Meet Skratch TV: golf content for a younger audience
Last year, the PGA Tour announced a plan to launch Skratch TV – golf’s first internet video network.
The digital platform – overseen by the same management team that launched KICK – is now delivering original video content combined with PGA Tour highlights in a voice honed for social media. And it’s superb.
Golf – much like Test cricket – is often labelled as a long, expensive and antiquated sport. In Skratch, the PGA Tour is hoping to show professional golf in a different light, by creating custom content for a younger generation.
Our birthday tribute to the master of the recovery shot, Phil Mickelson.https://t.co/S6BXtZcPmU
— SkratchTV (@skratchTV) June 16, 2016
“We’ve had a healthy anxiety that we weren’t going to reach this generation with our traditional platforms,” Rick Anderson, Tour executive vice president for global media, told the New York Times. “If we’re not producing content and putting our sport out there on platforms in ways that they’ll consume it, are we going to miss them?”
Not dissimilar to KICK and partner network Copa90, Skratch TV is packaging its sport for the mobile-savvy, rapid-fire content consumer, whilst also creating longer-form features.
The finest of these features is Adventures in Golf. Presented by documentary filmmaker Erik Anders Lang, the 10-video series takes viewers on a fascinating tour around the globe in search of the most intriguing stories in golf.
“As younger fans find new ways to follow their favorite sports, it’s important to deliver great golf content to platforms that they use and in a voice that resonates with them,” said Tim Finchem, PGA Tour Commissioner. “We believe Skratch TV will provide a tremendous new platform to effectively speak to this audience.”
It already has. The channel – created in partnership with digital entertainment company Bedrocket – has amassed 1m views on YouTube and 100,000 likes on Facebook since its inception in February 2015. The network has also launched a website to house its video and written content.
The way Skratch is invigorating the sport with creative content online undoubtedly broadens its appeal. Golf must diversify its strategy to appeal to younger fans, and the PGA Tour’s latest project is the perfect way to do so.
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