WAN-IFRA: What differentiates sports news from other kinds of news? Do you think the sports news market is overloaded or, on the contrary, that a lot of development opportunities exist?

Larry Kilman: Sports news isn't any different from other kinds of news in terms of its role for media - it is a subject worthy of coverage in the same manner as business, politics, economics, culture or any other subject of interest and importance to society.

What differentiates it is the passion with which it is followed - there seems to be no end to the fans' desire for news about their teams and players. So I would say the news market is far from overloaded and there are many opportunities - despite the vast amount of sports news available from a wide variety of sources - not only teams, media but sponsors and the fan themselves - there is plenty of room for good sports content in the market. There are cases of small sports blogs becoming major sports media destinations in many countries.

WAN-IFRA: How can digital make sports news the mainspring of growth and give new inspiration?

LK: Digital really invigorates sports - partly from the excellence that always arises for increased competition, which digital platforms provide, but from other factors as well. Immediacy, access and participation, for a start. 

Through Twitter and other social media, sports news is disseminated quickly and immediately, and fans can interact with athletes, teams and sports journalists at a level that was never possible before. Media are' well placed to host, enliven and benefit from these conversations.

Digital also enhances storytelling. Newspapers and their sports journalists have always been the best storytellers, and digital gives them so many news tools -- video, audio, animation, infographics - to provide complete coverage. These editorial tools are especially effective when it comes to covering the drama of sports competition.

All these factors can build audience loyalty, which has always been the mainspring for revenue growth.

WAN-IFRA: Andrew Moger, Executive Director of the News Media Coalition (a group of international and national news agencies, news media organisations and media companies focused on preserving freedom of the press), will deal with this subject at the conference on 30 March, but from your point of view, what are the risks in the future for the profession of sports editors, especially for media coverage of sports events?

LK: The risks aren't in the future - they are here now. Sports organisers for the most part are treating digital coverage of sports events the same way they treat broadcast.
They've taken an attitude that prevents full coverage of sports on digital platforms, unless you pay for it, much like broadcasters pay for the rights to broadcast the matches themselves.

So we're seeing all sorts of restrictions being placed on coverage - limits on the number and timings of photos allowed on websites, for example. No video from venues, even if it is simply a report from the press box that doesn't show any of the action itself. No blogging or tweeting from the stadiums. Any and all photos belong to the sports organisers, even if they're taken by news photographers. And if you don't sign a contract giving up these rights, you're denied access to the matches.

These restrictions are interference in standard editorial and news practices, and prevent media from carrying out their role. The sports organisers argue they have to impose restrictions to protect their revenues. We don't argue they have a right to their revenues, but we believe there is room for free and open coverage that is platform neutral - in fact this contributes to the popularity and revenues of sports.

WAN-IFRA is a Board member of the News Media Coalition, which engages with the sports organisers to protect free and open coverage, and educate the industry to the value of media's long-standing role as the suppliers of independent news and information of sports and other public events. We're looking forward to Andy Moger's intervention - he'll be trading views with Stephan Phillips, a Board member of the Norwich City Football Club, and it should be lively session.

WAN-IFRA: What can newspaper groups anticipate for print and digital coverage of UEFA Football and the Olympic Games?

LK: It's going to be a great year for sports, and for sports news coverage. Sports coverage is evolving as digital platforms evolve, so look for more apps, more mobile coverage, more special sections, more content and more promotion.

The conference, coming as it does early in the year, will prepare news companies for what's ahead.

Interview lead by Sandrine Proton, Events Manager, WAN-IFRA South West Europe.