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The International Olympic Committee's Strategic Management of Olympic Broadcasting Partnerships in the Digital Age Stephen James Hills

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The International Olympic Committee's Strategic Management of Olympic Broadcasting Partnerships in the Digital Age Stephen James Hills Florida State University Libraries Electronic Theses, Treatises and Dissertations The Graduate School 2015 Managing Digital Olympism: The International Olympic Committee's Strategic Management of Olympic Broadcasting Partnerships in the Digital Age Stephen James Hills Follow this and additional works at the FSU Digital Library. For more information, please contact [email protected] FLORIDA STATE UNIVERSITY COLLEGE OF EDUCATION MANAGING DIGITAL OLYMPISM: THE INTERNATIONAL OLYMPIC COMMITTEE’S STRATEGIC MANAGEMENT OF OLYMPIC BROADCASTING PARTNERSHIPS IN THE DIGITAL AGE By STEPHEN HILLS A Dissertation submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Doctor of Philosophy Degree Awarded: Spring Semester, 2015 Stephen Hills defended this dissertation on November 20, 2014. The members of the supervisory committee were: James P. Sampson, Jr. Professor Directing Dissertation Arthur A. Raney University Representative Joshua I. Newman Committee Member Michael D. Giardina Committee Member The Graduate School has verified and approved the above-named committee members, and certifies that the dissertation has been approved in accordance with university requirements. ii To my mother Edith Kerr Hills. iii ACKNOWLEDGMENTS First and foremost, I would like to acknowledge my major professor Dr. Jim Sampson. Your attention to detail and clarity of thought has enabled me to approach my work from a new perspective and has taken my writing to a new level. You have developed me as a researcher and an academic. I have taken valuable lessons from your teaching and applied it my own, doing my best to pass on the investment you have made in me. As much as I have valued your tuition, I have valued your friendship and support more. You were willing to work with me remotely whilst I was in the UK caring for my terminally ill mother and you showed great compassion and empathy for my situation. When my mother passed away during the final months of my dissertation, you supported my re-prioritization of my time and re-focused me when the time was right. I appreciate your continued guidance and ongoing friendship. I would also like to acknowledge my committee members Dr. Joshua Newman, Dr. Michael Giardina, and Dr. Art Raney. Your input throughout my dissertation is greatly appreciated and served to re-focus my work into a dissertation that was more meaningful to me personally. I would also like to acknowledge my proof readers Dr. Matthew Walker, Dr. Bob Heere, Dr. Charles Little, and Dr. Jan Bamford for their fine tuning and attention to detail. Finally, I would like to acknowledge Dr. Aubrey Kent for sparking my initial interest in organizational theory. iv TABLE OF CONTENTS List of Tables ................................................................................................................................. xi Abstract ........................................................................................................................................ xiii 1. INTRODUCTION ...................................................................................................................1 Interpretations of Olympism ....................................................................................................3 Olympism as a Philosophy of Social Reform ..........................................................................4 Olympism as a Commercial Brand ..........................................................................................8 Tension between Competing Interpretations of Olymism .....................................................10 Olympism as a Commercially Leveraged and Viable Philosophy of Social Reform ...........12 Commercially Leveraging a Philosophy of Social Reform .........................................13 A Financially Viable Philosophy of Social Reform ....................................................14 The Historical Evolution of Olympism .................................................................................18 Digital Olympism ..................................................................................................................24 Strategies of the IOC .............................................................................................................28 Governance Structure of IOC ................................................................................................30 Statement of the Problem ......................................................................................................31 Research Questions ...............................................................................................................32 Research Setting ....................................................................................................................33 Social Significance ................................................................................................................34 2. OLYMPIC BROADCASTING IN THE DIGITAL AGE ....................................................38 Sydney 2000 ..........................................................................................................................38 Global Digital Media Platforms Broadcaster Adoption...............................................38 Global Digital Media Platforms Audience Consumption ............................................39 Salt Lake City 2002 ...............................................................................................................40 Global Digital Media Platforms Broadcaster Adoption...............................................40 Global Digital Media Platforms Audience Consumption ............................................41 Athens 2004 ...........................................................................................................................41 Global Digital Media Platforms Broadcaster Adoption...............................................41 United States Digital Media Platforms Broadcaster Adoption and Audience Consumption ................................................................................................................41 Torino 2006 ...........................................................................................................................42 Global Digital Media Platforms Broadcaster Adoption...............................................42 United States Digital Media Platforms Audience Consumption .................................42 Beijing 2008 ..........................................................................................................................43 Global Digital Media Platforms Broadcaster Adoption...............................................43 Global Digital Media Platforms Audience Consumption ............................................44 v Host Country Digital Media Platforms Broadcaster Adoption ....................................44 Host Broadcaster Digital Media Platforms Audience Consumption ...........................45 United States Digital Media Platforms Broadcaster Adoption and Audience Consumption ................................................................................................................45 Vancouver 2010 .....................................................................................................................46 Global Digital Media Platforms Broadcaster Adoption...............................................46 Global Digital Media Platforms Audience Consumption ............................................47 United States Digital Media Platforms Broadcaster Adoption ....................................48 London 2012 ..........................................................................................................................48 Global Digital Media Platforms Broadcaster Adoption...............................................48 Global Digital Media Platforms Audience Consumption ............................................49 Host Country Digital Media Platforms Broadcaster Adoption ....................................51 Host Broadcaster Digital Media Platforms Audience Consumption ...........................51 Trends in Adoption of Digital Media Platforms by Broadcasters .........................................53 Official Websites .........................................................................................................53 Availability of Technology ..........................................................................................54 Use of Technology .......................................................................................................54 Balance of Coverage Hours .........................................................................................55 Potential Audience .......................................................................................................56 Trends in Consumption of Digital Media Platforms by Audiences ......................................57 Business Model ............................................................................................................57 Unique Visitors ............................................................................................................57 Ratio of Website to Television Audience ....................................................................59 Page Views from Official Websites .............................................................................59 Ratio of Global Internet Video Views to Television Audience ...................................60
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