Transcript Slide 1

Unit 12, P2
Know how media and technology influence modern sport
Media: television, e.g. satellite television, increased participation, event
programming, sponsorship, advertising, broadcast rights, presentation of
national events, influence on rules of the game, sponsorship, Spectatorism,
punditry, narrative technique; rule changes; timeouts; local and national press,
e.g. magazines, sensationalism, gender imbalance, jingoism; internet eg chat
rooms, fan sites, merchandising
• The term media refers to the means of
communication
– The way in which information reaches a
number of different people.
• There are a number of different media that
report and comment on sport.
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Newspapers
Television
Radio
Internet
Books
Film
Teletext
Mobile phones
Can you think of examples for each of these?
• Television is one of the most important aspects of the media
• Different satellite broadcasters, such as Sky and ESPN, are
able to pay high prices for the rights to show the sporting
events, such as Premier League football.
• This puts a lot of money into the different sports
– A lot of sports have switched from the traditional coverage on
terrestrial channels, such as the BBC or ITV to the satellite
channels in recent years. Can you give specific examples?
• You will need some examples of different television
rights in the UK. You could do with finding some of your
own examples of TV deals.
– Sky's schedule of games will increase from 92
to 115 per season in each of the three years
from 2010 to 2013 inclusive. Sky paid
£1.623bn for its rights, or £4.7m per game on
average!
• There are also events protected by the government. These can only be shown on
terrestrial channels:
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Group A (Full Live Coverage Protected)
The Olympic Games
The FIFA World Cup Finals Tournament
The European Football Championship Finals Tournament
The FA Cup Final
The Scottish FA Cup Final (in Scotland)
The Grand National
The Derby
The Wimbledon Tennis Finals
The Rugby League Challenge Cup Final
The Rugby World Cup Final
• For a full list vist http://www.culture.gov.uk/PDF/sport_on_television.pdf
• You will need to know different viewing figures for sports in the UK,
as examples of the reach of sport.
– Andy Murray – Tennis 7.0 Million July 2011
– Rugby World Cup 2007 – 3rd highest in UK in 2007 – 13.13M in October
2007
– Football World Cup Final 2010 – Over 20 million British viewers
• Sport can pull in massive figures
– England vs Argentina – 1998 –
23.8 Million
• Even relatively minor events get
large audiences
– FA Cup 2007 – Middlesbrough
vs Man United – 7.8Million
• These trends have developed
over the years, with no sports
events featuring in the top ten
until 1986.
• Television reaches many people
• In an average week
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47.6 Million people (92%) watch television
The watch an average of 30 hours a week
Most of this (17 hours) is on terrestrial television
Dedicated sports channels (Sky and Setanta) get about an hour a
week.
• Considering their specialism, this is massive. (All sky movies channels
total at 38 minutes per week)
– You can see a full breakdown of how many people watch
television in different weeks here.
• Trends
– Pay-per-view has developed in recent years. It is only for
high level and specialist sports events such as:
• World Title boxing bouts.
• WWE Wrestling
• Premier League football
– Currently attract 200,000 viewers per event. Extra income
– More channels
• ESPN 1 & 2
• Sky 1, 2, 3, 4 & News
• Eurosport etc
• The press is made up of the
local and national
newspapers.
• There are two types of
national newspapers
― ‘Broadsheets’, such as The
Times and The Telegraph
― Tabloids, such as The Sun
and the Star
― They report on issues of
national importance, such as
top level football, rugby and
cricket matches
―Each area has a local
newspaper, such as.....
―What do you think the local
newspapers cover?
• What are the differences between the broadsheets and the tabloids,
in terms of:
• What they cover?
• If you are unsure, have a
• National and International?
look at some newspapers,
• How they cover it?
or even visit their respective
• Reports and interviews
websites
• Sensational scoops
• Different sports covered?
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The Times
The Telegraph
The Guardian
The Sun
The Star
The Daily Mirror
The Oxford Mail
• The power of the press
• Can you think of examples
where the press has had a
negative effect on sport, such
as:
― John Terry affair with team-mate
Wayne Bridge’s long-term
partner. The press exposed the
situation to the public
― Graham Taylor, Sven Goran
Eriksson and Steve Mclaren’s
treatment by the press when
results started to go badly
―The National press has a lot
more power than the local
press
―They reach millions of people
―Sometimes they have an
editorial agenda
• The internet is now possibly the largest form of media.
• It has had quite a lot of positive effects:
―Websites allow real time viewing of sport, bringing it to a
wider global audience
• Eg: The BBC shows sports that it
doesn’t have the space for in it’s
schedules.
• Youtube has highlights and clips of
thousands of sporting events
• Message boards
• Club websites
• Newspaper columns online
• It has been blamed, however for making children lazy and
reducing participation by dragging people away from competitive
sport.
―Do you think this
is the case? Can
you explain and
evaluate your
comments to get
a Merit or
Distinction?
• Radio is generally a positive influence bringing live
coverage and features to national and local audiences.
• There are a couple of national stations that cover sport,
such as
―Five Live
―Talk Sport
• There are also numerous local stations. Often they
provide commentary on local matches that would
normally not be important enough to reach the national
radio
• There are a number of sports related magazines around at the
moment. You will need to be able to name a couple of them. They
tend to provide a more considered insight into the players and
issues associated with sports than the newspapers are able to
give, as their editors do not have to work to such tight deadlines.
• Talk sport interactive
magazine
• Men’s Health Magazine
• Autobiographies of sports personalities and
reflective sports books are a popular way of
making money, and also give an insight into the
sport.
