<html>
<head>
<meta http-equiv="Content-Type" content="text/html; charset=utf-8">
<style type="text/css" style="display:none;"> P {margin-top:0;margin-bottom:0;} </style>
</head>
<body dir="ltr">
<span><a href="https://nam10.safelinks.protection.outlook.com/ap/w-59584e83/?url=https%3A%2F%2Fashlanduniversity-my.sharepoint.com%2F%3Aw%3A%2Fg%2Fpersonal%2Fdjamieso_ashland_edu%2FEV7dH6PCu6ZKgDp1zTnmXmcBwjog2UdYRxygr-UVowh_gw&data=05%7C01%7Csport_literature_association%40lists.ku.edu%7C0f0b4041ca9b42a5706b08dbdd4feb23%7C3c176536afe643f5b96636feabbe3c1a%7C0%7C0%7C638347107676823582%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000%7C%7C%7C&sdata=BzdTBrll6p6BYYTSmmbs7tUZIw698lwrXTMJM6%2FNXXw%3D&reserved=0" originalSrc="https://ashlanduniversity-my.sharepoint.com/:w:/g/personal/djamieso_ashland_edu/EV7dH6PCu6ZKgDp1zTnmXmcBwjog2UdYRxygr-UVowh_gw" shash="q3sbUiK2pGFkfFZPguf5UHD6LKDl3WXUWEZtV7ccN4ERQsg2fDAcZ9DaUoHcyXrOj0i3TWKGEwUNbuW29DfTa723KTRrE24E4ehaWgAbJBXiyyldiA8CF8uZa8Y241f8soFlA805jvt+n+/xgYNAOHsE+s0Zwg7GVHRG/LitVRY=" rel="noopener noreferrer" style="padding: 0px 1px; border-radius: 2px; user-select: all; background-color: rgb(243, 242, 241);" id="OLK_Beautified_1e318fb9-37dc-6ea6-a68a-c71ae3f07aea" class="OWAAutoLink eScj0 none" data-ogsc=""><img style="width: 16px; height: 16px; vertical-align: middle; padding: 1px 2px 2px 0px;" class="suRDx" alt="" role="presentation" src="https://res-h3.public.cdn.office.net/assets/mail/file-icon/png/docx_16x16.png">THE
DIGITAL NBA article3.docx</a></span>
<div class="elementToProof" style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">
All,</div>
<div class="elementToProof" style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">
Please find below (and hopefully attached) Prebam Philipson's review of Steven Secular's
<i>The Digital NBA</i></div>
<div class="elementToProof" style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">
<i>Thank you,</i></div>
<div class="elementToProof"><span style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>Duncan</i></span></div>
<div class="elementToProof"><span style="font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, Calibri, Helvetica, sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i><br>
</i></span></div>
<p class="elementToProof" style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: "Calibri", sans-serif; font-size: 14pt; color: rgb(0, 0, 0);"><b>VALUES STREAMING FROM COUCH TO COURT –
</b></span><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">book review by Preben K Philipson
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>THE DIGITAL NBA – How the world’s savviest league brings the court to our couch</i> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">by Steven Secular
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">The NBA is not an administrative basketball federation. Period. “In NBA sport is secondary to the interests of media
content and capital in the multiplatform era” (p.3). This is the main claim of Steven Secular’s
<i>The Digital NBA. </i>Whereas you may not be extremely surprised by this claim, you are again and again throughout the book convinced of the targeted and strategic work NBA has put behind their ambitions since the early 1980s.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">One of many examples of the strategic decisions is from the 2017-18 NBA season. The league decided to cut the number
of timeouts per game from 18 to 14 and also reduced the number of timeouts during the final two minutes from three to two.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">And why was that? Everybody around the game were aware of the time-outs’ negative impact on pace and flow, and of course
the positive impact on revenue from commercial breaks. But new data showed that many viewers behind a screen were switching channels during timeouts – and never returning! In contemporary them this would probably be named databased management.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><b>NBA as global front runner</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">NBA is an extremely strong brand for the administration of professional American basketball, but
<i>The Digital NBA</i> teaches us that NBA today functions much more as global media conglomerates in practice. Because media interest today is that important.</span><span style="font-family: "Segoe UI", sans-serif; font-size: 9pt; color: rgb(0, 0, 0);">
