Broadcasting, Narrowcasting, and Pointcasting|
Broadcasting is free television over the air. Narrowcasting is subscription and pay-per-view cable and satellite television. Now there is pointcasting -- digital technology. Fiber optics and the modification of screens are already in every home computer today. Digital technology enables more information and more channels to come into our home. Pointcasting enables the fight fan in Europe or Fiji surfing the Internet to watch television. It is now technically possible for him to hit the keyboard of his home computer and watch a fight anywhere live on his computer screen. Foriegn television advertising will increase dramatically when television becomes fully digital everywhere and receives wireless telecasts from satellites.
Digital Rights to Fights
Since the technology is here, the rights issue becomes important. How can franchisee-promoters and local fighters profit from this new technology?
GreatFightsOnline.com will offer all of each fighter's live and past fights at a price to fight fans. Many fighters have millions of fans locally and some have millions more in many neighboring countries in their part of the world. Every time one of their fans in any country hits their keyboard, they will be able to watch a fight live. Depending on the hour and their time zone, they may prefer watching it at a more convenient time. They can also watch again any of the past fights of their favorite fighters . Many countries already have a majority of the homes using home computers.
Who Owns the Rights?
The question of rights becomes very important to fighters and franchisee-promoters. Because of pointcasting and new advertising technology, subscribers will retain their digital rights, including but not limited to broadcasting and satellite and cable television.
Every time a fan hits the keyboard, someone is making money. It should be the originators -- fighters and franchisee-promoters of MMAShow.com.
Digital rights becomes very important for MMA fighters, boxers, and promoters. Licensing MMAShow.com, and having access to GreatFightsOnline will bring millions and millions of additional dollars to fighters and franchisee-promoters.
Advertising Targeted by Country
GreatFightsOnline.com will create several additional revenue streams for fighters, and monetizing digital rights through advertising on television will play a big role.
There is advertising at all the fights on the corner pads and mats, electronic signs and other advertising seen by the TV and live audience, and hanging banners at the venue in view of the live audience.
Advertisements can now be inserted electronically into the screen and targeted to regional audiences -- different ads for different countries. It's called pixel plasticity. This has an enormous advantage to local promoters. Pointcasting and targeting increases the advertising revenue dramatically at both big and small events.
Franchisees and MMA Fighters and Boxers from Foreign Countries
At large events like a World MMA Championship fight, the international companies will still have an interest in reaching the whole world by placing their advertising at the venue. In the future, 70% of these signs may still be sold to international companies. But, 30% of the signs may now be sold on a local basis -- a huge additional revenue stream which can and should be shared with fighters and franchisee-promoters.
For example, a beer company in a New Zealand fighter's home country will not be interested in advertising to the worldwide viewing audience, but advertising to its regional market in New Zealand and Australia would have great value.
With permission and revenue sharing with holders of the digital rights to the fights (the fighters and promoters), the new technology will enable the fans in the targeted areas watching the fight to see their country's local beer company advertisement on the mats and corner pads on their screens.
Who currently gets this revenue? Television. How much is it? Television companies will say it's impossible to determine because of their accounting system and foreign exchange rates and that, in any event, it's included is the fighter's purse. Sure. Ask for an audit. If you do, you may not fight or promote for them again.
Huge Added Royalties and Advertising Revenue for Franchisees and Fighters
Assume each ad sign costs an average of only $10,000 per title fight, times 150 countries, times 12 title fights per year, the revenue stream from advertising quickly adds up. This is for the big events.
The smaller shows with fighters from different countries can benefit even more. Fight fans watching a show with fighters on the card from Mexico, Brazil, and the U.S. will all watch the same picture, but the advertising signs will be in different languages for different countries.
Think about shows with fighters from the U.S., Mexico, and different countries in Europe and the Far East. One fight venue reaching 40 languages can create a very significant revenue stream from advertising, not to mention pay-per-view.
Creating New International Markets
U.S. MMA Championships and The World MMA Championships
Targeted advertising by country presents a strong case for reforming competition models of professional fight. ABC-TV attempted in 1976 to create a U.S. Boxing Championships which they envisioned would lead to international competition between teams of national champions in each weight class from each country and a super bowl of boxing -- The World Boxing Championships. With the growth of the MMA market in the world, a World MMA Championships makes more sense. Maybe both.
This "MMA Super Bowl" would be comprised of champions from scores of countries drawing millions of viewers from each country -- and with today's technology, would provide an advertising revenue stream inconceivable to ABC-TV in 1976.