Selection Sunday didn’t bring too many surprises. Southern Methodist University and University of Wisconsin – Green Bay have been left on the outside looking in. The two most dangerous four-seeded schools stand as Michigan State University and the University of Louisville. And the University of Florida reigns as the unquestioned top number one seed.
Similarly, the NCAA, in conjunction with Turner Sports and CBS Sports, have prepared to offer fans an optimized version of the NCAA March Madness Live App, the official app of the tournament.
The complete redesign and availability to new platforms represent the most notable changes for this iteration. The former predicates on a overall sleeker, simpler UI than the year prior, which navigates a lot better and should appeal to more people. The latter includes for the first time Amazon Appstore for Android, Kindle Fire, and Windows 8.1 for Microsoft devices, which already is supported on Apple’s App Store and Google Play. Websites such as NCAA.com/MarchMadness, CBSSports.com, and BleacherReport.com will also house the content surrounding the tournament. Of course, all of the live video must be accessed with one’s TV service subscriber information after a three-hour preview period–an hour less from last time.
Besides aiming to cater to fans, Mark Johnson, Turner Sports’ Vice President of Business Operations, tells SportTechie that their goal is to appease their sponsors, like Coke Zero, Capital One, and AT&T, as well as their distribution partners, the aforementioned list of mediums.
“Ultimately, we are in this partnership with these guys and want to do everything possible with our products to integrate our sponsors throughout. And to make sure that with our TV Everywhere philosophy, that we are working hand in hand with our distribution partners,” continues Johnson.
For Turner Sports, they’re always looking to innovate and push the needle, particularly for something as grandiose as March Madness Live. The reduced preview period channels this mindset. This aspect is part of the experiment process to try to get users to log-in and consume as much content as possible while enjoying the Big Dance. Also, this arrangement allows everyone involved to further familiarize and get use to TV Everywhere, along with providing enough time for users to “find their credentials” in order to continue watching live video.
Johnson mentions that this app aligns perfectly with the TV Everywhere concept. Considering that the games will be televised in four different networks, the portability, flexibility, and ease in which to opt-in from the app supports the ongoing industry trend that’s virtually imperative to execute. This interrelationship between broadcasters and mobile platforms facilitates the necessary steps to ensure a symbiotic outcome. The days of users paying an upfront nominal free to access the entire tournament looks to be long gone. Determining the sweet spot for free trial and seamless consumption thereafter proves to be a gradual process.
In terms of what has been the biggest challenge and lesson learned during this latest version versus last year’s, Johnson states: “I think, for us, a lot of it really focuses on starting as early as possible. We’ve learned that March Madness Live is a 12-month project. I think, also, figuring out the best way to communicate with our partners, both key advertisers and key distributors in mobile, Apple and Google.”
These sentiments are appropriate and sheds light on the actual magnitude of March Madness. The scale and activity that transpires within a three-week window is far too robust to take lightly. The final rundown last year showed that a record 49 million live video streams, mobile phone viewing increased by 309 percent, and 16.3 million comments spanned across social media outlets. Such metrics would be safe to project new landmarks to be eclipsed this year with the expansion into new devices and more fans having them. Also, it’s critical to have everyone on the same page with regards to in-app, sponsor integration as well as revamped UI and UX developments.
Of note, the Coke Zero NCAA March Madness Social Arena feature appears to have undergone a much-needed facelift. Johnson acknowledges that this facet has grown in importance over the years, particularly to enhance the value for their longstanding presenting sponsor, Coke Zero. March Madness Live, naturally, functions as a primary or second-screen experience based on user’s preference; the latter fortifies the feature’s angle to tap into. Thus, the UX has been rebuilt to accommodate fans and Coke Zero.
“We really focused on relevant social content coming into the products. We’ve gotten away from streams of Twitter content coming in. It’s just very difficult to consume,” says Johnson.
“And we’ve learned that our fans really want the most relevant content in front of them, at that moment, from that game. So, we’ve worked closely to integrate with Twitter; where we will have those top tweets that everyone is talking about or really, really relevant to a play or really, really relevant to an alumni from that team.”
Again, Turner Sports recognized a vital part of that app and addressed it accordingly. Most apps tend to have a stagnant Twitter feed that isn’t streamlined effectively. Then users would simply exit out of it and participate in Twitter conversation from its native platform instead, which defeats the purpose of an app including it without proper enhancements. This way, though, users should engage with the app for longer session times. To accentuate this element further, they’ve added Instagram photos and Vine videos–both done for the first time–as well as an “unbelievable moment” funnel for the most popular tweets, photos, and videos throughout each game; the latter, in particular, will draw from SnappyTV tech that typically consists of 12 to 15 video clips per game.
Once the Final Four rolls around, hyperlocal context will take shape in the form of the digitally streamed “teamcast” audio. Users can select the respective school broadcast feed they’d like to listen, which will also be televised on TNT and truTV outside of the national telecast on TBS. Johnson admits that they’re excited about this functionality option to fans since it’s a more personalized experience. This addition should bode well for March Madness Live when taking into account the level of passion alumni across the nation have for their alma mater. Just a simple touch among the sundry of choices users will have in their fingertips during the biggest games.
To conclude, Johnson explains what factors will define triumph, in terms of meeting and exceeding certain KPIs for March Madness Live: “Ultimately, we are trying to deliver the best product possible to our consumers. We are trying to work hand in hand and create those partnerships with our sponsors and our cable satellite distributors. Those relationships and how we do in those areas will determine if we are successful at the end of the day.”
The Cinderellas take the stage today to commence the NCAA Tournament with the First Four. Although everyone has filled out their bracket by now, fans might not praise the new bracket layout housed inside this app due to its lack of intuitiveness–especially when compared to the high bar set by the Kickstarter-raised Simple Bracket last year. Overall, though, this new March Madness Live App is an upgrade from a year ago and should very well be close to a facsimile to the undefeated run that Wichita State University continues to venture.