Chapter 20 20 New Media and International Sport James Santomier, PhD; Joshua A. Shuart, PhD; and Artur Costabiei, MA C H A P T E R.

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Presentation transcript:

Chapter New Media and International Sport James Santomier, PhD; Joshua A. Shuart, PhD; and Artur Costabiei, MA C H A P T E R

Chapter Objectives Understand and discuss the nature and dynamics of new media and the relevancy of new media technologies for the sport industry worldwide Understand the relationship among new media technologies, sport content, and the globalization of sport (continued)

Chapter Objectives (continued) Understand and identify the most important parameters for developing, implementing, and managing new media projects Identify and discuss important new-media- related challenges, dimensions, and issues facing sport enterprise managers worldwide Understand that new media is central to the future of the global sport industry

What is New Media? Refers to convergence of computing, telecommunications, and traditional media Includes any media production that is digitally distributed and interactive Audio and video content streaming Audio and video content on demand (VoD) Chat rooms, blogs, and (continued)

What is New Media? (continued) Social media (e.g., Facebook, MySpace, and Twitter) Digital marketing by and text messages Viral marketing DVD and CD-ROM media Virtual reality environments (continued)

What is New Media? (continued) Video games Internet telephony Digital cameras Mobile technologies such as smartphones using 3G and 4G technology to access the Internet

New Media Technologies Broadband High-definition TV Interactive TV

Functions of New Media Technologies Information gathering, sorting, and searching Sport content production Sport content distribution Content access and display

Integration of New Media Into the 2006 FIFA World Cup Read the case study on page 415 of International Sport Management.

UEFA Media Committee Read the case study on page 418 of International Sport Management.

Types of Digital Sport Content Accessed by New Media Highlights General information Specific event or game-day information But the types of digital sport content that consumers are most likely to access by new media vary widely.

New Media Challenges Marketing Managing new media User-generated content Digital rights

Tips for Managing New Media Assembling a core team to assist in the development of the new media initiative Brainstorming specifically about content and technology opportunities to take the concept beyond the initial idea (continued)

Tips for Managing New Media (continued) Market testing the concept with a representative audience or focus group— selecting appropriate consumers worldwide to test-drive the concept Developing appropriate financing, budgeting, and revenue analysis Addressing country-specific and enterprise- specific legal and rights issues (continued)

Tips for Managing New Media (continued) Planning the integration of specific technologies within the enterprise Developing a prototype or beta version if feasible. Ensuring quality control Addressing distribution and marketing issues

New Media Dimensions Social media Gaming Fantasy sports Gambling