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[{"key": "dc.contributor.advisor", "value": "Laine, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hartikainen, Sanni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-03-23T08:23:22Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-03-23T08:23:22Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/80309", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 liikunnan yhteiskuntatieteiden ja markkinoinnin kaksoisgradututkielma tarkastelee televisioidun urheilun mediakentt\u00e4\u00e4 Suomessa sek\u00e4 alan toimijoiden k\u00e4sityksi\u00e4 asiakkaiden sitouttamisesta urheilupalveluun. Tutkimus k\u00e4sittelee alan yleist\u00e4 toimintaymp\u00e4rist\u00f6\u00e4, markkinatilannetta ja mediaoikeuksia. Mediakent\u00e4n tutkimuksen lis\u00e4ksi tutkielmassa luodaan katsaus yritysten keskeisist\u00e4 sitouttamistoimenpiteist\u00e4 ja sitouttamisen mahdollisuuksista televisioidun urheilun toimialalla.\nTutkimuskohde on merkitt\u00e4v\u00e4 alan jatkuvan kehityksen, kilpailutilanteen ja toimijoiden jatkuvan muutoksen vuoksi. Televisioitu urheilu on globaalisti ja taloudellisesti merkitt\u00e4v\u00e4 viihteen muoto, jossa l\u00e4hetysoikeuksista kilpailevat toimijat pyrkiv\u00e4t tavoittelemaan laajaa ja sitoutunutta katsojakuntaa. Oman kilpailuasetelman vahvistamiseksi toimijoiden on pystytt\u00e4v\u00e4 sitouttamaan kuluttajia omiin palveluihinsa pitk\u00e4ll\u00e4 aikav\u00e4lill\u00e4. \nTutkimusaineiston perusteella televisioidun urheilun markkinakentt\u00e4 on Suomessa pirstaloitunut ja kilpailtu ala. Mediaoikeuksien hintojen ja koon kasvun my\u00f6t\u00e4 oikeudet siirtyv\u00e4t yh\u00e4 enemm\u00e4n julkiselta kaupallisille toimijoille. \nSitouttaminen n\u00e4hd\u00e4\u00e4n kilpailuetua tuovana pitk\u00e4n aikav\u00e4lin prosessina, jonka avulla voidaan erottautua kilpailijoista. Sitouttamisen n\u00e4k\u00f6kulmasta kaupallisten toimijoiden on yh\u00e4 t\u00e4rke\u00e4mp\u00e4\u00e4 pysty\u00e4 hankkimaan pitki\u00e4 oikeuksia, tarjota muuta sis\u00e4lt\u00f6\u00e4 lajikausien ulkopuolelle ja sitouttaa maksavat asiakkaat yritysbr\u00e4ndiin. \nYhteiskunnan kannalta markkinakent\u00e4n nykyinen kehityskulku antaa mahdollisuuksia uusien toimijoiden markkinoille tuloon ja maksullisten alustojen lis\u00e4\u00e4ntymiseen. Urheilun n\u00e4kyvyys kasvaa ja mahdollistaa urheilutuotteen taloudellisen hy\u00f6dynt\u00e4misen my\u00f6s muilla liiketoiminnan osa-alueilla. Kuluttaja ei voi olettaa en\u00e4\u00e4 kuluttavansa urheilua maksuttomasti, mik\u00e4 johtaa valikoidumpaan kulutukseen ja yleisesti kulutusk\u00e4ytt\u00e4ytymisen muutoksiin", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This qualitative master's thesis examines the field of television sports in Finland and broadcasters who operate on the field. The study examines the operator\u2019s role on the field and how they manage to engage their customers. This study is focusing on the market environment of media sports, the market situation, and media rights. Marketing aspect is focusing on customer engagement marketing in media sport markets, its factors, and implications, which provide an overview of the importance of engagement from the perspective of broadcasters.\nThe subject of the research is significant due to its continuous development as well as the competitive situation and the constant change of operators. Television sports are significant for global economy on the field of entertainment in which broadcasters compete for broadcasting rights to reach a wide and committed audience. In order to strengthen their competitive position, operators need to be able to engage their customers on their platforms. \nBased on research data, the market for televised sports in Finland is a fragmented and competitive industry. As media rights prices and size increase, rights are increasingly being transferred from the public to commercial operators. Customer engagement is identified as a competitive advantage, a tool of differentiation and a long-term process. It is increasingly important for operators to be able to acquire important media rights, provide other content outside of seasonal periods and engage customers to sport and especially to their brand.\nThe current evolution of the societal market field is leading to new entrants and an increase in paid platforms. The visibility of sports is growing and enables the economic benefits of a sports product, also in other areas of business. The consumer can no longer expect to consume sports free of charge, leading to changes in consumption behavior.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-03-23T08:23:22Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-03-23T08:23:22Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "90", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Televisioidun urheilun muuttuva toimintaymp\u00e4rist\u00f6 ja kuluttajien sitouttaminen palveluun", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202203232008", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", 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"dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "5032", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitouttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mediayhti\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "televisiointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheiluohjelmat", 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