Baseball in the Digital Age: The Role of Online and Mobile Content in Major League Baseball's Media Product Portfolio

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This case study evaluated Major League Baseball's (MLB) media product portfolio to identify how broadcast revenues have evolved over the past decade. This research looked back across baseball's long, dysfunctional history with broadcasters in order to recognize the significance of its ambitious use of online content. While MLB had failed to fully utilize the potential of broadcasting, the league's aggressive online strategy through its Advanced Media (MLBAM) division made it the industry leader in broadcasting live streaming sports video. MLBAM expanded its online streaming video to mobile phones and iPad, further expanding the distribution of its content. This research compared ... continued below

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vi, 141 p. : ill.

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Hutton, Brian P. December 2010.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 1644 times . More information about this thesis can be viewed below.

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  • Hutton, Brian P.

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Description

This case study evaluated Major League Baseball's (MLB) media product portfolio to identify how broadcast revenues have evolved over the past decade. This research looked back across baseball's long, dysfunctional history with broadcasters in order to recognize the significance of its ambitious use of online content. While MLB had failed to fully utilize the potential of broadcasting, the league's aggressive online strategy through its Advanced Media (MLBAM) division made it the industry leader in broadcasting live streaming sports video. MLBAM expanded its online streaming video to mobile phones and iPad, further expanding the distribution of its content. This research compared MLBAM revenue to traditional broadcast revenue while analyzing the online division's role in promoting the MLB brand. This case study concluded that while MLBAM had made a number of groundbreaking developments, the league could still improve its use of embedded, shared video clips, archived footage and international marketing in order to further extend the brand equity of the MLB, its thirty individual brands and its media product portfolio.

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vi, 141 p. : ill.

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UNT Theses and Dissertations

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  • December 2010

Added to The UNT Digital Library

  • May 4, 2011, 1:11 p.m.

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  • June 24, 2011, 1:31 p.m.

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Citations, Rights, Re-Use

Hutton, Brian P. Baseball in the Digital Age: The Role of Online and Mobile Content in Major League Baseball's Media Product Portfolio, thesis, December 2010; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc33170/: accessed September 23, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .