Description of the topic:

With the constant advancement in technology in the media industry, the sport’s media has gradually transformed from the traditional television broadcasts of live sports to modernized, effective and profitable broadcasting techniques. Despite the traditional television broadcast still dominating the sports media, tech approaches such as the MLB’s At Bar mobile applications, ESPN3 digital network and the recent Yahoo live stream for the NFL games have portrayed a promising and more productive future for the sport media, the consumers of sports, the players, the sponsors and every other stakeholder involved with sports. Furthermore, the recent success of Verizon in securing the rights to deliver live out-of-market NBA games streaming, implemented through its mobile app go90, has led to media stations contesting for the exclusive rights holders for most games. The trending topics, in this case, are how the technical developments in the media platforms will impact and be integrated into the existing sports broadcast rights landscape, the existence of firms having exclusive rights holders in air sports events and the effect of the new sports media on the revenue and performance of the sports teams and generally the leagues.

1. Introduction
   1. Initially, major television networks were the only sports media outlets available. They enjoyed this monopoly and raked massive profits in return for airing sports content the world over. Decades later, many more players entered the field of sports media. It became crowded continually due to its appeal hence a need for creativity to beat other media.

• The television station to air the first ever baseball game was NBC (National Broadcasting Company). The game was aired in 1939. However, not very many people owned a television set. Therefore, only approximately 400 TVs could view the first-ever televised sporting event in the United States. After World War 2, major league baseball started back up to try and sell TVs to the local people. Baseball games became the crucial item in selling enough television sets to attract advertising.The Media included cable networks, single sports channels, satellite TV packages, and dealers like Entertainment and Sports Programming Network (ESPN) which was a cable network attributed to being the first twenty-four-hour sports network.
• However, there are significant strides and transformations in sports coverage since the first game was broadcasted.While it started with baseball, it soon moved onto basketball, then to football, and then onto other sporting events even the Olympics. Companies like NBC took it over and just ran with it. The main breakthrough of sports media in broadcasting sportsevents has been the introduction of the internet. Through the internet, people can now stream live games with apps such as MLB’s At Bar mobile applications, ESPN3 digital network and the recent Yahoo live stream for the NFL games. Since the internet is the newest channel of communication with an increasing number of subscribers, sports broadcasters can now reach sports viewers at their convenience.

3. A good number of the existing sport media companies still use the traditional television broadcasting approach to reach sports consumers. The conventional methods are however exposing the media companies to significant challenges. For instance, some media companies have newspapers for sports news around the world. The Lance is one example of such papers. The newspapers have been challenged by timeliness since they broadcast news a day after the sporting event. Some broadcasters such as ESPN still use their traditional methods of satellite broadcasting. The major challenge for the process is the lack of coverage in some areas. Therefore, viewers in some geographical regions are unable to get a signal. Other sports broadcasters such as sky sports and Fox news use the cable network which is slowly becoming outdated with viewers shifting to the modern methods such as live streams.

• This research paper discusses ongoing developments in the media platforms will be integrated into the existing sports broadcast rights landscape. Moreover, the study explores the effects of incorporating new technologiesto the existence of firms having exclusive rights holders in air sports events. Similarly, this study investigates the impact of modern sports media on the revenue and performance of the sports teams and generally the leagues.

5. The future of sports journalism lies in both traditional media and new upcoming media. Traditional media can maintain its edge by evolving with megatrends and thereby remaining relevant to even the millennials. New media, such as social media, has gained popularity fast and is receiving acceptance at a higher rate than traditional media. The ever-changing face of the internet also is a boon to sports journalism. The aim of this study is, therefore, to establish the future look of the sports media in terms of the methods used in broadcasting sports.

• Alliances, partnerships, and collaborations have also risen between teams, broadcasters or players with related and unrelated companies. These partnerships have enabled reach for new users and have also revolutionized sports journalism. Therefore, it is imperative to research on these changes in the sports media and the expected changes.

