A look at media used during the 1964, 1984 and 2004 summer Olympics

A look at media used duringA look at media used duringthe 1964, 1984 and 2004the 1964, 1984 and 2004

summer Olympicssummer Olympics

Rachael Bloemker, Sarah GroganRachael Bloemker, Sarah Grogan

Jaimee Wylie, Alyssa CabreraJaimee Wylie, Alyssa Cabrera

TopicsTopics

Sporting eventsSporting events

Television coverage and ratingsTelevision coverage and ratings

Newspaper and radio coverageNewspaper and radio coverage

Technology improvementsTechnology improvements

How money affects the OlympicsHow money affects the Olympics

*Aquatics *Athletics Basketball Boxing Canoe / Kayak *Cycling

*Sports in 1896 Olympics (plus tennis)

Equestrian *Fencing Football *GymnasticsHockey Judo

Modern Pentathlon Rowing Sailing *Shooting Volleyball *Weightlifting *Wrestling

Sports in 1964 (19)Sports in 1964 (19)

Sports in 1984 (21)Sports in 1984 (21)Aquatics Aquatics *Archery *Archery Athletics Athletics Basketball Basketball Boxing Boxing Canoe / Kayak Canoe / Kayak Cycling Cycling Equestrian Equestrian Fencing Fencing Football Football Gymnastics Gymnastics

*Added since 1964*Added since 1964

*Handball Hockey Judo Modern Pentathlon

Rowing Sailing Shooting Volleyball Weightlifting Wrestling

Sports in 2004 (28)Sports in 2004 (28)AquaticsAquaticsArcheryArcheryAthleticsAthletics*Badminton*Badminton*Baseball*BaseballBasketballBasketballBoxingBoxingCanoeingCanoeingCyclingCyclingEquestrianEquestrianFencingFencingFootballFootballGymnasticsGymnastics

*Added since 1984*Added since 1984

HandballHandballHockeyHockeyJudoJudoModern PentathlonModern PentathlonRowingRowingSailingSailingShootingShooting*Softball*Softball*Table Tennis*Table Tennis*Taekwondo*Taekwondo*Tennis*Tennis*Triathlon*TriathlonVolleyballVolleyballWeightliftingWeightliftingWrestlingWrestling

Olympics effect economyOlympics effect economyOlympics help electronic purchases in Olympics help electronic purchases in JapanJapan

1964 – 11964 – 1stst country to have television country to have television coveragecoverage– Viewer rate at 84.7%Viewer rate at 84.7%– 1/5 programming was color, but not nationwide 1/5 programming was color, but not nationwide – 11stst TV program to cross the Pacific Ocean TV program to cross the Pacific Ocean2004 Panasonic operating profit increase 2004 Panasonic operating profit increase because flat screen plasma TV bet. April because flat screen plasma TV bet. April and June.and June.

Coverage change after 1964Coverage change after 19641968 Olympics – 44 hours of 1968 Olympics – 44 hours of coveragecoverage3x more than 19643x more than 1964Personalized approach to Personalized approach to broadcasting-broadcasting-– Roone ArledgeRoone Arledge

Technology advancementsTechnology advancements– Satellite feeds, videotapesSatellite feeds, videotapes– Profiled athletesProfiled athletes

Television AudienceTelevision Audience

2004 coverage hours – 35,0002004 coverage hours – 35,000– 27% increase from 2000 Olympics27% increase from 2000 Olympics

2004 world wide access – 3.9 billion2004 world wide access – 3.9 billion

Broadcast Rights and $Broadcast Rights and $American bidding war between American bidding war between networksnetworksT.V. rights fees expensiveT.V. rights fees expensiveTripled between 1980 and 1984Tripled between 1980 and 1984– 87 M 87 M 225 M 225 M

Until 1984 networks lost $Until 1984 networks lost $Gain prestigeGain prestige

Success without the SovietsSuccess without the Soviets– High TV ratings High TV ratings profit for network profit for network

TV RatingsTV RatingsBoom during and after OlympicsBoom during and after OlympicsDuring- 50% of TV. audience watch During- 50% of TV. audience watch OlympicsOlympicsAfter- develop relationship with network After- develop relationship with network increase ratings of regular programsincrease ratings of regular programsPopular sport Popular sport high TV ratings high TV ratings networks pay a lot of money for networks pay a lot of money for broadcasting rightsbroadcasting rights– Japanese volleyball women win gold in 1964 Japanese volleyball women win gold in 1964

and now country will pay high rate to cover the and now country will pay high rate to cover the sportsport

What’s your choice?What’s your choice?Of these popular Olympic sports, which do Of these popular Olympic sports, which do you enjoy watching the most?you enjoy watching the most?

