Australian cricket going down the tube - the YouTube, that is

Stephen Withers
Monday, 22 December 2008 09:06

Business IT - Networking

Cricket Australia is joining big-name sports leagues and bodies by starting its own YouTube Channel. Will this test match the success other sports have achieved in terms of attracting an online audience?

Many major sports bodies such as the NBA and NHL already operate YouTube channels as a way of getting video content to fans on demand.

"In today's media landscape it's become crucial to meet the fan on their terms rather than leave it up to the fan to find you," said Stephanie Beltrame, Cricket Australia's general manager of media rights.

"YouTube is a website that is used by millions every day, so it makes sense that Cricket Australia is there in the YouTube space to find those millions, many of which are current or future cricket fans."

Initially, Cricket Australia will provide player interviews and behind the scenes features.

Match highlights and archive material may follow.

It may be a case of "if you can't beat 'em, join 'em" as so many rightsowners have already discovered how difficult it is to keep unauthorised clips away from YouTube, even with the tools the company has developed to assist in that process.

Cricket Australia has also announced it will be using YouTube's rights management tools to track, monetise or block unauthorised clips.

You can find Cricket Australia 's YouTube channel at www.youtube.com.au/cricketaustraliatv.