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October 17, 2014
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Strategic Sports Marketing Process: Nike Soccer

Peter Down

STRATEGIC SPORTS MARKETING PROCESS

WRITTEN REPORT AND PRESENTATION

TITLE PAGE: NIKE SOCCER

 

EXECUTIVE SUMMARY

Nearly 20 million Americans watched the Round of 16 matches at the 2010 FIFA World Cup on television. Soccer-specific stadiums have opened their doors to resounding success. The National Training Center in Carson, Calif., in its 10th year of existence, has been a valuable facility for all levels, including the U.S. Soccer Development Academy, which kicked off at the state-of-the-art complex with much fanfare in 2007.

Soccer Popularity

(Sportspath, 2011)

Professionally, Major League Soccer continues to grow in popularity and prestige with 19 teams throughout North America, as well as increasing attendance and viewership. Also of significant importance, MLS features 14 clubs competing in 13 soccer-specific stadiums. On the women’s side, the U.S. Soccer Federation is administering the launch of the National Women’s Soccer League in 2013. U.S. Soccer is subsidizing the salaries of up to 24 U.S. WNT players while the Canadian Soccer Association and Federation of Mexican Football are doing the same for up to 16 players. (About U.S Soccer, 2014)

Overall, participation in U.S soccer continues at high levels among both youth and adults, with over 18 million participants in the year 2000 to more than 4 million registered players among the 24 million current participants in the sport according to the FIFA Big Count.

Fifa

(Fifa, 2014)

Nike, which leads in sales of all sports goods, only entered the soccer market in the 1990s, but has since made stunning progress. Adidas of Germany has traditionally dominated soccer pitches and is an official World Cup sponsor. Nike is to supply the kit for more teams than Adidas for the first time ever at this year’s World Cup finals. It will be providing kit for 10 teams at this year’s World Cup finals — Australia, Brazil, Croatia, England, France, Greece, Netherlands, Portugal, South Korea and the US. Adidas has dropped to eight teams from 10 in 2010. It still has a formidable line-up however, with reigning champions Spain, Argentina, Colombia, Germany, Japan, Mexico, Nigeria and Russia. As of 2012 Adidas’ market share in Sales of soccer goods was estimated at 38 percent, with Nike closing in quickly at 36 percent. (AFP, 2014)

In order to surpass Adidas as the leader in sales of soccer goods in North America and increase its market share in sales of soccer footwear and apparel, Nike Soccer needs to target the following markets:

U.S Soccer Participant Market

24,472,778 Soccer Players

83%: 20,286,000 Unregistered Players

17%: 4,168,778 Registered Players

Registered Participant Target Markets

0.002%: 540 Professional Players

0.03%: 73,763 Collegiate Players

3.2%: 782,514 High School Players

12.3%: 3,020,633 Youth Players

Professional Soccer

19 Teams, 540 Players: Age 24-35

Intercollegiate Soccer

1,632 Schools, 73,763 Players: Age 18-24

High School Soccer

11,600 Teams, 782,514 Players: Age 15-18

Youth Soccer

3 Million Players: Age 5-15

NIKE INTRODUCTION:

Blue Ribbon Sports was created in the 1960s, Bowerman and Knight began to sell shoes to any athlete in need of footwear. With the order they received from Tiger Co., Bowerman used his innovation of designing shoes and created shoes that were lighter and more efficient. He tested them out on his runners and soon they began adding other innovators to the company that suddenly was creating posters, advertisements, marketing materials, brochures, and even a catalog with full of photographs of runners wearing the shoes. They changed the name of Blue Ribbon Sports to Nike in 1971.

Nowadays, Nike has created many designs of shoes from regular everyday wear, such as sandals, to soccer cleats, in which any soccer athlete trades their sandals before every practice and match for a pair of Nike cleats. Soccer cleats made by Nike are known to have been wore by many great soccer athletes such as Mia Hamm, Cristiano Ronaldo, and Landon Donovan. They’re light on the feet making it easy to change direction and just stay speedy as well as unique with the check on them.

While Nike had designed footwear and apparel for golf and soccer for a number of years, the mid-1990s signaled a deepening commitment to truly excel in these sports. In 1994, Nike signed several individual players from what would be the World Cup-winning Brazilian National Team. In 1995, Nike signed the entire team, and began designing the team’s distinctive uniform. Nike also signed the US men’s and women’s national soccer teams, as well as dozens of national teams around the world.

Just as Nike’s products have evolved, so has Nike’s approach to marketing. The 2002 “Secret Tournament” campaign was Nike’s first truly integrated, global marketing effort. Departing from the traditional “big athlete, big ad, big product” formula, Nike created a multi-faceted consumer experience in support of the World Cup. “Secret Tournament” incorporated advertising, the Internet, public relations, retail and consumer events to create excitement for Nike’s soccer products and athletes in a way no single ad could ever achieve. This new integrated approach has become the cornerstone for Nike marketing and communications.

NIKE ORGANIZATIONAL MISSION:

Nike, Inc. is the world’s renowned leader in innovation of footwear, apparel, sports equipment, and accessories. The co-founder of Nike, Inc. believed that everyone can be an athlete. His motto was, “If you have a body, you’re an athlete.” Bill Bowerman, co-founder of Nike Inc., instilled in his athletes the values of their body and showed them on how to achieve success. Thus, Nike, Inc. created one mission statement for all sport lines in the company.

The mission of Nike, Inc. is “to bring inspiration and innovation to every athlete in the world.”

NIKE ORGANIZATIONAL OBJECTIVES:

As with any company, Nike, Inc. has organizational objectives for each sports line. These principles were made to ensure that the work at Nike is well-planned, organized, and complete, in order to be represented throughout the Nike corporation worldwide. The guiding principles are called the “11 Maxims” and shape the Nike culture.

  1. It is our nature to innovate.
  2. Nike is a company.
  3. Nike is a brand.
  4. Simplify and go.
  5. The consumer decides.
  6. Be a sponge.
  7. Evolve immediately.
  8. Do The right thing.
  9. Master the fundamentals.
  10. We are on the offense-always.
  11. Remember the man. (describing the late Bill Bowerman, Nike, Inc. co-founder)

NIKE SWOT ANALYSIS:

Strengths:1. Brand Recognition2. high product quality3. Effective marketing strategy4. Strong distribution chain5. Customer relationship satisfaction Weakness:1. High product price2. Medium retail presence3. overseas manufacturing dependency
Opportunity:1. Expansion to emerging markets2. Increase demand soccer products3. well known athletes and other celebrity endorsers Threats:1. Competition2. revenue relies on consumer income3. Product unsatisfactory

PLANNING PROCESS

A. UNDERSTANDING CONSUMER NEEDS:

1. MARKETING RESEARCH RESULTS

a. Problem Statement:

Statement 1

In order to successfully launch a new soccer line, Nike has to create a multi-faceted consumer experience which incorporates advertising, the Internet, public relations, retail and consumer events to create excitement for Nike’s soccer products and athletes.

Statement 2

Nike currently enjoys an 18% market share of the North American Soccer industry, with sales of $697 million. As Nike’s closest competitor with a 7.5% market share of the North American Soccer industry Adidas is poised to take over the marketplace if Nike fails in its mission to bring inspiration and innovation to every athlete in the world.

(Reuters, 2014)

Statement 3

If Nike does not continue to create must have products by anticipating customer preferences, the goal of achieving long term revenue growth as the world’s leading designer, marketer and distributor of athletic footwear, apparel, accessories and equipment will not be realized.

b. Research Objectives:

Identification of target markets for Nike Soccer in order to –

  • Continue to create innovative soccer footwear and apparel that can be customized by consumers
  • Continue to provide the market with competitively priced soccer footwear and apparel options
  • Capitalize on the phenomenal success of the women’s U.S National Soccer Team through brand association to promote Nike as the flagship of U.S Soccer
  • Create a mobile application that can be used to purchase Nike soccer footwear, apparel, and equipment.
  • Promote soccer as a physical sport that requires the toughness and grit associated with popular U.S contact sports like football and hockey
  • Host US Sports Camps (USSC) operated Nike Soccer Camps to recruit and develop athletes
  • Continue to build brand association through visibility

c. Methodology:

Secondary Market Research

Secondary research uses outside information assembled by government agencies, industry and trade associations, labor unions, media sources, chambers of commerce, and so on. It’s usually published in pamphlets, newsletters, trade publications, magazines, and newspapers.

