Electronic Media

1
chapter 15

• Electronic Media

2
Objectives

• To gain an overview of current electronic media
• To become familiar with the technological basics
  and terminology of electronic media
• To examine how the sport industry can use
  electronic media to market and promote products
• To gain an understanding of how sporting events
  are produced and distributed through the
  electronic media.

3
Electronic Media

• Television is the dominant electronic medium in
  terms of both market penetration and audience
  impact.
• Radio is often overlooked, but it continues to
  reach local and regional sport audiences
  efficiently.
• The Internet and its digital offspring offer
  immediate, international reach and the ability to
  pinpoint specific consumers but have yet to
  approach either television or radio in terms of
  mass audience numbers or response.

4
The Electronic Media Landscape
Although there are obvious differences among the
electronic media, all follow the same simple
model

• Informationthe sounds of a contest, pictures of
  an event, or textual accounts is encoded as
  digital bits and bytes.
• Sent via satellite, wire, or over-the-air
  transmission to a receiving device that decodes
  the impulses and reproduces the information in
  usable form.

5
Television Facts

• 110 million of the approximately 112 million U.S.
  households own at least one television and nearly
  4 out of 5 homes own two or more sets.
• In the typical household, the television is tuned
  in to one of the nations 1,600 TV stations or
  hundreds of cable channels for 8 hours every day.
  
• Women, on average, watch for 5 hours a day men,
  30 minutes a day less.
• Advertisers paid an estimated 68 billion for
  commercials to reach those viewers in 2004.

6
Radio Facts

• Radio reaches 94 of the population every week.
• Radio has some 10,000 commercial stations, 2,500
  noncommercial stations on the air in the United
  States, and rival satellite services offering
  hundreds of channels of personalized programming.
• Advertisers spent nearly 21.5 billion on radio
  in 2005.

7
Internet Facts

• The Internet, conceived as a research tool in the
  1960s, became a mass medium by the 1990s.
• In 2005, more than two-thirds of all Americans
  had Internet access at home, school, or work.
  About a third of users had high-speed broadband
  connections that allowed them to download audio
  and video effortlessly.
• No longer do you need a radio to listen to radio
  programs or a television set to watch TV
  broadcasts.
• Computers and portable digital devices make it
  possible to watch games in progress, get the
  latest sports news, and retrieve past
  performances and feature material from vast
  digital archives any time and any place,
  threatening the assumption that the greatest
  virtue of the electronic media is immediacy.
• Advertisers followed consumers into cyberspace,
  spending nearly 10 billion on Internet
  advertising in the U.S. in 2005.

8
SportMedia Relationship

• Well-established legal precedents give the home
  team, the tournament organizer, or event promoter
  the exclusive right to determine who can and
  cannot broadcast the events.
• Established teams, leagues, and events usually
  auction their broadcast rights to the highest
  bidder.
• In exchange for a guaranteed payment, the winning
  bidder receives exclusive rights pays
  production, distribution, and promotional
  expenses and sells advertising time to cover its
  costs.

9
Players in SportMedia Relationship

• Sport property owns rights and sells them to
  media.
• Media buy rights and sell ads to cover costs.
• Advertisers look to reach customers through
  commercials during broadcast.

10
Other Broadcast Models

• Syndication
• In-house production
• In-house production distribution
• Internet broadcast