Broadcasting and Its Impact on Society

This assignment analyzes the role of broadcasting in modern society. It examines how various platforms like television, radio, and internet connect people worldwide, emphasizing the importance of broadcasting for knowledge dissemination and audience engagement. The assignment delves into specific examples, such as AFL broadcasts, to illustrate the financial implications and societal impact of this industry.

BROADCASTING

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
1) Sports-TV relationship model.................................................................................................1
2) Vertical integration strategy adopted by sports or media organization..................................4
PART B............................................................................................................................................5
1) Hour timeline of broadcast footage........................................................................................5
2) Commercial model..................................................................................................................6
3) Advertisers and sponsors of the match...................................................................................7
PART 3 ...........................................................................................................................................7
1) Broadcasting and tools and techniques associated to it..........................................................7
2) Importance of tools to engage large number of sports fans and customers............................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: Players of different sports in Australia and NSW.....................................................2
Index of Tables
Table 1: Calculation for broadcaster pay.........................................................................................5
Table 2: Factors of the Match..........................................................................................................6
Table 3: Sponsorships of AFL.........................................................................................................7

INTRODUCTION
Broadcasting is a distribution of audio and video content to a large audience. It is an
important technique in order to communicate about various happenings of all around the world
(Barasch and Berger, 2014). The report discusses about sports and TV relationship model where
TV acts as a boon in order to reach large number of customers in one go. Sports events are aired
so that large number of people stay connected with games and enhance their knowledge about
their favourite sports. It further focusses on activities that are performed by media in order to
promote a sport’s event. Moreover, it’s positive and negative impact on sport event as well.
Further, broadcaster pay for each hour will be calculated for a football match in AFL. The role of
sponsors and advertisers in AFL and other events will be discussed. In the end, various tools and
techniques that are used for broadcasting are focussed upon.
PART A
1) Sports-TV relationship model
Sports is the key entertainment that involves large number of individuals. There is a rapid
increase in its viewers in Australia. Several events are broadcast on television which are related
to sports. Several television channels opt for showing the match on TV so that they can increase
number of viewers at a time. According the graphical representation below, it can be evaluated
that there is an increase in the trends of Australia where people like to watch games Bangladesh,
England, South Africa, etc.; Australia has the largest involvement in games. Youth in Australia
tend to prefer it as a career option. In order to promote sports in the country, media plays an
essential role. It has elevated the number of viewers of the games in comparison to the previous
year.
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Illustration 1: Players of different sports in Australia and NSW
Source: Campolo and et.al., 2012
§
Australia have successfully completed various events such as, Olympics and Paralympics. The
country has been able to contribute to the maximum in sports zone by participating in several
international events. Majority of the events takes place in Melbourne city which is also known as
Sporting capital city of Australia.
Media plays a key role in promoting sports in Australia. Out of all, media organization,
Becker entertainment plays key role in promoting and regulating sports in Australia. Some of its
activities are mentioned below:
 Radio and television: It shows all the matches on TV and its commentary can be heard
by people on radio. Further, highlights of the match are also shown so that people who
missed the whole match can see it. Several sports' quiz and documentaries are organized
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so that more people get attracted towards different games. It acts as a great source of
information that reach to maximum number of people around every corner of the world
(Coase, 2013).
 Cable and Satellite TV: It is another method where sports activities are shown to people
on pay per view basis.
 Ceefex and Teleext: Up to date information is provided about the sports' event that are
happening all around the world. It is in the form of graphics and text.
 Internet: Live updates of the match are provided to people. People can access website so
that they can see live match as well. However, each individual should have internet
connection in order to reach to the websites, otherwise, it won't be possible.
 Newspapers and Magazines: It is also an important source as the results are shown in
brief in print form. However, the information gets delayed in reaching to the people.
There are various articles and sport columns that are covered in the newspaper which
attracts various sports lovers (Dai,Wang, and Yang, 2012).
An important role is played by the technology in terms of giving essential coverage to the
event. It is featured in the form of photos, instant replay videos, split times etc. It is important in
order to keep people of the country informative about the sports events that are taking place in
the world.
