Kevin Hunt Video

A Star Tribune article recently highlighted how more high schools in Minnesota are joining the ranks of those who webcast their sporting events, homecoming coronations, graduation ceremonies, and more – at relatively nominal costs.

(Photo: David Brewster, Star Tribune)

I believe there are big benefits to schools who webcast their events and games, etc… beyond the basic premise that they’re great for Grandma and Grandpa a few hours or states away to be able to watch their grandkids compete live from the comfort of their home computer. Or, if mom or dad have some ill-timed travel for their job and can’t be there in person either. (By definition, a webcast is considered a live, streaming video “broadcast” on a website).

I think any school that webcasts its events – and yes, it’s easier to do it than you think – shows that they understand that their “community” goes well beyond the school boundaries. Yes, it’s 90% aimed at current students and parents tied to the high school, middle schools and elementary schools. But, that other 10% cares too – Be they your local business supporters, alumni, grandparents and yes… college coaches.

Schools who webcast “get it.” They understand that they no longer need to rely solely on the mainstream media (TV, radio, newspapers) to get the stories out about their teams, athletes and students. Schools can and should be content producers too, as “broadcasters” in the case of high school sports. You can’t get much community and school pride from :15 of highlights on your local TV news 11pm on a Friday night. It’s a nice perk and something the athletes get a kick out of, but local TV no longer holds the cards in this game.

Schools should be interested in showcasing their teams themselves, in the strong years and the lean ones, so they build and maintain the school spirit you’re looking for. Our schools, and the talented youth and adults who live in our neighborhoods, make our cities what they are.

No matter if a school goes with an outside company for the webcasts – as the Star Tribune article focuses on – or buys the proper equipment and finds a way to do it themselves, webcasting is a worthwhile pursuit. Schools can give students valuable career-building experience running the cameras and troubleshooting the technology – and in many cases, make some extra money for their budgets from sponsorships of the webcasts. Don’t even consider charging people to view the webcasts – you want to eliminate any barriers to getting the webcast in front of as many eyeballs as you can. The money comes from the sponsors.

And, best of all in this environment, webcasting allows a natural transition to podcasting.

If your “fans” can’t watch the webcast live, schools should post the recorded video as a podcast to their sites for easy, on-demand viewing after the game or event is over – either on their desktops, laptops, Apple TV or mobile (iPod, phones, etc…). Also, how about editing a few minutes of highlights right after the game to post as your own version of what your local TV station is doing? Again, there’s an opportunity to sell sponsorship of the podcast video to further boost your athletic or school program budgets.

Also, by having a weekly or monthly podcast involving coaches, teachers, students, etc… (like what I’ve written about here) you can write in additional promotion of your webcasts to let your podcast viewers know when games are available live or on-demand – further increasing the total viewership stats that sponsors will care about.

One last thought, I’ve heard some administrators say that having the games live, online could cut into their attendance and admission proceeds. To that I ask… Are the seats empty at major college and pro sporting events when their games are on TV?

No, they’re not.

Adding webcasts – and weekly or monthly podcasts – into your communications efforts that are dedicated to celebrating the effort and accomplishments of your students increases interest in your teams and programs. It certainly doesn’t decrease interest.

Be a school that “gets it.”