Panagiotis Aroniadis: How to start the first club OTT channel in Europe
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Panagiotis Aroniadis: How to start the first club OTT channel in Europe
PAOK may be the first European football club to launch an OTT channel showing exclusive, live coverage of their home games.
Panagiotis Aroniadis
This is the latest move for a historic club that has been trying to changes its story over recent years. Last season, they won their first Greek title for a generation, staying unbeaten throughout and later adding a victory in the cup final. This success came just a few years after new ownership had brought in a fresh approach to content strategy. The mood had clearly changed. So, when the conditions were conducive to launch an OTT channel, according to Panagiotis Aroniadis, they had the 'power and the madness' to take the plunge.
In this podcast, PAOK's Director of New Media talks about the impact of the new channel, how they launched and the challenges they have faced. We also discuss the radical approach to club publications and, speaking directly ahead of a game against fierce rivals Olympiacos, how they are trying to become the No1 club in Greece.
TOPICS
The origins of the PAOK OTT platform and the issues with the broadcasting deal
Learnings from the first two years when the service was going only to overseas fans
"The final decision was taken just a week before the first game"
Solving problems - marketing, paywalls and the payment mechanism
The biggest issues - connectivity in remote areas
The problems of a late rush for the banking system
The use of smart TV apps and rolling it out across bars and coffee shops
How they made their pricing decisions
Is it profitable?
The opposition and criticism they faced in the football industry
Why other clubs have approached them about their service
The production quality
The reaction among the fans, including the senior ones who may not be so digitally -able?
How have PAOK staffed up?
Why the circumstances were right for this to happen in Greece and at PAOK
Other digital innovations to develop the PAOK brand
The buy-in from the owner and the board
Bucking the trend and moving into high-quality 'coffee-table' magazines
The 765-page magazine that PAOK sold for 40 Euros
The international strategy
Defining the tone of voice for the club
Handling the biggest game of the season - Olympiakos at home
Reflecting the fans in their communications
How PAOK has continually grown its fanbase despite going 34 years between title wins
Plans for the future
TOPICS
Panagiotis Aroniadis LinkedIN
PAOK TV Website