PREMIERE im Österreichischen Fussball

On May 19, 2004, the TV rights of the Austrian Football League were awarded to Premiere Austria and ATVplus for the first time. The public broadcaster ORF was not involved. The outcry was great: Can the Bundesliga even afford it! In Austria, where the Private Television Act did not come into force until 2001 (16 years after Germany and three years after Albania), the failure of the ORF to take account of the Bundesliga inevitably led to a media conflict. With content and input-output analyses and an expert interview, the author examines the communication performance of the Austrian Football League in this media conflict. Was there a communication plan? With which sub-publics was the Bundesliga able to score points with its communication and where were the shortcomings for more positive reporting? The knowledge gained from this provides information on how the Sch.