1. Discussion and Topic Research
   1. Analysis of the traditional sports media platforms

• Although sports broadcast began in the 1890s with descriptions sent over telegraph, the first television broadcast happened in 1939. After airing of the first game in 1939, traditional media platforms have evolved until the introduction of the current channels. Television was still at infancy during the game with only two cameras making the video coverage. Since the cameras were stationary, it was challenging to capture fast movements such as swinging of bats. However, the coverage was a success and was aired through cable TV which was the medium at the time. By the 1950s, television sets were common in America. Sports coverage became diversified. However, airing live games in high definition became a challenge with the use of cable television leading to the introduction of satellite transmissions. The TVS received signals via an antenna mounted on the roof of a house or placed at high ground. With the development of the media platforms, the price of broadcasting rights for sports has risen steadily over the years due to the increasing competition.
• The major broadcasting companies included NBC (National Broadcasting Company) which aired the first match to be broadcast in the United States. Other significant companies include the cable companies ESPN and Fox Sports Network available in the US.
• NBC is the oldest television station in America. The company began its experimental transmission using a transmitter that covered a radius of 64 kilometers. However, with an increase in the number of customers, the company started using radio waves with transmitters boosting their signals. Later, they adopted the cable TV transmission, a method they have been using up to date. Similarly, other stations used the cable method to reach their consumers. In the late 1990s, cable TV began to be phased out by the introduction of satellite TV, a technique which could reach viewers all over the world if they had a satellite receiver. Most broadcasting companies, therefore, offered television channels in payable packages.
• Sports broadcasting has proved to be a lucrative venture due to the expanding fan base of sports clubs and sports viewers. However, during the beginning of sports media, NBC, for instance, thought that broadcasting would reduce the volume of spectator physically present at the stadia. On the contrary, after broadcasting the first game, the company gained more income streams through advertisements and airing sports. Sporting companies managed most of the traditional sports outlets. The companies acquired funds through pay channels and commercials in the stations.
• Despite numerous challenges, the traditional sports media outlets have had their strengths. Broadcasting a live sporting event was a significant strength of the conventional sportsmedia houses. NBC opened up the way for other outlets to dive into sports broadcasting. Through the cable TV method, traditional media houses have been able to reach a significant number of viewers. Similarly, the invention of satellite television increased the sports audience all over the world. Besides, the traditional methods were successful in airing a live match in high definition in the 1990s.Therefore, the greatest strength of the conventional sports media outlets is providing their viewers with 24 hours of live sporting events in high definition.

6. The traditional sport media platforms have however faced numerous challenges and limitation in their endeavors. The earliest television broadcasts had difficulties in reaching a wide audience since the transmitters could only cover short distances. The distance limited the number of viewers of a particular sporting event. Additionally, the traditional methods of transmission such as satellite are affected by the weather which reduces the signal. Also, cable TV can only cover a limited number of viewers since installation is expensive.

• However, the quality of the signal transmitted via traditional methods such as satellite, which is still in use today, can be improved through signal boosters. On the other hand, cable TV has been outdated and therefore not used by many. However, incorporation of current channels in the cable networks can improve the quality of their content. Additionally, cable TV can be merged with the recent fiber optics technology to acquire more audience.

1. 1. Analysis of the modern sports media outlets

1. The many shortcomings of traditional sports media outlets have resulted in the shift towards modernized outlets. The satellite coverage is only limited to some geographical areas. Consequently, the people in regions without signal have to find other ways of viewing sports events. On the other hand, the new internet technology of streaming matches using mobile and computer applications is a solution to the limitations of traditional methods.

• The shift to modern methods of sports broadcasting has brought numerous opportunities to the viewers and sports organizers. Broadcasting companies require broadcasting rights from the event organizers. However, the powers come at a cost. Broadcasting houses are continually competing to acquire rights of the significant sports activities such as the Super Bowl, English Premier League, and the UEFA Champions League.Therefore, the shift has increased the cost of broadcasting right raising the revenues of sporting agencies as well as the income of athletes. On the other hand, the broadcasting companies have regular channels of transmitting to the viewers at a cost. Generally, the shift from traditional methods has increased the income opportunities for sports media houses and players. At the same time, the change has improved the availability of sports broadcasts to viewers who can access the internet.
• The internet is the main channel in modern sports media. It allows for the live transmission of video coverage of a sporting event. Specifically, the outlets include the use of MLB’s At Bar mobile applications, ESPN3 digital network and the recent Yahoo live stream for the NFL games. These platforms can be accessed using a smartphone, a tablet or a computer. Similarly, the invention of smart TV has contributed much in the adoption of internet streaming of sports events.
• However, the transformation from the traditional media platform to the new outlets has encountered several challenges. Just like the traditional platforms, the new outlets have difficulties in reaching a broad audience. Since not everybody has access to the internet, the new channels are only limited to individuals who have access to the internet. Additionally, streaming of live events requires a reliable internet connection which is expensive to acquire. Furthermore, new outlets need exclusive broadcasting rights from the event organizers. However, the cost of acquiring exclusive broadcasting rights has risen due to competition among the current sports broadcasters.

