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Pivoting content, the case of Sportsnet

More often than we would like, external situations force us to adjust our content programs.

When early in 2020, live sports had to be halted, sports broadcaster Sportsnet had to move, fast.

Historically, their audiences would be tied to television programming, with habits formed over a long time, expecting to get long-form televised content.

The content and programming teams had to move quickly, developing and producing new formats and concepts, both for the traditional channel, but also for digital platforms.

“Our goal was to drive fan engagement in the absence of our core programming, and offer unique second screen experiences with interesting perspectives.” – Jon Coleman, Sportsnet’s GM of News & Information

In an interview with Think with Google, Coleman explained how different formats created renewed engagement on digital platforms, but also helped grow a stable audience of YouTube viewers (for example), and how these audiences are reacting now that live sports are back on the schedule.

So how have you had to adjust to external factors in the past? Does your content program remain flexible enough once it gets to the execution phase?