Our Final Video!!

Final Blog Summary

At the beginning of the semester we were assigned our research project and asked to pick a topic of both personal and professional interest. Keeping this in mind we wanted to pick a topic that we would like to further explore and use this to expand our knowledge on its relation to reading and writing online. We have a passion for hockey and we decided to investigate the way in which hockey communities have expanded their market to include the internet. We looked at various forms of new media digital hockey technologies and created our blog “The Extra Attacker” (www.emilyandlorelei.blogspot.com). Through this research project we were able to read various articles and books by different scholars and professionals in the field. We also studied the ways that different hockey organizations have utilized the internet to broaden their markets. We later posted our findings on “The Extra Attacker,” practicing our own forms of writing with online technology.

With blogging technology being new to both of us, we knew that we should become more familiar with this form of communication. We thought that the best opportunity to do so was with the Vancouver 2010 Olympic games. Each of us took turns providing in-game analysis and post game summaries of the Team Canada men’s hockey matches. We also took this time to review and write post-game reports of the Team Canada women’s hockey games. This form of updating fans is something that many professional hockey sites are using, so we felt that by immersing ourselves in this technology we would be better prepared to provide our blog viewers with the same caliber of reporting.

After finishing our reports on olympic coverage we decided we should talk to a local professional. We contacted Eric Postma, the Web Content Manager for the Mantioba Moose hockey team. Postma was nice enough to take time out of his busy schedule to sit down and enlighten us on how the construction of a professional hockey website is developed. Through this interview we learned how the Manitoba Moose has upgraded their website in order to provide information to their fans in a clear and efficient manner. This meeting with Postma helped us to wrap our heads around exactly what we felt that we should focus on for the rest of this project.

There have been several individual and collaborative posts that we have worked on throughout the semester. We wrote a proposal for this project that we feature near the beginning of our blog. We felt that this was important to include for visitors so that they would know exactly what the object behind “The Extra Attacker” is. We later feature our welcome video, which provides a personal touch to our blog and allows viewers see the faces behind the writings. We wanted to include different forms of technology on this blog, and we felt that the video helped us to meet this goal. Looking through all of our posts, viewers will see a variety of different hockey related postings. We have written articles for the Manitoba Junior Hockey League playoffs, and linked these postings to the “The Extra Attacker.” We have also discussed NHL trades, and provided information on the recent hockey happenings such as the new policies regarding hits to the head. We also followed the Manitoba Moose hockey team and provided on the road game summaries.

For major assignments this term we focused on topics and research that would expand our knowledge on hockey and the internet, and in turn be beneficial to our blog. We led a class discussion on digital advertising and found information on how many different companies and organizations market their brand to hockey fans, for example Reebok and Sidney Crosby of Pittsburg Penguins. Possibly one of the most beneficial assignments was when we took the opportunity to research what different scholars and professionals have to say about how hockey and the internet has expand dramatically to remain relevant. It was useful to read what these various individuals had to say and how their findings relate to our project.

Through this project we were able to better understand the importance of developing the ability to read and write online, and how these skills are essential for communication in the professional world as our society relies more and more on internet technology.

Literature Findings

Throughout the term Emily and I have been researching what different professionals and scholars have to say about how organizations are using the internet to market their brand, and so for this post we would like to share some of our findings.

Daniel Mason, who writes for the International Journal of Sports Marketing & Sponsorship says that, “sports leagues and media providers are constantly seeking new ways of improving the consumption experience of viewers”. He goes on to say that, “the widespread convergence of sport and media technologies has resulted in a desire to create and provide new ways for fans to experience and consume sport.”

As displayed in our previous posts, Emily and I are really interested in how the NHL covers hockey online and so when we came across this quote from Adam Acone, who is the VP of broadcasting for the NHL, we were interested to hear what a professional had to say. Acone says that the goal that the media has for the coverage of hockey is, “to bring fans closer to the action and help them feel the speed and power of the game. We also want to broaden the audience by bringing the viewers closer to the players.”

In his article Mason discusses that one of the earliest challenges with watching hockey on the internet was the price, but as we’ve learned through our research of NHL GameCenter Live and NHL Vault, they have developed a way to make this service affordable for fans everywhere.
We also had a chance to review another scholar’s work, Norm O’Reilly and Ryan Rahinel who, like Mason, writes for the Journal of Sports Marketing & Sponsorship. O’Reilly and Rahinel provide insights into the growth and expansion of televised hockey, and their report features the importance of forecasting the future of media technologies in hockey. They review five major technologies identified as, “high definition television (HDTV), interactive television (iTV), video on demand (VOD), personal video recorders (PVRs), and mobile multimedia devices (MMDs).”In their article they also discuss how HDTV is one of the newest forms of technology that currently has the greatest potential to influence the way in which fans choose to watch hockey, and through out research we have learned that this feature is now available online. This demonstrates how the NHL has taken care to keep on top of the evolving technologies so that they may effectively market the sport online.

James Santomier discusses that through the, “integration of new media technologies has changed the manner in which sport is produced, marketed, delivered, and consumed.” This article makes the important point about the ways in which new media digital technologies are imperative when it comes to the consumption of sports.

In his book, “Twitter Power: How to dominate your market one tweet at a time”, Joel Comm discusses how organizations are able to market their brand through social media sites. The NHL and its teams have embraced these social media sites as a way to market the league and provide updates to its fans. In hockey, one of the most important things of the game is building a network of fans. In order to do this the NHL or the specific team must market the game to each demographic that makes up their audience. Members of the younger generation are beginning to use social media sites more than ever before, which means that the NHL must now too communicate through these mediums. The Pittsburgh Penguins, for example, use Twitter as a means to update fans on trades, injuries, lineups, in-game updates, and general news about the team in a clear, concise manner. This tells fans that the Penguins are dedicated to providing up-to-the-minute information about the team in the simplest way possible. In a society where people want information fast, Twitter provides organizations with the ability to report events more quickly and accurately than other media outlets and, as Comm says, “it’s clear that the future belongs to those who embrace social media as a regular part of their lives.”

