Why live sport rights alone aren't enough

From the Olympics to the Champions League to the FIFA World Cup, free-to-air broadcasters have shaped how we watch sport for decades. But now they face a new challenge: keeping audiences engaged when viewing habits are no longer built around the live schedule.

In Broadcast Sport, our channel manager, Ed Hunt, explores why the opportunity now lies in thinking beyond key live moments.

"Paying the most for the rights alone won't bring in viewers," says Ed. "You also need to understand how fans and viewers want to experience sport."

Read Ed's full piece on Broadcast Sport.