DUE DATE AND TIME: Week 10 – Friday 25 September, 2020 at 11.59pm ASSESSMENT TASK:Written report of 5,000 wordsCOMPLETED: XXXXXXXXXXIndividually PERCENTAGE OF FINAL GRADE: 60% DESCRIPTION /...

MMS773 SPORT BROADCASTING
A2 – MAJOR ESSAY
Table of Contents
Introduction    3
a) Background, Definitions and Scope of Topic    3
Background    3
Definitions    4
Scope of the Topic    5
b) Theoretical Bases    6
Theoretical Framework    6
Sport Broadcasting Remained Constant through Time    7
Changes in Sports Broadcast    8
Mobile Video Streaming    8
HD Television    8
Virtual Broadcast    9
Introduction of Artificial Intelligence    9
Aspects Remaining Constant in Thirty Years in Sports Broadcast    9
Aspects Changing in Thirty Years in Sports Broadcast    12
The Altering Landscape    12
Future is in the Hands of Viewers    13
Technology    13
Roadblocks in Future    13
Over the Top Plan    13
Artificial Intelligence    14
c) Practical Translation to Australian Sport Broadcasting through Implications for Stakeholders, Organisations or Wider Industry    14
Conclusion    16
References    17

Introduction
Sports and media have always been interlinked. It can be said that the connection between sports and media is long. When the ancient Greeks Feilibisi witnessed a long run from the city of Marathon to Athens and proclaimed a message of unity, it means the transmission of sport and information was inextricably connected. In addition, reporting has reached the media level, sports news being one of the media's key material. My topic for this essay is broadcasting through time, in what respects sport broadcasting has remained constant and in what respects it has changed. This essay will also focus on the respects, which will remain constant in thirty years’ time and which may change.
a) Background, Definitions and Scope of Topic
Background
As early as century ago, US sports broadcaster Pulitzer took the press as being one of the three powerful tools to gain viewer contact; some other two were controversy and guilt. His perspective is further proven at the current era. Until the 1920s, there were only written accounts of the games, but sports casters made the whole thing come to life with the advent of radio. Sports casters back then created an image with their voices, using instruments for background music, by speaking through with a microphone.
For the sounds of a bat hitting the ball, a hollow block of wood covered with a stick or pencil was used. Media Effects in Sport It is recognised as mass media when contact is shared not only between two persons has between hundreds of millions around the world instead. As indicated by Rowe (2018), the mass media and broadcasting are known as the society at large brain and nervous system. From a legal and economic viewpoint, the professional sport broadcasting system has gained much attention.
Although the prevailing connexion with sport broadcasting has been the economic and legal emphasis, little study has been conducted into the scope of distribution and importance of sports coverage. Major Research & Development (R&D) work has been conducted by broadcasters since 1956, actively testing and trialling methods to develop and enhance a national TV service. In its first years, Kent, Ellis and Locke (2018) stated that television lost the capacity to record, distribute and receive sports in a way that offered the viewer a sense of the match that was superior to being actually there or as convincing as a radio experience. As a result, technological advances in the field of image capture, transmitting and receiving equipment have been significant in the growth of the television association between sport and it is the public.
As indicated by Budzinski (2017), new manufacturing and transmission equipment has been implemented at local distribution points with comprehensive training in emerging Australian technologies. This agreement to create a national system focused on the declarations of principles and policy made by the Commission during the decades of television development and planning. Plant (2017) has described sport was a central component, both as a digital utility for viewers and as an inspiration for on-going transmission and delivery experiments.
Four decades after the effect of Australian sports broadcasting's commercialisation, sports media are again witnessing radical change as it is rapidly transitions from a television media to a progressively multiple platforms, multimedia world. Medrado, Cabral and Souza (2020) explained that the digital media forms and approaches allow new players such as Google, Amazon instant video and Netflix to connect with sports organisations, which are also involved, who are also establishing their own media divisions to curate and distribute sports content, to create new associations with audiences or consumers.
Definitions
Broadcasting these days is a central part of life and few people actually know how well the process work. Broadcasting, which is characterised as the delivery of content that are audio and video, via a mass media medium to an audience, can take place in several different ways and is somewhat computationally intense. As stated by Ala-Fossi and Lax (2016), many broadcasting systems use electromagnetic radiation to transmit audio and video content using a transmission medium. Some viewers may be acquainted with the term 'analogy broadcasting.' In the earliest stages of broadcasting, material delivery was done via analogue transmission.
