sports
DESCRIPTION
transnational presentationTRANSCRIPT
Sports.
sports as a way for TNMCs to
expand overseas
News Corporation
1. Background
print media
1952
Transnational media company
Late 1990s
Fox Television United States BSkyB
UKFoxtel AustraliaJSkyB JapanZee TV IndiaVoxGermanyStar TV Asia Sky New Zealand
world domination
Fox Television United States BSkyB
UKFoxtel AustraliaJSkyB JapanZee TV IndiaVoxGermanyStar TV Asia Sky New Zealand
Cable tvstrange
unfamilarconvert
Primary revenueadvertisingnot enough subscribers
2. Using sports as an entry point in new markets
Sportsbattering ram
“sports programming commands unparalleled viewer loyalty in all markets” (Murdoch, 1996)
Sports: powerful, fast new market.
Superior to other forms of
entertainment
Everyone agrees!
live sports is a form of programming
familiar and
important to audiences
(Barker, 1997)
has the broad appeal to
attract the large numbers of subscribers that
News Corporation need (Roche, 2000)
Olympic Games FIFA World Cup
(Bellamy, 1998)
18-34 year old male
<3 advertisers
$-)
sports good entry point in
new markets
3. Environmental scanning and local tastes
Sportsconsistent
main strategy
local tastesenvironmental scanning
UKsoccercricketrugbygolf
USAamerican football
baseballNASCAR
Australia & New Zealand
rugby
News Corporation worked to secure the broadcast
rights to the sporting entities that most
resonate with local audiences (Andrews,
2003)
4. Expansion strategy
invested heavily in sports property
Major League Baseball LA DodgersNBA
New York KnicksEnglish Premier LeagueManchester Utd
(#fail)
Australia. RugbyAustralian Super League+Australian Rugby League=National Rugby League
Partnerships
National Rugby League Kerry PackerNASCAR ABC, CBSESPN Star Sports Disney
5. Future trends
Reliance on big sporting eventsultimately scarcespend large amounts of capital for
broadcast rights in bidding wars“borrow-and-buy philosophy” (Gershon, 1997, p. 197)
not sustainable