8th January 2010
Channel 4 to be the Paralympic
Broadcaster in the UK in 2012
? Deal will deliver over 150 hours of television coverage of the
London 2012 Paralympic Games – more than ever before;
? Channel 4 will run its biggest ever marketing campaign to
promote the Paralympic Games;
? Every penny LOCOG has raised from selling the rights will be
invested to provide the biggest and broadest TV feed of the
Paralympic Games ever;
The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has awarded the UK broadcast rights to Channel 4 following a highly competitive tender process.
The deal with Channel 4 will provide the Paralympic Games and
Paralympic sport with the strongest pre-Games broadcast coverage and marketing support it has ever received on UK television. As an example Channel 4 will be completely rebranded with a Paralympic theme after
the London 2012 Olympic Games finish. Channel 4 will work with the world’s best production companies to build on its reputation for the most
innovative sports coverage showcasing Paralympic sport to millions of
viewers, fronted by a world-class presenting team.
Sebastian Coe, Chairman of London 2012 commented: “The eyes of the world will be focussed on the Paralympic Games – the world’s second biggest multi-sport event - in London in 2012. We will deliver a
spectacular sporting showcase for the world’s greatest Paralympic
athletes, and will use the power of Paralympic sport to raise awareness; challenge stereotypes; inspire understanding and communicate the
Paralympic values of determination, courage, inspiration and equality.
We are absolutely delighted to appoint Channel 4 as our broadcast partner in the UK. Channel 4 shares our vision for the Paralympic
Games, has a very strong appeal to young people, and will play a
hugely important role in increasing public engagement and involvement
in Paralympic sport in this country.
We are confident that the quality and depth of the broadcast coverage
provided by Channel 4 not just for the 12 days of sport in 2012, but in
the two and a half years leading up to the Games, will inspire disabled
people of all ages to take up sport and be a catalyst for continued
change in public attitudes towards disability. The commercial value of
this deal has raised the bar financially for the Paralympic movement. ”
The deal with Channel 4 includes multi-platform broadcast rights within the UK, with non-exclusive rights in the Republic of Ireland. Channel 4
will produce and screen two peak time 10 part documentaries in 2011
and 2012, building the stories of the athletes and their journey to the
London 2012 Paralympic Games. It will also include dedicated coverage
of the Paralympic Torch Relay and will be supported by the biggest
marketing campaign in the broadcaster’s history.
Channel 4 will also cover key disability sports and sporting events, in
the run up to the Paralympic Games in 2012.
At Games-time, Channel 4 will deliver over 150 hours of coverage of the
Paralympic Games, with over 130 hours on their core channel (Channel 4). Paralympic sport has never had this level of exposure in the UK. The
coverage will be led by a flagship peak-time show, and extensive coverage will also be provided on mobile and online. Subtitling and
audio description will form part of all the programming, ensuring the
widest possible audience can enjoy the Games.
Lord Burns, Channel 4’s Chairman Designate, said: “For Channel 4, the
London Paralympic Games will be the main event, not a sideshow to
the Olympics; the Games will define our year in 2012 and take over
Channel 4 for their duration. The Paralympics will be one of the most
significant sporting events to be staged in Britain for many years and
we’re confident the more comprehensive and more cross-platform
coverage we are offering can connect the Games with the widest
possible cross-section of British viewers.
Kevin Lygo, Channel 4’s Director of Television and Content, added:
“Channel 4 has done more than any other broadcaster to bring disability
into the mainstream and we have a great track record of broadcast
innovation with sports like Test cricket. We are genuinely thrilled to be
given this opportunity to work with LOCOG to bring Paralympic sport
into full public focus before, during and beyond the 2012 Games and to deliver a lasting legacy, including altering public attitudes to disability
and disability sport.”
Sir Philip Craven, President of the IPC commented: "The IPC congratulates Channel 4 as a free to air public broadcaster in being
awarded the national television rights for the UK. I am sure they will
work diligently in portraying just what a magnificent event the
Paralympic Games really are, what Paralympic athletes are able to
achieve and how they can inspire the world with their performances.
The IPC also wants to thank LOCOG, following a very open, transparent and fair process. The quality of all bids was very high, and I
am confident that all bidding companies would have put on a great
Paralympic Games coverage."
Tanni Grey-Thompson commented: “I am pleased that the Paralympic Games will be shown by a terrestrial broadcaster in the UK in 2012.
Channel 4 has some exciting plans for its coverage and marketing
support. I look forward to seeing these plans progress in the coming
months and years ahead on the road to London 2012 ”
LOCOG will begin the tender process for the international broadcast
rights to the Paralympic Games later this year.
– Ends –
Notes to editors:
As it heads towards its ?2bn budget for staging the Olympic and Paralympic Games, LOCOG has seven domestic Tier One Partners - adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB. There are
six domestic Tier Two Supporters – Adecco, Cadbury, Cisco, Deloitte,
Thomas Cook and UPS. There are now twelve domestic Tier Three Suppliers and Providers – Airwave, Atkins, Boston Consulting Group,
Crystal CG, Freshfields Bruckhaus Deringer LLP, GSK, Holiday Inn,
McCann Worldgroup, The Nielsen Company, Populous, Ticketmaster
The Worldwide Olympic Partners signed up for London 2012 are Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung