The London 2012 Organising Committee has awarded the UK broadcast rights to Channel 4 following a highly competitive tender process.Channel 4 will broadcast more than 150 hours of coverage of the London 2012 Paralympic Games, bringing the action to millions of people around the UK
Channel 4 will have more than 150 hours of coverage during the 12 days of the Paralympic Games – far more than has ever been screened in the UK.
They will work with the world’s best production companies to create innovative sports coverage, showcase Paralympic sport to milliions of views on multiple platforms, including television and online.
The channel will also run its largest-ever marketing campaign to promote the Games in the lead up to competition. For example, when the Olympic Games finish they will completely rebrand with a Paralympic theme.
In the years leading up to the Games, key disability sports and sporting events will be covered. Two peak time 10-part documentaries will screen in 2011 and 2012, building the stories of the athletes and increasing public understanding of and enthusiasm for Paralympic sport.
Sebastian Coe, Chair of LOCOG, said: ‘The eyes of the world will be focussed on the Paralympic Games – the world’s second biggest multi-sport event – in London in 2012. We will deliver a spectacular sporting showcase for the world’s greatest Paralympic athletes, and will use the power of Paralympic sport to raise awareness; challenge stereotypes; inspire understanding and communicate the Paralympic values of determination, courage, inspiration and equality.
‘We are absolutely delighted to appoint Channel 4 as our broadcast partner in the UK. Channel 4 shares our vision for the Paralympic Games, has a very strong appeal to young people, and will play a hugely important role in increasing public engagement and involvement in Paralympic sport in this country.
‘We are confident that the quality and depth of the broadcast coverage provided by Channel 4 not just for the 12 days of sport in 2012, but in the two and a half years leading up to the Games, will inspire disabled people of all ages to take up sport and be a catalyst for continued change in public attitudes towards disability. The commercial value of this deal has raised the bar financially for the Paralympic movement.’
