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SBD Global/September 11, 2012/Media
Paralympics Closing Ceremony Draws 6 Million TV Viewers On Channel 4
Published September 11, 2012
CHANGING PERCEPTIONS: MEDIA WEEK's Daniel Farey-Jones reported that Channel 4 has claimed its coverage of the Paralympics has "helped change public perception of disability." The broadcaster cited audience research that revealed 65% of viewers (from a sample of 1,833) felt the coverage of the Paralympics "has had a favourable impact on their perceptions towards people with disabilities," while 80% enjoyed "seeing disabled presenters on screen." Half of viewers said it was the first Paralympics they had ever watched, and 67% said they watched more than they expected to (MEDIAWEEK.co.uk, 9/10).
NBC CRITICISM: Int'l Paralympic Committee President Philip Craven has promised "to look at partners more closely in the future after Paralympic rights holders NBC’s sparse coverage" of the London Paralympics. While the American TV network "spent a lot of time and effort" on its coverage of the Olympics, its treatment of the sister event "was minimal." NBC were reportedly due to show five-and-a-half hours of coverage of the Paralympics in total, which Craven admitted he was “very disappointed” about earlier in the Games. Craven promised to avoid such issues in the future and to make sure future broadcast partners are in line with their “values.” Craven: “Let’s have a chat, let’s see what they’re about. One thing that we will do with partners in the future is we’ll examine their values as they will examine ours. If the values fit, we’ve got a chance. If they don’t, we’ll go somewhere else" (SUNDAY TIMES, 9/9).