 1954, the Soccer World Cup held in Switzerland was the first significant football event broadcast in Europe and still the press was not involved in the broadcasts or in the diffusion of the matches. For the 50 decade, there was already more elaborate work by European clubs and UEFA. Two factors propelled success: the legendary game between Real Madrid and Eintracht Frankfurt -disputed in Glasgow at 1960- in which the merengue team defeated 7 at 3 to the Germans; coupled with the production and sale of much cheaper televisions, a factor that allowed fans to access them.

A year earlier, Real Madrid and Barcelona starred in the first televised classic; phenomenon that caused that in the city of Barcelona TVs were exhausted a few days before the game. For the first time, a million spectators sat in front of the television watching a football game.

On this side of the world
In Latin America, efforts to position sports television were few; In Chile 62 was filmed entirely the World Cup to present the images later in Europe. A few months before, in the United States, the slow-motion repetition was invented and with it came the possibility of improving the experience of the spectators, by giving them the opportunity to relive the best moments of the game. This provided an advantage to the broadcast with respect to attending a game at the stadium.

The slow motion was the first innovation that preceded the huge swell of technological changes that would revolutionize the television coverage of sport in the next twenty years, always encouraged by the impressive figures of viewers that football offered to television companies.

The first event broadcast live was the 1970 World Cup that took place in Mexico and with it football was imposed as a television product that would reach the entire world, along with color television.

In this stage of the World Cup, fans gathered around a television to watch the games of their favorite teams because only some households could access them. It was gradually that families were integrating televisions to see these events privately. To this was added the need to contract PPE-payment for events- or cable television; then the phenomenon of sharing TV was repeated, but this time it was not the lack of equipment but the payment of subscriptions.

The way in which people watch sports has changed propitiating that in the same family support several teams, watching even simultaneously different parties in a single house.

This will look Russia 2018
In Brazil 2014 fans used new technologies to watch the World Cup matches; 280 millions of them watched the matches online or from a mobile device. It is expected that this figure will be considerably exceeded in Russia 2018, as it comes in full swing of the use of tablets and smartphones.

Already in 2014 -and maybe with the aim of seeing his favorite team break out in Brazil-, Ooyala had detected that the 34% of people who watched sports did so from their smartphones. In 2016 this figure increased considerably as in the third quarter mobile video displays already accounted for more than half of the total, with an 52%, according to the Global Video Index of that year.

This change in consumer habits forces both teams and the media and the owners of transmission rights to question the existing forms of transmission and to propose new tools to transmit and monetize sports. At the same time it provides them with clear and real information about the behavior of the audience. For the first time they have the opportunity to carry out concrete actions that allow them to increase the commitment of the fans and maximize the income during the days before, after the event and during the same game.

In its State of the 2018 Media Industry, Ooyala highlights initiatives that seek to generate new content distribution schemes, including Sports Illustrated, the popular sports magazine that brought its original programs, documentaries and movies to Amazon's streaming service, with the aim of positioning itself among a very dynamic market.

Richard St.
Author: Richard St.
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.



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