Secondary sources include the following:

Public sources

These are usually free, often offer a lot of good information, and include government departments, business departments of public libraries, and so on.

Commercial sources

These are valuable, but usually involve cost factors such as subscription and association fees. Commercial sources include research and trade associations, such as Dun & Bradstreet and Robert Morris & Associates, banks and other financial institutions, and publicly traded corporations.

Educational institutions

These are frequently overlooked as valuable information sources even though more research is conducted in colleges, universities, and technical institutes than virtually any sector of the business community.

(Secondary Market Research)

d. Data Collection Instrument:

  • FIFA Big Count calculated categories of clubs, officials, registered and unregistered soccer participants in the United States.
  • Number of Major League Soccer franchises, clubs and stadium venues in North American territories.
  • United States College Soccer & Scholarship Opportunities Statistics, 2014
  • 2012-13 United States High School Athletics Participation Survey Statistics
  • U.S Youth Soccer Key Statistics, 2014

e. Results:

Soccer Participation: Professional

19 Teams, 540 Players: Age 24-35

(About US Soccer, 2014)

MLS

Soccer Participation: Intercollegiate (NCAA)

1,632 Schools, 73,763 Players: Age 18-24

(College Soccer & Scholarship Opportunities, 2014)

College

Soccer Participation: Interscholastic (High School)

11,600 Teams, 782,514 Players: Age 15-18

(2012-13 High School Athletics Participation Survey, 2014)

High School

Soccer Participation: Youth

3 Million Players: Age 5-15

(Key Statistics, 2014)

Youth

3. MARKETING MIX DECISIONS

Registered Participant Target Market Percentage Decline

  • 74% Decline in participation between Youth (3 Million Players) and High School level (782,514 Players)
  • 91% Decline in participation between High School (782,514 Players) and Collegiate level (73,763 Players)
  • 99% Decline in participation between Collegiate (73,763 Players) and Professional level (540 Players)

Contributing factors leading to Participant Target Market Decline

  • The average U.S sports fan views soccer as a women’s sport or child’s activity because soccer is not promoted as a physical sport that requires the toughness and grit associated with popular contact sports like football and hockey.
  • Soccer is the number one sport for the U.S Hispanic/Latino population however there is a lack of representation in U.S soccer due to an absence of opportunities that would contribute to athlete progress recruitment, development and education.
  • In addition to endorsement opportunities, professional athletes from other U.S sports such as football and basketball are often well compensated for their participation which makes their respective sports more attractive than soccer to aspiring athletes.

(Zwick, 2010)

IMPLEMENTATION PROCESS

Existing Product:

  • Continue to create innovative soccer footwear and apparel that can be customized by consumers

Mercurial

(Nike Soccer, 2014)

Footwear Benefits

  • Firm-ground (FG) cleats for use on short-grass fields that may be slightly wet but rarely muddy
  • Low-profile toe box to help you get under the ball for improved control
  • Medial and lateral reinforcements for added support and lockdown
  • Soft, minimalist heel counter to comfortably lock the foot in place
  • Contoured, perforated sockliner for low-profile cushioning and reduced cleat pressure

Apparel

(Nike Soccer, 2014)
Apparel Benefits

  • Dri-FIT fabric to wick sweat away and help keep you dry and comfortable
  • Made from recycled plastic water bottles
  • Rib crew neck with interior taping for a comfortable fit
  • Mesh fabric for breathability
  • Replica design with woven crest and team details for pride

 Existing Price:

  • Continue to provide the market with competitively priced soccer footwear and apparel options

Price

(Nike Soccer, 2014)

Professional Soccer:

Elite

  • Cleats: $225-$250
  • Apparel: $150
  • Equipment: $10-$169

Intercollegiate Soccer:

 Pro

  • Cleats $110-$225
  • Apparel: $75-$150
  • Equipment: $10-$169

High School Soccer:

 Club

  • Cleats: $70-$120
  • Apparel: $28-$75
  • Equipment: $10-$169

 Youth Soccer:

 Team

  • Cleats: $45-$70
  • Apparel: $9-$75
  • Equipment: $10-$169

Promotion:

  • Capitalize on the phenomenal success of the women’s U.S National Soccer Team through brand association to promote Nike as the flagship of U.S Soccer                                       Womens
  • Promote soccer as a physical sport that requires the toughness and grit associated with popular U.S contact sports like football and hockey
  • Create a mobile application that can be used to purchase Nike soccer footwear, apparel, and equipment.
  • Extend the ‘Make History’ campaign that allows users to compete for their MLS teams online through the Nike Fuel Soccer application thus enhancing the user experience with active participation.
  • Continue the partnership with Reddit for facilitating the, ‘Ask Me Anything,’ or AMA, platform which will give application users the opportunity to ask questions to Nike sponsored soccer stars.

(Research, 2013)

High School Soccer/ Youth Soccer

  • Host US Sports Camps (USSC) operated Nike Soccer Camps to recruit and develop athletes

Nike camps

(Soccer, 2014)

 Sponsorship:

  • Continue to build brand association through visibility

Professional Soccer

  • Secure Sponsorship of teams to provide Footwear, Apparel and Equipment
  • Sign top ranked U.S Hispanic/Latino soccer athletes to lucrative sponsorship deals
  • Event sponsorship of World Cup soccer teams to provide Footwear, Apparel and Equipment

World cup

Intercollegiate Soccer/ High School Soccer

  • Establish college scholarships to target U.S Hispanic/Latino soccer athletes
  • Secure Sponsorship of teams to provide Footwear, Apparel and Equipment

Youth Soccer

  • Event sponsorship of youth soccer camps and tournaments
  • Provide Footwear, Apparel and Equipment

CONTROL PROCESS

Current Market Projections (Reuters, 2014)

Market Share

Nike Soccer North American Market Share: 2012

  • 18%

Nike Soccer Key Markets Revenue:

  • $1.7 BILLION (Nike, Inc. Introduces 2015 Global Growth Strategy, 2010)(Reuters, 2014)

Revenue Segment

Nike Soccer North American Revenue: 2013

  • 41% = $697 MILLION

Nike current

(Nike, 2014)

  • 2009: $6.8 BILLION
  • 2013: $10.4 BILLION

Nike North American 5 Year Revenue Percent Increase:

  • 53% =$3.6 BILLION
  • 10% PER YEAR =$722 MILLION

 Future Market Projections

Nike future

Nike Soccer North American Revenue:

  • 2013: $697 MILLION
  • 2017: $1 BILLION

Nike North American 5 Year Revenue Percent Increase:

  • 53% =$348.5 MILLION
  • 10% PER YEAR =$69.7 MILLION

 

References:

(2014). 2012-13 High School Athletics Participation Survey. Indiana: National Federation of State High School Associations.

