Sportsnet and its affiliates
Introduction
Sportsnet offers all of its numerous services under the monthly subscription. These services include several radio stations, websites, TV channels, Magazines and mobile applications. This section focuses on individual services in terms of their principal contents, their specialties, their fan base, their target audience and their marketing strategies. This research paper also includes how Sportsnet is utilizing advancement in technology to extend its clients base and increase its profitability.
It is a group of Canadian regional sports networks owned by Rogers incorporation and was established in 1998.Sportsnet owns the national cable rights of the National Hockey League, and also the regional rights of some of the league’s Canadian franchises. In addition, it is the national rights holder of Major League Baseball in Canada which helps it compete effectively with rival TSN who also owns the same rights. Sportsnet enjoys rights of being the exclusive broadcaster of the famous Toronto Blue Jays.
The giant sports media house also owns several national channels including Sportsnet 360, Sportsnet One, Sportsnet World and Sportsnet Radio stations in Toronto and Calgary. It also owns a Sportsnet Magazine which covers sports from all over the world in print. According to Rogers, Sportsnet is available in 8.2 million Canadian homes.
Sportsnet subsidiaries
Sportsnet360 usually airs sports news, highlights, information and analysis programming, along with live event. Its coverage includes; college/university sports, professional wrestling, mixed martial arts, the National Hockey League, soccer and basketball. The channel also has a teletext that displays sports news and highlights all day long with an estimated in 5.8 million Canadian viewers.
Sportsnet One is a Canadian English language Category C digital cable and satellite specialty. It only airs events that Sportsnet owns but cannot air lower-rated sports such as cycling, tennis, and skiing. The Sportsnet One license is also used for National Hockey League coverage, and for Vancouver Canucks, Edmonton Oilers and Calgary Flames games.
Sportsnet World is a Category B digital cable and satellite channel that focuses on international soccer, with coverage on the Barclays Premier League, other famous European leagues and theRugby League.
Sportsnet Radio has two radio stations; Sportsnet 590 The Fan, in Ontario and Sportsnet 960 The Fan, in Calgary, Alberta which airs among other programs, Toronto Blue Jays baseball, Prime Time Sports.
Sportsnet Magazine is published twice in a week and covers all sports globally and has interviews and insights into the lives of celebrated sports stars.
Marketing strategies
Sportsnet should use effective, widespread and cheap marketing strategy. This is can be done by sister stations and channels being advertised under the brand name of Sportsnet. Also, the subsidiaries may use each other to market themselves thereby eliminating third party advertisers who are usually expensive. It should also ensure that each channel affiliated to it airs quality, high definition or ultra-high definition, and diversified programs to ensure the views are always entertained. As compared to their competitors, the company is the most affordable and has very convenient terms as it costs only $24 dollars a month for the whole package which entices both the existing and potential customers. Strategic pricing is an important strategy in market share acquisition and achieving high sales volumes and hence increased overall profit especially if the prices are sustainable and accompanied by production of quality products. However, it should lower this figure a little so as to make it affordable to more people.
Social Media Integration
Rodger Sportsnet can use social media integration to market its products through use of it various platforms such as Facebook chats, twitter accounts through comments, Instagram pictures and google+. These accounts are very crucialto any firm for promoting it services. For instance, Rodger Sportsnet could ask for feedback and comments on the quality of video they stream to the public, the kind of games they should air, whether football, hockey, tennis, horse racing or any other game. From these feedback, the company will know the most loved games and the ones that are least favorite to the audience. Therefore, the most loved games should be the ones that are frequently streamed and give current updates about any arising issue from such games. These will subsequently increase the number of subscribers (Ashley and Tuten)
For instance, most people will comment on European Champions League and therefore the Facebook account administrator and all the other social media administrators should use such an opportunity to influence the Canadians to watch or listen to such a match on their devicesbe it from their TV or Radio stations. Social media can therefore be a great tool in advertising a company like Rodger sport net which faces stiff competition since there are so many firms that offer such services and are well established and known such as Supersport. Using social media, Rodgers Inc. can lure a large number of subscribers. Another factor that Rodger should consider while dealing with the social media, is quick and accurate response to subscribersor potential subscribers’ query and likes or comments on as many comments posted on their social media accounts and pages. The company should also use social media to caution subscribers from giving sensitive information about themselves on such pages in order to cultivate loyalty with the clients.
Advance in Digital Media
Most people have advanced from analogue system to digital platform throughout the world. Rodger sport net should take advantage of these facts as an upcoming company making sure that all their hardware is digitalized and are flexible to future changes. Digital platform is faster and therefore, all subscribers are served efficiently and in time. Today, production of an analogue signal would be a waste of resources as only a few people still own analogue receivers. Furthermore,use of digital transmission ensures that the quality of picture, video and audio signal is high. Transmission of the signal through satellite is a good strategy as it means that the company can expand in future to become a global network broadcasting all its content throughout the world thus increasing the number of potential subscribers. However, if the company’s plan is to remain dominant in the Canadian market, it should use the cabled network within Canada and internet for people steaming or listening live from outside Canada. This will reduce the cost incurred for satellite license.
Advance in Technology
The pace at which technology is growing, it would be impossible for any company to survive without upgrading it informatics. The integration of apps that can be downloaded and run on android phones, iPad, IPhones, Microsoft phones and Serbian phones could be a great strand in marketing its products and increasing the number of viewers which inturn increases the number of subscribers to their services. The apps should be easily accessible on google play for android users, ovi store for Serbian users and app stores at a fair price. The seven-day trial period should also be increased to a month to give the clients a chance to evaluate the product.
Current and Future Target Market
The current status of the company looks promising especially with the new rebranding and change of logo. The aggressive campaign on the rebrand gives the company a new face and if they deliver on what they have promised, the company stands a good chance of taking over the market. Another factor that makes Rodgers Inc. a success, is buying some of the successful companies and making them run on their own (Steger). Moreover, the company has retained some of it most successful brands changing it public image as the best. These factors also combine to give the company a promising future outlook. The corporation can focus on young people who can provide market for their products presently and in the future. This future prospect, however, can only be achieved through strategic plans aimed at ensuring customer loyalty. In future, they can also focus on expanding their business to even the developing nations which represent a relatively untapped market. Such people are mostly conservative and if they use a brand and get contented with it, they stick to it forever.
Work Cited
Ashley, Christy, and Tracy Tuten. “Creative Strategies in Social Media Marketing: An Exploratory Study Of Branded Social Content And Consumer Engagement”. Psychology & Marketing 32.1 (2014): 15-27. Web.
Steger, Michael F. “Reconstructing Rogers: A New Look At An Old Approach.”PsycCRITIQUES 52.33 (2007): n. pag. Web.