Inside the Torino Winter Olympics
Keeping the Athletes on Track, the Media at Bay
Feb 14, 2006: Vol. 2, Issue No. 12
IN THE NEWS
EBU CHAMPIONS NEW MEDIA
The European Broadcasting Union (EBU) says it is committed to providing additional content access to sports fans around Europe following record levels of new media coverage for the Winter Olympics.
On top of more than 7,000 hours of TV coverage scheduled across the Eurovision territories, broadcasters and sub-licensees are providing both live and delayed moving images of the Winter Games over a record number of new media distribution platforms (broadband Internet, IPTV and mobile devices). An estimated 40 million European Internet broadband users will have access to both live and on-demand video footage of the Winter Olympic Games.
—Sportbusiness.com, Feb. 13, 2006
The idea of 7,000 hours of TV coverage and 40 million Internet users glued to TV and computer screens in Europe alone is staggering.
Thousands of representatives from the world media have converged on Torino. Their object is to cover the games and look for "content." Not just any content, but hot stories. If a story is not hot, they'll figure out a way to sensationalize it.
A case in point was the selection of Chris Witty to be the flag bearer for the U.S. delegation. The headline of the Seattle Post-Intelligencer was: "U.S. flag bearer Witty reveals dark secret of sexual abuse."
How can countries of the world keep their young athletes safe from media recklessness? How can businesses keep employees from making gaffes?
February in Torino
My amazing wife, Peggy, is superb at everything she undertakes and is the consummate juggler of the many hats that she wears. The direct marketing community knows her as president and publisher of the Target Marketing group of trade magazines—two of which she started, Catalog Success and Fundraising Success.