Evolving Technologies in Media: A Study on Transformative Trends In Sports Broadcasting from Television to Digital Media

Abstract

The world of sports broadcasting has undergone a seismic shift in the past 30 years from a TV-based model to a complex, digital-first universe. This paper explores the transformative trends of media brought about by the evolution of technology, with a focus on sports broadcasting. It traces the evolution of linear television from its takeover by satellite and cable, through the age of over-the-top (OTT) platforms, high-speed connectivity, and immersive technologies. Key technological drivers analysed include 5G networks, artificial intelligence (AI)-driven personalisation, augmented and virtual reality (AR/VR), cloud-based production and data visualisation. The study also looks at the evolving consumption behaviours of audiences, particularly the generational shift towards second-screen experiences, interactivity and on-demand content. Using a qualitative meta-analysis of industry reports, academic literature and case studies (e.g. English Premier League, NBA, Olympics), the paper argues that the linear broadcast model is being replaced by a hybrid, personalised and data-rich engagement framework. But there are still big challenges like the digital divide, latency, and the fragmentation of rights. The conclusion is that future sports broadcasting will not be determined by any one technology but by the confluence of AI, 5G and immersive media, and that the role of the ‘broadcaster’ needs to be re-imagined as a ‘digital experience curator’.

DOI - https://doi.org/10.65525/SVUP.9788199963313.2026.30-42