Sony Pixel Power calrec Sony

Inside Twitter's Southeast Asia Strategy with Maurizio Bariberi

11/11/2019

Inside Twitter's Southeast Asia Strategy with Maurizio Bariberi By Ken Kerschbaumer, Editorial Director

Sunday, November 10, 2019 - 5:09 pm

Print This Story

Story Highlights

With more and more sports social media outlets thinking globally the challenge becomes how to manage a brand amidst dozens of languages, cultures, and different fan bases. Maurizio Barbieri, Twitter, head of sports partnerships, Southeast Asia, is as well versed as anyone in what it takes to build a social media presence in an area that is growing in importance to sports federations, leagues, and teams. He sat down with SVG's Ken Kerschbaumer at Sportel in Monaco late last month to discuss the Southeast market and how to better meet the needs of fans.

This is obviously not just a Southeast Asian show so give me a sense of why you are here and what this show means to you and Twitter?

Well, Sportel is a global show so everyone is coming from all over the world and we are meeting w

Maurizio Barbieri, Twitter, head of sports partnership, Southeast Asia

ith rights holders and publishers who are looking to enter Asia and see how to address 2020 in the best way possible. Personally, our business is doing well from a content perspective and also in Southeast Asia we have content which is driving conversation which is the only thing that matters on Twitter. People want to know what is happening and the more local content we have the better it is and the more content we have the higher the chances are that we can make publishers happy with monetization.

What do you tell people who are from outside of Southeast Asia but want to know how to use Twitter to reach people within Southeast Asia? Are there any differences in what the Southeast Asian Twitter user wants out of their experience vs. what someone from North America might want?

The NBA, for example, is a massive driver of conversation in Southeast Asia and in the Philippines it is a pure sports play as people are crazy about basketball and they are going to be super engaged. But Thailand the NBA might be less popular than football, but it is a massive driver of lifestyle conversation about the latest in apparel. So, we do have different approaches and do different things depending on the market. And then there is time so an NBA game in the U.S. is being played at 9:30 in the morning in Manila where people are at work. So, a good way for local audiences might not be to watch the game live as they have to work. But with Twitter you can give them the highlights and what is happening almost in real time.

Also, we are going to start streaming one NBA game live for opening week on Twitter and then at least two games per week until December 31. It's a massive thing and now we are figuring out how to get sponsors for this.

Will the games be exclusive?

They will also be on other social platforms but we don't care about exclusivity. If you're a channel, yes, you need exclusivity to drive subscribers. But how do we prevent people from talking about Lebron James? Twitter is exactly where they want to talk about him. The moment he signed with the Lakers there was a massive spike in conversation on Twitter and now Twitter is becoming more and more video centric. It is video that matters, it is what we monetize, and it is what drives conversation.

That doesn't mean that we don't want exclusive content like last year we had an iso cam from an NBA game. We were the first ones to do it, everyone was happy, and we monetized it. But it is all about ways to stay engaged for people who can't watch the whole game.

Look at the NFL deal from a couple years back. It was not exclusive, and our viewers were additive as not all people are in front of a TV or a computer. And that is our value and where we actually do well: providing a reason for people who don't know each other to talk with each other. That is the difference with others as we are not a social network where you have to know someone.

You mention how Twitter is about driving conversation. But obviously those who use Twitter want to drive viewership and revenues. Are those goals, conversation, viewership, and revenue related or are they different?

I think they are totally related and not mutually exclusive. There are organizations that use Twitter to drive subscribers and drive downloads of apps. The content is used to achieve certain goals and sport association X may want more awareness and their sponsors to be happy. Other organizations and publishers may want to use highlight clips to remind fans that if they want everything, they can download the app and subscribe to an OTT service. Netflix, Apple, and others are all partners that see the value of Twitter and it is all about a piece of content that will drive the conversation, whether it is Stranger Things, the EPL, or the launch of the iPhone 11.

Some of the conversations on Twitter can be about negative things like a blown call or what is happening with the NBA in China. What do you think leagues or rights holders should do in those situations, where they may want to use Twitter to own a conversation around a controversy?

