Ten Network Holdings has made yet another investment in the digital space, contributing an unknown amount into The Roar Sports Media, which is owned by independent publishing group Conversant Media.
The move comes after Ten Network pumped an unidentified amount into group-buying site OurDeal late last year, and participated in a capital raising held by online dating site Oasis Active shortly after.
The new investment, the size of which has not been revealed, comes as the company attempts to diversify its business through digital media.
Ten Network was contacted for comment this morning, but a spokesperson was not available before publication.
The Roar is a type of sports website that relies heavily on user interaction. It has 12 regular contributors producing articles and columns, but the real heart is its user base – it counts over 280,000 unique visitors a month and over 20,000 comments.
Conversant Media co-founder and managing director Zac Zavos says the investment will allow the company, (which also publishes an iPhone-based content management app), to produce more quality content and expand its user base.
“This is really about a step-up in growth for us. Our model relies on having expert columnists who bring really strong content to the site. That provides a base for new journalists, and in order to continue that, we need to invest more.”
“We’ll be hiring an editor, a community manager, and we’ll be looking to commercialise the site further.”
Conversant Media began in 2007, when Zavos and his brother Zolton began the company launching The Roar after having previously launched the culture site, Lost At E Minor. The pair received an initial angel investment.
Zavos says the key to the site will be maintaining its community.
“We’re getting about 20,000 comments every month, about 600,000 words are written on the site every week, primarily by comments. We think we have the most deeply engaged sports community in Australia.”
“We are deliberately not a forum. What we focus on is the quality of the discussion – you don’t get one liners, you don’t get flames and you don’t get abuse.”
Zavos says the site aims to take the excitement of discussing sports from the living room online, which he believes hasn’t been done on a large enough scale yet.
“The sports category is a heavily expanded one, but online hasn’t been as strong. We’re trying to get the passion the audience has when they watch TV online.”
Network Ten’s chief digital media officer Nick Spooner said on Mumbrella this morning that the site is a “perfect fit” for onehd.com.au, where The Roar’s content will be republished.
“Not only will it complement our established roster of on-air experts contributing commentary and analysis of Australian and international sport, it adds a compelling point of differentiation from other sports sites: the voice of the fans.”
“Fans can stand alongside the on air and online experts as a legitimate voice on major sports news and issues.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