The positive impact of broadcasting includes the following elements in it:
 Money: Media have to pay in order to show their content on television which generates
economy on large scale. Further, the kind of sports shown on the television helps in
generation of higher sponsorship.
 Education: It helps in developing knowledge about different sports that happens all
around the globe. People know about how to play a particular game and what are the
rules and regulations involved in order to play that sport. It can be learnt by watching TV
and reading sports articles published in the newspaper.
 Role models: People get to know about their favourite sports person by watching his /
her matches.
 Inspiration: Youth gets inspired to the sports and tend to make games as a career option.
These activities also attract people and encourage them in exploring their knowledge and
skills specifically related to that field.
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 Coaching aid: It assists backer entertainment to produce films that are related to sport
activity. Interested people can watch techniques that how to play a specific sport and
work on improving their performance. They also get to know success story of their
favourite sports person
There are various negative impacts of media covering events that are present. Some of
them are discussed below:
 Short attendance at the venue: Fewer people tend to buy tickets to watch the match live
as they get all the live updates with regards to match, sitting at their home itself.
Therefore, it drops the sales of tickets and prices as well. Further, it leads to losses to the
organizers of the match (Hilmes, 2013).
 Overload: Several media broadcasters are present on the location. However, a series of
sports activities cannot be covered by single team. It leads to not covering important
activities as well.
 Attention: Media also shows personal details of the private life of the sports' person as
well as which do not act in favour of the team and the individual as well. People get
offended by this type of articles which get covered in newspaper and magazines
 Demand: A certain kind of pressures are there on organizers of sport competitions which
has been made by Becker entertainment in order to make the experience of viewing
better.
2) Vertical integration strategy adopted by sports or media organization
Vertical integration is an important activity in order to understand the supply chain of the
company. It is an activity performed with the view to create a bigger firm by gaining ownership
of the distributors and suppliers as well. Further, it reduces the cost and increase the efficiency of
the enterprise as well. Moreover, it helps the entity to satisfy the needs of the customers in a
better way. The main objective is to maintain effectiveness and efficiency in the activities being
performed by the organization (The vertical integration strategy, 2017). There are two kinds of
integrations that can be performed in a firm. They are:
 Forward Integration: Through this integration process, Becker can take hold of
distributors. It will help the organization to directly deal with the customer and earn
higher profits
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 Backward Integration: It means that the enterprise has taken hold of the suppliers
which ultimately results in higher efficiency and improved profits.
Here, Backer have been using vertical integration with the following aims:
 It acts as an added advantage to the firm.
 It is useful to cover wide range of market share.
 It decreases the cost involved in different function and helps in generating higher profits.
 It helps in putting greater control on the business activities as distributors and suppliers
are deducted from the supply chain (Kumar, 2014).
Vertical integration is very helpful in context of broadcasting as they use this strategy to
eliminate the price mark-up. It is that is involved while taking products from the supplier. For
instance: if it is a coffee house, the entity himself grows coffee so that the cost of raw material
can be reduced. With the help of this, cost involved in making the finished products which is
offered to the customers gets reduced and entity can generate higher profits. Media follow this
approach in order to attain more opportunities of sales. Its helps them to have full control on the
organization at a specific period.
PART B
1) Hour timeline of broadcast footage
The calculation is to be conducted on the following basis:
Value of right deal
Length of right deal
Number of games allotted to the broadcasters
Length of average game
Table 1: Calculation for broadcaster pay
Particulars Data
Value of right deal 14,000,000
Length of rights 1
Number of games allotted 11
Length of game 90 minutes
Right deal value for each game (14000000 / 11) 1272727.27
Broadcaster pay for each minute (1272727.27 / 90) 14141.31
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Broadcaster pay for each hour (14141.31 * 60) 848484.84
The above calculation is performed based on a football match which happened to be of
90 minutes. There were 11 games that were allotted. Value of deal was 14000000. Based on it,
Right deal value of each game has been calculated by dividing the value of tight deal with that of
number of games that is 11.