I can't speak for a league or network, but a blown call is going to make it on social media and people will talk about it. People are going to talk about it, but the thing is they won't talk about it in two hours because Twitter is about the now. After the game there is something else and Twitter is about what is happening. So whatever good or bad that is happening on the field is going to be surpassed by the next game and it's just part of the deal. Unless it is something egregious.

How should a company that is outside of Southeast Asia approach Twitter if they don't speak Thai, Vietnamese, or other languages? What are tips for them so they can make sure content resonates across the region?

As
LINK: https://www.sportsvideo.org/2019/11/10/inside-twitters-southeast-asia-...
See more stories from svg

North America Stories

28/03/2024

2024 Big Night In Raises $145k to Support Triangle Arts Councils

Capitol Broadcasting and WRAL-TV once again proudly supported our local arts community with the broadcast of Big Night in for the Arts Thursday, March 7, 2024. ...

28/03/2024

JIC, MRC Announce Accord On Roles In Judging Measurement Companies

With more companies offering different approaches to measuring television viewing and campaign effectiveness, two of the groups that evaluate potential media bu...

28/03/2024

Hulu Added to Disney Plus App for Bundle Subscribers

The Walt Disney Co. said that it launched Hulu on Disney Plus, which makes Hulu programming available via the Disney Plus app....

28/03/2024

GroupM To Double Ad Spending On Women's Sports Programming

Giant media buyer GroupM said it plans to double its media spending on women's sports....

28/03/2024

Scripps Renews State Farm As Sponsor of Friday Night WNBA on Ion

Scripps Sports said that State Farm has signed a new multi-year agreement to continue as the title sponsor of Ion's Friday night WNBA telecasts....

28/03/2024

Elisabeth Moss, Kerry Washington Sign On for Imperfect Women' on Apple TV Plus

Elisabeth Moss and Kerry Washington will star in, and executive produce, Imperfe...

28/03/2024

Telemundo Station Group Addresses Climate Change With Month-Long Initiative

Telemundo Station Group launches the month-long climate change initiative Our Planet Thursday, March 28. The multiplatform campaign ends on Earth Day, April 22,...

28/03/2024

Circle City Broadcasting Renews Nielsen Ratings Deal

Nielsen said that Circle City Broadcasting, owner of WISH-TV in Indianapolis, has renewed its local TV measurement deal....

28/03/2024

Lionsgate Extends Deal With Seth Rogen's Point Grey Pictures

Lionsgate Television said it extended its deal with Point Grey Pictures, the production company led by Seth Rogen, Evan Goldberg and James Weaver....

28/03/2024

Ariana DeBose Back as Tonys Host

Ariana DeBose returns as host of the Tony Awards Sunday, June 16, on CBS and Paramount Plus. It is her third consecutive time hosting, and it will be the 77th T...

28/03/2024

The Steve Wilkos Show' Renewed for Season 18

The Steve Wilkos Show has been renewed for its 18th season in national syndication, Tracie Wilson, executive VP, NBCUniversal Syndication Studios & E! News, sai...

28/03/2024

Sinclair Selects Embrace as Its Media Orchestration Engine

PARIS Embrace, a developer of advanced automation and orchestration software solutions, has announced that Sinclair Broadcast Group has selected Embrace's P...

28/03/2024

Nielsen and Circle City Broadcasting Renew Local TV Measurement Deal

NEW YORK Nielsen has a multi-year renewal with Circle City Broadcasting, Indianas only locally owned and operated broadcast and digital news media network, for ...

28/03/2024

JVC to Demo Its First Ever 40x Zoom PTZ Camera Series at 2024 NAB Show

LAS VEGAS JVC Professional Video has announced that it will debut its new KY-PZ540 Series PTZ Cameras with 40x zoom at 2024 NAB Show (Booth C4720)....

