MA Thesis Political Economy of Sports Broadcasting
I researched how media distribution, platform strategy, and broadcast economics shape who gets to access sport — and how that access changes fandom, participation, and transformation. My Master’s thesis examined the Mzansi Super League (MSL) as a case study, analysing the tension between pay‑TV revenue and free‑to‑air reach in South Africa’s unique broadcast market. Using Teer‑Tomaselli’s four‑leaf clover (economic, political, technological, cultural spheres), I explored how policy, rights deals, and public‑interest mandates intersect with audience growth and the transformation agenda in South African cricket.
In parallel, my practice project tested these ideas on the ground: building a strategic communications and live‑media stack for a university T20 tournament to see how professional‑grade presentation and access could lift visibility and engagement (including 14 countries reached and 2,600+ stream views). The academic lens + field implementation gives me a rare 360° view — from regulation and rights to content systems, broadcast‑lite operations, and audience development.
Quick Stats & Highlights
- MA thesis: political economy of sports broadcasting
- Case study focus on domestic T20 distribution and access
- Four‑sphere analysis (economic, political, tech, cultural)
- Emphasis on transformation and public‑interest access
- Practice project: comms + website + broadcast‑lite
- International audience reached via live streams
- Proven engagement growth with limited resources
- Research‑to‑practice method (policy → systems → outcomes)
Research Focus
- Revenue vs reach: balancing exclusivity and access to grow audiences without collapsing income.
- Policy & governance: aligning content operations with regulations, public‑interest goals, and sustainable rights strategies.
- Technology & distribution: blending broadcast, broadcast‑lite, and digital highlight ecosystems to widen access and diversify revenue.
- Culture & participation: using visibility to create micro‑fandom, validate pathways, and support organic transformation.
From Research to Real‑World Services
- Rights & reach strategy: practical options for exclusivity, sublicensing, delayed highlights, and digital windows.
- Policy‑aligned comms & governance: consent workflows, safeguarding, and day‑to‑day operating standards.
- Broadcast‑lite playbooks: commentary structures, graphics/replay pipelines, and run‑of‑show on lean budgets.
- Audience development systems: content cadence, player‑amplified distribution, and central hubs that convert access into engagement.
Category
Sports Media Research
Role
Researcher - Masters Thesis
Location
Makhanda, South Africa
Year of Study
