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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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Television, social media and the Olympic GamesProf. Dr. Emilio Fernández Peña
[email protected]:ceo.uab.cat
Olympic Studies Centre, CEO-UAB. Universitat Autónoma de Barcelona
http://ceo.uab.cat
• “ 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)
Introduction
Broadcasters
Olympic Games Media Environment System
IOCInternational Federation
NOC’s
Construction of reality
Top sponsors Audiences
4,700 million people
NBC 214 million people
GlobalSpectacle
Radio
Newspaper
Social Media
TV News
• 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
Introduction
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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
Opening Ceremony
• 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%
The need for creating a storytelling
• 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
The role of the broadcasting Olympic System
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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 mega-event
New Proposal: IOC Communication Flow
Blogs, videos, social marketing content
Static content
user’s flow
CROSS-POLLINATION
New dynamiccontent
Recycling video contentBackstage video
New creative short videos
Going where the users are
An informal and direct but rigorous language
Customised with new tabs and functions
1000 million people 300 million people
New Proposal for an IOC Communication Flow
Participation percentage: London 2012 Olympic Games
• The website is a Sanctuary
–Only visit them the true believers
•The Social Networking websites are a party
–You go to meet your friends
The Internet Evolution
• 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
Traditional Webpages vs. Social Media Websites
Pros and Cons of the IOC Social Media Policy Proposal
CONS PROS
• 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 recount things that were not recounted in the old media environment (e.g. new projects).
• 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.
Pros and Cons of the New Social Media Policy Proposal on Sport field
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