Rise of Digital and Mobile Media in Sports Broadcasting

Running head: SPORTS BROADCASTING
New broadcast models assessing the potential for non-corporate or smaller sports in
Australia
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Author’s Note

New Broadcasting Model Assessing the Potential for Non-corporate or Smaller Profit in
Australia1
Part A
Background
Sports program are treated as one of the highly accepted commodities for local mass all
over the world and for commercial broadcasters. Sports program represents major part of the
media production industry. Live sport particularly receives special attention from the people all
over the world. The live sports program has the capability to raise the advertising revenues. As
per one of the analysis which was made in the Australia about the most watched Australia TV
program in 2016, shows that 30% watch sports and among them all the top six highly viewed
program were live sports events (Van 2015). There are number of reports of Australia which
mainly analysed the future of the Australian Sport and its impact on the financial status of the
media sector of Australia. The sports media which covers the live events of Australia also deals
with sports media issues. The effect also falls on the professional codes of the media. The live
sports event helps the sports aspiring to gain traction through media coverage.
In the initial days of Australian Broadcasting, the broadcasters like ABC and SBS, who
were government channel, tends to broadcast every sports events that makes coverage all over.
The increasing cost of the broadcasting rights for covering live sports event, these sports channel
were not able to compete with other competitor present in the market. Today there are variety of
option exist which includes free to air television pay television, online channels that offers sports
(Van 2015). These helps to sell the opportunity broadcast rights under the license to a broad
spectrum of media organization.
Sports broadcasting have evolved to the highest peak from its inception. The evolution of
the broadcasting holds a great history behind it. It started off from sending the transmission from

New Broadcasting Model Assessing the Potential for Non-corporate or Smaller Profit in
Australia2
wire telegraph to displaying real time play. The first broadcast occurred in 1921 from a live
boxing match. The broadcasting was made through radio. During Berlin Olympics, in 1936, the
live sports events were first arrived on the television in Germany. The event was broadcasted all
over the country. This marks the starting of broadcasting of the live events in the world. The
broadcasting was limited to a single region or country but it was not broadcasted worldwide. The
constriction was raised due to the non-advancement of technology. After World War II the
development in broadcasting sector had increased immensely and soon the constriction of
broadcasting cross the limits of boundaries and broadcasted all over the world.
In broadcasting world, sports became the source for the constant programming. The news
also became one of the integral parts for the broadcasting. Weather report also became one of the
favorite for broadcasting. The contribution from the live sports events became immense in the
broadcasting world. Over 60% of the audience went for the sports and hence the sports fetch
huge amount of profits for the broadcasting company. ESPN brought a great change in the field
of sports event by creating division based on the favorite sport audience. This made ESPN to
move to the point where the local broadcaster is not able to compete with ESPN anymore.
Hence, the broadcast industry saw a rise of ESPN since 1980.
Rise and Impact of Sporting Industry
In Australia, the sports events continue to operate a highly regulated environment staple
with dynamic environment. There are many changes in mass media sector of Australia. In
Australia there are many changes which include media convergence, the emergence of
technology like online marketing, services and also includes mechanism. As per the media of the
emergence of new platforms and the media delivery options which have created the opportunities

New Broadcasting Model Assessing the Potential for Non-corporate or Smaller Profit in
Australia3
for sports at all levels (Van 2015). The majority of sports is unable to access to the FTA markets
and hence is not able to open the opportunities.
This occurrence led to strengthen the relationship between broadcasters in the sports
sector. The relationship can be stated as the symbiotic relationship because industries gained
valuable content from each other and also they tend to complement each other. This is the reason
the sports industry started to gain so much profit and broadcaster became one of the highest
source for the revenue. The broadcasting company tends to sell the live broadcasting rights and
provide significant exposure.
Media content can be divided into two broad categories which includes programming
which is made against the mass general appeal and broadcasting on the limited period of time
with limited audience. Though, the broadcasting on the television became one of the dominant
methods of broadcasting content. Due to the increase in the sporting events the premium value
stays on the coverage of sporting events. The recording of matches technology also become one
of the competitor of the broadcasting. In today’s world there is a rapid growth of television
viewing, mobile technologies and internet (Turner 2014). The Australia Copyright Council
provides information which are related to the live-streaming sporting events.The various rights
which governs the broadcasting of Australia are as follows:
Video Live Streaming and Copyright: As per Australian Copyright Council the broadcaster
needs to provide the information sheet. This information sheet provides a brief about the relevant
copyright issues for the purpose of live streaming videos which are uploaded on social media
sites like Facebook, Instagram and many more (Turner 2014).

New Broadcasting Model Assessing the Potential for Non-corporate or Smaller Profit in
Australia4
Copyright and Live Streaming of Sports Broadcasting: The retransmission of sports telecast has
become one of the major concerns in the broadcasting world (Turner 2014). This unauthorised
retransmission is checked by a new imposed law, known as The International Review of Law
and Computer and Technology. This is the reason where broadcasters lost billions of dollars.
Copyright and Sport Broadcasting in Australia: This law is responsible for protecting the
broadcasting all sorts of sporting events including live sports events. The copyrights also existed
for the case of anthem, graphics and recording (Turner 2014).
There are many relevant legislation which safeguard the broadcasting sector of Australia.
They are as follows:
Broadcasting Services Act 1992
Competition and Consumer Act 2010
Foreign Acquisitions and Takeovers Act 1975
Copyright Act 1968
Copyright Amendment Act 2006
Telecommunications Act 1997
Anti-Siphoning: Australian anti-siphoning list includes many important factors like events which
Federal Minister for Communication and the Arts determination which needs to make freely
available to the general public. This policy has led to stop the PTV broadcasters from buying te
rights and events.

New Broadcasting Model Assessing the Potential for Non-corporate or Smaller Profit in
Australia5
There are many departments who look after the broadcasting are the department of
communications and the Arts, Australian Communication and Media Authority (ACMA). These
departments look after the broadcasting event which also includes live sports events (Song
et al., 2014). There are other several departments which also guide the law of
broadcasting in Australia.
Scope
Brand image is one of the most important and integral part of any company. Brand image
also helps to create a brand value for the company. The brand image for the sports company is
very important as the sports world has a very competitive market. The brand image creates
strong brand command over the customer loyalty (Sim and Lee 2015). The bramd image also
helps the company to charge the cost aginst the premium product which are produced by the
company. Thus, the brand image can help to assist the revenue of the company and also it assits
in increasing the growth of the company. These becomes the pivot point for many media deals
and sponsorship agreement, athelete promotion and also the product merchandising V. The brand
image of the company can be eventually help the business more. Mass media helps the bsuiness
to increase its brand image by portraying the advantages of using the product of the company.
This helps the company to grow their respective business.
Part B
Rise of Digital and Mobile Media
Broadcasting industries saw a great advancement in the technology. Among all the
inventions regarding the broadcasting industries the digital technology led to the advancement of
the broadcasting sector. These have influenced the landscape of the sports broadcasting