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ESPN, Koning Van Sportmedialand Sport En Media Vormen Een Goed Huwelijk www.sportenstrategie.nl april 2011 Jaargang 5 EditiE 3 17 The American Way Heb jij passie ESPN, koning van sportmedialand Sport en media vormen een goed huwelijk. Dat geldt zeker binnen de Noord­Amerikaanse sportmarkt. Voor de grote sportleagues vormen uitzendrechten de belangrijkste bron van inkomsten. Voor mediabedrijven zijn de uitzendrechten cruciaal om grote doelgroepen te bereiken en advertentie­inkomsten te kunnen incasseren. Marktleider op het gebied van voor sport? sportuitzendingen is The Entertainment and Sports Programming Network, beter bekend als ESPN, ‘The Worldwide Leader in Sports’. HAN Sport en Bewegen biedt een fitnessvideo’s waren een welkome dagen schakelen 28 miljoen men- manier om het uitzendschema sen in. In 2009 werd de 35.000ste gevuld te krijgen. aflevering uitgezonden. inspirerend leer- en onderzoeksklimaat Mede door het aantrekken van de getalenteerde programma- In 1987 verkreeg ESPN de kabel- Door Pieter Verhoogt directeur Steve Powell slaagde uitzendrechten voor de NFL en voor iedereen met passie voor sport. ESPN er steeds beter in zijn pio- werd ook ESPN Sunday Night Het ontstaan van ESPN is een nierspositie als één van de eer- Football, een footballshow rond klassiek Amerikaans onderne- ste kabelgeoriënteerde sportzen- een grote zondagavondwedstrijd mersverhaal. Bill Rasmussen ders uit te buiten. Al in 1982 sloot in de NFL, een programma-for- was sportverslaggever voor het nog piepjonge ESPN zijn eer- mat dat nauw aansloot bij de een lokaal televisiestation in ste contract met een grote sport- belevingswereld van sportfans. Massachusetts. Daarnaast ver- league: een driejarige overeen- Inmiddels heeft ESPN de zondag kocht hij tv-commercials voor komst met de NBA. Het zou het ingeruild voor de maandag en is BACHELOROPLEIDINGEN een professionele ijshockey- begin zijn van een snel groeiende ESPN Monday Night Football een club, de New England Whalers, sportrechtenportfolio. begrip onder Noord-Amerikaanse waar zijn zoon Scott stadion- sportliefhebbers. De vroegere - Leraar Lichamelijke Opvoeding speaker was. In 1977 werden SportsCenter: standaard NFL-commissioner Paul Tagliabue vader en zoon ontslagen. Op voor sportnieuwsrubrieken prijst ESPN voor het opschudden - Sport, Gezondheid en Management zoek naar een nieuwe bron ESPN vestigde echter vooral van de wijze waarop fans de NFL van inkomsten besloot Bill dat naam door zijn innovatieve pro- beleefden. “ESPN was able to take hun toekomst zou liggen in grammering, waarbij een com- the draft, the pregame and highlights - Sport- en Bewegingseducatie het recent opgekomen nieuwe pacte en aansprekende presen- show, and other NFL programming medium: kabeltelevisie. Hij tatie van het laatste sportnieuws to a new level.” droomde van een eigen televi- centraal stond. Het programma siebedrijf dat zich zou richten SportsCenter, een flitsende aan- Agressieve groeistrategie op regionale sportuitzendin- eenschakeling van wedstrijd- Door de jaren heen onderscheidde gen via de kabel. hoogtepunten, gepresenteerd ESPN zich van de concurrentie MASTEROPLEIDING door deskundige en goedgebekte door in elke sport de beste ver- 24 uur is goedkoper presentatoren, groeide uit tot een slaggevers en presentatoren aan FOTO: ANP PHOTO Vader en zoon Rasmussen absolute hit. zich te binden. Bovendien han- - Master Sport- en Beweeginnovatie werkten hun plan uit. Toen De eerste aflevering van het pro- teerde men een agressieve groei- Het ESPN Zone-restaurant op Times Square in New York City. Walt Disney Bill informeerde naar de gramma werd uitgezonden op de strategie. Om aan de grote vraag Company kondigde medio 2010 aan dat het vijf van de zeven ESPN Zone- mogelijkheden om enkele dag dat ESPN het levenslicht zag. naar sportuitzendingen te kun- restaurants zou sluiten als gevolg van de economische malaise. uren per avond uit te zen- Lee Leonard, één van de twee pre- nen voldoen werd in 1992 ESPN den op de kabel, kreeg hij te sentatoren, opende de uitzending Radio gestart en volgde in 1993 Uit al deze activiteiten ontvangt basketbal- en footballcompeti- horen dat het goedkoper zou met de woorden: “If you’re a fan, een tweede televisiekanaal, ESPN jaarlijks miljarden dollars. ties. Wat die laatste competi- SENECA zijn om continu uit te zenden. what you will see in the next minutes, ESPN2. Men kocht Classic Sports Van kabel- en satellietexploitanten tie betreft, zijn er momenteel Daarop besloten de mannen hours, and days to follow may con- Network en doopte dit om tot incasseert men gemiddeld drie à forse problemen. Samen met - Expertisecentrum voor hun idee aan te passen en een vince you that you’ve gone to sports ESPN Classic. Begin jaren negen- vier dollar per maand per abon- concurrenten CBS, NBC en Fox nationaal opererend 24-uurs