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![Page 1: Sports](https://reader036.fdocuments.net/reader036/viewer/2022070302/546f97caaf79595a6c8b4604/html5/thumbnails/1.jpg)
Sports.
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sports as a way for TNMCs to
expand overseas
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News Corporation
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1. Background
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print media
1952
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Transnational media company
Late 1990s
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Fox Television United States BSkyB
UKFoxtel AustraliaJSkyB JapanZee TV IndiaVoxGermanyStar TV Asia Sky New Zealand
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world domination
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Fox Television United States BSkyB
UKFoxtel AustraliaJSkyB JapanZee TV IndiaVoxGermanyStar TV Asia Sky New Zealand
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Cable tvstrange
unfamilarconvert
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Primary revenueadvertisingnot enough subscribers
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2. Using sports as an entry point in new markets
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Sportsbattering ram
“sports programming commands unparalleled viewer loyalty in all markets” (Murdoch, 1996)
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Sports: powerful, fast new market.
Superior to other forms of
entertainment
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Everyone agrees!
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live sports is a form of programming
familiar and
important to audiences
(Barker, 1997)
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has the broad appeal to
attract the large numbers of subscribers that
News Corporation need (Roche, 2000)
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Olympic Games FIFA World Cup
(Bellamy, 1998)
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18-34 year old male
<3 advertisers
$-)
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sports good entry point in
new markets
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3. Environmental scanning and local tastes
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Sportsconsistent
main strategy
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local tastesenvironmental scanning
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UKsoccercricketrugbygolf
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USAamerican football
baseballNASCAR
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Australia & New Zealand
rugby
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News Corporation worked to secure the broadcast
rights to the sporting entities that most
resonate with local audiences (Andrews,
2003)
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4. Expansion strategy
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invested heavily in sports property
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Major League Baseball LA DodgersNBA
New York KnicksEnglish Premier LeagueManchester Utd
(#fail)
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Australia. RugbyAustralian Super League+Australian Rugby League=National Rugby League
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Partnerships
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National Rugby League Kerry PackerNASCAR ABC, CBSESPN Star Sports Disney
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5. Future trends
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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