SBD/Issue 90/Sports Media

The CBC Unveils Plans For Coverage Of Turin Olympics

The CBC will offer 1,000 hours of Turin Olympics content across eight media platforms, not including “a huge pile of hours on French-language Radio-Canada and RDS,” according to Rob Brodie of the OTTAWA SUN. The coverage will be spread over the CBC, TSN, CBC Newsworld and CBC Country Canada. In addition, Rogers Cable’s digital customers will have access to a “full replay of all CBC Olympic coverage 24 hours after it is originally broadcast.” Also, 18 times each day, Bell Mobility customers with “video-capable mobile phones can download a specially prepared three-minute highlight package” (OTTAWA SUN, 1/27). In Toronto, Chris Zelkovich reports the Turin Games “could be the most profitable in CBC’s long Olympic history. The network is reporting a record number of sponsors (15) and ad sales are also setting records.” CBC Exec Dir of Media Sales Rene Bertrand said, “These are the most successful Games ever for us at CBC. There’s been a lot of appetite to really be part of these Games.” With CTV picking up Olympic rights for the 2010 Vancouver Games, TASAC media buyer Eli Paper said, “They (the CTV-Rogers consortium) spent copious amounts of money getting those Olympics and I don’t expect they’ll want to pick up the bill. They’ll expect the advertisers to pay the bill. People may be thinking this is the last Winter Olympics for some time I can reasonably get into” (TORONTO STAR, 1/27).

Hughes To Assist In
MSNBC’s Olympic Coverage
NBC: The HOLLYWOOD REPORTER’s Paul Gough reports NBC’s “Today” show will begin the week of February 6 with Matt Lauer in N.Y. and Katie Couric in Turin. Lauer and Al Roker will be in Turin beginning February 9. NBC “Nightly News” anchor Brian Williams will be in Turin beginning February 8, “along with several correspondents.” MSNBC’s Alison Stewart, Chris Jansing and Tucker Carlson will also be in Italy, with former U.S. Olympians Sarah Hughes and Natalie Coughlin contributing (HOLLYWOOD REPORTER, 1/27). USA TODAY’s Michael Hiestand wrote NBC’s “average prime-time Olympic rating likely will double the normal average prime-time rating for each of the broadcast nets” (USA TODAY, 1/25).

SPANNING THE GLOBE: A broadcast report commissioned by the IOC and prepared by Sports Marketing Surveys indicated the Turin Games are expected to be the most watched Winter Games in history. Increased free-to-air coverage in Africa and Asia will cause the number of countries and territories broadcasting the Games to rise from 160 for the ’02 Salt Lake Games to 200 this year. The report also found that 84% of broadcasters who responded to the survey will increase coverage of the Games; two-thirds will increase live coverage; one-third will increase primetime coverage; and almost one-third will use new broadcast techniques (IOC).

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