However, the once unmistakable attraction of sports can be shaky. In the United States, live sports did not stop the number of pay-TV subscribers from falling, and some suggested that the cost of sports broadcasting rights was to blame.
While advertising rates for the annual NFL Super bowl continue to rise, there is anecdotal evidence that the sport is not the advertising banana it once was for free television.
In Australia last year, the head of the Nine of Melbourne, Jan Paterson, said at a conference that it is unlikely that advertising sold for sports time segments will cover the price spent on the rights. Instead, the sport was redesigned as an advertising car.
The business media model of sports broadcasting is not destroyed, but cracks may appear. That is why sports organizations are increasingly working with sports TV channels, and sometimes instead to deliver their product to people.
Sports organizations as media providers
This is a requirement of most major sporting events that host a broadcast channel, with unbiased comments, being pushed to television stations around the world. Although existing 스포츠중계 have been used to produce these feeds, more sports organizations are taking control.
Tennis Australia began producing the Australian Open World Cup in 2014, and its CEO Craig Tayley told The Australian Financial Review:
However, this is not a common practice for regular, professional sports leagues.
In 2015, the Australian and New Zealand football tournaments changed that. Unable to secure the transaction with the broadcast, the ANZ Championship will be shown on free television in Australia instead of paying for its league. By controlling the broadcast, netball also gained more power to direct the story. That’s when ethics comes into play.
Ethics in sports speech
The defining ethical issue with sponsored content in the news is that it faces one of the defining values of journalism that journalists act as the fourth property. In this role, they support the institutions honestly and inform the public what they need to know.
Sponsored content conflicts with these fundamental elements of journalism, as it means that the journalist is no longer objective and independent. When looking at sports organizations as content providers, the key question is, do sponsors hope that sports broadcasts are journalistic? Do they believe that the TV show is produced by a sports organization that is interested in the welfare of this code?
This is a difficult question, because consumers of sports broadcasts may not be aware that these subtle changes have been made, that they are watching the filing of a sports organization.
However, research concludes that there are many reasons why fans watch sports, but they are mostly based on emotional reward, entertainment value, a sense of communication and the ability to escape.
In general, consumers do not watch sports broadcasts. They look to entertain. If so, a sponsored content model may attract less lag in sports broadcasting than in other media products.
The future: sports organizations as rights holders
But perhaps the most important point is not whether sports channels will continue to publish content created by sports organizations, but whether sports organizations will continue to sell their rights.
Many professional sports organizations around the world have realized the economic potential in creating and transmitting their own content. Examples include MLB TV Major League Baseball, pay-TV MUTV Manchester United, and AFL Media Australian Football League. All of these organizations provide premium content directly to consumers, often at a price.
Broadcasting rights continue to be the main source of income for professional sports organizations, and the audience provided by the media remains useful, so sports organizations are unlikely to be the only broadcasters of their own product. But if it makes sense for sports organizations to become their own producers, then get ready for a new game.