</span><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Comparing ticket sales over mite, we find that in 1992 ticket sales were 50% of the NBA’s income, yet in 2019-20 they were down to just 20%.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">It didn’t get this far overnight; the NBA have worked hard for this strategically since the 1980s, and this strategi
has work special well in the global field. Where NBA is lagging behind in the domestic field with its peers MLB and NHL, NBA in the international media revenue produces a
<i>slam dunk </i>year after year. Where MLB in 2019 had 50 million and NFL 120 million, NBA had 500 million dollar in global media revenue.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<table style="border-collapse: collapse; border-spacing: 0px; box-sizing: border-box;">
<tbody>
<tr>
<td style="border-width: 1pt; border-style: solid solid inset; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 133.5pt; height: 15pt; background-color: rgb(208, 206, 206);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>2019</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: 1pt 1pt 1pt medium; border-style: solid solid inset none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 84.75pt; height: 15pt; background-color: rgb(208, 206, 206);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>NFL</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: 1pt 1pt 1pt medium; border-style: solid solid inset none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 84.75pt; height: 15pt; background-color: rgb(208, 206, 206);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>MLB</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: 1pt 1pt 1pt medium; border-style: solid solid solid none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 80.25pt; height: 15pt; background-color: rgb(208, 206, 206);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>NBA</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
</tr>
<tr>
<td style="border-width: medium 1pt 1pt; border-style: none solid inset; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 133.5pt; height: 15pt; background-color: rgb(242, 242, 242);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;">Domestic media revenue </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: medium 1pt 1pt medium; border-style: none solid inset none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 84.75pt; height: 15pt; background-color: rgb(242, 242, 242);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>16 Billion $</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: medium 1pt 1pt medium; border-style: none solid inset none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 84.75pt; height: 15pt; background-color: rgb(242, 242, 242);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>10,7 Billion $</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: medium 1pt 1pt medium; border-style: none solid solid none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 80.25pt; height: 15pt; background-color: rgb(242, 242, 242);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>8,76 Billion $</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
</tr>
<tr>
<td style="border-width: medium 1pt 1pt; border-style: none solid solid; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 133.5pt; height: 15pt; background-color: rgb(217, 217, 217);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;">Global media revenue </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: medium 1pt 1pt medium; border-style: none solid solid none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 84.75pt; height: 15pt; background-color: rgb(217, 217, 217);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>120 Million $</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: medium 1pt 1pt medium; border-style: none solid solid none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 84.75pt; height: 15pt; background-color: rgb(217, 217, 217);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>50 Million $</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
<td style="border-width: medium 1pt 1pt medium; border-style: none solid solid none; border-color: currentcolor; padding: 0.75pt; vertical-align: top; width: 80.25pt; height: 15pt; background-color: rgb(217, 217, 217);">
<p style="line-height: normal; margin: 0in 0in 8pt; font-family: "Calibri", sans-serif; font-size: 11pt;">
<span style="font-size: 12pt; color: black;"><b>500 Million $</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
</td>
</tr>
</tbody>
</table>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>The Digital NBA</i> shows that NBA’s executive office has come to “operate as a genuine global media conglomerate.”
