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E-Commerce Applications in Turner Sports New Media Case Study

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Updated: Jan 15th, 2022

Features of E-commerce

Turner Broadcasting System embraced e-commerce due to the perceived threat of broadband video to its TV industry. Tuner’s interactive services have managed to combine TV services and the Web enabling viewers to have new experience. Its websites allows for advertising and viewing on both TV and the Internet. Moreover, customization on the Web services enables viewers to access specific information of their liking and choice. Tuner’s linking of their Web to the internet allows it to have universal viewers. The Web also has a socialization section for viewers.

Web Value and its development of the TV business

Web creation has enabled Tuner Broadcasting System to remain in business. The combination of both TV and Web services has allowed the companies to increase viewers since it’s possible to access it globally. Tuner’s ability to create and run Websites successfully has allowed it to sell more advertisements that generate money for both companies. Companies like NBA, PGATour and PGA pay Tuner millions to run their websites (Laudon 409). Through the integration of many features on the Web, viewers can access a wide range of information through the Internet or TV. With the advertising caption on the Web, viewers can gain knowledge of specific products in the market enhancing the companies’ visibility.

NASCAR Trackpass: Tuner Sports New Media’s value to sports sites

NASCAR.com was the first company to be managed by Turner Sports New Media Company. Turner’s ability to manage Web companies is exemplified by the success it has with NASCAR.com which ranks among the top three Internet sports sites (Laudon, p. 409). NASCAR’s TrackPass is the most enhanced e-commerce feature on the NASCAR.com. NASCAR TrackPass’ interactive presentations, a key feature in e-commerce include; TrackPass Scanner, TrackPass Pit Command and TrackPass RaceView (Laudon, p. 409). Customization of the applications is enhanced with the viewers enabled to access cars and drivers racing, pausing, replaying and rewinding ongoing races. Social networking section is also provided (Laudon, p. 409).

Tuner Sports New Media and its growth prediction

Due to the innovativeness of Turner Company and the success gained from the existing successfully managed Web services, it is possible for Turner Sports New Media to continue growing steadily. Its increasing Web clients from one in 2003 to five in 2008 indicate a sturdy growth (Laudon, p. 409). The company’s experience in the field of Web management and extensive viewer base can also enhance its development. Turner’s interactive strategy that is employed in their Web running is more likely to attract more clients and viewers, placing it among the best Web managing companies. Since it is not the only Web Company in the market, Tuner might find it difficult to maintain its current growth due to new and less expensive entries.

Websites’ E-Commerce Features, Purposes, Value and Promotion of TV Viewing

The sites display interactive features in the form of the many applications. The sites are highly customized; for example, the PGATour website allows access to various golf courses, players and holes (Laudon, p. 409). The sites also allow members to interact on a social platform by creating their own accounts. The sites are accessed globally increasing the number of viewers. The sites have an ads application that generates income for them. TV viewing is promoted through their interactive capability. This application also increases their visibility and enhances growth in the number of viewers.

Works Cited

Laudon, Ken & Laudon, Jane. Management Information System: Managing the Digital Firm. London, UK: Prentice Hall, 2009.

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IvyPanda. 2022. "E-Commerce Applications in Turner Sports New Media." January 15, 2022. https://ivypanda.com/essays/e-commerce-applications-in-turner-sports-new-media/.

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IvyPanda. (2022) 'E-Commerce Applications in Turner Sports New Media'. 15 January.

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