Beach VolleyballBeach Volleyball DivingDiving GymnasticsGymnastics SwimmingSwimming Track & FieldTrack & Field OtherOther

ResultsResultsSportSport Votes % Votes %Beach Volleyball 3150 19% Beach Volleyball 3150 19% Diving 486 3%Diving 486 3%Gymnastics 537 22% Gymnastics 537 22% Swimming 3375 21% Swimming 3375 21% Track & Field 4473 28%Track & Field 4473 28% Other 1188 7% Other 1188 7%

Total votes for this question: 16209Total votes for this question: 16209 Results from Active.comResults from Active.com

Who WatchedWho WatchedHours potential viewers watched in selected Hours potential viewers watched in selected

countries:countries:France – 17 hrs. - 20% coverage live!France – 17 hrs. - 20% coverage live!Germany – 11hrs. Germany – 11hrs. Greece – 17.4hrs.- 3 channels covered Olympics Greece – 17.4hrs.- 3 channels covered Olympics 24 hrs.24 hrs.Great Britain – 13 hrs.Great Britain – 13 hrs.Italy – 14 hrs.Italy – 14 hrs.Canada – 9 hrs.Canada – 9 hrs.China – 8 hrs.China – 8 hrs.Japan – 29 hrs.Japan – 29 hrs.Australia – 24 hrs.Australia – 24 hrs.Mexico – 14 hrs.Mexico – 14 hrs.

Media and Technology Media and Technology ImprovementsImprovements

Each era brings broadcasting Each era brings broadcasting innovationinnovation Progression of media coverage Progression of media coverage through the different time periodthrough the different time period Technology increases the Technology increases the interest and interaction of interest and interaction of audience to the Olympic Gamesaudience to the Olympic Games

Tokyo (1964)Tokyo (1964)

Corporate marketing relationships Corporate marketing relationships grew to 250 companiesgrew to 250 companies

Broadcasting started to go globalBroadcasting started to go global

Satellite coverage used for first timeSatellite coverage used for first time

Quartz timing introducedQuartz timing introduced

TelecastTelecast

Results of Olympic Games stored on Results of Olympic Games stored on computers for first timecomputers for first time

Los Angeles (1984)Los Angeles (1984)$287 million in broadcast revenue $287 million in broadcast revenue through televisionthrough television

Era of most successful corporate Era of most successful corporate sponsorshipsponsorship

Multinational corporationsMultinational corporations

Television and radio played large role Television and radio played large role in Gamesin Games

156 nations wanted rights156 nations wanted rights

AT&T was anchor for AT&T was anchor for telecommunicationstelecommunications

Athens (2004)Athens (2004)Xerox used fax machines to Xerox used fax machines to communicatecommunicate

Network requirements more Network requirements more sophisticatedsophisticated

Heavy internet coverage (regulated Heavy internet coverage (regulated by IOC and Olympic Charter)by IOC and Olympic Charter)

Written coverage on internet – Written coverage on internet – featured still photography on featured still photography on websites and newspaperswebsites and newspapers

4000 hours of coverage4000 hours of coverage

Covered 300 eventsCovered 300 events

Increase of Olympic coverage in Asia, Increase of Olympic coverage in Asia, South, and Central AmericaSouth, and Central America

Satellite and Cable channels devoted Satellite and Cable channels devoted to Olympic Gamesto Olympic Games

Streaming video and highlight clips Streaming video and highlight clips viewed through phone handsets, viewed through phone handsets, internet, and HDTVinternet, and HDTV

Beijing (2008)Beijing (2008)City of Beijing – planning to invest $30 City of Beijing – planning to invest $30 million in preparing for 2008 Gamesmillion in preparing for 2008 GamesLabeled “Green Games”, “Hi-Tech Labeled “Green Games”, “Hi-Tech Games”, and “People’s Games”Games”, and “People’s Games”$4 billion in IT for optic networks $4 billion in IT for optic networks Network capacity increasedNetwork capacity increasedDigital networks for Olympic venuesDigital networks for Olympic venuesRely heavily on television advances Rely heavily on television advances such as HDTV and interactive servicessuch as HDTV and interactive services

Global CoverageGlobal Coverage

Different styles of broadcasting for Different styles of broadcasting for each countryeach country

Emphasis on national athletes and Emphasis on national athletes and symbolssymbols

Commercial pressures provide large Commercial pressures provide large audiences for Olympic and broadcast audiences for Olympic and broadcast sponsorssponsors

BBC InnovationsBBC Innovations

British Broadcasting Company British Broadcasting Company provided interactive services for provided interactive services for Athens OlympicsAthens Olympics

Additional Olympic CoverageAdditional Olympic Coverage

1000 hours of live coverage on 1000 hours of live coverage on digital televisiondigital television

