How Have Broadcasting Organisations Used Interactive Media?

Having concentrated primarily on Sky Sports and their use of interactive media, they appear to offer an information overload whilst, in doing so, refrain from restricting the audience to their (Sky’s) schedule. On any given matchday, be it Champions League or Premier League, Sky offers an eight match choice under the ‘red button’ option.

 For more analystic fans who like to record statistics of their selected player, they can be kpet busy with the ‘player cam’ choice. Online, they also offer the Sky Sports News Debate where viewers are encouraged to express their opinions.

Sky Sports Live Score Centre allows the viewer to keep tabs on all the other games occuring with live match trackers, in depth statistics and player information and even live betting with Sky Bet.

With the interactive media incorporated by Sky Sports, the audience is in control of what they watch in their own time, avoiding the restrictions previously inflicted by programme schedulers.


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