Nov 19 - Sport and The Media

Title: Sport and the Media - Kine 2079

Overview

• Instructor: Nicole Lee

• Date: November 19, 2024

The Sports-Media Complex

• Definition: A multi-billion-dollar partnership between media, professional sports leagues, and advertisers in Canada.

History of the Sports-Media Complex

Televised Sport in Canada

• Significant impact of broadcasting in English and French on the profitability of leagues such as NHL in Montreal and Toronto.

• CBC and Radio-Canada: Exclusive national broadcasters, first significant source of Canadian sports content.

Public Broadcasting Era

• Key Values:

  • Broadcasting accessible even to rural areas in both English and French.

  • Representation of common culture through various sports:

    • Included CFL, wrestling, boxing, women’s softball, roller derby.

Gender Representation

• Early sports-media complex predominantly masculine, leading advertisers to target male audiences and under-represent female athletes.

The CTV Era

• Emergence of CTV in 1961, replacing CBC's dual role:

  • Competing goals:

    • CTV focused on national coverage, Winter Olympics, NHL hockey.

    • CBC/Radio-Canada emphasized professional/amateur events, track and field, skiing, Summer Olympics.

The TSN Era

• Impact of cable television leading to reduced viewership for CTV and CBC.

• Launch of TSN as the first 24-hour cable sports channel:

  • Full coverage of tournaments and events without disrupting regular programming.

  • Shift from traditional 'viewing rights' model.

Advertising Strategies

• Main Audience: Primarily affluent, middle-aged, white men.

• Example Advertisements: BMW, Rolex, banks, insurance companies.

Audience Differences

• Varied commercials and sponsorships based on event demographics (e.g., Brier Curling Championship vs. WWE).

Transformation in Media Representation

• Changes:

  • Introduction of TV timeouts for advertisements.

  • Franchise relocations to urban centers.

  • Enhanced broadcast features such as live commentary, replays, sound effects, and close-up shots.

• Sports Modifications:

  • NHL changes: Shorter overtime periods, 3-on-3 play, shootouts for excitement.

  • NBA's focus on 3-point shooting to increase scoring.

Gender and Sexuality in the Media

• Example: Notable sexist coverage during the 2016 Olympics.

Race and Ethnicity in Media

• Media's influence in shaping societal perceptions of race and ethnicity.

• Digital media as a platform for both racial attacks on non-white athletes and an avenue for talent showcase.