Sport and policy issues and analysis part 2
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Sport and policy issues and analysis part 2
Sport and policy issues and analysis part 2
CHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 n the relationship between sport and the media, specifically broadcast television. Media organizations have become essential partners for professional and non-profit sport organizations. The breadth and depth of the coverage that media organizations provide their sporting partners is ol such signifi Sport and policy issues and analysis part 2 cance that it has the capacity to influence the social and commercial practices of millions of people. Then financial relationship is also significantSport and policy issues and analysis part 2
, so much so that sport and the media are often regarded as interdependent I Wenner, 1993). One ol the con sequences of the ways in which the social, CHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 creasingly sought to intervene through direct regulation in order to protect consumers and the efficiency of t he sport media market.Motta and Polo (1997:327) noted that the broadcasting industry is 'neither purely competitive nor entirely regulated'. The sport broadcasting industry is no different, Sport and policy issues and analysis part 2 with different types and intensity of regulation applied in a variety of national and pan-national contexts. The media industry's ever-changing complSport and policy issues and analysis part 2
exity and diversity is such that governments often find it difficult to apply regulator}' frameworks that adequately meet their policy objectives and CHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 media landscape because of its special features: significant audience appeal, vigorous competition between broadcasters, relatively cheap production costs, and a mutually reinforcing web of promotion between different types of media (modes and relationship to the sport).Hoehn and Lanccficld (2003:5 Sport and policy issues and analysis part 2 66) noted that the 'pre-eminent position of sports programming in a channel's offering and as a key driver of a TV dclivcry/distribution platform hasSport and policy issues and analysis part 2
forced governments to intervene in media merger proposals, sports-rights contract negotiations, and disputes among7576 CHAPTER 6: Media RegulationTV dCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 hich content, such as sport, was competing for broadcast time on media outlets that were scarce, to one in which a multitude of outlets and forms arc competing for scarce content (Cowie & Williams, 1997]. In the latter paradigm a range of products arc considered to be 'premium content', with sport o Sport and policy issues and analysis part 2 ften viewed as the most valuable because it not only attracts large audiences, but is relatively cheap to produce and its commercial potential is ofteSport and policy issues and analysis part 2
n not hindered by cultural and language barriers.T he importance of sport to both the modern media industry and consumers has resulted in government sCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 cast rights to sport events migrating exclusively from frcc-to-air television to pay or subscription television. Second, governments have developed regulatory policy aimed at ensuring that sport and media organizations do not engage hl anti-competitive behaviour in the buying and selling of these br Sport and policy issues and analysis part 2 oadcast rights. Such behaviour can lead to monopolies being created that will necessarily restrict supply, which in turn will raises price to a levelSport and policy issues and analysis part 2
that will exploit consumers (New & LeGrand, 1999}. I hi rd, governments regulate to prohibit certain types ol advertising being associated with sportsCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 gration of the sport and media industries, such as the purchase of a sport team or league by a media organization. This chapter examines each of these policy areas, drawing on examples from a number of countries, in order to identify the reasons cited by government for undertaking such direct interv Sport and policy issues and analysis part 2 ention in regulating the relationship between sport and the media, to identify the centrality of sport in determining the nature and extent of such inSport and policy issues and analysis part 2
terventions, the variety of regulatory’ instruments used and to make some assessment of then impact on sport.SALE OF BROADCAST RIGHTSThe competition bCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 enue, particularly by attracting the most difficult to reach, and high-disposable-income consumer group, the 16-34 AliCl males;(ii) driving subscription penetration and reducing churn by building loyalty, and. increasingly, driving interactive revenues (such asSale of Broadcast Rights 77belling) in Sport and policy issues and analysis part 2 digital pay TV and online distribution markets, which can also have positive spillover effects to the broadcaster's overall brand, as well as demand fSport and policy issues and analysis part 2
or other content and products; and (in) achieving public-service obligations, including the coverage of a wide range of sports, minority sports, and 'CHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 red to be their unique characteristics:First, football is an ephemeral product as viewers are often only interested in live broadcasts. Next, substitution is very limited, because viewers who want to see a given football event are unlikely to be satisfied with the coverage of another event. Finally, Sport and policy issues and analysis part 2 the exclusive concentration of rights in the hands of sports federations reduces the number of sellers on the market.(Toil, 2003:47)The value of sporSport and policy issues and analysis part 2
t broadcast rights has grown considerably over t he last. 15 years and as Hoehn and Lancelield (2003:556) argued, 'major rights have tended to migrateCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 erests of broadcasters, sport organizations and consumers has been varied but, as Noll (2007:400) highlighted, governments have tended tn locus on three issues related to sports rights:whether pay-TV should be allowed to capture rights to events that historically have been broadcast on freeto-air st Sport and policy issues and analysis part 2 ations, whether rights to team sports should be sold by leagues or by teams, and whether a single buyer should be permitted to acquire all of the righSport and policy issues and analysis part 2
ts to a major sport. Reflecting conflicting views about these issues, different leagues around the world have adopted different policies and practicesCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 tion of rights from frcc-to-air TV to pay TV is addressed in the next section. The remaining two issues are central to determining the value of rights as Noll (2007:4191 concluded:The performance of sports broadcasting depends on the market structure for rights, which in turn is determined by two co Sport and policy issues and analysis part 2 mpetition policy decisions. The first is whether the power to sell rights is reserved for teams or given to leagues, rhe second is the policy of natioSport and policy issues and analysis part 2
nal governments with respect to competition in broadcasting.78 CHAPTER 6: Media RegulationIn the European market, the objective of the European CommisCHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 rkets is likely to improve the functioning of broadcasting markets and give viewers access to TV services that are reasonably priced, innovative, of good quality and with a variety of offers' (Toft, 2003:47). The selling of rights by leagues such as the Union of European Football Associations (UEFAl Sport and policy issues and analysis part 2 on behalf of their member clubs to a single broadcaster in each EU state was considered, in 2003, to contravene the Commission's policy on competitioSport and policy issues and analysis part 2
n:The joint selling arrangement which UEFA initially notified meant that all TV rights were sold to a single free-TV broadcaster in each Member Stale CHAPTER 6Media RegulationA further area of regulator}' policy associated with sport we have selected to explore focuses oil government intervention in Sport and policy issues and analysis part 2 d against payment. of 50% of the sublicensing fee. IO I JF.FA. Sub-licensing arrangements can do little to alleviate the restrictive effects of a joint selling arrangement.Football clubs had no access to exploit any TV rights. Neither UF.FA nor the football chibs exploited Internet or mobile telepho Sport and policy issues and analysis part 2 ne rights.The notified arrangement thereby contained most of those negative aspects of joint selling which it is the Commission’s policy to counter.(TSport and policy issues and analysis part 2
oft, 2003:48)The Commission's objections centre on their view that this form of 'packaging and manner of sale of football TV rights can distort the coGọi ngay
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