Sports Broadcasting Assignment

Running head: SPORTS BROADCASTING
Sports broadcasting
Name of student
Name of University
Author note

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Contents
Introduction......................................................................................................................................3
Sports broadcasting......................................................................................................................4
Importance of business models for small and non-corporate sports............................................5
Broadcasters’ models...................................................................................................................6
Advantages of using the Broadcasting model.................................................................................7
Broadcasting models........................................................................................................................9
Escalator model.............................................................................................................................11
Gaining rights to broadcast smaller sports events.........................................................................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
The sports broadcasting enable to display the sports events on televisions and internet
nowadays so that people all over the world can view it. The sports broadcasting is the actual live
coverage of sports unlike the other television programs on radios and is also managed with the
use of other broadcasting media. A major benefit of the sports broadcasting is that it can allow a
huge amount of population to experience the sports events and are mainly broadcasted in a
variety of languages too. The sports broadcasting enables the involvement of multiple
commentators who describe the sports events as it happens and is considered as live coverage of
sports. There are different types of broadcasting media that are used to present the live coverage
of the sports events to the audiences, and they can easily watch those on televisions or even listen
to the commentaries done on the radio describing every minute of the sports events happening
(Aman et al. 2015). The essay will demonstrate the various findings that have been gathered
considering the use of new models for broadcasting the sports events in Australia.
It is seen that the people in Australia like to watch every kind of sports in televisions and
most of the top rating television programs are the sports events. With the advancement in
technology and communication, the media market has transformed to a huge extent and has
created a positive impact on the sports broadcasting on televisions as well. This has not only
made it easy for the people to enjoy their sports events on televisions but also on various live
televisions that can be accessed with the use of internet in computer systems and mobile phones.
There has been the availability of large amounts of data and information from where the people
can choose from as well as view the sports events for as many hours as they want (Aman and
Bennett 2015). From few data analysis, it has been found that nearly 130,000 hours of sports

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programming are available on broadcast and cable TV while nearly 40 billion hours have been
spent on viewing the sports events that are broadcasted on televisions.
Sports broadcasting
For understanding the various models used for broadcasting the sports events, it is
important to know the significance of broadcasting of sports events and related broadcasting
contracts present in Australia. There are various laws including the Australia's Anti-siphoning
laws that manage the protection of the sports events that are broadcasted in televisions along
with management of proper broadcasting models that can influence the approaches to ensure
free-to-air television broadcasters (Beloff et al. 2012). Few of the channels where the sports
events are broadcasted include Fox Sports, ESPN, Network Ten that feature the English Premier
League, English Football league championship, Major league soccer, etc. The Domestic cups are
shown on Antenna Pacific, belN sports, Euro sports and even Optus where most of the soccer
events are shown live. Most of the live Cricket matches are broadcasted on Nine Network, TBA,
Cricket Australia TV while there are other sports too such as cycling, hockey, golf, horse racing,
Rugby shown on the other channels available in Australia (Billings 2012).
The new models of sports broadcasting are utilized for changing and managing
improvements to rules and regulations on the sponsored content and ensure that all the service
users' needs and requirements are fulfilled properly. There could be many situations when the
media industry in Australia might face complexities to evaluate the most important business
models used for managing the sponsored content. The models are needed to be selected wisely
for producing relevant content related to the product or service offered and apply those with the
sports broadcasting with effectiveness (Budzinski 2012). Sports events broadcasting is a kind of
service that incurs huge amount of cost due to the sports rights obtained along with proper

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coverage of the live event and displaying it on the media channels. Other than this, there are
other related expenditures as well including the need of highly skilled staffs, commentators who
are paid high amounts of wages, use of equipments for broadcasting that are quite costly along
with production of sport content. However, the sports events have a great value to the
broadcasters because it is best when watched live and delivered to a large and diversified
audience groups. However, in the recent days, the value of sports events has declined largely in
Australia. During the last year, in Australia, it was found that there were lesser chances of selling
the advertising and promotions of sports to cover the entire price that had been spend for gaining
the satellite and other broadcasting rights (Cutcher 2012). Though the business model used for
broadcasting the sports has not been deteriorated in terms of quality, there might have been few
distortions, which had created further issues as well. The sports organizations have been working
as partners with the broadcasters of sports events to deliver the right kinds of services to the
diversified group of people based on their demands and preferences (Donders and Van Rompuy
2012).
Importance of business models for small and non-corporate sports
It becomes difficult for the smaller and non-corporate sports such as hockey, basketball,
etc. to get broadcasted on the televisions and radios due to the poor income generated along with
lesser popularity among the people, who prefer to watch soccer events and cricket matches more.
There are many athletes and sportsmen who play very well, and often their talents and skills have
been ignored due to the lack of broadcasting of the sports on the media channels. These kinds of
smaller sports events are considered as disability sports by many because the big guns get most
of the sponsorship because of greater exposure and create issues for the non-corporate sports to
manage successful broadcasting (Doukas 2012). One such example could be the winner of the

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basketball tournaments held in Australia, and it was The Australian Pearls, though the team did
not manage to become familiar with the diverse audiences. They even won a gold medal, though
they were not provided with the various benefits that a popular sportsman gets from big matches.
Thus, it is important for these smaller and non-corporate sports to get broadcasted on televisions
and various internet media channels so that more and more people can get familiar with the
sports and watch consistently (Evens 2013). The business models should be followed for
delivering the right kinds of content to the audiences and ensure that they gain enough interest to
watch that on television and learn the respect these kinds of sports as well. The Australian
Institute of Sport currently introduced a nationwide search for identifying the most suitable
athletes and sportsmen to compete in the combat sports. The purpose of doing so was to win
more medals in Olympics as well as accomplish the goals and objectives of Australian Sports
Commission by making the sports events successful and ensure broadcasting on television and
other media channels (Evens, Iosifidis and Smith 2013). It was an effective approach of using all
these business models to focus on maintaining ethics in sports broadcasting as well as manage
the sponsored content properly through implications of various stakeholders who were involved
in the business (Greer and Jones 2012).
Broadcasters’ models
The sports broadcasters often face difficulty to survive in business and ensure proper
reach to the audiences With the increased use of cables and content management, the
entertainment measures have been influenced positively, and this has also resulted in managing
better exposure like never before. The business models are used to make sure that the issues
related to purchasing of sports channels are also overcome. There are several cases when service
users pay for the entire bundle of channels that are provided by the service provider, though there