heaven.” Het programma begon tig volgde de oprichting van ESPN nee. Dat bedrag is hoger dan dat heeft ESPN de uitzendrechten televisiezender te beginnen. met één dagelijkse uitzending, International, speciaal gericht op van welk televisiekanaal ook, een van de NFL in handen. ESPN Sport, Arbeid en Gezondheid Zij kregen daarbij financi- maar wordt inmiddels twaalf keer de groeiende markt van satelliet- duidelijke illustratie van de popu- betaalde daarvoor een bedrag ele ondersteuning van Stuart per dag uitgezonden. Driemaal televisie in Azië, Afrika en Latijns- lariteit van ESPN. Uitgaand van van 8,8 miljard dollar (tot 2013). - Integraal Gezondheidsmanagement Evey, directielid bij de Getty daags betreft het een live-uit- Amerika. De Europese markt circa 100 miljoen abonnees gaat In januari van dit jaar stonden Oil Company. Op 7 september zending, waarin de belangrijk- betrad men in 2004 via de intro- het al snel om 4 miljard per jaar. ESPN en NFL op het punt een 1979 was ESPN voor het eerst ste scores, hoogtepunten, voor- ductie van een Europese versie En daar komen de inkomstenstro- vroegtijdige contractverlen- via de kabel te ontvangen. beschouwingen en terugblikken van ESPN Classic, twee jaar later men uit andere genoemde activi- ging te tekenen die naar ver- worden gepresenteerd, gelardeerd gevolgd door de overname van teiten nog bij. luidt ging om een periode van Aanvankelijk vulde ESPN de met analyses en statistieken. De North American Sports Network, Dit unieke businessmodel met negen of tien jaar en een astro- beschikbare zendtijd met een overige dagelijkse uitzendingen dat in 2009 zou worden omge- meerdere inkomstenbronnen geeft nomisch totaalbedrag van 16 tot Meer weten over het uitgebreide aanbod breed aanbod van kleinere zijn herhalingen van de laatste doopt in ESPN America. Vorig ESPN een voorsprong op zijn meer 19 miljard dollar. Door toene- sporten. Voor de nieuwe zen- live-opnames. jaar breidde ESPN zijn portfolio traditionele televisieconcurrenten. mende spanningen tussen de kortdurende opleidingen, in-company der waren de grote sporten SportsCenter werd de stan- uit met het eerste 3D-kanaal in Het bedrijf is in staat sportrechten NFL-eigenaren en de spelers uiteraard onbetaalbaar en dus daard voor sportnieuwsrubrie- Amerika. op meerdere manieren te exploite- over een nieuwe cao (zie Sport bestonden de uitzendingen ken en heeft zich ontwikkeld ren, wat het in staat stelt bij rech- & Strategie januari 2011) heeft trainingen of maatwerktrajecten? vooral uit beelden van spor- tot een dagelijks ritueel in de De expansie gaat onverminderd tenverkopen een hoger bod uit te de league de onderhandelin- ten als Australian rules foot- Amerikaanse sportwereld. Het door. Het moederbedrijf ESPN Inc. brengen dan concurrenten die vrij- gen met mediabedrijven voor- ball, professioneel worste- programma biedt tegenwoordig omvat inmiddels meer dan twin- wel uitsluitend leunen op inkom- lopig gestaakt. len, tractor pulling, boksen, wekelijks ruim 23 uur livetelevi- tig televisiekanalen, meer dan sten uit commercials. Bel Seneca T (024) 353 12 62 Davis Cup-tennis en diverse sie. In weekeinden trekt de show tien radiostations en tientallen Hoewel beide partijen ten tijde universiteitswedstrijden. Ook 22 miljoen kijkers. De overige vijf websites, waaronder ESPN.com, ESPN maakt momenteel voor tach- van het schrijven van dit arti- ESPN360.com, Sportscenter.com, tig procent onderdeel uit van The kel al twee keer de onderhan- De belangrijkste sportuitzendrechten van ESPN. ESPNScrum.com en ESPN Online Walt Disney Company. De overige delingsdeadline hebben opge- Games (www.espn.go.com/free- twintig procent is in handen van schoven en nog wel on speaking MLB Sunday, Monday, and Wednesday Night Games; Opening online-games). Het mediaconglo- Hearst Corporation. In 1984 ver- terms zijn, is het gezien de grote Day games meraat zendt 24 uur per dag beel- kocht financier en grootaandeel- meningsverschillen niet denk- NBA 73 season games; one Conference Finals series den uit van 65 sporten in 16 talen houder Getty Oil Company zijn beeldig dat het volgende NFL- en 200 landen. Bovendien is het aandelen aan mediabedrijf ABC, seizoen niet van start gaat. NFL 17 Monday night games (Week 1 Doubleheader); 4 preseason games aanbod van producten en dien- dat een tachtigprocentsbelang Bij ESPN volgt men de onder- ONDERWIJSGEBOUW sten verbreed met ESPN The behield en twintig procent ver- handelingen met argusogen, NCAA Baseball: College World Series Magazine, ESPY Awards, ESPN kocht aan Nabisco. Dat verkocht want er staat veel op het spel. Basketball: Pre-season and post-season NIT-games (men); Books en ESPN Sports Polls. Er het belang op zijn beurt door aan Het schrappen van een NFL- Final tournament (women) waren ook trendy sportrestau- Hearst Corporation. ABC werd seizoen leidt
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