ICC Cricket World Cup 2003 : sports broadcasting in South Africa, national interest and money.

Abstract

This research is an investigation into the political economy of sports broadcasting within a South African context, using the ICC Cricket World Cup 2003 (CWC2003) as a case study. The staging of this global event, hosted by South Africa, is the focal point of many the world's largest sports media institutions and the production, packaging and distribution of the event is worth hundreds of millions of dollars. There are also many economic spin-offs generated by a media event of this magnitude in the form of ad spend and media merchandising which add to the monetary value of the Cricket World Cup as a mediated commodity. This dissertation looks at the political economy of the media in relation to the rapid globalization of the economics of sport and the role that technology has played in this development. In particular, the research will focus on the South African television broadcasting environment while at the same time acknowledging the trends and impact that global forces in sports economics have had on broadcasting. The research pays particular attention to the question of national identity and the role that sport broadcasting on television plays in building a spirit of national unity. This unifying tool has raised debates by the government regarding access to sporting events that are deemed to be of 'national interest'. In light of this, the dissertation looks at the role that public service broadcasting now plays in broadcasting sport to the greater population in South Africa. Finally, the dissertation looks at the case study of the cricket World Cup 2003 held in South Africa against which to apply the theories of political economy, globalization, and national interest. The dissertation looks at the audiences and spectators at the center of a dynamic relationship between Sports bodies, commercial agents, broadcasters and advertisers.