Analogy transmission includes transmitting audio and video content through one of several cables, such as a fibre-optic cable, for example. Most sports broadcasting in the present era comes under the category of traditional broadcasting, using the optical transmission methods. Digital communication brings information about audio and video through a range of various ways, including copper cables, radio networks and device buses. The data was interpreted as electromagnetic signals. A number of sports broadcasting are also accomplished through wireless broadcasting, which is a network communications process, which also does not require anything other than an electrical conductor.
Broadcasting sports have significantly improved since the incorporation of sports broadcasting into modern America. As mentioned by Sanderson and Siegfried (2018), besides the various broadcasting domains such as analogue, electronic and wireless, there are many various broadcasting methods, which could be used to transmit sport knowledge, or live sports competitions, from one locations to the next. These methods comprise phone, television, satellite broadcasting, radio and webcasting.
Radio broadcasting included listening, by radio, to live activities, typically of a musical or concert type. Radio broadcasting requires and still includes the transmission of acoustic input through to the air from one antenna to the next, from one transmitter to a receiver. Originally, broadcast television retained the same techniques as radio broadcasting, extending the techniques to include video wave transmission together with voice signals. Satellite broadcasting transmits messages to a recipient from a converter by reflecting the data just above environment off satellite.
Webcasting incorporates wireless technologies for the video and audio information transmission. In real time, material can be downloaded to a computer, or broadcast from device to device. The most common methods for broadcasting sports today are cable, satellite and webcasting. Radio is still a popular sports broadcasting tool, but its importance blurred compared to the number of users who depend on televisions and laptops for information on their favourite sports, players and activities.
Scope of the Topic
As technology is the greatest innovator, it has penetrated deep into the foundations of all industries and the sports industry is no exception. Although the principles of the games remain almost the same, the way they viewed, processed and perceived has dramatically changed. Technology is making great advances in how billions around the world watch and experience sports. Especially in youth sports, there was a huge push to have more live games and more fans in the homes of Australia. As demand for high quality broadcasts increases every season, the youth sports broadcasting market is experiencing a rise in innovation. As mentioned by Kariyawasam and Tsai (2017), the youth video streaming industry is currently worth an incredible $300 trillion and estimated to hit $500 trillion by 2024.
More than 50% of their income can be traced to the selling of broadcast rights for many of big sports in Australia. Jalal and Murroni (2017) have explained fan appetite for sports content means increased viewing audience for those networks who control sports rights and, in turn, incremental advertisement revenues. To draw sponsors, broadcasters are prepared to pay a premium in order to secure exclusive broadcasting rights sporting events. That said that there would also be vastly different strategies between the major sports, for example, rugby, cricket and those who fail to gain recognition and encourage their sport such as Australian football. The latter also pursue a contract that assists in the expense of TV production and offers viewers with the finest coverage to the sport.
It is necessary for all the stakeholders to draught transparent and comprehensive contractual arrangements. Parties need to understand what their significant negotiating points are and verify the licensing deal allows or demands the same. Rights holders must break down and identify broadly the rights that are granted to broadcasters in order to defend their own right better, to access related media content. Broadcasters, but in the other side, want to keep the definition of rights broad in order to ensure the content is exclusive. As informed by Butler and Massey (2019), in the technological sense, the sports broadcasting has changed a lot but in the sense of broadcast revenue, legal issues and competition, it is still the same.
b) Theoretical Bases
Theoretical Framework
Sport rights rates have peaked. For years, these terms have been spoke in some way but new breaking sports broadcasting agreements have been signed repeatedly in Australia. A perfect example of cricket, following long-standing demands for improvements to the international tournament, the Council need to work to finalise plans that will trigger a major shake-up for the international tournament system of Cricket. It is a must-have stuff and it can harm the cost of not getting it, which would need to stop immediately.
As argued by Kerr (2016), while the value of sports rights has risen, advertisement revenue for free-to-air broadcasters and pay TV subscription revenue has gone in the opposite direction. Yet TV's viewing patterns, economies and subsequently, sport have drastically changed. TV networks, whether paying or free, obviously will not throw limitless wads of cash at sports organisations – it has to be the best of the best and the offer has to be financially beneficial. Consider the A-League one, which Network 10 had one telecast Saturday game and failed to bring in ratings.
The free-to-air part of the agreement expired on word is that Network 10 is not moving over to extend itself and it has also been shopped for free to sports broadcasters. The issue is that the A-League is not the best in the business and football is a hard prospect for free-to-air broadcasters who depend as their source of income on advertising revenue. There were almost no game breaks to sell advertisements, which in turn, added in the production costs and the possibility that a network might broadcast anything else, which will bring more advertisements at a cheaper cost. Thus, these literally made no...