Examples of this are divisions such as “NBA China” and “NBA India” are functioning as distinct subsidiaries within the league’s corporate structure.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">At the larger scale of NBAs income 15 percent of the
<i>leagues’ income</i> in 2005 came from overseas, whereas by 2013 10 percent of the
<i>overall revenue</i> came from international operations. Seemingly a small number, but one that again topped the performance of<i> both</i> NFL and MLB.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">The book continues with examples of the results of the strategical initiatives. For instance, that since the launch
of NBA.com 35 percent of the traffic had come from outside the US and the global success has worked partly because foreign-born players have brought with them an altogether more global audience. Marketing is also working in a different flow, because with the
internet, the players are known as quickly around the world as they are known home.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><b>The sporting triangle</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Secular quotes Raymond Boyle and Richard Haynes for conceptualizing a sporting triangle between sport, television, and
sponsors in which: </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">“Sport is strategically managed and marketed to produce maximum commercial yields for sports federations, media corporations,
sponsors and advertising concerns”. (p.33) </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">The triangle could from Secular’s comments and quotes look like the one in the graphic, where maximum commercial yields
for the three partners are in the center of the triangle. </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">The NBA has been wisely aware of the importance of the right partnerships at the right time and when to change them
because of new conditions. In the field of existing vs upcoming media partners as well as the new opportunities made by decisions from neoliberal policy, communications technology and the new opportunities of self-distribution for the viewers.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>-And:</i> The television ecosystem that have connected viewing, integrating digital technology and socially networked
communication with traditional practices. </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>-And:</i> Streaming platforms, linear television and social media becoming integrated across television sets, smartphones,
and laptops. </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>-And:
</i>Integrating Fantasy sports and betting. </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><b>Mediatization – the theoretical approach</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Among several theories Steven Secular uses
<i>mediatization</i> and concludes that “The term most appropriately describes the NBA’s similar efforts to manipulate basketball as media programming and its tendency to cater primarily to media interests in its directives” (p.5).
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">The term and concept of mediatization emerges from political communication scholarship. In terms of sport, it proposes
that the changing structural relations between media and sports have developed to a point where sports institutions, leaders and practices are increasingly dependent upon media and conform to the logics of media production, distribution, and reception.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Danish professor Kirsten Frandsen is quoted for aptly using mediatization as a framework for describing the sport-media
relationship, wherein sporting events encouraged media organizations “to bring the sports sphere and actions as close to the audience as possible “by “making use of the newest technologies – be it the telephone, at the beginning of the 20</span><span style="font-family: "Calibri", sans-serif; font-size: 9.5pt; color: rgb(0, 0, 0);"><sup>th</sup></span><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"> century,
or small portable cameras on athletes 100 years later” (p.5). </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Kirsten Frandsen further explores the concept and examples of mediatization in her book
<i>Sport and Mediatization</i> (2020), Routledge, New York. One of the main paradoxes she pinpoints is, that despite sport from early on has been a strong example of how media have become powerful agents of change, few have carried out empirical analyses!
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Fransen carries out analyses herself on the Tour de France cycling race, sports federations, recreational mountain bikers
etc., where digitalization, social media, sports activity, spectatorship and mobile devices are interconnected. Just as
<i>The Digital NBA</i> shows us. </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">Steven Secular summarizes his book in the following
<i>powersentence:</i> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt 64.5pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">“To understand the NBA, therefore, is to understand an increasingly integrated sports and media industry, the
digitization of sports spectatorship, and the capitalization of cultural flows within a multiplatform media ecosystem”. (p.11)
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">You recognize this, when your devices are used to both watch sport on different channels and streaming services, for
live betting and management of your fantasy team connected to your social media and the integrated and changing social interactions.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><b>What is gained? What is lost?</b> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"><i>The Digital NBA</i> serves profound analyses and documentation of the development of the NBA in the field of media
interest and commercialization. And it does so thoroughly and reliably. But where you gain, you always lose. For others to complete the picture you might ask, what is lost in this medialization, where sport organizations become media?
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">One answer comes from Danish journalist and debating editor Poul Albret, who back in the 1990s developed the Bermuda
Triangle of Sport Journalism: the sponsors, the media and the top sport. He concluded from a severe Danish journalistic scandal, that it was the independent and critical journalism that was lost in the Bermuda Triangle of Sport Journalism.
</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="line-height: normal; margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);">When the sport is the media the motivation and interest to be critical is in many ways lost.
</span><span style="font-family: "WordVisi_MSFontService", serif; font-size: 12pt; color: rgb(0, 0, 0);">
</span><span style="font-family: "Calibri", sans-serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; color: rgb(0, 0, 0);"> </span></p>
<p style="margin: 0in 0in 8pt;"><span style="font-family: "Calibri", sans-serif; font-size: 11pt; color: rgb(0, 0, 0);"> </span></p>
</body>
</html>