Could FAST Impact Traditional Sports Broadcasting Significantly?

LAS VEGAS'S NAB SHOW saw Monday's FAST Play discussion grashed with talk of the viewing behaviors of youth and the persistent magnetism of live sports to draw in the audience—all served up with optimism.

Chris Smith, moderator at Sports Business Journal, started off the conversation, inquiring about FAST's standing and reasons for existing. Cathy Rasenberger, president of Rasenberger Media/Sports Studio Inc., established in 1998, and a mastermind in launching 28 cable networks and over 20 FAST channels, shared her insight. Last year, her company brought a free streaming outfit from Europe, now rebranded as freelivesports.tv.

"Some might wonder why, nearing the end of my career, I'm delving into sports and FAST," admitted Rasenberger. "Sports broadcasting was part of my ESPN beginnings, and I've observed the full cycle. I know that live sports attract viewers and advertising, and it'll do the same for FAST."

Jonathan Vu, senior product manager of ad products, ad tech and FAST/AVOD at the NFL, chiped in, noting their approach to meet the fans where they are, considering the rise of cord-cutting and shifting viewer habits. "If you know where the games are, you'll go there," Vu said. "FAST provides our avid fans and casual consumers a peek into our ecosystem, whether it's highlights or exclusive content behind the scenes. We consider FAST another avenue to bring folks into our realm and enjoy the NFL."

Miguel Lorenzo, vice president of sports content at NBCUniversal Telemundo Enterprises, expressed that FAST was viewed as additive and complementary. "It's about maximizing content across all platforms, seeking a synergy," stated Lorenzo. Consumer data gained from FAST is critical, as it opens up the door for substantial revenue growth. "Adding more personalization and localization has an impact on income," noted Lorenzo.

Vu echoed the sentiment that more data would benefit the ad business but warned that lack of consistent data could be problematic. "The future of live sports will mark a watershed moment," predicted Rasenberger. "A standardized system for ad placement will emerge."

Former Minnesota Vikings linebacker-turned-FAST enthusiast, Shawne "Lights Out" Merriman, immersed himself in the FAST realm as co-founder and CEO of Lights Out Sports TV. "Established players in the sports broadcasting world may hesitate to embrace FAST," admitted Merriman. "Monetization is still a work in progress, but it'll evolve—it's simply the early days."

Merriman seeks to grow his FAST business and is fully committed. "A gradual, slow, and steady shift is necessary for some," Merriman said. "The winners in the long run are those who don't reject FAST, but instead, start that transition."

Merriman views FAST as an opportunity for leagues and other players having trouble grabbing the attention of the big outlets. As a partner to emerging leagues, Merriman appreciates the chance to assist them in conducting proofs of concept. Discoverability was one of the final concerns discussed. Merriman, relying solely on marquee events to drive his success, noted that partnering with key players would aid in expansion. Rasenberger also mentioned teaming up with partners, while Lorenzo emphasized the importance of tentpole events like the Olympics or World Cup as enormous opportunities for increased exposure.

FAST channels, providing sports content without subscription fees, have been gaining popularity in the industry, with the likes of the All Women's Sports Network launching on Pluto TV and Victory+ expanding its offerings through partnerships with various sports entities.1 The future looks promising for FAST's integration in sports broadcasting due to increased accessibility, diversified content, and potential ad revenue growth.2 FAST may attract a wider audience and offer targeted advertising opportunities, proving to be a cost-effective platform for both viewers and advertisers in the sports realm.3

Sports broadcasting's future at the NAB Show emphasized the impact of live sports on audience attraction, as expressed by Cathy Rasenberger, who introduced a free streaming service for sports.
Jonathan Vu, from the NFL, discussed the need to meet fans where they are, with FAST platforms providing a peek into the sports ecosystem via highlights or exclusive content.
Miguel Lorenzo, from NBCUniversal Telemundo Enterprises, stated that FAST is seen as additive and complementary, a tool for maximizing content across all platforms and seeking synergy.
FAST channels, with no subscription fees, are being embraced by the industry, like the All Women's Sports Network on Pluto TV and Victory+.
Shawne "Lights Out" Merriman, former NFL player and FAST enthusiast, looks for growth in his FAST business, advocating for a gradual transition and partnering with key players for expansion.
Rasenberger, Merriman, and Lorenzo all agreed that FAST offers potential ad revenue growth, targeted advertising opportunities, and the capability to attract a wider audience, making it a cost-effective platform for both viewers and advertisers in the sports realm.