1. Summary/Conclusion

1. Summary of findings
   1. The modern media outlets have far-reaching impacts on the current sports broadcasts. The new outlets have affected the various stakeholders in the sports industry such as players, fans and broadcasters.
      1. The big players in the modern sports media such as ESPN and NBC broadcasters actively involve stakeholders such as league teams and sponsors in the broadcasts. The presenters partner with the sponsors in broadcasting sports events as well as involving team players in advertisements and featuring them in other shows. However, small outlets have challenges in involving stakeholders.
      2. However, the most significant impact of the modern sports outlets is felt by the fans and viewers who now have access to live broadcasts of their favorite teams.Viewers have 24-hour access to live events happening around the world.

• The modern sport media outlets are still not capable of meeting all the needs of the fans and the sponsors. However, most of the needs of fans have been achieved since they have access to live games. On the other hand, sponsors of sports events require revenues for hosting the event and paying the players. The current price of exclusive rights is driven by market forces of competition rather than the actual monetary needs of the sponsors.

2. Broadcasting organizations pay vast sums of money to acquire the exclusive rights of broadcasting major sports events live.

1. Many media companies have the rights to broadcast some sports events. However, only a few have exclusive rights. Such organizations include ESPN, Sky Sports Network, NBC and a few others. These companies can broadcast various games ranging from indoor games to motor races.
2. To acquire exclusive broadcasting rights, the media companies pay an agreed sum of money to the sporting organizations to be allowed to broadcast the live events.

• Exclusive rights give the media stations authority to broadcast major sporting events acquiring a large number of viewers. Also, with the powers, organizations do not have to worry about lawsuits of violating copyrights.

1. Although the exclusive rights are expensive, sports media outlets gain more revenue by broadcasting live sports through paid packages.
   3. Impact of the new distribution channels on the revenue generated by the sports media stakeholders.
2. Although some of the new distribution channels require viewers to pay or subscribe to view the events, some are free. Therefore, the new channels have reduced the revenue streams for sport media outlets.
3. However, the registration fees and subscription fees required by some of the modern platforms are a significant source of revenue for the contemporary stations.
4. Critical reflection on the research
   1. Incorporating the current technology such as fiber optics in traditional platforms like cable TV can improve effectiveness. The fiber technology can allow broadcasts made over the internet viewed using a cable TV. Similarly, incorporation of internet technology in televisions through smart TVs has improved the effectiveness of stations.
   2. Additionally, more focus on improving the viewer’s experience can increase the number of revenues generated by the media houses. The audience is drawn to events that seem fun to them.Therefore, if sports media companies improve the experience of fans in their broadcasts, it forms a channel of more revenue.
5. Conclusion
   1. In conclusion, the current developments in sports media broadcasting have changed the broadcasts rights landscape making exclusive rights more expensive. However, the new platforms are generating revenues for the companies as well as enhancing the experience of the viewers.
   2. The shortcoming of the traditional media outlets led to the introduction of new channels. However, the new platforms have faced challenges in reaching a significant number of viewers since the internet is the main channel. Besides, the price of exclusive rights has risen due to competing media companies. The new distribution channels, however, give viewers a fun experience and earn the companies more revenue.

1. References
   1. Cacciato, M. (2018, June 20). The Changing Face of Sports Media – NASC. Retrieved February 4, 2019, from https://www.sportscommissions.org/blog/2018/06/20/the-changing-face-of-sports-media
   2. Da Silva, E. C., & Casas, A. L. L. (2017). Sports ecosystems: Assumptions for incorporating marketing strategies in sports clubs. The Marketing Review, 17(4), 409-426.
   3. Liu, Y. L., & Picard, R. G. (Eds.). (2014). Policy and Marketing Strategies for Digital Media. Routledge.

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