Sports Television Programming: Content Selection, Strategies and Decision Making. A comparative study of the UK and Greek markets.

Abstract

This thesis looks at the subject of sports television programming in two European markets, the UK, one of the biggest and most developed in the continent, and the Greek, one of the smallest in Europe.

With the help of case studies over a period of eight years and qualitative interviews of television executives and professionals who are involved in sports television rights agreements, it analyses and compares the strategies and decision making of television organisations, the factors that affect their decisions and their success within the chosen markets.

A distinction will be made between public service, commercial and pay-TV and the reasons why different sports may suit different channels and at different points in their development. The findings should help to appreciate that there is not one strategy that works universally better than another. Its outcome depends on the value of the content, the particular characteristics of the organisation and the external environment where it operates. Most importantly, the thesis highlights the importance and limitations of the TV sports content, its crucial role in the decision making process and the necessity of more academic research into the area of sports television by people in content-driven disciplines, i.e. journalism and the media.