Extra video streams via broadbandExtra video streams via broadband

US TechnologyUS TechnologyDivemotion – NBC used for first time in Divemotion – NBC used for first time in broadcasting Athens Olympicsbroadcasting Athens Olympics

Video Replays of competitors Video Replays of competitors

Allows for comparative analysis of diversAllows for comparative analysis of divers

Stromotion – breaks down frame by Stromotion – breaks down frame by frameframe

Media and Technology SummaryMedia and Technology Summary

1964 – Satellite coverage and 1964 – Satellite coverage and telecast for the first timetelecast for the first time- first time used computers to store - first time used computers to store resultsresults1984 – multinational corporations 1984 – multinational corporations were large factor in sponsorshipwere large factor in sponsorship - television was main source of - television was main source of broadcasting revenuebroadcasting revenue2004 – introducing HDTV, interactive 2004 – introducing HDTV, interactive servicesservices- internet was main media source- internet was main media source

History of Radio and the OlympicsHistory of Radio and the OlympicsTechnology & politics hindered radio as Olympics primary mediumTechnology & politics hindered radio as Olympics primary medium

Paris 1924: first time technical capabilitiesParis 1924: first time technical capabilities– No interestNo interest– Compete with newspaper for audience, info rightsCompete with newspaper for audience, info rights– International issue of frequencies and wavelengthsInternational issue of frequencies and wavelengths

LA 1932LA 1932– No live commentary allowedNo live commentary allowed– Technical issues with overseas transmissionsTechnical issues with overseas transmissions– Entertainment RivalryEntertainment Rivalry

Ticket purchasesTicket purchases

HollywoodHollywood

Radio and the OlympicsRadio and the OlympicsBerlin 1936Berlin 1936– General Rules & Regulations for the Printed Press and RadioGeneral Rules & Regulations for the Printed Press and Radio– First TV coverage trialFirst TV coverage trial

London 1948London 1948– TV has regular transmission abilitiesTV has regular transmission abilities– Radio has major coverage, lost broadcastsRadio has major coverage, lost broadcasts

Rome 1960 – Rome 1960 – First time TV pay for telecast First time TV pay for telecast rightsrights

Belarus 1974 – Belarus 1974 – 98% of IOC income from TV rights98% of IOC income from TV rights

1939 Radio Broadcast1939 Radio Broadcast

Future of Radio and the OlympicsFuture of Radio and the Olympics

Commentating previously all evening Commentating previously all evening updatesupdates

Digital, better sound qualityDigital, better sound quality

Domestic TransmissionsDomestic Transmissions

International events where TV won’t International events where TV won’t paypay

Synthetic commentarySynthetic commentary

Newspaper and the Olympics:Newspaper and the Olympics:New York Times 1964New York Times 1964

No front page, 3 pages in sports section No front page, 3 pages in sports section

Medal winners, upsets – any countryMedal winners, upsets – any country

Several short articles covering range of Several short articles covering range of eventsevents

Few picturesFew pictures

Other common topicsOther common topics– US supremacy restorationUS supremacy restoration– Critique of host nationCritique of host nation– Korean boxer sit-downKorean boxer sit-down– Number of athletes; housing/feeding problemsNumber of athletes; housing/feeding problems


Front page article, 4 pages in sport sectionFront page article, 4 pages in sport section

More coverage of popular sportsMore coverage of popular sports– Medal winners, upsets – more US focusMedal winners, upsets – more US focus

More drawings and imagesMore drawings and images

Editorials, Letters, InformativeEditorials, Letters, Informative

Other common topics:Other common topics:– Amateur vs. ProAmateur vs. Pro– BoycottsBoycotts– Permanent Olympic SitePermanent Olympic Site


Front page, half page articleFront page, half page article9 pages in sport section9 pages in sport sectionAll popular sport coverage, all US relatedAll popular sport coverage, all US relatedWhen other countries mentionedWhen other countries mentioned– StatsStats– Compete against USCompete against US– Big gold medal competitionsBig gold medal competitions– Drug useDrug use– Country first time medal winnersCountry first time medal winners

Other common topics:Other common topics:– ScandalsScandals– Host countryHost country– Young/ Old athletesYoung/ Old athletes

Newspaper and the Olympics:Newspaper and the Olympics:London TimesLondon Times

19841984– 2 pages in the weekly additions2 pages in the weekly additions– Sunday 20 pg. special edition magazineSunday 20 pg. special edition magazine– All Britain and USAll Britain and US– All PicturesAll Pictures

20042004– Front pageFront page– All Britain, any sportAll Britain, any sport

Future of Newspaper and OlympicsFuture of Newspaper and Olympics

More visual, more color, more More visual, more color, more statisticsstatistics

Gear more towards local readersGear more towards local readers

Any thoughts???Any thoughts???

Questions?Questions?

A look at media used during the 1964, 1984 and 2004 summer Olympics

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