The television, social media and the Olympic Games


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The power point deals with how tv construct the Olympic Games and turn it into a global event. There is a description of the media environment of the Olympic Games too and an example of muti-channel programming of the Olympics. At the same time, there is a proposal on how the Olympic Family could manage their social media presence.

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The television, social media and the Olympic Games

  1. 1. Television, social media and the Olympic Games Prof. Dr. Emilio Fernández Peña Olympic Studies Centre, CEO-UAB. Universitat Autónoma de Barcelona
  2. 2. Introduction • “ We need spectators at the Games, but the IOC does not insist on 100,000-seat stadiums. The Olympics are primarily put on for Television”. Jacques Rogge interview (Barney, Wenn & Martyn, 2002:278)
  3. 3. Olympic Games Media Environment System Construction of reality International Federation IOC NOC’s Radio Broadcasters Newspaper Social Media Global Spectacle TV News 4,700 million people Top sponsors Audiences NBC 214 million people
  4. 4. Introduction • Media construct the reality of the Games – Media are not interpreters of the sporting events, but rather their co-authors – They turn a local event into a global one • The fund the Olympics and O. Movement
  5. 5. Opening Ceremony Research which feeds the other activities of teaching and diffusion Multidisciplinary from two key concepts: culture and communication Creativity and observation of the spirit of the times in order to develop new research lines Take advantage of the power of Social Networking and new media
  6. 6. The need for creating a storytelling • The host city needs presenting a storytelling – Throughout the audiovisual media – They have the opportunity to present an image to the world – At Barcelona In 1991 tourism represented a 2% of the gross economic product of the city, currently, a 12%
  7. 7. The role of the broadcasting Olympic System • OBS: is the official television (Host broadcaster) of the games which serves the images to all the TV Stations • It exists the possibility to personalize in a part the telecasting with the own means of every TV network
  8. 8.
  9. 9. Old Media Vs. New Media Traditional Media -Linear -Not flexible -The audience is pasive New Media -Without centre and periphery -Flexible -The audience plays an active role They together create the global megaevent
  10. 10. New Proposal: IOC Communication Flow New Proposal for an IOC Communication Flow Static content New dynamic content CROSSPOLLINATION Blogs, videos, social marketing content user’s flow Recycling video content Backstage video New creative short videos Customised with new tabs and functions An informal and direct but rigorous language 1000 million people 300 million people Going where the users are
  11. 11. Participation percentage: London 2012 Olympic Games
  12. 12. The Internet Evolution • The website is a Sanctuary –Only visit them the true believers •The Social Networking websites are a party –You go to meet your friends
  13. 13. Traditional Webpages vs. Social Media Websites • Traditional websites: static content, repository or store for the institution’s whole virtual presence. • The internauts generally only visit websites when they are interested in an organisation’s content. • Facebook and Twitter can help them become more dynamic
  14. 14. Pros and Cons of the IOC Social Media Policy Proposal Pros and Cons of the New Social Media Policy Proposal on Sport field CONS • IOC would require greater transparency and sincerity in relationships with its fans and followers. • A friendlier, more direct and more sincere communicative register. • IOC would need allocating more financial and human resources to produce specific content means higher costs to: ₋ distribute videos on social networking sites, create new re-edited versions of archive footage and new educational and social marketing videos. ₋ broadcast event highlights similar to those offered to television operators that do not buy broadcast rights during the Games. • Sporting organizations would get greater loyalty among fans and followers, who will influence others and attract them to the cause • Sporting organizations would get an intelligent fan and follower base that works in favour of the cause by putting forward ideas • Sporting organizations would recount more things, but it is still in control of what it recounts and of how and where it does so. It controls the information flow. • Sporting organizations would continue to safeguard the interests of television broadcast rights holders. • This would help Sporting organizations continue to grow on social networking sites in between-Games periods. IOC would recount things that were not recounted in the old media environment (e.g. new projects). • PROS
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