Chapter II. INDUCED
OPERATIONS.
In the induced operations, defined on page 14, we in
particular quoted the rights of retransmission of the matches and other
sporting events, the merchandizing and the sponsoring (which we will not study
here).
Section 1. RIGHTS OF
RETRANSMISSION : THE BASKET OF THE CENTURY
All the battle of the leading authorities of the two last
decades football will have consisted in introducing the commercial aspect into
the sport, whereas in the United States, Sports and Money had convolé in
right weddings for a long time.(QUIRK J. and STRONG R., 1999, pp. 50-51). Any
lord, any honor, takes again a French proverb. Football owes a great part of
its transformation to JOAO HAVELANGE. And as Octave which exclaimed
«Acta east confabulated », the Brazilian one,
octogenarian currently, could, also, by hearing the records of the rights to
him retransmission to push a ouf relief : « the part is played,
I made a success of my challenge. With you to preserve the assets of them and
to increase the receipts by them ».
What is then the rights of retransmission?
Paragraph 1. Definition of the
rights of retransmission.
Free, or relatively such, since years, football lost during
last decades, its exemption from payment to become expensive by predicting an
access more and more skimped. Such is the direction that it is necessary to
give to the remarks of two persons in charge for the chain of Italian
television Rai, mentioned again in the newspaper It Plate-24, of June 17, 1998:
«Football is too expensive». In support of their exclamation, Stefano
Balassone and Vittorio Emiliani make statement of expenditures carried out by
their chain for acquisition into 1997 of the rights of retransmission of
sporting events. On the whole, they had spent the sum of 395 billion Italian
liras, whereas three years rather, the same rights rose to 252 billion, before
reaching the unimaginable bar of 457 billion in 1998. However, in 1997, on the
total expenditure of the chain Spoke for the sport, football absorbed 300
billion liras. Re-entries, as for them, having been able to reach only 100
billion liras.
Therefore, the biddings of rights of retransmission are able
to make fall in bankruptcy certain undertaken which resort to it, at the time
when, the sport, in its new commercial tunic makes run even those which were
seldom interested in it.
The example of the chain of Rai television all in all offers
to release the tracks of a definition suitable for the group words, right of
televisual, audio-visual or radiophonic retransmission. Also, could one define
the rights of retransmission as being the prices paid by an economic, public or
deprived operator, sector of the media to the organizers of the events and
spectacles sporting, of which they are owners of right, in order to retransmit
them by way of their bodies to the targeted public.
Paragraph 2. Short historical
background.
The sale of the rights of televisual or radiophonic
retransmission is neither a recent reality nor suitable for football. The
literature which was leaning there announces that other sporting disciplines,
like football discovered the misadventures of them well before and owe their
prosperity of lately only with it. Such is the case «of the American clubs
basic-ball which misent only on the sale of the rights of retransmission TV and
radio operator buildings like significant sources their incomes» (Ross
F.S, 1999, p. 98). Old, the relation professional Sports and media are also.
For television, for example, BOROUGH J.F (1998, p. 209) announces the emergence
of commercial relations between television and the sport to the United States,
in the Thirties, and in Europe, in the Sixties, then their development in the
Seventies. In Africa, except for some country where television dates from the
period which followed independence immediately (case of the Democratic Republic
of Congo), the majority of the countries had chains of television only in the
current of decade 80 ; so that the relation between television and the
sport is only recent. In a study recently devoted to the American professional
Sports, QUIRK James and STRONG Rodney analyze for a long period the
reports/ratios thus evoked. « In 1960, the incomes of the national league
of football coming from the media were 3 million American dollars and the
American association of football gained of them 1,6 million. About 1980, after
the fusion of the national league and the American association of football, the
incomes coming from the media for the two combined leagues rose to 167 million
American dollars. In 1990, they reached 948 million American dollars... In
1997, the National Basketball Association (NBA) signed a contract of
retransmission of the matches for one 4 years duration with national chains NBC
and TNT, under the terms of which these chains will pay 660 million American
dollars per annum to the league without taking account of the amounts to have
by local televisions. (QUIRK James and STRONG Rodney, 1999, pp. 30-31).
«This marriage of convenience is due to the competing
nature of the market of the media, which, continue the authors, is explained by
the fact that the capacity had by television or the radio lies in fact only in
the capacity to offer to the public what it wants».
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