ATP Media, the broadcast production and distribution arm of the ATP Tour, has a new multiyear deal with media intelligence platform Kinetiq that will facilitate new insights into how ATP Tour matches are distributed and consumed globally.
ATP Media produces multiple broadcast feeds per tournament (up to nine depending on the event) and distributes them to more than 70 global rights holders to air, netting out to more than 5,000 live hours produced per season. Those rights holders then decide which feeds to pick up and how to position them.
“As such, it is absolutely critical for us to understand where and how our content is being used,” ATP Media COO & General Counsel Tom Bullock told SBJ. “The greater understanding we have of our broadcast partners’ utilization of our court feeds, the more targeted and efficient we can be in what we produce, how we produce and deliver it, and, therefore, continue to try to super-serve our stakeholders.”
Kinetiq CEO Kevin Kohn said ATP Media will be leveraging Kinetiq’s “Teletrax” technology -- which is delivered via a software-as-a-service platform and allows rights holders to “watermark” media content and track where it appears on television -- to study those elements. This is where ATP Media’s initial focus will lie, Kohn said, but Teletrax also has applications in sponsor exposure measurement and rights management (e.g., flagging copyright violations or ensuring compliance with broadcast procedures). The technology has been used by the NFL, MLB and Publicis Sports/the IOC (in a joint agreement around Olympics broadcasts).
“What’s cool about our company is we can solve a lot of different problems,” Kohn said. “[We begin by focusing on] whatever the most acute problem is that gets us in the door and establishes the relationship, then we build off of that.”