Broadcast timeline:
Based on the analysis of broadcast elements, it can be evaluated that overall broadcast
was for 107 minutes. The running time of match was 90 minutes which shows that remaining 17
minutes were consumed in interval and other activities such as replay etc. The company also
broadcast few advertisements in those 107 minutes. It shows that various factors are considered
while broadcasting a match. To develop proper understanding of the happening in the match
appropriate commentary was presented in the broadcast media. It helps in sustainable
development of the channel and large number of customers are attracted towards watching the
content on a specific channel which is covered by a certain entity. The match was between
Western Bulldogs and Brisbane Lions. There were various people who love to watch AFL
(Australian Football League) were present to support their teams in the stadium. The broadcast
of the match covered the following:
Table 2: Factors of the Match
Factors Time
Match duration 90 minutes
Match summary 4 minutes
Advertisement 20 minutes
2) Commercial model
Commercial modelling is an important segment that is spread across a wide area. All the
advertisements in magazines and catalogue falls under one umbrella of commercials. At the time
of interval, various ads are shown on television. These are the companies who has sponsored the
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event (Reimers, 2013). In those 20 minutes time allotted to interval, during the match, viewers
get see various companies promoting their FMCG, fashionable products etc. It creates awareness
about the brands that are available in the market for a certain thing. Moreover, various
advertisements of auto mobile were also shown while broadcasting AFL on television. The ad
tends to promote its features and special attraction that a car of particular brand owns. Toyota
was one of them. Some ads of Coca Cola were also there during the broadcast of AFL. It helped
the company to earn higher profits from commercial values. It also shows that the company have
very well utilised commercial modelling method in order to maximize profits.
3) Advertisers and sponsors of the match
Sponsors and advertisers help to earn higher profits because it allows back finances of the
broadcasting activity in lieu of promoting their ad in between the broadcast. AFL had various
sponsors which helped it to generate higher profits. Classification of sponsorship can be done for
AFL in following manner:
Table 3: Sponsorships of AFL
Team Sponsor Sponsorship Million
Dollar Total revenue
Port Adelaide Renault, Energy Australia 23.467 50.219
Collingwood Emirates, La Trobe Financial,
CGU, Holden 20.326 76.810
Essen-don Kia, Fujitsu, True Value Solar 17.69 61.258
Sydney QBE, Citibank, Volkswagen 17.089 47.389
Geelong Ford 16.251 51.356
Hawthorn Tasmania, iiNet, Bupa 16.093 60.663
Apart from the above mentioned sponsors which helped the overall broadcasting system,
there were few corporate sponsors as well. Some corporate sponsors were Toyota, Carlton
Draught, Coca-Cola, Wolf Blass, Tissot, Virgin Australia, etc. The budget raised by Toyota in
order to sponsor AFL was 3 Million US Dollar. Along with this, 'Toyota Good for Footy raffle'
managed to raise $574,305 to support local clubs in order to provide better facilities and
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equipments. It shows Toyota played an important role in sponsoring AFL. At the venue of the
sport, different transportation medium were equipped with the banner of Toyota in order to tell
the viewers that Toyota is associated with the league and playing an indispensable part.
Various companies established their mini stores in order to serve people who came as a
viewer at the venue. Coca Cola sponsored plating kit to the players. It created awareness about
the brand in order to attract maximum customers. Several other brands got associated to the
league as a marketing strategy in one of the other way (Seyboth, Dimarogonas and Johansson,
2013).
PART 3
1) Broadcasting tools and techniques associated to it
Broadcasting refers to sending message in the form of news, TV shows, music etc with
the help of radio, television and internet. It helps the viewers to stay updated and receive the
information about the happening of the world. The services are rendered by way of radio waves,
wire or communicative satellite etc. There are various broadcasting techniques that are available.
Some of them are mentioned below:
 Telephone broadcast: It is a primary technique that is used in order to gather
information al around the world. However, the technique have been modified with time.
The first electronic broadcast thing was known as Theatrophone system. The first thing
which helped to practice communication via air waves.
