Abstract
Western Europe increasingly is regarded as a necessary market for the product of the U.S. television and sports industries. At the same time, the European sports television market is itself in the process of both expansion and economic consolidation. This paper analyzes the recent strategies implemented in both the U.S. and European sports marketplaces in order to explain the changes, successes, and failures ; and to discuss the opportunities and limits of the internationalization of sports television.
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