+ database
+ links
+ about
+ contact

Media History in Canada Database

Author: Nattrass, Susan Marie
Title: Sport and television in Canada: 1952 to 1982
Year: 1988
Place: Edmonton
Publisher: PhD Diss., University of Alberta
Abstract: The purpose of this study was to explore, describe and explain the nature of the relationships that developed between sport bodies of Canada, both professional and some amateur, the television medium, and advertisers/sponsors during the emergence of national television from 1952 to 1982-- the first thirty years of Canadian television. This study was comprised of a three part structure: the documentation of the historical developments of the interplay between sport (from a general and a selected sport-specific perspective), the two major Canadian television networks (the CBC and CTV) and advertisers/sponsors (major ones such as Imperial Oil, Imperial Tobacco and the three Canadian breweries--Carling O'Keefe, Molson, Labatt); an examination of the dynamic interplay and dimensions involved in this relationship; and an analysis of the relationships among the three groups to determine whether the relationships were symbiotic in nature.

Findings generally provided support for the hypothesis that the relationship(s) among sport, television and advertisers/sponsors was of a symbiotic or interdependent nature and dynamic. It changed with time and as a consequence of actions taken on the part of one or more of the three entities and was done primarily to attract a larger audience. The relationship(s) among the three partners was important and all had benefited in some way, mainly financial or from increased awareness and exposure. Sport benefited from television exposure to national and international audiences and the revenue received for television rights but sport also changed rules, schedules and presentation formats to meet the changing needs of its partners. Television gained substantive advantages: sports programing enabled the Canadian networks to meet Canadian content requirements; it attracted large audiences and therefore advertisers/sponsors; it was comparatively inexpensive and easy to produce or purchase; and it was a fairly substantial money-maker. The third party in the triumvirate, the advertisers/sponsors, also benefited from the relationship in that sports programs attracted large audiences, added a prestige value in advertising on certain sport telecasts or in being associated with a particular sport and, most important, delivered audiences with the "right" demographics and was cost efficient. from Proquest Dissertations