AFP. (2014, 3 9). Nike, Adidas face off in lucrative soccer market. Retrieved from taipeitimes.com: http://www.taipeitimes.com/News/sport/archives/2014/03/09/2003585227

About US Soccer. (2014, 4 12). Retrieved from ussoccer.com: http://www.ussoccer.com/about/about-us-soccer

College Soccer & Scholarship Opportunities. (2014, 4 12). Retrieved from scholarshipstats.com: http://www.scholarshipstats.com/soccer.html

Fifa. (2014). World Football Big Count. Retrieved 4 17, 2014, from fifa.com: http://www.fifa.com/worldfootball/bigcount/allplayers.html

Key Statistics. (2014, 4 12). Retrieved from usyouthsoccer.org: http://www.usyouthsoccer.org/media_kit/keystatistics/

Nike. (2014). Nike’s North American revenue from 2009 to 2013, by segment (in million U.S. dollars). Retrieved 4 13, 2014, from statista.com: http://www.statista.com/statistics/241706/nikes-us-sales-by-product-category-since-2007/

Nike, Inc. Introduces 2015 Global Growth Strategy. (2010, 5 5). Retrieved from nikeinc.com: http://nikeinc.com/news/nike-inc-introduces-2015-global-growth-strategy

Nike Soccer. (2014, 4 12). Retrieved from nike.com: http://www.nike.com/us/en_us/c/football

Raising the Bar. (2014). Retrieved 3 23, 2014, from nikeresponsibility.com: http://www.nikeresponsibility.com/#targets-commitments

Research, F. (2013, 9 17). Nike: Warming Up For FIFA World Cup 2014 . Retrieved from seekingalpha.com: http://seekingalpha.com/article/1699592-nike-warming-up-for-fifa-world-cup-2014

Reuters, T. (2014, 3 11). Adidas vs. Nike . Retrieved from thomsonreuters.com: http://blog.thomsonreuters.com/index.php/adidas-vs-nike-graphic-day/

Secondary Market Research. (n.d.). Retrieved 3 23, 2014, from entrepreneur.com: http://www.entrepreneur.com/encyclopedia/secondary-market-research

Soccer. (2014, 4 12). Retrieved from ussportscamps.com: http://www.ussportscamps.com/soccer/

Sportspath. (2011). Soccer Popularity Continues to Climb. Retrieved 4 20, 2014, from sportspath.typepad.com:http://sportspath.typepad.com/files/soccer-popularity-continues-to-climb.pdf

Zwick, J. (2010, 6 10). Latino Immigration and U.S. Soccer. Retrieved from newrepublic.com: http://www.newrepublic.com/blog/world-cup/75440/latinos-and-us-soccer

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May 11, 2013
by Peter Down
4 Comments

Does more in-game contact between teammates lead to greater success in basketball?

Peter Down & Emory Paine

Com 300: Communication Research Methods

Final Research Paper

Peter Oehlkers

 

Does more in-game contact between teammates lead to greater success in basketball?

Introduction

Improving sports performance, especially among collegiate sports teams, is an important topic of conversation for many researchers and professionals. In a time where just one division of athletic programs is a “$6 billion enterprise,” (Desrochers 2013) it’s no wonder that a great amount of money is spent every year in an attempt to increase performance. Athletic departments spend far more – three to six times as much – on athletes than the institutions do to educate average students, with schools in one athletic conference spending an average 12.2 times more ($163,931 compared to $13,390). With all this money being spent, and with at least 92 different sports science journals currently active since 2010 (Journal Ranking 2010) it would be odd to think that there was a simple method of improving sports performance that researchers and collegiate sports programs are overlooking. However, the use of in-game contact as a method to lead to greater success in sports seems to be currently unnoticed.

The use of touch as a performance indicator for basketball is not an area of sports and movement science that has received much attention. Kraus et al. 2010, which explored this specific connection between touch and performance concluded that “touch is crucial for predicting performance in competitive group settings” and that “teams that went on to enjoy winning records directly following the coded game engaged in more touch (M = 23.79) than teams with losing records after the coded game (M = 16.14)” where the difference in touch was measured in seconds (Kraus et al. 2010). However, most studies, such as Rajan 2009, focus on the effects of nonverbal communication as a whole rather than individual mediums, and though nonverbal communication has been proven to increase confidence and camaraderie between team members, these results are not specific enough to identify the exact causes of increased performance. In our study, we are focusing solely on the effects of touch between members of collegiate basketball teams to see if there is a link the amount of contact and the amount of success teams have.

Touch has the ability to influence and infer many things, from thoughts and perceptions to feelings of trust (Hertenstein 2002, Williams & Bargh 2008). Trust has been cited as an indicator of increased commitment between people and can increase a person’s ability to depend on others when necessary (Wieselquist et al. 1999), which is vital in sports; this is especially true in team sports such as basketball where the ability to depend on other players for constructing plays and throwing passes the game is played and won. Team cohesion positively influences overall performance, especially in team sports where teammates depend on one another for success (Jones & Kijeski 2009). Thus, there is a clear line of logic that connects touch to various avenues of increased success.

The goal of our research was to see if greater amounts of in-game contact between teammates on a basketball team led to greater success of the team in terms of score and number of wins. This was be measured by watching publicly available archived footage of 10 Salem State University home basketball games from Salem Access television and recording, on a checklist, the various forms the in-game contact takes and how often it occurs for both teams. We hypothesized that greater in-game contact between teammates does lead to greater success in basketball.

The results of this study provide insight into the effects of non-verbal communication and motivation among sports team members. The results could be given to basketball teams or adopted for other sports in order to achieve greater success; the possibilities for the implementation of these results are legion. Teams that go out of their way to make more contact may not only find greater performance on the court but may also feel better about their fellow players and themselves.

Literature Review

Does more in-game contact between teammates lead to greater success in basketball?

Basketball is a team sport that requires teammates to possess a collaborative skill set. Team cohesion is developed as a result of collaborative efforts between teammates participating in an interactive sport such as basketball. Both verbal and non-verbal communication within an interactive sports team setting inspires confidence and motivation among teammates, further enhancing team cohesion. A mutually supportive, interactive team environment where encouragement is communicated by teammates both verbally and non-verbally through physical touch, promotes cooperation leading to improved performance and team success.

In a business environment, individuals are often grouped into teams to work on collaborative projects without having first developed or practiced collaborative skills. (Snyder, 2009) The absence of collaborative skills leads the individuals on the team to apply individual approaches to a group experience. This of course would defeat the purpose of being grouped into a team and could potentially lead to conflict within the group as varying individual approaches can either jeopardize the project or exclude other group members. Instructing teams about teamwork provides participants with the tools to perform well within a collaborative setting.

A great deal of effort is often put into preparation and practice to improve individual skills and performance. In addition, individuals require safe environments in which they can practice communication skills prior to performance and evaluation. A safe environment would also include a setting where team membership would remain consistent from practice to performance. If individuals are prepared and practice their team skills, they are more likely to effectively apply their skills in group assignments. In order to practice and model effective collaboration; attention was focused on the purpose of the project, participation and positive collaboration was encouraged, timelines were established, the projects were kept on track and conflicts were negotiated.

Individuals were given the opportunity to review and revise their collaborative performance through a questionnaire which upon reflection allowed them to be more effective team members. Self reflection is a method of performance evaluation that can provide valuable perspectives. Specific questions were used to help students review and reflect on their performance: After students have a foundational understanding of the collaborative skills, they practice these skills in a collaborative, yet supportive, environment. (Snyder, 2009) The focus on preparation, practice and performance review in teaching teams about teamwork was effective in developing and improving collaborative skills resulting in a positive group experience.

Collaboration is essential to success as it allows a group of individuals to aspire and work towards a common goal. A major part of the collaborative process is communication which can be relayed in many different forms. When all members of a group are collaborating on a project or task and are communicating effectively, efficiency towards goal accomplishment is heightened. Cohesion is displayed within a group setting when the grouped individuals are able to work towards a common goal while communicating effectively. Coactive settings require individuals to take on all the responsibilities and approach tasks without seeking collaboration. Interactive settings require individuals to collaborate with each other to accomplish tasks through communication and this cohesion often leads to success.

The existence of a relationship between group cohesion and success is explored when both task and social cohesion deal with member-to-member relations within a team environment. (Jones & Kijeski, 2009) Group cohesion applies to social structure within a group, social exchanges between members in the group, role clarity and commitment to the group, common goals between group members, and the relationship of the above to task performance. Interactive team sports such as soccer, basketball, football where members only competed for the good of the team and only received a team score for their efforts exhibited the strongest relationship between team cohesion and team success. Coactive or individual sports such as golf, tennis and gymnastics where athletes can succeed with or without their team, performance is not entirely dependent on team cohesion.