Through these articles Emily and I have discovered how the NHL is using the internet to market the league and increase its viewers. We think that it’s really interesting how an organization as big as the NHL has embraced the internet to this extent, and how because of this, they are able to better communicate with hockey fans around the world. Society is clearly moving forward in its use of technology, and we are excited to see where this technology will take the NHL and the hockey community in the future.

NHL GameCenter Live & The NHL Vault

Lorelei and I have been researching a new type of internet technology used by the NHL to bring multiple live games to viewers computer screens. Initially called NHL GameCenter, this technology was used through the television, but with our societies increased reliance on the internet they have adapted this service to made available online. They call this form NHL GameCenter Live.

NHL GameCenter Live is a prepaid service that, “allows you to watch up to 40 live action-packed games a week outside your local market.” This basically means that teams that play outside of your television market are now available with the click of a mouse, without having to switch your local TV service provider. Features of NHL GameCenter Live include live streaming HD-quality games, DVR Functionality, Picture-in-Picture, Multigame View (to watch up to 4 games at once), and access to the Replay Archive all for $19.95 per month.

We also reviewed the NHL’s new service called the NHL Vault, a program allowing fans to relive classic NHL moments online. For the low price of $4.95 per month fans will have access to:

• Classic Games:

-Relive historic hockey moments from classic games from the 1960’s through 2000’s

• Condensed Games:

-Catch up on last night’s games as 10-12 minute extended highlights

• 3-Year Game Archive

-Watch full-length replays from the 2007-2008 season and beyond

These services appeal to all age demographics, allowing fall fans to watch all of their favorite moments online. The NHL realizes the demand for innovative online technologies in order to keep their fans satisfied. With the use of this technology the NHL has demonstrated the growth of hockey online.

*Information retrieved from gamecenter.nhl.com

Hello!

It may seem like Emily and I have neglected this blog, but we've actually been hard at work getting resources together for our final insights onto how the hockey community is utilizing the internet to market the game.

A lot has gone on in the hockey world as of late, so I thought I'd provide a brief update of some of these happenings.

The major event that has happened in the NHL this week was the ruling that hits to the head will no longer be permitted. League disciplinarian, Colin Campbell, made a statement that this ruling was effective immediately. Even though this has been an issue throughout the season, the recent string of hits to the head (see links below) has finally made Campbell implement some kind of ruling. I'm all for fighting in the NHL (sometimes it can fire up the team...see the Penguins vs. Flyers Game 6, or is needed to defend a team's top player), but a rule like this is definitely necessary, not only for the refs, but also for the players.

http://www.youtube.com/watch?v=hDsK5HH-K3c
Penguins vs. Flyers Game 6

http://www.youtube.com/watch?v=0Z1vJrIAg-0&feature=fvst
Matt Cooke hit on Marc Savard

http://www.youtube.com/watch?v=MozYKCapvWs
Ovechkin hit on Campbell (Ovie was suspended for this hit prior to Colin Campbell's ruling)

http://www.youtube.com/watch?v=dtSx2z_CPKQ
Wisniewski hit on Seabrook

So, you can see that this ruling came at a good time for the league. But can I just say that there should be some sort of punishment for repeat offenders who target players with an intent to injure (*ahem, Steve Downie and Matt Cooke!). Take a look at this slew foot by Downie on Sidney Crosby. Dirty hit.

http://www.youtube.com/watch?v=SHeh3tyUL10

Okay, onto other hockey news.

The Moose have signed Kevin Clarke, a former MJHLer, to a try-out contract. In his first game with the Moose he registered a point and was named the second star of the game.
(Sidenote: There are only two home games left in the Moose regular season--April 9 and 10--so make sure to get your tickets and cheer on our boys!!)

The MJHL finals begin on Saturday. The Winnipeg Saints and the Dauphin Kings, who met only four times during the regular season will fight for a chance to win the Turnbull Trophy and be one step closer to ANAVET cup. (Plug: Make sure to keep checking out my articles on the MJHL site for recent news and interviews with the players and coaches!).

Article up on MJHL site

Hey all!

So an article I wrote is now posted on the MJHL site. Go check it out!

http://mjhlhockey.ca/news_item.aspx?news_id=1746

EDIT: Here's another one that I wrote!

http://mjhlhockey.ca/news_item.aspx?news_id=1748

MJHL Playoffs

Well, it's that time of year again. Things are heating up in the MJHL as their playoffs are well underway.
Here's the low-down of what happened in the quarter-finals:

• Winnipeg Saints swept their series against cross-city rivals, Winnipeg Blues 4-0
• Winkler Flyers won their series against the Selkirk Steelers 4-2
• Hosts of the upcoming RBC Cup, Dauphin Kings overtake Neepawa Natives 4-0 and,
• Swan Valley Stampeders de-throne the back-to-back Turnbull Trophy champs, the Portage Terriers 4-1

The semi-finals are getting ready to start on March 12, with the Stamps facing the Kings in Dauphin at 7:30, and the Flyers taking on the Saints in Winnipeg the following night at 7:30.

Make sure to check out: http://www.mjhlhockey.ca/ for more information.

Also, I have written a few articles this past week for the league, so I'll make sure to post links on this blog when they are put onto the MJHL site.

Keep checking back and make sure to go out and support the Winnipeg Saints!