Discussing Digital Native Content with Ana Jelusic from FIS

Fully dedicated to sports digital media user experience, content production and currently an advanced technology leader for global sporting events, deltatre is constantly developing cutting-edge multi-screen solutions to allow broadcasters to bring events to life for fans worldwide. One of the turnkeys for the future? Digital native content.

After holding a panel on the Second Screen experience at this year’s Connected Sports International conference in Paris, I had a chance to interview former award-winning skier Ana Jelusic. Following a career spanning 3 Olympic Games, Ana, who is currently working as Alpine Media Coordinator at the FIS, shared her ideas about digital native content production. Read the interview below to find out more.


CDM: Ana, after a ten-year career in competitive skiing and 3 Olympic Games, you continue to live sports on the other side of the camera: as a Media Coordinator for FIS and Alpine, what do you think of sports production and broadcast in the present media landscape?

Ana: I realize many websites are still not set up so users can get up in the morning, look at the site and be able to check what game is on, where the men’s and women’s competitions are taking place, along with the possibility to be continuously easily updated.
Fans want to find out right away who the winners might be and they want to possibly do so as the ceremony is happening.
In the end quick information and emotion is exactly what is crucial to sports content.

CDM: This is a different approach to traditional methods. Indeed, sports can’t always be experienced by reading through an article later in the afternoon, even if impeccably written.

Ana: .. correct. I often don’t have time to read an elaborate piece! With the speed at which things happen today, I prefer to look at the results and then I want to know who, what, where and when… maybe in the afternoon or in the evening, I can check for highlights and more images. What is crucial here is to get the information first. When instant information is missing, no article can do justice to sports, especially when you already know the results from different sources. There is so much content out there and if you are on site, you want to provide the news first! Editorials are a bonus that can be good, maybe, for those who have the time to write it, but to me they come as a bonus to the fast information.

CDM: Many websites nowadays are still designed with the classical article-based editorial as their main focus. deltatre is trying to change and evolve this experience indeed…

Ana: I agree. It’s part of the evolution that I am trying to bring to FIS. When I first joined, the article was the absolute priority;
it had to be published while social media content was supporting the editorial. Yet, there are inevitable and time wasting processes to take into account: start your computer, get it ready, then start writing the article… in the time these actions take me, I can send three Tweets and two photos on Facebook.
I have interacted, been the first one to let people know what happened! And then, in due time, I might also want to dedicate some time to drafting up a piece to expand on the event.

CDM: Often broadcasters and federations intrigued by digital native content raise the question that producing it requires more budget and resources.

Ana: Not at all! Creating digital native content is quite affordable: no extra resources needed.The same people can slot their time to a better and optimized activity, dedicating themselves to something more powerful. My generation grew up with some kind of device online most of the time, all it takes is using it the right way.

CDM: … and such internal resources can help show a unique side of a sports event: a technical aspect or an insider’s look. There is only one requirement: always offering a special detail that makes sports interesting.

Ana: I agree. The TV commonly offers a very repetitive image. I convey an emotion instead, taking advantage of the access I have, such as snapping a picture before an athlete starts… or as in the photo of Mikaela Shiffrin when she won the Globe at this season’s World Cup slalom, she knelt down. It was just a moment, but that photo was released 30 seconds after it had happened. It wasn’t perfect, but it was genuine and the whole online community was waiting to see what happened, we gave them that. Similarly, if our connection sometimes doesn’t work and we are “late” with news when it’s expected, our fans and Facebook followers sometimes ask ‘Why aren’t the results out yet? Why can’t I see a photo of the podium?’ We are trying to find the best way to satisfy our audiences with the resources we have on hand.

CDM: As I met Ana, I realized that what she was telling me is the best elevator pitch for our digital content strategy and our new LiveBlogging product as well, which is the enabler of such a strategy. It is great to see the way our customers are able to tell stories that inspire our product strategy more that any brainstorming session.