Abstract
This paper features the relationship between university sports and the media as part of research “The Public Role of Media in the Sports Sector.”
In response to the current situation where university sports are broadcast far less frequently than professional or high school sports, the aim of this paper is to examine whether there is any common ground between the public value of university sports—such as “the healthy development of the youth”—and the public role of television stations such as “responding to the public needs and providing rich and healthy entertainment.” Furthermore, the author also explores what cooperation might be possible to fulfill both values.
The live broadcast of the Hakone Ekiden long-distance relay race during the New Year annually records ratings of over 20%, and the TV station broadcasting it meets the needs of the public and viewers while securing advertising revenue. The athletic association utilizes the revenues such as broadcasting rights fees for the development of athletes, which represents a win-win structure both for the athletic association and the broadcaster.
Meanwhile, many university sports with low recognition and popularity have weak demand among the public and viewers, making it difficult for them to attract TV coverage. Under these circumstances, university sports are aiming to gain more recognition through their own online streaming services, but university sports associations that do not have rights to host tournaments or broadcasting rights are facing difficulties in delivering appealing content.
The representatives of the media and university sports, as well as experts, mentioned the concept of “locality” as a future keyword for the publicness that can be shared by television and university sports. In fact, some universities successfully generated revenue through community engagement. The focus now lies in whether each university can continue persistent efforts to enhance local demand that could lead to local media coverage.
