TAILIEUCHUNG - Ebook Sport and Policy: Issues and Analysis (Part 2)

(BQ) This book is essential reading for any student or practitioner studying or working in policy today, and is: The first book to examine the intersection of sport with other (non-sport) policies from an international perspective including topics such as gambling, the media, social inclusion and economic development; Far-reaching in scope encompassing government regulation and sport's intersections with other government policies. This challenging text provides an accessible critical analysis of the intersections of sport with government policy. | CHAPTER 6 Media Regulation A further area of regulatory policy associated with sport we have selected to explore focuses on government intervention in the relationship between sport and the media specifically broadcast television. Media organizations have become essential partners for professional and non-profit sport organizations. The breadth and depth of the coverage that media organizations provide their sporting partners is of such significance that it has the capacity to influence the social and commercial practices of millions of people. Their financial relationship is also significant so much so that sport and the media are often regarded as interdependent Wenner 1998 . One of the consequences of the ways in which the social commercial and financial aspects of the relationship between sport and media organizations have developed is that governments around the world have increasingly sought to intervene through direct regulation in order to protect consumers and the efficiency of the sport media market. Motta and Polo 1997 327 noted that the broadcasting industry is neither purely competitive nor entirely regulated . The sport broadcasting industry is no different with different types and intensity of regulation applied in a variety of national and pan-national contexts. The media industry s ever-changing complexity and diversity is such that governments often find it difficult to apply regulatory frameworks that adequately meet their policy objectives and allow the market to function as efficiently as possible. The sport media landscape is also often regarded as a separate component of the much broader media landscape because of its special features significant audience appeal vigorous competition between broadcasters relatively cheap production costs and a mutually reinforcing web of promotion between different types of media modes and relationship to the sport . Hoehn and Lancefield 2003 566 noted that the pre-eminent position of sports programming in a .

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