L2.2. The Olympic Games System

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From the course by Universitat Autònoma de Barcelona

The Olympic Games and the Media

33 оценки

Universitat Autònoma de Barcelona

The Olympic Games and the Media

33 оценки

This course gives you a complete insight into the communication and managerial techniques put into practice in the creation of the most important sporting mega event in the world. You will learn about the essentials of television production, programming strategies and television rights management of the Olympic Games. At the same time, you will gain valuable knowledge about the fundamentals of communication via social media and of the Olympic culture which is so closely connected with classic culture and humanism. The Olympic Games are a precise reflector of advanced current societies as a whole. Many of the strategies and trends dealt with in this course are transferable to other fields beyond the world of sport. Este curso te ofrece un conocimiento completo de las técnicas de comunicación y gestión que se ponen en práctica en la creación del acontecimiento deportivo más importante del mundo. Aprenderás las claves de la producción y realización televisiva de los Juegos, su programación y la estrategia de gestión de los derechos audiovisuales de los Juegos Olímpicos. Al mismo tiempo, conseguirás un valioso conocimiento sobre los fundamentos de la comunicación en las redes sociales y la cultura Olímpica, que está estrechamente conectada con la cultura clásica y el humanismo. Los Juegos Olímpicos son un preciso reflector de las sociedades avanzadas modernas consideradas como un todo. Muchas de las estrategias y tendencias que abordamos en este curso pueden aplicarse a otros campos diferentes al mundo del deporte.

From the lesson

W2. THE OLYMPIC GAMES AND THE MEDIA

Welcome to this new week! This week, we are going to explore in greater depth the subject of the media and the Olympic Games. You will learn about the media environment, its importance in current societies, the language of television and the historical relations of media and the Olympic Games. // ¡Bienvenidos a esta nueva semana! Esta semana vamos a explorar en mayor profundidad la relación de los medios de comunicación y los Juegos Olímpicos. Aprenderéis sobre el entorno de los medios de comunicación, su importancia en las sociedades actuales, el lenguaje de la televisión y las relaciones históricas de los Juegos Olímpicos y los medios de comunicación.

L2.1. Introduction1:19

L2.2. The Olympic Games System6:00

L2.3. Audiovisual and postmodernity19:31

L2.4. Communication and the Games: chronology5:59

L2.5. The Media's in the boost of the modern Olympism (1894-1932)6:42

L2.6. Television and media internationalisation of the Olympics (1936-1960)8:41

L2.7. The global Olympic Games (1964-1992)7:59

L2.8. Internet, the social Web and the commercialisation of the Olympic Games (1996-2012)7:18

L2.9. Introduction to the language of television10:39

Meet the Instructors

Emilio Fernández Peña
Professor Titular
Department of Audiovisual Communication

[MUSIC].

[BLANK_AUDIO].

Hello.

We would like to interpret the Olympic Games relationship

with the media and the audiences as a system.

A system in which all the different elements are

interrelated and some of them condition and influence others.

In other words, we can not interpret the

Olympic Games media system in an isolated way.

We will show you a diagram that reflects the different actors

and the relationship between them. The main actors are:

The International Olympic Committee, the TV rights holders, the different

international televisions who have bought the rights to broadcast the Olympics.

The TOP sponsors, the audiences, the people who watch,

who follow the Olympics through television and other media.

The rest of the media, traditional media and social media

which do not have the rights to broadcast the Olympics.

As we have told you, the IOC, National

Olympic Committee, is the owner of the Olympic Games.

The Games are mainly funded through two main sources:

The selling of the TV rights for broadcasting the

Olympics and the TOP sponsors and National Sponsor Programs.

We cannot understand the way of selling the Olympics Games without the interaction

between the television rights and exclusivity

for every territory and the sponsorship program.

The TOP Sponsors Program achieves a great economic value

thanks to the globalization of the Olympics that televisions produce.

We cannot understand the success of the TOP Sponsors

Programs without the ubiquity of the Olympics and its brand,

which has been achieved thanks to the great

capacity of the dissemination that television has shown.

In other words, for the TOP Sponsors it

makes sense to invest a great quantity, a great

amount of money in the Olympics because they

are followed by billions of people around the world.

It is that capacity of television of shaping and constructing a global

reality as the Games that makes it profitable to be a TOP Sponsor.

But the International Olympic Committee, which receives the

money from the TOP Sponsors and the TV

right holders, shares the 90% of that money

with the other members of the Olympic Family:

The Organizing Committee of the Olympic Games,

the International Federations and the National Olympic Committees.

But we will come back to the media.

Why and overall how television are profitable for the television operators

that pay a great quantity, a great amount of money for the television rights?

The great majority, more than 90% of the

incomes of the TV right holders come from advertising.

Which is the economic logic of the free-to-air broadcasting?

This kind of television offers for free the contents of

the Olympics live and recorded. In exchange, the spectators sell

their attention to the television programs but also to the

advertisements, which help to fund the free-to-air television.

Right now, only a very little part of

the incomes of the broadcasters come from subscription, from

pay television or other pay television formulas as premium

channels, subscription television or pay per view.

Finally, if the rest of the media do not

fund the Olympics, which is their role in this system?

The broadcasters that do not own their

rights for broadcasting the Olympics have the right

to deliver a television highlight every day

of the most important moments of the competition.

They are also able to inform about other issues

of the Olympics that are not the mere competition and ceremonies.

On the other hand, radio and newspapers offer information about

the Olympics without the need of paying for the television rights.

The most important traditional media, newspapers and radio stations in

every country, have a reserved place at the International Media Center.

Which is the role of those media who are

not owners of the television rights of the Olympic Games,

and therefore don't have the capacity to get

great audiences thanks to the broadcasting of the Olympics?

They reinforce the image of the Olympics in the society.

They are redundant media in a positive way, as they contribute to

construct the ubiquity presence of the Olympics during the Games.

At the same time, that social media role is exactly the

same, they are not able to shape an international event, but they are

complementary media of the traditional media, mainly television, which have the

capacity of the shaping and constructing the reality of the Olympic Games.

[BLANK_AUDIO]

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