Broadcast of Mega Sporting Events Case Study-Business opportunities for New media

• Main Authors: Yi-Chun Chen, 陳怡君
• Other Authors: Shu Yeh
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/58835540152096352444

碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 102 === In the year 2008, the International Olympic Committee (IOC) issued the first ever New Media Broadcast License in the world to ELTA Technologies. Fast-forward to 4 years later, ELTA Technologies not only acquired the New Media rights of the London 2012 Olympics, it also became the Gate Keeper of the London 2012 Olympics in Taiwan. Furthermore, ELTA Technologies also sub-licensed broadcast rights to Terrestrial &; Cable television companies; in order to achieve a wider coverage of the Olympic Games in Taiwan. Both the New Media Broadcast of the Beijing 2008 Olympics and the London 2012 Olympics were produced by ELTA, thus the researcher has witnessed the rapid transformation of various industries over the years including media, telecom, technology, and advertising. With the rise of New Media, both cross-platform and cross-industry integrations have become increasingly common in Taiwan. For instance, the integration of media and telecom industries, and the integration of media contents and APP services. Within the near future, we will see a revolution of New media within Taiwan in various aspects of life including mobile, multi-screen function, and cross-platform interactions. Having experienced the broadcast of 2 Olympics, the researcher found that New Media Sports broadcast is a very unique business model especially under the age of digital revolution. Moreover, the researcher foresees that sports broadcast will be the best source of revenue following the increasing popularity of click-per view and multi-screen viewing. (1) Commercial breaks within Live Sports broadcast can generate consistent revenue. (2) Sports broadcast are proven to stick viewers for a long period of hours, and the implementation of multi-screen, and multi-camera functions can further increase user interaction. (3) User initiated content sharings over social networks can benefit marketing strategies. (4) Sports related merchandises are abundant, which may open future E-commerce opportunities. The Media environment will forever be changed by the digital revolution, no matter if you are ready or not, the whole eco-system will be revolutionized, and we will all be pushed by the digital wave to undiscovered territories.