MMS773 - Assignment on Sport Broadcasting
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Deakin University
MMS773 - Sport Broadcasting (MMS773)
Added on 2019-10-30
MMS773 - Assignment on Sport Broadcasting
Deakin University
MMS773 - Sport Broadcasting (MMS773)
Added on 2019-10-30
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Running head: SPORTS BROADCASTING Sports BroadcastingName of the Student:Name of the University:Author Note:
1SPORTS BROADCASTING Topic: Content to consumers - Implications of broadcast models for new/digital mediaconsumptionIntroductionThe media industry has been undergoing the radical changes in last few decades. Thecommendable transformation in the digital media is creating positive impacts on the industrialgrowth. The studios and the content publishers are looking forward to adopt the distributionmodels for changing the viewing perceptions of the customers (Devlin and Brown-Devlin 2017).Especially digital media has fundamentally altered the function of media by reinventing thepractice of public communication. At a particular time, people in general were very muchdependent on the traditional media and its rhythmic flows. Viewers tended to wait for watchingan event as per the broadcast schedule fixed by the traditional media industry (Asada and Ko2016). However, the emergence of new media has rendered a radical change on the overallbusiness of a particular media industry. This specific study has focused to make an in-depthanalysis on how digital media technology has influenced the viewers’ consuming behavior. Thehistory of media industry ensures that media landscape is having a dynamic progress from theinitial stage of its journey. New media has rendered immense positive effect on the overallconsuming behavior of the viewers. The transformation of the sports media broadcasting hascreated the recognizable impacts on the consumers’ minds. In Australia, the advancements oftechnologies have helped in ensuring growth in this sports industry. Effect of digital media in consuming sports has become an argumentative issue that hasbeen elaborated by numerous eminent scholars from different point of views. As per the opinionof Dimitrova et al. (2014), media can grab the attention of spectators. Large number of viewers
2SPORTS BROADCASTING intends to show their own reaction by taking part on the live sports event. On the other hand, themedia personalities by capturing the reaction of live audiences can enhance the significance ofthat sports event. The emergence of digital media has left immense contribution in gathering thepeople of different geographical backgrounds and cultures for taking part in the same sportsevents. In order to evaluate various aspects of broadcast models for digital mediaconsumptionthis specific study has focused to make a critical evaluation on differentframeworks related to broadcast media. The popularity of sports mass media has been widelyaccepted in North American Society. People gave immense positive response in watching sportsevent in the schedules fixed by electronic media industry (Tsiotsou, Alexandris and BettinaCornwell 2014). Live broadcast on one hand provokes large number of live viewers. Viewers canintroduce their presence in front of camera and show their point of view regarding the sportsevent. The movement of the consumers to the higher levels determines the innovativenessbrought to the new media broadcasting. The advancements of the broadcasting technologies aremuch recognizable in Australia. It is notable that in order to secure the future sports media,Cricket Australia launched onto the Apple TV network. It became the first Australian sportsorganisation to associate with this platform. The new Cricket Australia channel would presentthe mixture of interviews excluding the live contents. However, there is the question arose basedon maintaining the sports broadcasting rights. On the other hand, another mode of sports consumption implies the presence of broadcastviewers who can watch the event through television beyond taking part in the live show. Franklin(2014) stated that the emergence of digital media has created a rapid involvement for thespectators due to its additional flexible facilities as well as benefits. Viewers do not have to waitfor the scheduled time in order to speculate the sport event. The emergence of digital media is
3SPORTS BROADCASTING flexible enough in drawing the attention of customers at any time. As a result, viewers can watchany event even by making pause of live shows. DiscussionAs per the concept of Hierarchy of Effects Theory advertisers in order to create attentionof customers tend to focus on six major componentsincluding awareness, knowledge, liking,preference, conviction and purchase at the time of making the advertisement. In order to create aconcrete awareness on the mind of consumers about the brands the advertisers tend to utilize thepopularity of media platform. Guseet al. (2012) opined that sports event industry, in order todraw the attention of target group, focuses in utilizing media platforms. As a result, peoplebelonging to different geographical and psychological backgrounds can focus on viewing theevent. The involvement of two notions helps in identifying the two modes of sport consumption.The first is the use of media that creates much influence on the attendance of the spectators.Another notion determines the utilization of the media as a recreational substitute for thespectators’ attendance. However, as per the trend of current business industry sports organizersintend to use digital media platform for drawing the attention of viewers more effectively. On theother hand, people from different geographical backgrounds would be able to watch the event ifit is broadcast in new media. The traditional method of media consumptions implies that therewere the clear boundaries between the services that were linked to the specific infrastructures. Itis notable the broadcasting programmes are generally distributed through terrestrial television,satellite or cable television to the consumers (H. Tsiotsou 2013). Automatically, the number oftarget audience would be increased. As per the current trend and psychology of customers, themarket facilitators should give an in-depth knowledge and overview about the brands.
