1. A look at media used during the 1964, 1984 and 2004 summer Olympics Rachael Bloemker, Sarah Grogan Jaimee Wylie, Alyssa Cabrera

2. Topics Sporting events Television coverage and ratings Newspaper and radio coverage Technology improvements How money affects the Olympics

3. *Aquatics *Athletics Basketball Boxing Canoe / Kayak *Cycling *Sports in 1896 Olympics (plus tennis) Equestrian *Fencing Football *Gymnastics Hockey Judo Modern Pentathlon Rowing Sailing *Shooting Volleyball *Weightlifting *Wrestling Sports in 1964 (19)

4. 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

5. Sports in 2004 (28) AquaticsArcheryAthletics*Badminton*BaseballBasketballBoxingCanoeingCyclingEquestrianFencingFootballGymnastics *Added since 1984 HandballHockeyJudo Modern Pentathlon RowingSailingShooting*Softball *Table Tennis *Taekwondo*Tennis*TriathlonVolleyballWeightliftingWrestling

6. Olympics effect economy Olympics help electronic purchases in Japan 1964 – 1 st country to have television coverage –Viewer rate at 84.7% –1/5 programming was color, but not nationwide –1 st TV program to cross the Pacific Ocean 2004 Panasonic operating profit increase because flat screen plasma TV bet. April and June.

7. 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

8. Television Audience 2004 coverage hours – 35,000 –27% increase from 2000 Olympics 2004 world wide access – 3.9 billion

9. 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

10. 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

11. What’s your choice? Of these popular Olympic sports, which do you enjoy watching the most?  Beach Volleyball  Diving  Gymnastics  Swimming  Track & Field  Other

12. Results Sport Votes % Beach Volleyball 3150 19% Diving 486 3% Gymnastics 537 22% Swimming 3375 21% Track & Field 4473 28% Other 1188 7% Other 1188 7% Total votes for this question: 16209 Total votes for this question: 16209 Results from Active.com Results from Active.com

13. 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.

14. Media and Technology Improvements Each era brings broadcasting innovation Each era brings broadcasting innovation Progression of media coverage through the different time period Progression of media coverage through the different time period Technology increases the interest and interaction of audience to the Olympic Games Technology increases the interest and interaction of audience to the Olympic Games

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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 - television was main source of broadcasting revenue 2004 – introducing HDTV, interactive services - internet was main media source

24. 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

25. 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 1939 Radio Broadcast

26. 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

27. 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

28. 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

29. 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

30. 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

31. Future of Newspaper and Olympics More visual, more color, more statistics Gear more towards local readers Any thoughts???

32. Questions?