Muddling through: the evolving relationship between sport, the Internet and broadband media

Sports content is central to the operation of national and global media markets, with infrastructure initiatives such as the National Broadband Network (NBN) set to have a major impact on how fans access and consume sport. Communications network speed, scale, functionality and accessibility are useful concepts with which to understand these changes and processes of media convergence. This article uses these concepts to guide analysis of the evolving relationship between sport, the Internet and broadband media. Two stories are presented, each supported by original evidence drawn from research interviews with media and sports industry professionals. The first examines sports audio content and changing norms of technology use and radio presentation. The second story concerns video content, industry codes of practice, and conflict between sports organisations and news outlets over the use of online footage and commercial practices in a fast-changing communications and media environment.