January 20, 2004 - By Chris Marlowe, The Hollywood Reporter

Sports is generally considered to be one of the earliest driving forces for new entertainment technology. So it was significant that a panel comprising sports entertainment professionals Tuesday was optimistic, with periodic flashes of frustration, regarding the future.

Interactive television was one of the most upbeat topics addressed by the group, which was hosted by the Digital Coast Roundtable. "The confluence of digital and broadcast is the most exciting thing I've seen," said David Hill, chairman and CEO at Fox Sports Television Group. "I don't think we can see what the future is today, but it's almost here."

VOD for multiple feeds, real-time scoring and other special programming not suitable for traditional broadcasting now has a business model for getting content to the consumer, according to Bob Horowitz, senior vp and director of U.S. television sales and programming at TWI, the international television division of IMG.

"Different methods reach different people," said Sarah Nettinga, director of film, television and music entertainment at NASCAR Digital Entertainment. She mentioned NASCAR's recent deal for an XM Radio satellite channel and said such things "sound futuristic now, but we're going to see them become commonplace in the home."

The panel thought that one effect of interactivity and online programming will be to diminish the importance of demographics, which is currently fixated on the 28- to 49-year-old male.

Attention turned to Pat Hawk, chief operating officer of active sports brand Tony Hawk Inc., thinking she might disagree since her company's strength is squarely in that audience. But she said the stereotype is incorrect: "We bring in their parents too."

Besides fragmenting, young people are also turning away from team sports, according to Hill, who cited a university research study as evidence. He said this was good news for Hawk and Nettinga but that more could be done with sports like golf.

Hawk said that the younger demographic was drawn to computers, video games and sporting activities that don't require a team. "They are into individual things to do," she said. "It's part of today's technology."

Mobile applications, like live bulletins, were another reason for a positive outlook, according to Horowitz. He said his company has been involved in live scoring transmissions for the past three years "very successfully" in Europe and added, "It's been quite lucrative."

Hill agreed, noting that "America is five to six years behind Europe" when it comes to mobile entertainment.

"It's an awesome opportunity for sport," Nettiga said. "Our fans are insatiable."

Cannibalization is one aspect that must be considered with care, however. Nothing can increase the total amount of time any one person can engage in any one entertainment activity, said Bob Dowling, who is chairman of the Digital Coast Roundtable concurrent with his position as publisher and editor-in-chief of The Hollywood Reporter. "Entertainment is a zero sum game," he said.

As for the negatives presented by technology, TiVo and high-definition broadcasting were high on the list.

"High def is being foisted on us by people who want to sell equipment," Hill said. "It's a huge additional cost."

The panel was held at the Peninsula Hotel in Beverly Hills and was moderated by Larry Stewart of the Los Angeles Times, who has been writing about sports television for more than 30 years.

Copyright 2004 The Hollywood Reporter