Regulation of professional sport in a changing broadcasting environment: Australian club and sport broadcaster perspectives

Broadcasting is undergoing massive changes with technology introducing new delivery opportunities and thereby more broadcasters into the equation. Emerging technology in the sport broadcasting environment is complicated by the existing league and broadcasting regulations. League-based regulations impact on income distribution and product distribution, while broadcasting regulations, largely imposed by the elected Federal Government of the day, are enacted to ensure that commercial and public interests are being supported. Introducing a stakeholder interest-based approach, the regulation affecting professional sport clubs and broadcasters was examined in order to identify how they would respond to the regulation imposed on them in the emerging broadcasting environment.In depth interviewing of senior managers of Australian Football League (AFL) and National Rugby League (NRL) clubs as well as sport broadcasters was undertaken with the data analysed, and emergent themes recorded. Results indicate that league, broadcaster and government regulations impact on the clubs and broadcasters in a variety of ways, with clubs facing regulation from the league and the broadcasters, while the broadcasters and league face regulation from the government legislation enacted. The results indicate that these organisations need to be aware of the conditions that arise from the existing and emerging broadcast regulatory environment in order to better understand and respond to it.

► Regulation of professional sport in a changing broadcasting environment is examined.
► Vies from sport broadcasters and professional sport clubs were determined.
► Government (public) regulation and league (private) regulation perspectives were identified.
► Clubs and broadcasters accept their current regulatory environment.