The purpose of the research was to determine if there was a positive relationship between team cohesion and team success in coactive sports. The research further sought to determine if team cohesion correlates with team performance to a greater degree among teams competing in interactive team sports than among teams competing in coactive team sports. Surveys were used to collect data from a sample of athletes competing on both interactive and coactive sports teams. The sample was collected by administering surveys to the athletes just prior to scheduled practice times, with the prior knowledge and approval of the coaching staff of each team. Task team cohesion and social team cohesion were individually examined to determine if one influences team success more. Team success was defined as the winning percentage of each team in the study and was measured using the publicly available data win/loss records.

The research study found that team cohesion influences overall success differently between interactive and coactive sports. The findings supported a negative correlation between team cohesion and team success between coactive sports teams and a positive correlation among interactive sports teams. The results are indicative of differences between coactive and interactive sports where coactive athletes are recognized for individual achievements and success. There is less emphasis on recognition of an athlete’s individual achievement and success in interactive sports. Cohesion among athletes may be hindered by inter-team competition in coactive sports as athletes from the same team often compete against each other.

In coactive settings that require individuals to take on tasks and challenges without the support of others the development of communication and collaborative skills is limited. Coactive individuals are not only faced with the tasks at hand but must also be self confident and motivated to proceed. Interactive settings automatically present a support system where individuals can rely upon each other to work together towards task accomplishment. Individuals grouped together in an interactive situation provide encouragement, confidence and motivation as part of the collaborative process. This support which goes beyond communication and collaborative skills is essential to success and further promotes cohesion within the group.

There is a relationship between language usage in spectator sports and how the nonverbal works in increasing the solidarity of team members and admirers. (Rajan, 2009) Stating that sports psychology can be considered as an applied science, the author explains the way psychology is working in the field of sports and training. There are many metaphors that are used in sports that compare it to war; this is especially evident when an athlete trains with the discipline of a soldier in preparation for competition. Athlete uniforms take the place of soldier armor and terms such as win, defeat and battlefield take on the same meaning as they would in a combat warzone. Nonverbal communication increases the confidence and solidarity of team members to perform cohesively leading to a successful outcome.

The extremely competitive nature of sports requires intense motivation, preparation and practice to achieve a desired level of performance. Beyond physical preparation as an aid to success, athletes need to be mentally prepared and confident in their ability to perform during competition. Sports and exercise psychology has evolved as an interdisciplinary field involving sports psychologists’ use psychological assessment techniques and intervention strategies in an effort to help individuals to achieve their optimal physical performance by focusing on the mental aspects of performance. Psychology as a behavioral science has made its contribution towards improving sports performance by helping coaches to coach more athletes to perform efficiently and enhance athletic performance by reducing stress.

Anxiety can be a deterrent that impedes athletes from achieving success by hampering their decision making ability. Regardless of individual skill level, anxiety has been found to exert a powerful influence on athlete performance in sports. The most powerful quality that elite athletes posses, is a high level self-confidence which may act as a protective shield from anxiety. Success in sports depends on trust in your own strength and ability this is especially important in coactive sports. If an athlete is well prepared for competition from the physical, technical and tactical point of view, the most important factor deciding about his/ her degree of success is self confidence. In an interactive sports team environment, team cohesion promotes athlete confidence as teammates provide encouragement and motivation through trust in their combined ability to achieve success.

The encouragement and support necessary to provide confidence and motivation to individuals within an interactive setting is a driving force for success. It is through verbal and nonverbal displays that this support is communicated among individuals within a group and trust is established. This mutually supportive approach that establishes trust within an interactive group setting further enhances cohesion and collaboration. The absence of collaboration in an individual approach to task accomplishment is characteristic of a coactive setting where there is a strong emphasis on competition. An interactive approach emphasizes mutual empowerment and team building which provides the foundation for success through encouragement and support.

There is a connection between an individual’s first experience and their first opportunity to tap into their
competitive drive as self-motivation. (Way, 2009) Exposure to competition allows individuals and team members to become aware of their skills and abilities. In addition to this awareness, individuals and team members are faced with the need to develop techniques that address the resulting emotions which range from pride to disappointment. By deemphasizing competition in favor of a mutually supportive approach, individuals and teams develop strength, trust and cohesion through a framework of cooperation and teamwork which leads to success.

The research paper provides a case study of a girls running team that emphasizes competition as a secondary objective in favor of a mutually supportive and team oriented approach. The primary goal for the running team is to develop self awareness of skills and abilities while developing strength and motivation through a framework of cooperative teamwork. Through outward displays of praise and recognition for their efforts, the coaches instruct the girls to support and encourage their teammates. The need for developing techniques to channel the emotions associated with competition which ranges from pride to disappointment are not addressed by the coaches. Outward displays of praise and motivation within a cohesive team oriented environment incorporate the use of emotion in relaying a mutually supportive approach among individuals and teams.

The research study found that the practice teammates encouraging each other for their accomplishments- even when the accomplishments are not about supporting others, could lead to mutual empowerment and team building. (Way, 2009) Greater recognition of teammates’ contributions to organizational team success can be achieved through acknowledgement and pride in individual accomplishments. By emphasizing goal setting over competition allows individuals to examine their performance and develop strategies on how to improve while keeping the mutual focus on team success. Outward displays of praise and motivation that are driven by emotion which can take the form of excitement or frustration present individuals with the opportunity to channel those feelings towards fuelling team progress.

The mutually supportive approach that deemphasizes competition in favor of teams developing strength, trust and cohesion through a framework of cooperation and teamwork leads to success. Physical touch is a nonverbal form of communication characteristic of interactive settings that can transmit feelings of trust, encouragement and support. Emotions that range from pride to disappointment can be relayed both verbally and nonverbally; however, it is through outward displays of praise and recognition for their efforts, that support and encouragement is relayed among teammates. When the outward displays among teammates in an interactive setting take the form of physical touch, it results in an increase of individual and group performance.

Tactile communication, or physical touch, promotes cooperation between people, communicates distinct emotions, soothes in times of stress, and is used to make inferences of warmth and trust. (Kraus et al. 2010) The researchers predicted that physical touch in group competition contributes to increased individual and group performance. Teamwork and cooperative behaviors between teammates further explained the association between touch and team performance in the National Basketball Association. As the most highly developed sense at birth, touch in human beings promotes and communicates trust, cooperative bonds and group functioning. In interactive team sports such as basketball, touch is used to convey support, praise and recognition for individual efforts while contributing to a cohesive team environment.

The researchers tested two hypotheses, there was the expectation that touch early in the basketball season to influence both individual and team performance later on in the season. They reasoned that better group performances are achieved as a result of increased cooperative behaviors brought about by the association between touch and trust. The second expectation was that cooperative behaviors between teammates would be enhanced and lead to improved team performance in competition. The extent to which teammates engaged in cooperative behaviors is mediated by the association between touch and performance where increased touch between teammates would contribute to greater performance. The tactile behavior of 294 players from all 30 National Basketball Association (NBA) teams was coded for physical touch and cooperation during one game played within the first two months of the start of the 2008-2009 NBA regular season.

The researchers found that performance in competitive group settings is enhanced by physical touch as demonstrated by teams during NBA games. Touch was also associated with higher performance at the individual and group level. In analyzing the cooperative functions of touch, the study showed that touch is a contributing factor to performance through promoting trust and cooperation between teammates. In conveying praise and recognition for teammate’s efforts, touch is used to communicate support and encouragement which enhances group performance through building cooperation. It is suggested that because touch may promote group functioning during competition by enhancing cooperation and performance, touch interventions could be used to promote relationships between students and teachers, or to strengthen bonds between romantic partners. In addition, certain forms of touch that are associated with elevated status may help individuals ascend status hierarchies within team settings and promote further cohesion.

