Baseball in the Digital Age: The Role of Online and Mobile Content in Major League Baseball's Media Product Portfolio
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…
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Date:
December 2010
Creator:
Hutton, Brian P.