4SPORTS BROADCASTING Valenzuela (2013) opined that sports organizers in order to promote their shows to thepeople of different geographical boundaries intend to use the popularity of media vehicle withthe help of which consumers of different geographical markets intend to show their interest. Inorder to build the liking on a specific product the market executives intend to promote the brandeither by using traditional media or by using digital media. In case of sports broadcasting theorganizers for drawing the attention of viewers intend to use digital media for introducing theiragenda to the target market first (Boyd and Crawford 2012). As per the current trend ofconsumer behavior people tend to collect an in-depth overview about the products and servicesbefore using it. Like the same way, before taking part in the live shows the viewers intend to getan overall update about the sport from various media platform. Kahne, Lee and Feezell (2012)emphasized the emergence of digital media ensures to draw the attention of different audienceseven who are staying in the multinational countries. At the same time, the success of a businesspromotion is highly dependent on the preference level of customers. I order to create a particularpreference level the sports organizers intend to create a USP of the event. Xuet al. (2014) opinedthat sports industries while broadcasting the show by using media platform tend to use cheerleaders who enhance the enthusiastic attitude of the viewers. Rendering cheer leaders within thesports is a part of business strategy for drawing the attention of customers. This specific studyhas focused to make an in-depth evaluation on how preference leaves a major impact onconsumer behavior of sports industry. As commented by Croteau and Hoynes (2013), Conviction is the final stage where thedoubt of customers regarding using the services is converted into action. With the help ofexcellence media presence, especially using digital media the customers can be convinced forbeing the part of sports events. It is necessary to ensure the sufficient amount of the audiences for
5SPORTS BROADCASTING fulfilling the economies of broadcasting (McCarthy et al. 2014). The sufficient amount ofaudience size can generate the adequate financial resources. Moreover, the audiences often sharethe considerable buzz in the media sector. The attractive and appealing set of programs isavailable in different channel. However, the advancements brought to the technological worldhave been influencing the motives of the spectators in consuming the digital technologies towatch sports events. Purchase is the final stage of Hierarchy of Effects Theory. The audienceafter going through media promotional activities shows their interest for being the spectator ofsport events. The consumption of the Sport Mass Media has the pervasive influence on the society ofNorth America. It is notable that there is the clear linking between the attendance of thespectators and use of media during any sport events. In fact, it can be considered that the mediarequires developing idea about the most relevant way of organizing the sports events that wouldbe impressive to the spectators. The involvement of two notions helps in identifying the twomodes of sport consumption. The first is the use of media that creates much influence on theattendance of the spectators. Another notion determines the utilization of the media as arecreational substitute for the spectators’ attendance. It provides the alternate way of satisfyingthe desires of the spectators. As per the current trend of consumer behavior people tend to collectan in-depth overview about the products and services before using it. Like the same way, beforetaking part in the live shows the viewers intend to get an overall update about the sport fromvarious media platform (Abeza, O’Reilly and Reid 2013). From a clear management perspective,it can be implied that media behaviour depends on the proper marketing and communicationstrategies for maintaining the attendance.
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