Touch amongst players on sports teams is one of the most common and beneficial forms of non-verbal communication between teammates, especially basketball. Mainly occurring in celebration of a positive play, examples of touch include “fist bumps, high fives, chest bumps, leaping shoulder bumps, chest punches, head slaps, head grabs, low fives, high tens, full hugs, half hugs, and team huddles” (Kraus et al. 2010). Through its ability to transmit information and feelings among players, touch increases cooperation and trust between them as well and increases in trust, most notably, translate to increases in sports performance.

Touch has the ability to improve group coordination and harmonization due to its ability to convey “perceptions, thoughts, and/or feelings” (Hertenstein 2002). Thus, if one teammate wanted to congratulate another on a good play or wanted another player to understand what they were thinking or feeling, touch would be an effective medium of communication. This communication often occurs after one teammate has done something worth congratulation, such as a good point or a successful play.

The repeated use of touch for these situations, however, may lead some to think that the value of touch for the receiver may diminish. It is an understandable conclusion – if the use of touch becomes almost autonomous among players after a point is scored or a play made, is there truly any feeling to be received? In a word: yes. Even if the person giving the touch is simply going through the motions of it, it can still be meaningful to the person receiving it. The giver of the touch “may not be mindful that they are providing tactile stimulation…for communication to occur” (Hertenstein 2002).

Additionally, Hertenstein notes that if touch is consistently used in a similar situation (again, such as in the case of a good pass or difficult shot pulled off), then it will be associated with the feelings that accompany that situation; “memory for the particular context of tactile experiences likely influences the meaning of a given stimulus” (2002). Thus, since basketball players consistently employ touch in beneficial situations to them, the player receiving the celebratory touch will come to associate touch with good feelings and success.

Touch has traditionally been found to increase and strengthen cooperation. For example, in one economic game where the goal of the research was to determine if various forms of non-verbal communication caused an increase in cooperation and create relationships between originally separated players, it was established that “being touched is a cue that one is in a close social relationship with the person touching,” and a great deal of “evidence exists that touch can increase cooperation” (Kurzban 2001). These two cues signify the ability of touch to enhanced closeness and, perhaps more importantly, create trust among teammates.

Touch creates and improves trust, which is key in promoting increased performance for sports teams. Williams and Bargh explored how trust was created through short tactile sensations of warmth, similar to the kind that can be produced by the quick touches between basketball players. They first looked at the brain, noting that the insular cortex, which is responsible for “processing both the physical and the psychological versions of warmth information…is also involved in feelings of trust, empathy, and social emotions” (2008). Then, in a study which used a cup of hot coffee as a quick warmth stimulus, found that “people who had briefly held the hot coffee cup perceived the target person as being significantly warmer” (where interpersonal warmth is defined as trust). Thus, “a brief warm or cold physical experience influenced participants’ subsequent interpersonal judgments of a target person” (2008). Not only did the warm cup of coffee – which again can be associated with the warm touch of a teammate – create a quick sensation of trust between two people, it created a long-lasting feeling of trust.

Following the results of this study, it can be concluded that touch between teammates would also improve the trust between them. Trust has been noted to improve commitment between people and increase a person’s ability to depend on others when necessary (Wieselquist et al. 1999). This can lead to better strategic plays within the basketball game itself, where players allow themselves to utilize their teammates better. One way this could occur within the game is with passing the ball, especially with an “inside pass” or a pass that occurs within the free-throw line; passing the ball this close to the opposing team’s basketball hoop would require a certain amount of trust from the player passing the ball to the person they pass it to. And after a study done which compared the amount of inside passes to the amount of points scored, “results suggest to consider the inside pass as a performance indicator in basketball” (Courel et al. 2013).

Following these studies and the research done, it can concretely be concluded that touch sparks and builds trust. More important, however, is the fact that trust between team mates is an indicator of performance.

It is a simple, common-sense conclusion, best summed up by this statement: “trust is an integral part of teamwork because team tasks require a high level of interdependence between members” (Mach et al. 2010). You cannot have a sports team that functions in any capacity if they do not trust each other. Without trust, team mates would act independently and performance would suffer greatly compared to those other teams who utilized trust to achieve better performance – such as better plays within the game (see Courel et al. 2013). There is a definite link between “a commitment to the team’s objectives, team performance, and increased coordination and cooperation” (Mach et al. 2010). As Ken Jones puts it, “with trust comes a new attitude that will encourage you to do what you have to do to succeed. Mere reliance will not be motivationally sufficient” (Mach et al. 2010).

One study was performed where researchers used questionnaires and interviews to determine trust levels between teammates on various professional sports teams (including basketball) and then compared the results to performance; performance was measured by taking the “total points won for every game by each team at the end of the season, [dividing] by the points they could have earned potentially if they had won all their games, then multiplying this figure by 100.” The results determined that “trust in teammates was positively related to performance measures” (Mach et al. 2010).

In conclusion, there is a definite line of logic that can be followed regarding touch and its effect on performance. Touch between team mates has the ability to transmit information and good feelings which culminate in trust; touch can also create trust through sensory information – in this case warmth – sent to the brain. This trust then translates into increased performance through enhanced cooperation and commitment.

Research Question

Based on the relationship between touch, team competition, team relationships and performance thus far, our research hypothesis was that greater in-game contact between teammates leads to greater performance and success in basketball.

Method

Does more in-game contact between teammates lead to greater success in basketball?

We sought to determine whether there was a relationship between the amounts of in-game contact between teammates on a basketball team over the duration of a season and greater success in their record of winning games. The independent variable, in game-contact, was coded for the Salem State University men’s basketball team and their opponents, the visiting basketball teams, to test our hypotheses. The basketball team’s in-game contact was coded during the home games of the 2012-2013 men’s basketball season. Games were coded and measured for in-game contact by two separate coders by watching publicly available archived footage of home basketball games from Salem Access television and recording, on a checklist of various possible touches derived from a similar study, in-game contact for the two teams competing.

The coders judged the occurrence of in-game contact of the Salem State University men’s basketball and their opponents. Coders recorded each touch between players and the type of touch. Coding focused on intentional forms of touch; thus, contact resulting directly from playing basketball (e.g., fighting for position, setting screens) was not coded. In addition, due to unreliable camera angles we chose not to code touch during timeouts, or during the end of game quarters. We focused our analysis on twelve distinct types of touch that occurred when two or more players were in the midst of celebrating a positive play that helped their team (e.g., making a shot). These celebratory touches included fist bumps, high fives, chest bumps, leaping shoulder bumps, chest punches, head slaps, head grabs, low fives, high tens, full hugs, half hugs, and team huddles. (Kraus, Huang & Keltner, 2010) Once our data was compiled, we searched for statistical correlation between touches and performance.

contact

Performance and success in basketball can be assessed using a number of indicators but scoring points has typically been considered one of the best ways to measure performance. The dependent variable, greater success in basketball, or more specifically the Salem State University men’s basketball team’s winning record including the scoring totals for home games was compiled for the 2012-2013 season. Scoring totals are a practical measure of performance and success in basketball because they can be calculated using statistics readily available on the Salem State University athletics websites. Conceptually, scoring totals are a valid measure of performance because they measure efficiency in terms of gaining and using possessions, a necessary part of scoring points and winning games.

There are many other variables that may influence and determine a basketball team’s level of success over the duration of a season while contributing to a winning or losing record. These variables include, but are not limited to, crowd support, player fatigue, skill level of the team, length of season, and team chemistry. Salem Access Television in conjunction with Salem State University is responsible for providing coverage of all the university sporting events including hockey and the recently concluded basketball season. These games are recorded for both the Salem State University sports team coaching staffs and for broadcast on Salem Access Television. For the purpose of the research study, publicly available archived season footage of all the Salem State University men’s basketball home games was obtained from Salem Access Television and reviewed.

chart

graph

Results

After coding a total of eight of the 2012-2013 men’s college basketball season home games between Salem State and their opponents for in-game contact, number of points scored and their record of winning games we found that Salem State had won seven out of the eight games coded. In each of the eight games, the in-game contact between Salem State teammates exceeded the amount of contact between the teammates on their opponents visiting teams. At face value, these results positively answered our research question- Does more in-game contact between teammates lead to greater success in basketball?

