Factual Information
Sky Sports is the brand name for a group of 9 channels. Sky Sports is the dominant pay-television sports brand in the United Kingdom and Republic of Ireland. It has played a major role in the increased commercialisation of British sport since 1990, sometimes playing a large role in inducing organisational changes in the sports it broadcasts, most notably when it encouraged the FA Premier League to break away from the Football League in 1992.
Sky Sports 1, 2, 3, and Xtra are available as a premium package on top of the basic package. These channels are also available as options on nearly every cable system in the UK and Ireland. Unlike the other channels, Sky Sports News is provided as part of the basic package and also broadcasts on Freeview.
How does it relate to audiences?
Sky sports target audience can, in its simplest form be broken down to targeting one main group; men. Although men like a wide variety of things and not just sport, it’s clear by the way they present the coverage of sport as well as the adverts sky promotes that men are the main target. The entire layout of the webpage is quite sharp and hardlined which appeals to men, accompanied by the fact that all the people on the homepage are famous sportsmen that generally men will know rather than women. Because sport is dominated by men worldwide, it isn’t a surprise that they are they target of the website. Although Sky Sports is perhaps best known for its football coverage, due to this it suffers a loss of viewers in the summer when no football is played.
How does it relate to institutions?
The main institution involved is obviously sky because it is their television channel. However, other institustions such as ‘The FA’ and ‘The Rugby League’ are involved. Farthermore, sponsors that endorse the poroduct such as the ‘Barclays Premier League’ or ‘The Heineken Cup’ prophet from the website. There are also adverts on the website such as ‘Playstation 3’, ‘Dell PC’s’ and ‘Xbox 360’ in which competitions advertise the newest technology available.
Sky are the main benifitters however and the website has many adverts and campaigns selling the new Sky + system as well as package deals for sky, not nececcarily related to sport. Obviously the likes of Sony and Dell have to pay to put their adverts on the site which gets sky more money. It’s a known fact that technology such as the Xbox appeals more to men than women so its clear that the companies have put their adverts on a mainly male visited site for a reason; so men can see them. Not to be stereotypical but the chances of seeing makeup being advertised are slim to none because the advertising companies know that they aren’t going to make any sales by putting them there.
Media texts/content
· Multiple sports, football, rugby, golf, cricket, nfl, nba, formula 1 (just to name a few)
· Games: Xbox – Brian Lara cricket 2007, PS3 – Vitrua tennis 3, Sky sports fun and games, skybet to some extent
· Video clips + highlights of all the recent sporting events from all sports, live streaming of the cricket world cup as well as hundreds of match reports and other upcoming news written by the sport teamProgrammes of all sporting types, the foorball premier league, the darts premier league, NFL (afc and nfc), rugby union/league.
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