2. Who owns in-race video footage?
2. Who owns in-race video footage?
The question of who exactly owns the rights to in-race video footage is a contentious one with multiple parties potentially laying claim to it.
The most likely ‘owner’ so to speak are the race organisers, such as ASO, RCS and Flanders Classics, who negotiate rights deals with broadcasters in different territories and then keep all the profits without sharing them with the teams.
In the traditional sales model of TV sports rights, on-bike camera footage represents another form of content that could potentially be carved out and sold to a broadcaster or media outlet.
The teams may lay claim to the rights as it requires cameras to be located on their bikes, but the reality is that without the co-operation of the race organisers, broadcasting the footage could be very difficult.
In any case, as I said right at the start, surely the main aim of this is to integrate on-bike footage into the live coverage of the race, which would be almost impossible to achieve without the involvement of the organiser and host broadcaster.
Personally, I see little value in simply extending the current output of footage from on-bike cameras. The first few pilots have provided some amazing footage, especially from sprint finishes, but the model of publishing these clips once the race is already over will wear thin with fans over time.
But, integrate that on-board camera into a live feed, with expert commentary and live data (HR, power, speed, etc.) and you have a potent recipe to transform TV coverage of the sport, engage a new generation of fans and create a world class product to sell to sponsors.