Due to the many other variables that may influence and determine a basketball teams level of success over the duration of a season while contributing to a winning or losing record. We sought to establish whether there was a correlation between the amount of in-game contact and the number of points scored for the number of games coded (eight) and the number of teams coded for each game (16).

When it comes to Inferential Statistics, The Pearson product-moment correlation coefficient is measured on a standard scale it can only range between -1.0 and +1.0. As such, we can interpret the correlation coefficient as representing an effect size. It tells us the strength of the relationship between the two variables. A correlation coefficient of .10 is thought to represent a weak or small association; a correlation coefficient of .30 is considered a moderate correlation; and a correlation coefficient of .50 or larger is thought to represent a strong or large correlation. The results of our correlation study (N=16) between the amount of in-game contact and the number of points scored resulted in a Weak-Positive outcome (0.204637431)

Based on the logic of hypothesis testing, we were unable to reject the null hypothesis- There is no relationship between the amount of in-game contact and the number of points scored- because the association we found in our study was not statistically significant. In other words: we had not demonstrated that the association we had found was too large to simply have occurred by chance.

Discussion

This study attempted to find a positive connection between the amount of contact a team has between its members and the teams overall performance. Our findings have shown that, while we may not be able to reject our null hypothesis, there may be some connection between the amount of contact and an increase in performance for a basketball team. This result is one which begins to emulate the findings of similar studies (Kraus et. al 2010) and is the natural result of conclusions previously drawn regarding touch. The literature on contact, touch, and team sports shows a simple and logical line of reasoning regarding the effect that touch can have on trust, interteam relations, and team performance. This is an important connection that may be overlooked by collegiate sports departments and professional leagues. Our study tapped into this line of reasoning, but did not fully deliver on its premise.

Our study did have its strengths. After a careful review of the available literature, we drew conclusions that were backed up, though mildly, by our findings. We had immediate access to several Salem State basketball games to review, and our coding sheet – taken from a very similar study published in a scholarly journal – was solid. To make sure the coding between both us was similar, we overlapped coding one game and compared the results; our results were 87.9% similar, which gave us the confidence to be able to code the rest of the games separately.

There were, however, various weaknesses in our study as well. First, we did not have many games available to look at. With only 8 games, we did not have a large enough pool of results to draw from to confidently be able to reject the null hypothesis even with a potentially stronger correlation. In addition to this, Salem State won 7 of the 8 games; with this result, we were unable to compare accurately the effect that touch had on wins and losses and thus had to discard one of our initial variables.

Another weakness in our study was the fact that not every game was recorded by the same camera man, and thus there were differences in how the games could be viewed by the coders. Some cameramen would zoom out and show a larger portion of the court, while others would zoom in on the current action. This, obviously, changes how much contact the coders can see at any given time and thus might skew the results. Some cameramen also faded in and out at different times, some showing more downtime between timeouts and halftime and others showing less.

Another weakness lies in the fact that every single one of the games that we viewed and had access to were home games. One study, done to calculate the advantage of home teams and “quantify the advantage of a home victory” found that “A significant advantage for home teams was observed across all conditions” (Jameson 2010). Thus, the fact that Salem State won so many times and scored as well as it did might be attributed more to the fact that these games were home games and less to the fact that there was a good amount of contact. Alternatively, there is a chance that there was more contact because they were home games as well, but any supposition is merely speculation at this point. Along with this point on home games, another thing which must be considered is crowd support for teams – some away teams had audible and visible crowd support while others had little to none.

One must also consider the fact that some teams are simply better than others and are going to score more points regardless of the amount of contact that is made between their team or the other’s. There are schools who pour, as mentioned in the introduction, large amounts of money into athletic programs and do their best to attract the greatest athletes into their departments; these schools simply will, in the majority of cases, have the best teams and score more points against a team which has less resources at its disposal no matter what.

Finally, there are other small things which could possibly affect the results of this study. The fatigue level of a team, for example, could affect the amount of contact: extra energy could cause team mates to engage in more contact with each other, whereas a team with little energy could use less contact to conserve what they have but still score well because they conserved it.

We would advise other researchers to continue in our line of study due to the potential for real, concrete results that we may have scratched the surface of. However, we would want them to make some major changes in how they approach the study to eliminate the various weaknesses we had in ours. First, they should view a larger number of games between many different teams, both home and away. Second, they should record the games themselves and use a constant, wide out zoom so they can view the entirety of the court and catch all of the contact on camera for later coding. Third, researchers should go to greater lengths to standardize and homogenize the coding between the various coders so there is less of a difference between the coding and a greater chance for genuine, accurate results; another way to go about this is to have every game coded a number of times and to average the number of contacts recorded.

Conclusion

Based on the research question – Does more in-game contact between teammates lead to greater success in basketball? – we sought to determine whether there was a relationship between the amounts of in-game contact between teammates on a basketball team over the duration of a season and greater success in their record of winning games. The Salem State University men’s basketball team and their opponents in-game contact was coded during the home games of the 2012-2013 men’s basketball season. Games were coded and measured for in-game contact by two separate coders by watching publicly available archived footage of home basketball games from Salem Access television and recording, on a checklist, in-game contact for both teams in its various forms.

The coders judged the occurrence of in-game contact of the Salem State University men’s basketball and their opponents. Coders recorded each touch between players and the type of touch. We focused our analysis on twelve distinct types of touch that occurred when two or more players were in the midst of celebrating a positive play that helped their team (e.g., making a shot). These celebratory touches included fist bumps, high fives, chest bumps, leaping shoulder bumps, chest punches, head slaps, head grabs, low fives, high tens, full hugs, half hugs, and team huddles. (Kraus, Huang & Keltner, 2010)

Performance and success in basketball can be assessed using a number of indicators but scoring points has typically been considered one of the best ways to measure performance. We sought to establish whether there was a correlation between the amount of in-game contact and the number of points scored for the number of games coded and the number of teams coded for each game. The results of our correlation study between the amount of in-game contact and the number of points scored resulted in a Weak-Positive outcome.

Although results of our correlation study  between the amount of in-game contact and the number of points scored resulted in a Weak-Positive outcome, we found that Salem State had won seven out of the eight 2012-2013 men’s college basketball season home games that were coded. In each of the eight games, the in-game contact between Salem State teammates exceeded the amount of contact between the teammates on their opponents visiting teams. At face value, these results positively answered our research question- Does more in-game contact between teammates lead to greater success in basketball?

 

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February 10, 2013
by Peter Down
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The Future of TV

Peter Down

The Future of TV

“Distant electric vision” or television as we have come to know it first came into existence in the U.K when Arnold Archibald Campbell Swinton first discovered that images could be transmitted through a series of experiments using a cathode ray tube as a transmitting and receiving device.  A few years later in Japan researcher Kenjiro Takayanagi demonstrated a prototype of a television receiver that had a cathode ray tube display with a 40 line resolution. Unfortunately, this development and production of a fully working television system was suspended due to World War II. It was several years until the introduction of the 625 line resolution television standard by the Soviet Union which was then adopted and implemented as the broadcasting standard for Europe.

When I was growing up in Kenya, there was only one television channel with programming that commenced at 5pm and concluded at midnight. Things dramatically changed with the introduction of a second television channel, this additional option significantly impacted the local television landscape and opened the door to a flood of other broadcast channels. Programming broadcast by television stations is often referred to as channels which are licensed and assigned in the television bandwidth through government regulation. Television channels were restricted in number due to limited bandwidth availability because transmitting and receiving only occurred terrestrially through the use of television antennas. The introduction of satellite and cable television transmissions transformed the availability of programming broadcast by television stations.

Using a British Broadcasting Corporation (BBC) radio transmitter, the first British television broadcast was made by Baird Television with an electromechanical system to provide regular weekly programming. The BBC later introduced its own regular broadcasting service making it the world’s first regular high-definition television service. After General Electric (GE) broadcasted reflected light images from New York to Los Angeles, The Queen’s Messenger (1928) became the world’s first live broadcast drama on television. With an assortment of news, drama and educational programming, GE’s, National Broadcasting Corporation (NBC) of New York was able to transmit terrestrially from the top of the Empire State Building to an estimated audience of eight thousand within a 50 mile coverage radius.