 Radio Broadcasting: It’s a form of unidirectional wireless system over video waves
which helped to reach maximum number of listeners. It can also be operated in audio
mode. It is helpful to get radio connection from radio networks where common
programme is functioned. Communication can be received by various listeners in short
period (Shi, Rui and Whinston, 2013).
 Television broadcast: It is form of telecommunication medium which is liked and
preferred by maximum number of people. It is a mass medium and reaching to numerous
people. It has helped to bring huge innovation in the communication sector as this
technique is quite helpful to communicate information to mass number at a specific point
of time.
 Direct broadcast satellite: It is a kind of artificial satellite which gives direct telecast of
the shows to home receptions. The signals are basically received from the outdoors. It is
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the fastest source through which information can be received by the people. It helps in
decoding the television shows in order to view on television sets.
 Cable Radio Broadcast: This method of broadcasting in quite approachable as it is
similar to cable television system. Channels are converted to various other channels of
subscribers. It helps in improving the quality terrestrial signals which cannot be received
in a particular area. It further enhances the video and audio quality.
 Webcasting: It is a source to distribute media presentation on internet through streaming
media technology. The shows can also be telecast live or on demand of the customers. It
uses internet approach to broadcast any information (Yang, Ozel and Ulukus, 2012 ).
These techniques play an important role in order to reach large number of audience. It is
a source of entertainment and information both. It is an important tool to gather the information
from the whole world.
2) Importance of tools to engage large number of sports fans and customers
Different tools of broadcasting plays an important role as it is a medium to communicate
with large number of audience in one go. It is a technique which is used to convince buyers to
purchase a particular thing. The tool is also important to communicate about natural disasters
that are going to arise in the country or at a specific place. It helps in developing more self-
presentational contact with the customers and get to know about the consumers more by
analysing the views on a particular show or news. It creates brand awareness about a particular
product within the consumers. It creates an inseparable contact between the buyer and the seller.
Consumer gets attract towards a particular product by seeing its advertisement on television.
In case of sports events large number of viewers come to the venue in order to enjoy
match. Various organizations tend to promote themselves so that viewers can associate
themselves with the brand. They are able to distinguish between the available products and
become aware and knowledgeable about the features of the products as well (Zhang and Ho ,
2013).
The techniques can be improved by making better content through advertisement which
attract large number of customers. It helps to connect people and attract them towards buying the
products. The customer can change its tactics if it gets less support from the customers and alter
it according to their taste and preferences. It helps in promoting sales of the products. Moreover,
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broadcasting is an important method that helps is communicating what is happening all around
the world.
CONCLUSION
Based on the above report, it can be concluded that, broadcasting is an important the
technique that is used to communicate with large number of people in one go. Australia
contributes the maximum in terms of engagement in the sports events. Melbourne city is known
as 'sporting city' of Australia. Broadcasting have helped to reach the sports' event to large
number of people. However, it has bad effect as well as there are hardly few people who buy
tickets to watch the match live at the venue. Moreover, various techniques of broadcasting are
used such as television, radio, internet etc. According to the calculations conducted for
broadcaster pay for each hour, it can be inferred that it is 787878.79 in single football match in
AFL. In the end, it can be concluded that broadcasting is an important activity which helps to
connect people all around the world. It is an important aspect to keep people informative and
knowledgeable.
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REFERENCES
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Kumar, A., 2014. Mobile broadcasting with WiMAX: principles, technology, and applications.
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Reimers, U., 2013. DVB: the family of international standards for digital video broadcasting.
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Seyboth, G. S., Dimarogonas, D. V. and Johansson, K. H., 2013. Event-based broadcasting for
multi-agent average consensus. Automatica. 49(1). pp.245-252.
Shi, Z., Rui, H. and Whinston, A. B., 2013. Content sharing in a social broadcasting
environment: evidence from twitter.
Yang, J., Ozel, O. and Ulukus, S., 2012. Broadcasting with an energy harvesting rechargeable
transmitter. IEEE Transactions on Wireless Communications. 11(2). pp.571-583.
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Online
The verticle integration strategy. 2017. [Online]. Available through:
<http://www.hmc.org.uk/about-hmc/projects/the-british-education-system/>. [Accessed on 1st st
2017].
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