43 SPORTS FOCUS Polish Football
back in 2015. It was integral to his election campaign, because he used it to take questions from the comments section of the video and answer them live.” He laughs: “Sadly, we didn’t do the broadcast – although I wish we did – but it’s important to know, because Duda’s video set the precedent for many of our Polish clients.” “Though, not all our clients want to use Facebook or YouTube,“ Kuzsel adds. “Some want their own platforms to monetise on their content, or simply because they don’t want their content to be associated with a global trademark. I often advise otherwise; Facebook and YouTube are open to the public and using these platforms is a great way to get fans and grow your brand.” Transmisjelive also uses graphics on its live streams, because Kuszel believes it helps set it apart from competitors. “We’ve been playing around with the voting-based reactions on Facebook. For example, with Orsay, which is a clothing company in 33 different countries, we’ve been doing some small events where we’ve livestreamed influencers modelling the company’s clothes. Viewers can then vote, using Facebook’s reactions, on which outfit looks best,” he clarifies.
USING THESE SOCIAL MEDIA PLATFORMS IS A GREAT WAY TO GET FANS AND GROWYOUR BRAND
“Graphics are important, because they’re a fun way to engage with fans. But the quality of the video has to be there first. Of course, you need a good camera and camera operator, but – while many people in the industry think ‘the picture speaks for itself’ – you also need good audio. My research, even just from my own behaviour, indicates viewers switch off a live stream if they can’t hear properly. This is a point I stress to my clients, particularly those who try to justify using a smartphone,” he adds. Another major goal of the company’s is to promote PZPN’s future stars and give them experience of being interviewed on camera from a young age. Kuszel says it’s important these players, who will later go on to represent the country, know how to act appropriately in front of a camera. “When we interview the youth team’s
players, we often get short ‘yes’ or ‘no’ answers,” he explains. “It’s because they’re shy, but hopefully with more experience, they will be able to play up to the camera as well as they play on the field. “I feel proud of my job, because we’re giving young players the opportunity to be seen playing football live and on screen by their family, friends and football scouts. Youth teams from all over the world could be watching, too, and hopefully it gives them the desire to want to come to Poland and play games against our youth team.” LIFTING THE SILVERWARE Poland’s staggered start hasn’t hindered its progression, and Transmisjelive is proof the country has caught up with the livestreaming boom, paving the way for the future of football broadcast not only for Poland, but the rest of world, too. Kuszel concludes: “I’m happy with how the industry has grown in Poland, because it hasn’t just come from our desire to push live streaming and expand our business: it’s come from content creators, players and fans who believe live streaming is the future of football broadcast. I hope that, with our work with PZPN, we have improved access to all levels of football in Poland on both a national and international level.” PS ‘Polska, biało-czerwoni’ means ‘Poland, the whites and red’ – a nod to the national colours.
YOUTH CULTURE Transmisjelive works to promote players from Poland’s youth teams and helps them develop an on-screen presence
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