CONVERGENCE

Abstract

This article argues that the apparent rise to dominance of global sports media systems, such as that being constructed by Rupert Murdoch, is simply the beginning of a more complex process in which those systems are conjoined with telephony and computer networks to provide a new array of choice for the sports consumer. In turn, that raises the opportunity for individual consumers to take more control of their consumption patterns through their potential control of the technology. The extant media blocs are trying to rein in that freedom by taking over the new technology. The contest for control, among other things, means that sports groups' previous alliances with media blocs, and the associated income, may be at risk. This struggle for site control has global implications and offers a unique opportunity to change the face of sports consumption.