28/03/2024

Brightcove Launches Cloud Playout 2.0

BOSTON Brightcove has announced the launch of Cloud Playout 2.0, a platform that the company said will offer customers new ways to create linear channels, monet...

28/03/2024

NBC Sports Chicago to Air First-Ever Animated Real-Time Local Sports Telecast

The Chicago Blackhawks and NBC Sports Chicago have announced a collaboration with the NHL to bring fans the first-ever local animated real-time sports telecast....

28/03/2024

The Best News Coverage is Real, Live, Balanced, Professional

The Best News Coverage is Real, Live, Balanced, Professional Andy Marken March 28, 2024 0 Comments Hero image source News of the World, Perfect Wo...

28/03/2024

Get Cozy With Palia' on GeForce NOW

Ease into spring with the warm, cozy vibes of Palia, coming to the cloud this GFN Thursday. It's part of six new titles joining the GeForce NOW library of ...

27/03/2024

Inside the Archives: It's Lights, Curtains, Action When Sundance Films Become Stage Productions

By Jen Scott It's time to unwrap those noisy candies and put your phone on ...

27/03/2024

Sencore and Showfer Announce Collaboration at NAB 2024, With a Brand-New Content Management and Distribution Solution

Las Vegas, NV, April 14-17, Booth W2401 Sencore, a leading provider of profess...

27/03/2024

I Am L3Harris - Sam Bonelli

I'm proud to be a woman in aerospace making an impact on our world and among my peers, team and future generations of women in STEM....

27/03/2024

Bitmovin to Show Live Encoder Running on Akamai Cloud at NAB Show

DENVER Bitmovin has launched its Live Encoder running on the Akamai Cloud Computing, optimizing live streaming and reducing total streaming costs by up to 90%, ...

27/03/2024

Hulu Launches on Disney+

BURBANK, Calif. The Walt Disney Company has officially launched Hulu on Disney+ in the U.S. in a move that brings together the extensive Disney+ and Hulu librar...

27/03/2024

WJLA Studio A Revamp Features Brightline Lighting

WASHINGTON D.C. WJLA, Sinclair Broadcast Group's flagship TV station in the nation's capital, has revamped its Studio A news studio with lighting soluti...

27/03/2024

NCAA: March Madness Sees Strong Audience Growth

The NCAA has released figures showing that the NCAA Division I Men's Basketball Championship and the Division 1 Women's Basketball Championship both saw...

27/03/2024

Mediahaus GmbH Brings SRT Live Streaming to the Mountain Attack with 5G and URSA Broadcast G2

Mediahaus GmbH Brings SRT Live Streaming to the Mountain Attack with 5G and URSA...

27/03/2024

Instant Latte: NVIDIA Gen AI Research Brews 3D Shapes in Under a Second

Instant Latte: NVIDIA Gen AI Research Brews 3D Shapes in Under a Second Isha Salian March 27, 2024 0 Comments The LATTE3D model rapidly transforms tex...

27/03/2024

NAB Show Exhibitor Insight Matrox Video

TV TECH: What do you anticipate will be the most significant technology trends at the 2024 NAB Show? TVT: What will be your most important product news? TVT: Ho...

27/03/2024

CueScript Poised to Transform the Prompting Experience wi...

CueScript, the leading developer of professional teleprompting solutions, is poised to transform the prompting experience with a line-up comprised of world firs...

27/03/2024

BeckTV to Focus on Systems Integration for Sports Venues...

Visit Beck TV at 2024 NAB Show at Booth C4035 BeckTV, a premier systems integrator for the broadcast media industry, will showcase its facility design, enginee...

27/03/2024

Arkona to Introduce BLADE master Control and Orchestratio...

arkona technologies GmbH, provider of IP core infrastructure solutions for top-tier broadcast productions, is cutting through the complexity of live production ...

27/03/2024

KRK Launches ROKIT Generation Five Studio Monitors

As the unwavering cornerstone of professional audio monitoring for over three decades, KRK earned its reputation through a rich history of innovation and precis...

