Olympic-Blog-header2-1862x1040

Bringing the excitement of the games to the viewers

Craig Wilson

July 22, 2021

No one doubts the power of live sport. That ability to bring a disparate audience together to sit down at the same time and watch an event as it unfolds. You simply have to look at the record ratings achieved in the UK during the recent European football championships as England made their way to the final to get all the evidence that you need for that.

But with major events like the summer games happening in Tokyo, there are always challenges for broadcasters throughout the world with different time zones to take into consideration. Evening in one country is nighttime somewhere else and morning in other places – not usually prime time for large viewing audiences which attract the advertising dollars.

And with events available live on multiple platforms, plus the real-time discussion of events via second screens as fans discuss the event on social media, this questions the traditional approach of time-shifting when events are shown “as live.”

All of this poses difficulties for broadcasters and schedulers alike. But with many factoring in a multi-screen approach to their coverage, it will be fascinating to see how Avid customers across the globe who hold the rights deliver their coverage to their audiences.

The growth of social will no doubt continue, but the ability of traditional broadcast to still deliver that major audience should not be underestimated. If the event is big enough and the audience is engaged, then the challenge for the rights holders is how to maximize that interest across ALL of their platforms. Behind-the-scenes interviews with the athletes and their families. Tales of how they made it from being a junior athlete to the top of the podium. Making the athlete more personal, more identifiable rather than just an athletic god with incredible skills can also help break out beyond the traditional sports audience, who may only be interested in sport every four years.

The ranks of the armchair fan can be swelled by these enthusiastic others, swept along in the atmosphere, and also providing a rich source of potential for advertisers.

There is so much to look forward to – live, online, recorded, highlights, features – on broadcast and online. For all the challenges the games have had to overcome, a sporting fiesta awaits.

Olympic-Blog2-900x457

Craig Wilson headshot
Craig Wilson
Craig Wilson is a newsroom specialist with over thirty years of experience in the broadcast industry. Craig has held various roles with Avid and is now the Global Broadcast and Media Product Evangelist and host of the Making the Media podcast.

© 2021 Avid Technology, Inc. All rights reserved. Avid, the Avid logo, Avid Everywhere, iNEWS, Interplay, ISIS, AirSpeed, MediaCentral, Media Composer, Avid NEXIS, Pro Tools, and Sibelius are trademarks or registered trademarks of Avid Technology, Inc. or its subsidiaries in the United States and/or other countries. The Interplay name is used with the permission of the Interplay Entertainment Corp. which bears no responsibility for Avid products. All other trademarks are the property of their respective owners. Product features, specifications, system requirements and availability are subject to change without notice.

Use of cookies on this site:

Cookies allow us to remember your sign-in details, to optimize site functionality and to deliver content tailored to your interests. We collect and use personal information, such as cookies, in accordance with our Privacy Policy. Click "Agree and proceed" to accept cookies and go to our site or visit our Privacy Policy to learn more about cookies.

Clicking 'decline' will disable most cookies and prevent you from making purchases on the Avid Online Store as well as using our chat feature. Strictly necessary cookies that are required for this website to function will not be declined. Decline

Agree and proceed