This study primarily focuses on the scale at which PTV Sports are adopting advance broadcasting technologies, and whether the management at PTV Sports are technologically conscious or not. In this research, it is analyzed that PTV Sports which has an incredible history, as it is associated to PTV that has achieved great feats in sports broadcasting in this region, why it is not able to incorporate modern broadcasting technologies the way it should have. Qualitative research method is applied in which in-depth interviews are conducted from a total of twelve experts, that are television sports broadcasters, sports journalists and transmission engineers from the PTV, PTV Sports and private television channels in Pakistan. Among these twelve, six are from PTV and PTV Sports, and the remaining six are associated to private television channels, keeping in view the prerequisites of this study. The communication theories of Diffusion of Innovation and Technological Determinism are applied to examine the data collected during this study. The outcome obtained after the data interpretation from the answers of interviewees suggest that the traditional mindset is not a major reason for PTV Sports not adopting advance broadcasting technologies, as it is corruption that has brought PTV to this disastrous stage the results of which are clearly visible in PTV Sports.      

Andrews, D. L., & Ritzer, G. (2018). Sport and prosumption. Journal of Consumer Culture, 18(2), 356–373. https://doi.org/10.1177/1469540517747093

Changnon, S. A. (2011). Live 3D Production of Sporting Events, The Future of Sports Broadcasting. http://opensiuc.lib.siu.edu/gs_rp/162

Choi, E. Y. (2022). The Mediating Role of Interaction Between Watching Motivation and Flow of Sports Broadcasting in Multi-Channel Network. SAGE Open, 12(1). https://doi.org/10.1177/21582440211068513

Choi, K., Lee, S. W., & Seo, Y. (2009). AUTOMATIC BROADCAST VIDEO GENERATION FOR BALL SPORTS FROM MULTIPLE VIEWS.

Coche, R., & Lynn, B. J. (2020). Behind the scenes: COVID-19 consequences on broadcast sports production. International Journal of Sport Communication, 13(3), 484–493. https://doi.org/10.1123/ijsc.2020-0231

Denia, A., Ribelles, J., & López And´oscarand´ And´oscar Belmonte, A. (2011). Low Cost Virtual Animation Effects for Sports Broadcasting: Mosaics, Flags and Big-sized Flags.

Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. In Sport Management Review (Vol. 18, Issue 2, pp. 166–181). Elsevier Ltd. https://doi.org/10.1016/j.smr.2014.11.001

Frandsen, K. (2012). Sports broadcasting journalism and the challenge of new media. Journal of Media and Communication Research, 28, 5–21.

Hancherick, D. (2011). Tweet Talking: How Modern Technology and Social Media Are Changing Sports Communication.

Hilton, A., Guillemaut, J.-Y., Kilner, J., Grau, O., & Thomas, G. (2011). 3D-TV Production from Conventional Cameras for Sports Broadcast. www.liberovision.com

Hoehn, T., & Kastrinaki, Z. (2012). BROADCASTING AND SPORT: VALUE DRIVERS OF TV RIGHT DEALS IN EUROPEAN FOOTBALL.

Kroon, Å., & Eriksson, G. (2019). The Impact of the Digital Transformation on Sports Journalism Talk Online. Journalism Practice, 13(7), 834–852. https://doi.org/10.1080/17512786.2019.1577695

Kumar, M. (2018). Role of Media in Sports. ~ 135 ~ International Journal of Physiology, 3(1), 135–137. www.journalofsports.com

Munoz Tellez, V., & Waitara, A. C. (2007). A DEVELOPMENT ANALYSIS OF THE PROPOSED WIPO TREATY ON THE PROTECTION OF BROADCASTING AND CABLECASTING ORGANIZATIONS.

Mustafa, F. (2013). Cricket and globalization: Global processes and the imperial game. Journal of Global History, 8(2), 318–341. https://doi.org/10.1017/S1740022813000247

Nitin Kumar PGPCM, B. (2003). Impact of sports/cricket on Television Broadcast industry in India.

Noll, R. G. (2007). BROADCASTING AND TEAM SPORTS.

Schreer, Oliver., Kauff, Peter., & Sikora, Thomas. (2005). 3D videocommunication : algorithms, concepts, and real-time systems in human centred communication. Wiley.

Williams, J. (2011). Cricket and broadcasting. Manchester University Press.

Yasir, S. (2022, June 14). Indian Cricket Broadcast Rights Fetch a Record Price. The New York Times.