Exclusive Trading And Competition In The Sports Broadcasting Rights Market

With the rapid development of the sports industry and the structural optimization of the sports industry,the development of the sports media industry,as an important part of the sports service industry,has been supported by both policies and funds.Among them,the sports event broadcast market,as the largest part of the sports media industry,has always attracted much attention from all walks of life.With the issuance of the Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption issued by the State Council in 2014,which clearly stipulates the relaxation of restrictions on the broadcasting rights of relevant events,major Internet platforms have begun to enter the sports event broadcasting rights market and launched fierce competition.Among them,due to the particularity of broadcasting rights,exclusive transactions in broadcasting rights began to emerge and increase.For a short while,research on the monopoly of the broadcasting rights market became the focus of monopoly research in the sports industry.This paper analyzes the exclusive transaction and anti-monopoly issues in the sports event broadcasting rights market by establishing a duopoly model,and conducts further in-depth analysis based on relevant cases,and draws relevant conclusions and puts forward policy suggestions.This article first defines the sports rights market and the sports broadcasting rights market,and introduces the historical development process of the broadcasting rights market and the evolution of relevant policies.In the sports event broadcasting rights market,the market entities are divided into copyright holders,broadcasting platforms and consumers.The sports broadcast rights market has gone through three stages:initial development,tortuous development and rapid capital occupation of the market.Due to the particularity of the broadcasting rights of sports events,top sports events can provide a large amount of traffic and attention for relevant broadcast platforms,so major online broadcasting platforms have begun to compete for the exclusive copyright of related events.At the same time,this paper analyzes the causes and impacts of exclusive transactions in the broadcasting rights market and the current scope of anti-monopoly exemptions,and provides an in-depth analysis of the antimonopoly exemption principles in the sports broadcasting rights market.Secondly,based on the hotelling model,this paper constructs a duopoly model of the sports broadcasting rights market,and adopts network externality parameters and secondary transportation costs to compare the market equilibrium results of exclusive trading of broadcasting rights and the absence of exclusive transactions in the market,and studies the relevant impact of exclusive trading of broadcasting rights on broadcasting platforms and consumers.The study finds that when there is no exclusive transaction of broadcasting rights in the market,the two platforms divide the market equally,and when there is exclusive trading in the market of broadcasting rights,the market share of retransmission platforms with exclusive rights is higher than that of retransmission platforms without exclusive rights.In terms of profit,when there is no exclusive transaction,the profit of the two platforms is the same,and when there is an exclusive transaction in the broadcasting rights market,the platform profit is related to the number of exclusive rights owned by the platfonn and the price of purchasing exclusive broadcasting rights.The more exclusive copyrights,the more profits the platfonn receives,and the profits earned by the platform are determined by the price paid by the platform when it purchases the copyright.At the same time,the study also found that the greater the level of horizontal differences between platforms and the smaller the network externalities of each platform,the higher the membership pricing of the broadcasting platform.At the same time,MATLAB is also used to further simulate the relevant calculation results and obtain relevant images.In addition,this article takes the competition between Tencent Sports and Migu Video for NBA broadcast rights as an example to analyze the impact of copyright exclusivity on the event broadcast platform,after obtaining the exclusive NBA broadcast rights,Tencent Sports occupied the entire market of NBA game broadcasting in Chinese mainland and increased the platform’s related member prices twice.However,when Migu Video obtained part of the NBA copyright,the relevant market changed:Migu Video occupied a part of the market share and increased its membership price,Tencent Sports lowered the membership price,and after Tencent Sports lowered the price,Migu Video also made a reduction in its own membership price.As the core resource of sports event copyright,the economic benefits brought by sports event broadcasting rights cannot be ignored.With the further improvement of China’s current laws and regulations on the copyright market and the sports industry market,China’s broadcasting rights market will be better regulated.Considering the particularity of the sports industry,China should formulate anti-monopoly guidelines for the sports industry as soon as possible,combine centralized sales with separate sales when selling event broadcasting rights,so as to combine the length of the copyright cycle,and focus on unfair competition in the event broadcasting rights market.There is still much to be left in this article.The mathematical analysis of this article only touches on the impact of exclusive transactions in the broadcasting rights market on broadcasting platforms and consumers,and does not further discuss the relevant situation of copyright owners.Second,due to certain limitations in data access,this paper does not provide more data to further support this conclusion.At the same time,this paper makes use of some strong assumptions in the model derivation,which does not fully reflect the more possibilities in the retransmission rights market.