A new rights deal has been struck between the English Premier/Football League and Media Organisations meaning reporters are now free to use Twitter and live blogs throughout matches. This replaces the old outdated system whereby the media were only allowed to upload text and picture updates during certain fixed ‘windows’. This deal reminds me of the same dilemma record companies have faced over the years since digitisation shook up the music business. How is it best to keep control of your rights when the whole thrust of digital distribution makes it harder to keep control?

In relation to music people want to share it, copy it, make mash ups, and download stuff for free. The only thing that can’t be shared in exactly its original form is a live event like a concert. It’s the same with football. There is limited access to the live matches but everything else around the game is up for grabs and people expect to be able to share it – highlights, video clips and live feeds from matches included. It must be very tempting for the Premier League to react as the Music Industry did and try to control all of this usage based on the value its clubs create. But in fact, as the experience of the Music Industry has shown, this is a mistake. Paradoxically, by trying to exert control you alienate consumers and diminish the value of what you are trying to protect. If you relax control then the interest and engagement you stimulate can be turned into value.

So the Premier League has done the right thing by allowing live twitter feeds. Like many fans I follow these as well. They keep me (and my son) engaged in the game, and make it more likely (not less) that we will spend money on the game (e.g. by attending matches). It’s the equivalent of giving free samples to encourage you to buy…