transnational presentation

1. Sports.

2. sports as a way for TNMCs to expand overseas

3. News Corporation

4. 1. Background

5. print media 1952

6. Transnational media company Late 1990s

7. Fox Television United States BSkyB UK Foxtel Australia JSkyB Japan Zee TV India Vox Germany Star TV Asia Sky New Zealand

8. world domination

9. Fox Television United States BSkyB UK Foxtel Australia JSkyB Japan Zee TV India Vox Germany Star TV Asia Sky New Zealand

10. Cable tvstrangeunfamilarconvert

11. Primary revenueadvertisingnot enough subscribers

12. 2. Using sports as an entry point in new markets

13. Sportsbattering ram “sports programming commands unparalleled viewer loyalty in all markets” (Murdoch, 1996)

14. Sports: powerful, fast new market. Superior to other forms of entertainment

15. Everyone agrees!

16. live sports is a form of programming familiar and important to audiences (Barker, 1997)

17. has the broad appeal to attract the large numbers of subscribers that News Corporation need (Roche, 2000)

18. Olympic GamesFIFA World Cup(Bellamy, 1998)

19. 18-34 year old male<3 advertisers$-)

20. sports good entry point in new markets

21. 3. Environmental scanning and local tastes

22. Sportsconsistent main strategy

23. local tastesenvironmental scanning

24. UKsoccercricketrugbygolf

25. USAamerican footballbaseballNASCAR

26. Australia & New Zealandrugby

27. News Corporation worked to secure the broadcast rights to the sporting entities that most resonate with local audiences (Andrews, 2003)

28. 4. Expansion strategy

29. invested heavily in sports property

30. Major League Baseball LA DodgersNBA New York KnicksEnglish Premier League Manchester Utd (#fail)

31. Australia. RugbyAustralian Super League+Australian Rugby League=National Rugby League

32. Partnerships

33. National Rugby League Kerry PackerNASCAR ABC, CBSESPN Star Sports Disney

34. 5. Future trends

35. Reliance on big sporting eventsultimately scarcespend large amounts of capital for broadcast rights in bidding wars“borrow-and-buy philosophy” (Gershon, 1997, p. 197)not sustainable