― They can have both a positive influence
(bringing the inside track on a sport to the
masses)
― and negative influence (Giving insight into
unsavoury aspects such as drugs and violence,
or mentioning other well known sports
performers in a poor light, creating tension and
conflict.
― Can you think of a number of examples of
sports books. If you can’t think of any, simply
search Amazon for different sports books.
• May increase participation
― To get a Merit/Distinction – You will need to give examples of sports that show
increased participation when there is lots of coverage on the Television.
• Television funding puts money into the sport.
― The governing body may use this to support grass roots programmes – Can you name
some. The FA is doing a lot here.
• Allows players to be full time and professional
― Name the sports and give a few examples
• Clubs can provide better facilities/equipment/players
― Is this always true? If all the clubs get more money, surely they are all chasing the same
players?
• Positive role models promote good behaviour
― Name a couple of good role models and say why
• Can bring different ethnic groups together
― Eg – French World Cup squads in 2006
― England Cricket team – Inclusion of Asian and West Indian descendents.
• Reduced participation
― People watching TV or using the internet
• The majority of money stays at the top level.
― Proportionately only a small amount of the FA and LTA’s revenues are invested in
grassroots development
• Only some sports become fully professional
― Give some examples of sports that do not make enough money in this country to be
professional
• The more successful clubs become richer
― Look at the money given to the winners of the Premier League, compared with the team
that finishes 15th – Can you find out the difference?
• Negative role models promote poor behaviour
― Can you name some negative role models
• Media hype can lead to nationalism and xenophobia, with ‘ant’ feelings against
other countries or groups.
― Can you think of examples where the press have hyped a game. England vs Germany,
Argentina, France
• Television broadcast rights brings in money to the sports
• This in turn brings in more sponsors, as they will be
getting a access to a larger audience
• This money allows clubs to spend on players, wages and
stadia.
―Look at the proliferation of new stadia, the cost of football
players, and their wages. All of this has gone through a
massive increase since the inception of the FA Premier League
(and their subsequent deal with BSkyB) in 1992.
• Global sporting events can help to generate huge sums of money, as well
as rebuild parts of the city, develop infrastructure and sporting facilities
― Evidence the plans for the 2012 Olympics and the sustainable legacy of a
regenerated East End of London
― The 2006 World Cup saw a massive profit of nearly £750 Million
• This has not always been the
case.
― Up until the Los Angeles Olympics
of 1984, when the Americans
introduced the idea of corporate
partnerships with large blue chip
companies, such as Canon, CocaCola and Adidas, all of the
Olympic games made heavy
losses for their host cities.
• To make sport more attractive to the viewing public, media and sometimes
to fit in with television, many sports have developed their rules accordingly.
― You will need to produce some examples to illustrate this if you want to get the
better grades, such as:
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Pass back rule in football
Goal keeper 6 seconds rule in football
Bonus points in rugby for scoring more tries
Tries in rugby moving from 3 to 4 to 5 points
Free hit in limited overs cricket
Adoption of Hawkeye with challenges in Tennis
• American sports are the extreme of this.
― Think of American football and Basketball where
there are numerous breaks in play with ‘time-outs’ .
This allows considerable scope for advertisements.
• The timings of events have been altered to suit the
television audience
― Look at the weekend football programme that now
runs from Friday evening to Monday evening
― The Champions League matches on two different
nights to allow more viewers
― 6 Nations Rugby used to all be played on a
Saturday afternoon at the same time. Now the
three games are spread over the weekend, with an
early and late kick off on the Saturday and a
Sunday game.
― The Olympic swimming competition in Beijing was
swapped with the finals being held in the morning
Beijing time to maximise on American TV
audiences
• These are not necessarily positive influences,
particularly for the sports performers. What do you
think?
• Sports have changed their presentation to
attract larger audiences
― Cricket in England followed the Australian lead by
introducing day-night matches, running from 4.00
to 10.30pm
• What effect does this have?
• The introduction and spread of Twenty20,
with games only lasting 3 hours has been
hugely popular with huge audiences, and
sold out grounds throughout the country.
• Half time and pre match entertainment
has spread in all sports, in an attempt to
make the match days value for money as
a whole family day out.
• The golden triangle, each needs the
other to be successful
• Adidas, Puma, and Nike regularly battle
it out at the World Cups.
― It is all about which players are wearing
their kit – (endorsement)
― As well as which teams are successful
― The 1998 world cup was billed as Nike
(Brazil) vs Adidas (France). This has
happened on many different occasions.
Can you name some others?
― Think of their different adverts that are
around during the tournaments. These
represent a significant investment in
players and the tournament. There are
some examples in the resources
section.
• Non sportswear manufacturers also use sport
as an advertising medium.
― Look at the video of World Cup matches in the
resources section
• Which other brands can you see advertised
• Coca-Cola has been associated with the World Cup
since 1970, and is regularly seen using footballers to
promote their products.
• Look at the videos of the Olympics
― Can you see any brands advertised here?
• The Olympics works with a number of corporate partners,
who are allowed to display the Olympic logo on their
products and advertise themselves as official partners.
They do not advertise in the stadia.
For P2 you need to describe what each of
the different media examples are and for
m2 you need to explain the influence of the
media on a selected sport (Football). Also
you should explain the positives and
negatives of each type of media. Include an
image and start with an introduction on
the media.
Television (satellite television, increased
participation, event programming broadcast
rights, presentation of national events. You
will need some examples of different
television rights in the UK. You could do with
finding some of your own examples of TV
deals)
Local and national press (sensationalism,
gender imbalance, punditry )
Internet(chat rooms, fan sites, merchandising)
Sponsorship(Spectatorism, Money, Advertising)