News from sport

The focus of many moving image media is on sport, as people are interested in Olympic Games, in ball sports, athletics and motorsport. New or newly staged audience magnets such as handball, basketball, volleyball, darts or football can be created. High interest, strong identification with the stars and good coverage are guaranteed. Strong sales can be expected in one of the last big bonfires of traditional media. In order to be successful in this competitive field and to win over new fans and advertising customers amidst all the competition, investments are often made in innovations - for many, sports media are a kind of test laboratory for offerings, programmes and customer management.