The aim of the case is to the describe the OTT Sports Ecosystem, including: its features, its growth and success, the relationship with Pay-TV and the future developments. To switch from theory to practice and to better understand the current ecosystem we have used two different examples: 1) Sky Sport (Pay-TV with two OTT platforms); and 2) DAZN (Only Sports OTT Player). The two cases of this document contain this type of information: Broadcaster's history; Company Organization; Market Presence; Owned TV Rights; Economic Structure; and Future Strategy. Once the two cases have been described, the student has a clear idea of how the sports television market works from a classical (Pay-TV) and a digital (OTT) point of view. The student can also think about how the OTT world is changing the common fruition of contents also in the sports world and the future possibi-lities of digital fruition. The student will also be asked, on the basis of the information collected in the case, to play the role of Lega Serie A CEO in Italy and choose the best offer for domestic television rights of the three-year period 2021/2024.
The development of the OTT BROADCASTERS in the sports market: the SKY SPORT and DAZN cases
Antonelli, Luca
;Cirrincione, Armando
;Ruta, Cataldo Dino
2020
Abstract
The aim of the case is to the describe the OTT Sports Ecosystem, including: its features, its growth and success, the relationship with Pay-TV and the future developments. To switch from theory to practice and to better understand the current ecosystem we have used two different examples: 1) Sky Sport (Pay-TV with two OTT platforms); and 2) DAZN (Only Sports OTT Player). The two cases of this document contain this type of information: Broadcaster's history; Company Organization; Market Presence; Owned TV Rights; Economic Structure; and Future Strategy. Once the two cases have been described, the student has a clear idea of how the sports television market works from a classical (Pay-TV) and a digital (OTT) point of view. The student can also think about how the OTT world is changing the common fruition of contents also in the sports world and the future possibi-lities of digital fruition. The student will also be asked, on the basis of the information collected in the case, to play the role of Lega Serie A CEO in Italy and choose the best offer for domestic television rights of the three-year period 2021/2024.
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