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How has globalization changed sports and what changes are yet to come?

March 20, 2016 | Author: | Posted in health and medicine, sport

Running Head : How has globalization changed sports and what changes are yet to come

How has globalization changed sports and what changes are yet to come

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The relationship of US sports and globalization entities at the end of the 1980s , Eastman and Meyer (1989 ) predicted that sports programming will change .radically in the next decade (p . 97 ) and become the crucible for programming research in the 1990s (p . 118

To a large degree , these relatively modest and somewhat contradictory predictions have come to pass [banner_entry_middle]

. With a seemingly endless proliferation of television channels , sport is seen as the programming that can best break through the clutter of channels and advertising and consistently produce a desirable audience for sale to advertisers . In economic terms the telecasting of sports provides a television entity with a level of product differentiation that distinguishes it from its rivals . This often takes the form of branding ‘ – whereby sports coverage becomes identified with a specific television provider , such as the NBA on NBC ‘ or ABC ‘s NFL Monday Night Football . Brand identification is regarded as a key in leveraging corporate assets and in building audience loyalty at a time when viewers are now regarded as restless and likely to use a remote control device (RCD ) to choose among many viewing options (Bellamy Walker , 1996 . Sports also are seen as a critical component of the international expansion plans of the US television industry . To Fox Sports ‘ President David Hill , sport is the last frontier of reality on television .about the only thing that can guarantee an audience ‘ because of its ability to offer viewers around the globe a shared communication experience (Lafayette , 1996 ,

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While the sports and television partnership maintains many of its traditional structural features , the combination of a rapidly developing multichannel and international television industry and the increasing marketing-driven nature of sports has caused some disruptions in the once predictable relationship . To a substantial degree , this volatility can be linked to the overwhelming economic success of the relationship The US sports industry is a media-made phenomenon . Global television through its power to manufacture stars ‘ sell products , alter lifestyles , and most importantly , commodity audiences made spectator sports an element of mainstream culture . However , technological diffusion and regulatory change have altered the traditional economic structure and concomitant behavior of the television industry . The result is that sports entities are now able to exert more autonomy within the relationship

The US broadcast television industry ‘s argument that it needed relief from onerous ‘ governmental regulation was persuasive in a political climate predisposed to economic deregulation . Ironically , this was the impetus for the rise of alternative distribution outlets like cable which led to a new level of competition for the attention of the television viewer . By the late 1980s , the Big Three networks were consistently losing audience to cable services and the new Fox network It was not uncommon at this time to hear arguments that the Big Three were dinosaurs ‘ unable and unequipped… [banner_entry_footer]

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