The transformation of Austrian TV sports journalism

This paper deals with the question of changes in Austrian TV sports journalism due to the shift of soccer rights from free TV to pay TV. The dominance of economic interests calls for a discussion of the understanding of the role of TV sports journalism and the effects on sports journalists. Qualitative interviews were conducted with experts from TV sports journalism in order to trace the resulting changes in professional requirements and the changes in journalistic quality as well as in the area of tension between information and entertainment. The focus is on the trend toward entertainment and staging, scenarios for the future of TV sports journalism on free TV, and highlights embedded journalism. The results of the study show current and future changes in reporting with regard to increased requirements and more professional conditions as a result of a competitive TV rights market.