Columbia Broadcasting System (CBS) television network was responsible for the first live commercial television broadcast in the U.S between New York City and San Francisco during the premiere of See It Now (1951) which featured a split screen view of the Brooklyn Bridge and the Golden Gate Bridge. Terrestrial transmission of broadcast television channels through the use of television antennas was later eclipsed by the development of satellite and cable transmissions. No longer restricted by the limits of bandwidth and government regulation, programming broadcast by television stations could now thrive with endless possibilities and unlimited options. This development transformed broadcast television leading to subscriber based television channels and the revenue generating broadcast of live pay-per-view sporting events on Home Box Office (HBO) and Showtime television networks.

The earliest commercially produced television sets were sold by Baird in the United Kingdom during the electro mechanical era. The Baird “Televisor” was a radio which incorporated a television device that produced a magnified red postage-stamp sized image. The Baird “Televisor” was considered to be the first mass-produced television set at approximately one thousand units and was also available without the radio. Telefunken in Germany commercially manufactured the first electronic television sets which incorporated the use of cathode ray tubes. The cheapest American manufactured television set cost approximately $125 and featured a 3-inch screen, a 12-inch screen would set you back $445. To put things into perspective, the average annual income in 1938 was less than $2000 which made owning a television set an absolute luxury.

Mass production of television sets after World War II caused prices to drop, leading to increased consumption in the United States. This was further fuelled by other contributing factors such as the expansion of television networks, additional disposable income and increased leisure time. Isaac Shoenberg, a leading television researcher in the 1930s was once quoted as saying that John Logie Baird “had invented the world’s biggest time-waster of all time.” Less than one percent of homes in the United States had a television set in 1946 compared to now where 99 percent of households have access to one or more television sets. Motorola was responsible for beginning the trend that made television affordable for millions of Americans with the introduction of the first television set that cost less than $200.

In addition to being expensive, television sets were heavy and unreliable due to the fact that they utilized vacuum tube electronics. The picture quality of commercially produced color television sets was negatively impacted due to the reliance on vacuum tubes that were unsuitable for color filtering purposes. Vacuum tube electronics were replaced by solid-state electronics in color television sets which immediately resulted in better quality picture and reliable television sets. The All-Channel Act was passed by the United States Congress allowing the Federal Communications Commission to require that television set manufacturers include UHF tuners so that the public could have UHF-band television station access in addition to the existing television stations on the VHF-band.

Traditional television dials were replaced by electronic tuners in television sets; this was followed by the debut of the Zenith Space Command Control which was a mechanical device that communicated with television sets using a high-pitched audio frequency. These mechanical devices came to be known as remote controls and were then replaced by electronic remote controls. The evolution of broadcast and analogue television culminated in the recent implementation of digital terrestrial television. Much like its terrestrial predecessor, digital television technology utilizes antennas instead of satellite or cable connections for the transmission and receiving of broadcasts with the goal of providing better-quality picture, and lowering broadcast operating costs.

The first video tape recorder was developed to capture live images from television cameras by an Ampex research team led by Charles Ginsburg. In order to achieve this, electrical impulses from television cameras were converted and the information was then saved onto magnetic video tape. Due to the astronomical expense, ownership of a video recorder was a luxury in much the same way that owning a television set once was. Originally developed for cathode ray tube television systems, video tape recorders eventually became affordable to the public and the later introduction of newer video technologies such as the DVD and Blu-ray Disc led to a decrease in the demand for video tape recorders.

For the first time ever the emergence and development of the new video recording technologies allowed consumers of television programs to have control over their viewing preference. Viewers could now record and watch their favorite shows whenever they wished, effectively making it what we have come to know as On Demand programming. Satellite and cable television companies had large amounts of broadcast programming and sought to make this content available to customers outside their regular programming schedule. On Demand programming services were introduced through cable and satellite digital receivers into homes of subscribers which provided them with an alternative to recording television shows on video tapes.

Later developments in recording of television programming introduced the digital video recorder to the public. For a minimum subscription fee and the cost of a device that both recorded video and stored it, TiVo allowed television viewers to record hours of commercial free programming without tapes or discs. Satellite and cable television companies recognized the interest and popularity that the digital video recorders had gained within the consumer market and in response offered similar options and devices as part of their subscription services. The emergence of new technologies in the television industry meant that existing services such as video rental would struggle to compete and ultimately survive as consumers gained control of the content they accessed.

The emergence and development of television technology experienced similar cycles to the print media industry. The initial target audience of television was essentially the elite because they are the only ones who could afford it with less than 1% owning a television set in the beginning to now where there is at least one television set in 99% of households. The popularity of television came about with the availability of cheaper sets which made it more affordable and accessible to the public. Cable and satellite subscription options allowed consumers unlimited choices to satisfy their viewing preferences and channels geared toward specific content targeted audiences through specialization. Similarly video tape recorders and then DVD technology was also once quite expensive and only those with disposable income could afford to acquire the devices in addition to their television sets. The appearance of digital recording devices in the market not only allowed for popularity through fluctuating prices but also opened the door to specialization through consumption.

Since its introduction, the computer has enabled home, business and governments to efficiently conduct a multitude of functions such as word processing and financial planning while becoming one of the most predominant electronic technology devices. The worldwide computer network system also known as the internet changed our view of the world and how we interacted with each other while unlocking the unlimited potential of telecommunications and media. Based upon a system of millions of interconnected private, public, academic, business, and government computer networks worldwide, the internet serves billions of users globally. These networks are linked to each other through electronic, wireless and optical technologies which in turn transform existing forms of communication media including telephone, music, film and of course television.

With an average of 68% of households owning a computer a couple of years ago, consumers of television programming were presented with yet another viewing option to access broadcast content. In order for this to be possible, technology continued to evolve, the bulky and expensive cathode ray television sets were replaced by affordable plasma, liquid crystal display (LCD) and more recently light-emitting diode (LED) television sets. Rapid advances in technology design resulted in a competitive marketplace where manufacturers were driven to develop the latest and greatest while improving on existing television models. The production of next generation, streamlined televisions that incorporated some of the newer emerging technologies such as 3 Dimensional and internet viewing capabilities rendered the cathode ray television obsolete.

Television had by this point transitioned through several different phases that addressed both technological advancements as well as broadcast programming. Beginning with experimental broadcasts that could only reach limited audiences and expanding to networks that inherited existing entertainment and programming content from radio. Television networks dominated the landscape and became popular as their broadcasts encompassed audiences nationally. Funding for the networks was provided through sponsorship and spot advertising which capitalized on the wide consumer base to market various commercial products. The appearance of new technologies such as cable television, video recorders and DVD impacted the dominance of network television and led to audience erosion. In order to survive, television adapted by moving production towards programming specialization and the incorporation of new sources of revenue such as product placement.

Although television coexisted with the film industry through adaptation for many years, the arrival of the internet along with all its possibilities created a new threat to the network programming landscape. With a rising number of households possessing computers with access to the internet, websites such as YouTube which allowed users to view and upload content began to thrive. According to Dan Schiller and Christian Sandvig (2010) in an article titled, Is YouTube the Successor to Television — Or to LIFE Magazine? YouTube is, “Widely hailed as the new face of television, YouTube’s user-generated content has gained popularity by allowing a million video flowers to bloom; claiming two-thirds of all video views in the United States, YouTube draws ten times as many visitors as the next biggest video site and was snapped up by Google for $1.65 billion.”  Now owned and operated by internet powerhouse Google, YouTube provides a user friendly interface which serves as a platform for both professional and amateur video media. Initially the available content for viewing and uploading was restricted to time limits but eventually additional categories and options have been incorporated to the website where users can view full length movies for free or newer pay per view content. YouTube is a free service to internet users while at the same time being very lucrative and profitable.

