Posted On: Nov. 8, 2017
Media coverage Media technologies have evolved throughout history to include a complex array of outlets for sports coverage. What is the best formula for sports organizations hoping to effectively reach their varied audiences using ever changing media technologies? Provide examples of sports organizations advantageously navigating the landscape of media options. Media and sports have an interdependent relationship. Both rely on one another. Sports derive benefit from enormous attention that it received from media coverage. Media, in turn, benefits from resulting sales in terms of circulation and the advertising it receives from various sources by covering sports events. One of the reason as to why the relationship between media and sports has taken shape is the need for entrepreneurship for both. Both have been organized as commercial enterprises from time immemorial. The recent development in the sports- media relationship can be understood by evident recognition that each one of them is an individual unit first and foremost and strives to attain some economic gain while competing with each other. However sports are better suited as an institution in terms of cultural and ideological context. The popularity of sports always goes together with a dramatic increase in the coverage provided by the media. Each rush forward towards liking of sports has been a result of increased penetration of media. In earlier times, most newspaper and magazines were the only media used to cover events. As the literacy level was low, they were mostly published for wealthy audiences. With increase in literacy level, there was a sharp increase in number of magazines. These were not as profitable as they were linked to other professions, quite often, politics. Gradually regular sports sections in the newspapers enhanced interest in sport. Readers did not have to attend sports – or participate – to enjoy sports. People found sports as primary source of entertainment, which was due to its increased coverage. The popularity increased due to increased circulation which helped newspapers to earn more revenue by selling advertising space. With the advent of technology, the focus shifted to radio and then TV as a media for sports coverage. When TV became a mass media in the U. S., the interest of audience and advertisers shifted towards it. Networks purchased broadcast rights directly from teams, and then sold time to the advertisers who saw a gold mine in it to reach blue collar market. NFL leaped into TV in a big way. TV affected print journalism as fewer words were expressed in describing action in games. Instead, the emphasis shifted to analysis, background and statistics. With the continuing popularity of social media, its use has increased to cover sports events. NBA is finding a great use of social media to reach out to fans. The Cleveland Cavaliers often use social media to attract diehard fans. The New Jersey Nets are another example of a team using social media to its benefit, connecting to fans to more than half a dozen social media such as Twitter, YouTube, Facebook . It releases behind the scene footage on Facebook and YouTube on regular basis. It also engages its fans on discussion on Twitter, thus making use of technology as media coverage. Reference Gratton C., Harry Arne Solberg (2007) The Economics of Sports Broadcasting Routledge.