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Sports
1.
Sports.
2.
sports as a
way for TNMCs to expand overseas
3.
News Corporation
4.
1. Background
5.
print media 1952
6.
Transnational media company
Late 1990s
7.
Fox Television United States
BSkyB UK Foxtel Australia JSkyB Japan Zee TV India Vox Germany Star TV Asia Sky New Zealand
8.
world domination
9.
Fox Television United States
BSkyB UK Foxtel Australia JSkyB Japan Zee TV India Vox Germany Star TV Asia Sky New Zealand
10.
Cable tvstrangeunfamilarconvert
11.
Primary revenueadvertisingnot enough
subscribers
12.
2. Using sports
as an entry point in new markets
13.
Sportsbattering ram “sports
programming commands unparalleled viewer loyalty in all markets” (Murdoch, 1996)
14.
Sports: powerful, fast
new market. Superior to other forms of entertainment
15.
Everyone agrees!
16.
live sports is
a form of programming familiar and important to audiences (Barker, 1997)
17.
has the broad
appeal to attract the large numbers of subscribers that News Corporation need (Roche, 2000)
18.
Olympic GamesFIFA World
Cup(Bellamy, 1998)
19.
18-34 year old
male<3 advertisers$-)
20.
sports good entry
point in new markets
21.
3. Environmental scanning
and local tastes
22.
Sportsconsistent main strategy
23.
local tastesenvironmental scanning
24.
UKsoccercricketrugbygolf
25.
USAamerican footballbaseballNASCAR
26.
Australia & New
Zealandrugby
27.
News Corporation worked
to secure the broadcast rights to the sporting entities that most resonate with local audiences (Andrews, 2003)
28.
4. Expansion strategy
29.
invested heavily in
sports property
30.
Major League Baseball
LA DodgersNBA New York KnicksEnglish Premier League Manchester Utd (#fail)
31.
Australia. RugbyAustralian Super
League+Australian Rugby League=National Rugby League
32.
Partnerships
33.
National Rugby League Kerry
PackerNASCAR ABC, CBSESPN Star Sports Disney
34.
5. Future trends
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
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