The accessibility provided by internet video sharing websites gave birth to the viral video phenomenon in which the popularity of videos was boosted after they were viewed and shared multiple times by a large number of users. The viral video launched the careers of musicians and entertainers making them overnight successes due to the high visibility made possible by the internet. The popularity of video sharing websites such as YouTube was not lost on advertisers who quickly recognized the potential that it had to reach new market audiences with their commercial products. For instance, if a user posted a video on a video sharing website such as YouTube and it received a certain number of views, the user could potentially generate an income by agreeing to partner with an advertiser. Once the terms have been agreed upon, each time the video is viewed it would be accompanied by an advertisement which would generate income for the user, YouTube and serve as product exposure for the advertiser to reach new audiences.

Television networks certainly took notice of the internet and its potential capabilities, this is evident by their efforts to make programming content available on the internet. Websites such as Hulu are also free to internet users and serve as a platform where television networks can maintain their viewership by allowing their programs to be hosted on the internet. During an interview, the CEO of Hulu, Jason Kilar (2012) told CNBC news that “While [people are] watching a lot on their iPads or watching a lot on their smartphones and obviously they’re watching a lot on computers, it turns out they watch most of the content on this big monitor in their living room still.” Hulu also relies upon advertising as a source of revenue and so the available programming content is accompanied by commercials. Unlike YouTube where users can upload and share video content, Hulu exclusively hosts network television programming and full length movies. The television networks efforts to embrace and adapt to newer technologies such as the internet have ensured its survival through different phases of its existence. Access to the internet was not just limited to household computers but later expanded to portable communications devices such as cellular phones. The CEO of Time Warner and the HBO network, Jeff Bewkes (2012) believes the new standard for television services will be subscription-based, on demand, and available on multiple platforms. “Everyone has all these channels in their home on their television set. They deserve to have those on demand on their TV and on every other device they own.”

While technologies in television evolved and the internet was introduced to allow users to control and customize their consumption of television programming, other developments such as portable programming were in progress. The design, manufacture and production of sophisticated portable electronic devices such as internet capable computer tablets and smartphones provided consumers with yet another option in viewing programming content. Now users could not only just control and customize their viewing preferences, but now they could do it on the go by using portable electronic devices. Websites that host television content such as YouTube and Hulu could be easily accessed at anytime and anyplace which not only added a dimension of freedom to programming choices but also eliminated the restriction of viewing from a specific location. Television programming that is available on the internet can be customized for the user based upon their viewing history and preferences.

Actor, producer and technology investor, Ashton Kutcher (2012) who is developing original content for a YouTube channel called “Thrash Lab,” says he believes the web has its advantages.   “I’m going to deliver you better analytics about my consumer. You’re going to know who they are.  You’re going to know why they’re there,” Kutcher said. “You’re going to know where they’re going after they came here, and where they came from. And the Nielsens can’t give you that on television.” The YouTube and Hulu websites have the ability store information about programming that is accessed and make suggestions for similar programming or products which can create an interactive experience.

When television first emerged many years ago, the consumption of programming was a shared and relational activity which brought families and individuals together to experience the new form technology. This has progressively changed as television has evolved and tried to maintain viewership while adapting by incorporating the use of other technologies such as the Internet. While discussing the future of television, Dick Costolo (2012) the CEO of social networking site Twitter stated, “We used to have the few people in your living room that you were having a shared conversation with about what you were watching, it’s now exploded beyond the bounds of the living room and it’s the world that’s having a conversation about what we’re all watching.”  The fact that television audiences are spending less time in the household together viewing programming and instead opting to access content on their portable devices illustrates that technology has definitely made an impact on how we interact and relate to each other.

The appeal of live television programming such as major sporting events like the Super Bowl and the Olympics is increased further by the accompaniment and incorporation of the internet. Television audiences communicate with each other in real-time through internet based social networking while consuming the programming creating a different way of keeping television a shared relational experience. “People want to have something to share,” Alan Wurtzel, (2010) the head of research for NBC Universal, said from Vancouver. He said the effects of online conversations were “important for all big event programming, and also, honestly, for all of television going forward.” Live programming such as American Idol and Dancing with the stars encourage viewer participation through voting; this interaction gives the audience a stake in the programming and allows them to be a part of the show through their contributions.

When it comes to technology, television stands to be profoundly changed once software and the Internet play a more important role. Over time television technology has evolved from the cathode ray tube into what is essentially a large screen computer however the software has yet to evolve along with the development of an effective user interface. Apple is reportedly developing television technology that would revolutionize the industry by introducing technologies similar to its smart devices which would provide users more powerful ways to find shows, watch them how and where they want, and obtain them from different sources.

Designed by Michael Friebe for Loewe in Europe, the Loewe Invisio is a High Definition television that incorporates liquid crystal display technology in a stunning transparent display that blends seamlessly with its surroundings when not in use. According to Mike Wehner (2012) in an article titled, This transparent HDTV is straight out of the future, and could soon appear in your living room, “The company is said to be in talks with Apple about a possible acquisition. This would give Apple a huge head start if the company decides to release a long-rumored Apple-branded HDTV, and would mean products like the futuristic Invisio could arrive stateside sooner rather than later.”

 

Works Cited

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Stelter, B. (2010, February 24). Water-Cooler Effect: Internet Can Be TV’s Friend. The New York Times. Retrieved from http://www.nytimes.com/2010/02/24/business/media/24cooler.html
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July 14, 2012
by Peter Down
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Wiki Project

Using Internet Communication being my first online class, I didn’t know what to expect. It is challenging enough to coordinate a group project in a classroom setting without the additional obstacle of trying to accomplish the task at hand in online setting. As Peddocks team leader I took a collaborative approach and asked my possible team members to select roles that they were comfortable with during week 1. After receiving minimal feedback, I assigned the remaining members roles which were communicated on Twitter & the Discussion Board. The biggest challenge in this project has been communication or lack thereof. After familiarizing myself with the tools provided in order to construct a successful wiki, everything is beginning to come together.

June 22, 2012
by Peter Down
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Smart Mobbing- Mobile Apps

The evolution of technology is not restricted to the improvement of services and infrastructure being offered by providers but also the development of multifunctional and efficient devices as well. Over the years the mobile phone has evolved from a bulky device that required a separate portable battery to a touch screen, interactive, streamlined portable device with the processing capabilities of a technologically sophisticated computer. The presence of open and competitive markets has created affordable availability and access to these newer and emerging technologies. Mobile Apps go hand in hand with the rapid production of these mobile devices unleashing capabilities and potential that make them more than just a phone. You can surf the internet, check the weather, make a reservation, navigate maps, shop, socially network and play games using mobile apps on your portable device.

June 22, 2012
by Peter Down
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Smart Mobbing- Mobile Technology

In the way that technology has changed the way people interact world wide, it has also had the effect of making the world a smaller place. Through the use of platforms such as social media and texting, large groups of people can receive communications on mobile devices instantaneously. The ability to reach and command the attention of a large audience makes mobile technology a powerful tool. Smart Mobbing can create awareness, mobilize large groups of people and even serve as an emergency warning tool. For example, recovery efforts in regions devastated by natural disasters have been funded through awareness created on social media platforms where the act of simply transmitting a text serves as a monetary contribution.During extreme weather conditions local government and other institutions provide emergency alerts to registered individuals through the broadcast of messages.

June 22, 2012
by Peter Down
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Smart Mobbing- Accessibility

The evolution of technology has changed the way people interact worldwide. Letters have been replaced by emails and text messages resigning writing to the status of a lost art form. Most people seem to need an electronic device with them at all times whether it is a laptop, tablet PC or cell phone in order to communicate. Gone are the days of using payphones and home phones as a primary means of conversational communication. By having a portable communication device such as a cell phone, one is no longer limited to wired access points and is therefore able to connect with others while on the go. This opens up a range of unlimited possibilities where people in previously rural and inaccessible locations are now able to connect and interact with the rest of the world.

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