Olympic Media Coverage

Prime Minister Gordon Brown and John Armitt, chairman of the Olympic Delivery Authority, at the Olympic Park in Stratford

The Olympic Games is the most widely covered and televised sporting event in the world (Schneeberger, 2011).  One of the challenges for Olympic coverage is the ability to produce media tape that is live.  Rivenburgh (2002) stated that “in recent years American Broadcasters have introduced plausible live television into the Olympics”, which means a “mixing of live tape and delayed segments making it seem that the event is live or happening as we watch” (p. 36).  This type of broadcasting creates an overly produced look for the viewer.  Although the taping creates a heightened experience, its tapings are delayed, which poses a problem during the Olympic Games.  For example, during the 2000 Games in Sydney the ratings dropped because viewers were told of the tape delay (Rivenburgh, 2002).  Even though Sydney is 15 hours ahead, some would say that watching the games as they happen is almost impossible to keep up with.  However, wanting to watch the games as they are taking place makes you feel part of your country and the game that is taking place.  I remember watching the 2008 Olympic Games in China and how I was unable to watch the basketball games.  Basketball is my favorite sport and I didn’t get to watch many of the games.  I was very upset because China was 12 hours ahead of the Eastern Time Zone, so every time the game was on I was either at work or asleep.  I felt very disconnected during the basketball section of the Games.  However, I was able to watch the replay of the basketball games, but it just wasn’t the same.  What I did like was the award ceremony of the metals, that felt very real and like I was sitting right there in China.  So in that instance, plausible live television was a great thing to have and be a part of as a viewer.

Another challenge facing media coverage during the Olympic Games is the increase in cable channels.  Broadcast stations have now produced many channels that viewers can subscribe to and watch.  This creates much competition for Broadcasters of the Olympic Games because they are trying to capture the attention of all.  When there is a large audience a substantial amount of money will be generated.  The goal of broadcasters is to keep the viewers logged on to their stations.  If cable provides options then the viewers could possibly choose to watch other programs besides the Olympics.  My personal experience with this is that instead of watching track and field I will often opt to watch a movie on FX or another channel.  The only time I tuned in to watch track and field was when Usain Bolt was running.  This is an obstacle the media faces at the Olympics simply because they now have to compete against cable channels.  Games are playing on a lot of channels and viewers are still able to watch other shows due to this increase.

For the upcoming 2012 Olympic Games in London the media faces grave challenges.  In BBC News (2011) the Olympic Delivery Authority (ODA) stated “the economic downturn has made it difficult to secure funding for the 2012 Olympic Village” (p. 1).  With the lack of available credit, the two main 2012 schemes (Olympic Village and media center) are forced to raise money through private sectors (Ruddick, 2009).  The media center is set to house 20,000 broadcasters, photographers, and journalists (BBC News, 2011).  However, with the world falling into a deep recession, Europe must step up the construction and try to resolve key funding issues (Ruddick, 2009).  If Europe is unable to resolve the funding issues, the media center can be significantly decreased.  That would mean that less global media coverage will take place and viewers would have limited choices on stations to watch or gather information about the Olympics.

References

BBC News.  (2011).  Funding problems for 2012 village.  Retrieved from http://news.bbc.co.uk/2/hi/uk_news/england/london/7635353.stm

Photograph of Olympic Village. Retrieved from

http://www.bpovia.com/blog/china-economy/london%E2%80%99s-2012-olympic-preparations-face-crisis.html

Photograph of Prime Minister Gordon Brown and John Armitt.  Retrieved from http://www.telegraph.co.uk/finance/newsbysector/industry/
4284439/A-recession-of-Olympic-proportions.html

Rivenburgh, N. K. (2002). The Olympic Games: Twenty-first century challenges as a global media event. Culture, Sport and Society, 5(3), 31-50.

Ruddick, G. (2009). A recession of Olympic proportions. Retrieved from http://www.telegraph.co.uk/finance/newsbysector/industry/4284439/A-recession-of-Olympic-proportions.html

Schneeberger, J. M. (2011, February 6). The Olympic Games: Future media challenges [Web log post]. Retrieved from
http://sportsnut33.blogspot.com/2011/02/olympic-games-future-media-challenges.html