The word media is a plural form of the Latin word ‘medium’. The word “medium” refers to the midway or the process of mediating. In our situation, information exchange between two or more people or entities, the media source and the consumer (Petersen-Wagner, 2020).
Football and cricket have a long history with media, but the introduction of new digital media platforms in the last decade has transformed the way we consume and interact with these sports.
The evolution of media from traditional media to new media enhances live streaming of matches to interactive statistics and fan engagement, media plays a major role in the modern-day fan experience (Leckenby, 2005).
Sports media has evolved significantly over the years in football. In the early days, coverage was limited and typically consisted of newspapers and radio, with occasional television broadcasts. Newspapers were the primary source of coverage, providing detailed game recaps, analysis, and other stories related to the game. Radio broadcasts provided listeners with play-by-play commentary, as well as interviews with players and managers.
Sporting bodies are also developing their own media platforms and companies, like NBL TV and Premier League football bypassing the traditional news media to broadcast their own games and break their own news.
This changing media landscape, where sports organisations can tell their stories directly to their fans through their own social or digital channels, is making it more difficult for traditional news journalists to get access to athletes or coaches. The organisation’s media department often holds the power to decide which player appears, where and when, and it’s becoming more common that their own channels win.
The first major breakthrough for media in football came in the mid-90s when the Premier League was established. This allowed for unprecedented coverage of the matches, with broadcasters pushing for live streaming of games and increased access to players and managers. This gave fans a chance to watch their favourite teams in action from the comfort of their own homes (Rookwood & Hughson, 2017).
What is noticeable today with the emergence of social media and the rise in demand for online content, is that traditional television networks are also finding it increasingly difficult to access live international broadcast of events such as international football and even some cricket events due to high costs and competition. Many fans today will tell you that it was easier to see Trinidad and Tobago football matches on local television in the 80s and 90s than it is today. And it's not because the matches aren't available or that the TTFA isn't providing the platform but rather most international competitions or matches simply cost too much for local stations to easily afford.
Today, many athletes use social media to market themselves, while sports associations are increasingly streaming events online. This is raising questions about the future of traditional sports journalism. Kristina Vogel an exceptional German cyclist added two more world titles to her long list of awards in 2017. However, her fans rarely got the opportunity to follow her achievements live on television. Regular World Cup season events simply aren’t broadcast by free-to-air television channels in Germany. However, the World Cycling Association (UCI) does stream the events on YouTube. Such associations are increasingly turning to streaming to try to give their events exposure. Vogel, though, doesn't see it as a completely positive development.
"I don’t think that the sport should be shown exclusively online," she said. "It’s better to have some real television channels there telling a bit more of the story."
Athletes and experts agree on one thing: Journalists can offer something of added value if they deliver in-depth background stories and unique insights into sports. Sports journalists are also in a position to ask critical questions about developments and issues such as match-fixing, tournament preparation and squad selection while at the same time putting them into context for their readers or viewers.
Whether a sport manages to gain wide acceptance among the general public also depends on the attention it gets in the traditional media. Today there is an incredible amount of media at our fingertips and with that comes an incredible amount of opportunity to be seen, heard, read and viewed. Sports media publications and journalists now need to be responsive to the needs of their audiences. Casual fans and diehards alike have grown accustomed to new innovations in their favourite sports. Multiple generations of West Indies, Chicago Bulls or Inter-Miami FC fans might consume sports journalism differently. It's no longer a one-size-fits-all approach to sports coverage.
The biggest audiences for round-the-clock updates are found in digital media rather than traditional outlets. Writers are now expected to craft unique stories consumable on multiple devices that stand apart from their competitors.
Shaun Fuentes is the head of TTFA Media. He was a FIFA Media Officer at the 2010 FIFA World Cup in South Africa and 2013 FIFA U-20 World Cup in Turkey. The views expressed are solely his and not a representation of any organisation. shaunfuentes@yahoo.com