BARBADOS – Caribbean broadcasting stations have a critical role to play in the successful delivery of a world-class ICC Cricket World Cup.
Addressing the third annual conference of the Caribbean Media Corporation (CMC) Wednesday, October 4, in Barbados, ICC CWC 2007 Marketing Manager Damon Leon highlighted that as major stakeholders in next year’s Cricket World Cup, licensed broadcasters and the wider media would contribute to making the tournament a success for the region.
He outlined a host of ways in which both licensed and non-licensed broadcasters can leverage their stations around the international tournament, to be held in nine regional countries in March and April 2007.
“When you look at any of the top global sporting events, such as FIFA and ICC World Cups and the Olympics, the broadcasters are one of the key stakeholders and they play an integral part in helping promote these events to a wider audience.
“Licensed Caribbean broadcasters have made significant investments to secure the rights to broadcast the tournament and, to maximize their investment, it is necessary that they engage in Event-leveraging opportunities to help generate hype and excitement. This would help entice companies to advertise their brands on those stations broadcasting CWC tournament matches live and exclusively,” he advised.
On-screen Event logo branding during each station’s daily programming, use of authorized broadcaster title designations on communications materials – such as sales kits and corporate stationery – station ID video and voice-overs, the development and broadcast of pre-Cricket World Cup programmes and station advertising were among a plethora of promotional suggestions which Leon offered to licensed broadcasters to help create advertiser buy-in.
Apart from “Broadcasters as critical CWC 2007 stakeholders”, the CWC Marketing Manager spoke on various other topics – “Tournament overview”; “the role of broadcasters as part of CWC 2007” and “Ambush Marketing”. His attendance presented an excellent opportunity to meet and interface with Caribbean broadcasters.
“A lot of interest was shown by broadcasters on the threat of ambush marketing during CWC 2007 and appreciated that through the CWC 2007 Anti-Infringement Programme and Sunset Legislation, that their rights would also be protected as would any other official commercial partner, tournament licensee and supplier,” he disclosed.
Commenting on feedback from participants, Leon stated that they had found the presentation “useful” and “informative… giving them a wider understanding of the tournament and its many stakeholders”.
The forum provided a good opportunity for CWC to hear the broadcasters’ concern and certainly early indications are that they now have a greater appreciation of the important role they are required to play in helping make the Event a success.
The three-day conference, themed “Developing and improving relations”, concluded Wednesday, October 4. More than 50 representatives from broadcasting companies throughout the Caribbean are participating.
Among those in attendance are the following:
Antigua & Barbuda – ABS
Barbados – CBC and CMC
Grenada – GBN
Guyana – NCN
Jamaica – CVM and RJR/TVJ
St. Kitts & Nevis – ZIZ TV
St. Vincent & the Grenadines – NBC
Trinidad & Tobago – CCN Group; CNMG; Cable News Channel 3
