Sports

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transnational presentation

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Sports

  1. 1. Sports.<br />
  2. 2. sports as a way for TNMCs to expand overseas<br />
  3. 3. News Corporation<br />
  4. 4. 1. Background<br />
  5. 5. print media<br />1952<br />
  6. 6. Transnational media company<br />Late 1990s<br />
  7. 7. Fox Television United States BSkyB UK<br />Foxtel Australia<br />JSkyB Japan<br />Zee TV India<br />Vox Germany<br />Star TV Asia <br />Sky New Zealand <br />
  8. 8. world domination<br />
  9. 9. Fox Television United States BSkyB UK<br />Foxtel Australia<br />JSkyB Japan<br />Zee TV India<br />Vox Germany<br />Star TV Asia <br />Sky New Zealand <br />
  10. 10. Cable tvstrangeunfamilarconvert<br />
  11. 11. Primary revenueadvertisingnot enough subscribers<br />
  12. 12. 2. Using sports as an entry point in new markets<br />
  13. 13. Sportsbattering ram<br />“sports programming commands unparalleled viewer loyalty in all markets” (Murdoch, 1996) <br />
  14. 14. Sports: powerful, fast new market. Superior to other forms of entertainment<br />
  15. 15. Everyone agrees!<br />
  16. 16. live sports is a form of programming familiar and important to audiences (Barker, 1997) <br />
  17. 17. has the broad appeal to attract the large numbers of subscribers that News Corporation need (Roche, 2000)<br />
  18. 18. Olympic GamesFIFA World Cup(Bellamy, 1998)<br />
  19. 19. 18-34 year old male<3 advertisers$-)<br />
  20. 20. sports good entry point in new markets<br />
  21. 21. 3. Environmental scanning and local tastes<br />
  22. 22. Sportsconsistent main strategy<br />
  23. 23. local tastesenvironmental scanning<br />
  24. 24. UKsoccercricketrugbygolf<br />
  25. 25. USAamerican footballbaseballNASCAR<br />
  26. 26. Australia & New Zealandrugby<br />
  27. 27. News Corporation worked to secure the broadcast rights to the sporting entities that most resonate with local audiences (Andrews, 2003) <br />
  28. 28. 4. Expansion strategy<br />
  29. 29. invested heavily in sports property<br />
  30. 30. Major League Baseball LA DodgersNBA New York KnicksEnglish Premier League Manchester Utd (#fail)<br />
  31. 31. Australia. RugbyAustralian Super League+Australian Rugby League=National Rugby League<br />
  32. 32. Partnerships<br />
  33. 33. National Rugby League Kerry PackerNASCAR ABC, CBSESPN Star Sports Disney<br />
  34. 34. 5. Future trends<br />
  35. 35. Reliance on big sporting eventsultimately scarcespend large amounts of capital for broadcast rights in bidding wars“borrow-and-buy philosophy” (Gershon, 1997, p. 197)not sustainable<br />

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