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

A look at media used during
the 1964, 1984 and 2004
summer Olympics
Rachael Bloemker, Sarah Grogan
Jaimee Wylie, Alyssa Cabrera
Topics
Sporting events
Television coverage and ratings
Newspaper and radio coverage
Technology improvements
How money affects the Olympics
Sports in 1964 (19)
*Aquatics
*Athletics
Basketball
Boxing
Canoe / Kayak
*Cycling
Equestrian
*Fencing
Football
*Gymnastics
Hockey
Judo
*Sports in 1896 Olympics (plus tennis)
Modern Pentathlon
Rowing
Sailing
*Shooting
Volleyball
*Weightlifting
*Wrestling
Sports in 1984 (21)
Aquatics
*Archery
Athletics
Basketball
Boxing
Canoe / Kayak
Cycling
Equestrian
Fencing
Football
Gymnastics
*Added since 1964
*Handball
Hockey
Judo
Modern Pentathlon
Rowing
Sailing
Shooting
Volleyball
Weightlifting
Wrestling
Sports in 2004 (28)
Aquatics
Archery
Athletics
*Badminton
*Baseball
Basketball
Boxing
Canoeing
Cycling
Equestrian
Fencing
Football
Gymnastics
*Added since 1984
Handball
Hockey
Judo
Modern Pentathlon
Rowing
Sailing
Shooting
*Softball
*Table Tennis
*Taekwondo
*Tennis
*Triathlon
Volleyball
Weightlifting
Wrestling
Olympics effect economy
Olympics help electronic purchases in
Japan
1964 – 1st country to have television
coverage
– Viewer rate at 84.7%
– 1/5 programming was color, but not
nationwide
– 1st TV program to cross the Pacific Ocean
2004 Panasonic operating profit increase
because flat screen plasma TV bet. April
and June.
Coverage change after 1964
1968 Olympics – 44 hours of
coverage
3x more than 1964
Personalized approach to
broadcasting– Roone Arledge
Technology advancements
– Satellite feeds, videotapes
– Profiled athletes
Television Audience
2004 coverage hours – 35,000
– 27% increase from 2000 Olympics
2004 world wide access – 3.9 billion
Broadcast Rights and $
American bidding war between
networks
T.V. rights fees expensive
Tripled between 1980 and 1984
– 87 M  225 M
Until 1984 networks lost $
Gain prestige
Success without the Soviets
– High TV ratings  profit for network
TV Ratings
Boom during and after Olympics
During- 50% of TV. audience watch
Olympics
After- develop relationship with network 
increase ratings of regular programs
Popular sport  high TV ratings 
networks pay a lot of money for
broadcasting rights
– Japanese volleyball women win gold in 1964
and now country will pay high rate to cover the
sport
What’s your choice?
Of these popular Olympic sports, which do
you enjoy watching the most?
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




Beach Volleyball
Diving
Gymnastics
Swimming
Track & Field
Other
Results
Sport
Beach Volleyball
Diving
Gymnastics
Swimming
Track & Field
Other
Votes
3150
486
537
3375
4473
1188
%
19%
3%
22%
21%
28%
7%
Total votes for this question: 16209
Results from Active.com
Who Watched
Hours potential viewers watched in selected
countries:
France – 17 hrs. - 20% coverage live!
Germany – 11hrs.
Greece – 17.4hrs.- 3 channels covered Olympics
24 hrs.
Great Britain – 13 hrs.
Italy – 14 hrs.
Canada – 9 hrs.
China – 8 hrs.
Japan – 29 hrs.
Australia – 24 hrs.
Mexico – 14 hrs.