27/03/2024

Join Maxon for NAB 2024

Maxon, developers of professional software solutions for editors, filmmakers, motion designers, visual effects artists, and creators of all types, is excited to...

27/03/2024

OpenDrives Reinvents Media Industry Infrastructure Invest...

OpenDrives, Inc., the global provider of software-defined media workflow solutions and data management capabilities, will unveil its new Atlas platform and busi...

27/03/2024

Pixotope NAB 2024 Virtual Production Showcase Shapes the...

Pixotope, the leading software platform for end-to-end real-time virtual production solutions, is ushering in a new era of immersive storytelling at NAB 2024. A...

27/03/2024

Dolby Atmos-enabled CMP Studio Tackles Immersive Mixing W...

Like many in the industry, Multi-platinum, Award-winning Producer, Engineer, Mixer, Songwriter and Musician Clint Murphy's latest work has been consumed by ...

27/03/2024

Ateliere Creative Technologies Unveils the Future of Medi...

Ateliere Locations: AWS Partner Village W1343 F, W1343 S and Fontainebleau Hotel Contact: Arianna Ruvalcaba, Arianna.Ruvalcaba@ateliere.com Century City, Cal...

27/03/2024

Imagine Enables Unified Control of Hybrid On-prem and Clo...

At the 2024 NAB Show (April 14-17, Las Vegas Convention Center, booth W2467), Imagine Communications is making it easier for media companies to efficiently oper...

27/03/2024

LG Studio Series DVLED Displays Make Virtual Production A...

LG Business Solutions USA, a leading innovator of cutting-edge display technologies, has introduced LG Studio Series DVLED, a new family of advanced giant-scree...

27/03/2024

ZTransform Appoints Bob Hawkanson as SVP of Sales for Nor...

Systems and solutions provider continues team expansion and accelerates nation-wide growth strategy ZTransform, a leading technology systems and solutions pro...

27/03/2024

Appear Showcases Groundbreaking Live Production Technolog...

Appear, the global leader in live production technology, will demonstrate its innovative solutions for contribution, remote production and distribution at NAB S...

27/03/2024

Grass Valley expands PHABRIX T and M inventory with QxP p...

Test & measurement innovator, PHABRIX, has announced that Grass Valley has expanded its already-extensive inventory of PHABRIX test & measurement (T&M) equipmen...

27/03/2024

Arrow Media Targets High-Efficiency Story-Telling with Li...

Arrow Media, an award-winning producer of documentary, factual and non-scripted content, creates high quality programming covering a wide range of subjects. Est...

27/03/2024

Planetcast Expands OTT Solutions with Acquisition of Switch Media

SYDNEY & DELHI Planetcast Media Services, a leading media technology services provider in India and Southeast Asia, has acquired one of its key partners, Switch...

27/03/2024

Sony Pictures Expands its FAST Business

Sony Pictures Entertainment (SPE) has announced plans to launch its portfolio of free, ad-supported streaming television (FAST) channels on LG Channels, Samsung...

27/03/2024

NFL Announces Two Exclusive Streaming Games for 2024 Season

More NFL games will be moving exclusively to streaming in the upcoming 2024 season, with the NFL announcing that both Peacock and Prime Video will have exclusiv...

27/03/2024

Adobe Announces Generative AI Solutions for Content Supply Chain

LAS VEGAS As part of the Adobe Summit, Adobe has announced a number of major product developments that will help companies optimize their entire content supply ...

27/03/2024

Peakto Search, the plugin for Lightroom, which instantly retrieves any photo or video across multiple catalogues

Peakto Search, the plugin for Lightroom, which instantly retrieves any photo or ...

27/03/2024

Nevion announces 100G add-on to its Virtuoso media node

Nevion announces 100G add-on to its Virtuoso media node Brie Clayton March 26, 2024 0 Comments The high-density Virtuoso UplinX can aggregate IP strea...

27/03/2024

Limecraft Highlights Media Intelligence and Real-Time Collaboration for NAB Show 2024

Limecraft Highlights Media Intelligence and Real-Time Collaboration for NAB Show...