Media and Technology
Improvements
Each era brings broadcasting
innovation
Progression of media coverage
through the different time period
Technology increases the
interest and interaction of
audience to the Olympic Games
Tokyo (1964)
Corporate marketing relationships
grew to 250 companies
Broadcasting started to go global
Satellite coverage used for first time
Quartz timing introduced
Telecast
Results of Olympic Games stored on
computers for first time
Los Angeles (1984)
$287 million in broadcast revenue
through television
Era of most successful corporate
sponsorship
Multinational corporations
Television and radio played large role
in Games
156 nations wanted rights
AT&T was anchor for
telecommunications
Athens (2004)
Xerox used fax machines to
communicate
Network requirements more
sophisticated
Heavy internet coverage (regulated
by IOC and Olympic Charter)
Written coverage on internet –
featured still photography on
websites and newspapers
4000 hours of coverage
Covered 300 events
Increase of Olympic coverage in
Asia, South, and Central America
Satellite and Cable channels devoted
to Olympic Games
Streaming video and highlight clips
viewed through phone handsets,
internet, and HDTV
Beijing (2008)
City of Beijing – planning to invest
$30 million in preparing for 2008
Games
Labeled “Green Games”, “Hi-Tech
Games”, and “People’s Games”
$4 billion in IT for optic networks
Network capacity increased
Digital networks for Olympic venues
Rely heavily on television advances
such as HDTV and interactive
services
Global Coverage
Different styles of broadcasting for
each country
Emphasis on national athletes and
symbols
Commercial pressures provide large
audiences for Olympic and broadcast
sponsors
BBC Innovations
British Broadcasting Company
provided interactive services for
Athens Olympics
Additional Olympic Coverage
1000 hours of live coverage on
digital television
Extra video streams via broadband
US Technology
Divemotion – NBC used for first time
in broadcasting Athens Olympics
Video Replays of competitors
Allows for comparative analysis of
divers
Stromotion – breaks down frame by
frame
Media and Technology Summary
1964 – Satellite coverage and
telecast for the first time
- first time used computers to store
results
1984 – multinational corporations
were large factor in sponsorship
- television was main source of
broadcasting revenue
2004 – introducing HDTV, interactive
services
- internet was main media source
History of Radio and the Olympics
Technology & politics hindered radio as Olympics primary medium
Paris 1924: first time technical capabilities
– No interest
– Compete with newspaper for audience, info
rights
– International issue of frequencies and
wavelengths
LA 1932
– No live commentary allowed
– Technical issues with overseas transmissions
– Entertainment Rivalry
Ticket purchases
Hollywood
Radio and the Olympics
Berlin 1936
– General Rules & Regulations for the Printed Press and
Radio
– First TV coverage trial
London 1948
– TV has regular transmission abilities
– Radio has major coverage, lost broadcasts
Rome 1960 – First time TV pay for telecast
rights
Belarus 1974 –
98% of IOC income from TV
rights
1939 Radio Broadcast
Future of Radio and the Olympics
Commentating previously all evening
updates
Digital, better sound quality
Domestic Transmissions
International events where TV won’t
pay
Synthetic commentary
Newspaper and the Olympics:
New York Times 1964
No front page, 3 pages in sports section
Medal winners, upsets – any country
Several short articles covering range of
events
Few pictures
Other common topics
–
–
–
–
US supremacy restoration
Critique of host nation
Korean boxer sit-down
Number of athletes; housing/feeding problems
Newspaper and the Olympics:
New York Times 1984
Front page article, 4 pages in sport section
More coverage of popular sports
– Medal winners, upsets – more US focus
More drawings and images
Editorials, Letters, Informative
Other common topics:
– Amateur vs. Pro
– Boycotts
– Permanent Olympic Site
Newspaper and the Olympics:
New York Times 2004
Front page, half page article
9 pages in sport section
All popular sport coverage, all US related
When other countries mentioned
–
–
–
–
–
Stats
Compete against US
Big gold medal competitions
Drug use
Country first time medal winners
Other common topics:
– Scandals
– Host country
– Young/ Old athletes
Newspaper and the Olympics:
London Times
1984
– 2 pages in the weekly additions
– Sunday 20 pg. special edition magazine
– All Britain and US
– All Pictures
2004
– Front page
– All Britain, any sport
Future of Newspaper and Olympics
More visual, more color, more
statistics
Gear more towards local readers
Any thoughts???
Questions?