Broadcasting the appeal of the Paralympics

As broadcasters vied for the rights to the Paralympics, Chris Holmes, Director of Paralympic Integration at LOCOG spoke exclusively to Host City

At the Greenwich Observatory on the 3rd December 2009, with 1,000 days to go before the start of the Paralympic Games, LOCOG’s director of Paralympic integration Chris Holmes confirmed the rumours to Host City. “We have launched a competitive tender for the Paralympic broadcasting rights. It’s the best way to get the best deal in every way – not just commercially. Be in no doubt we are fully committed to finding the right broadcast partner to showcase Paralympic sport.”

Chris Holmes and his dog, Unity

The British Broadcasting Corporation (BBC) had held the rights to screen the Paralympic Games since 1980. But in January 2010, the opportunity to air the world’s second largest multi-sports event to a home crowd was seized by the BBC’s terrestrial rival, Channel 4.

The national media, including the Daily Telegraph, had been portraying the bidding as a two-horse race between the BBC and Sky. And when Channel 4 pipped both organisations to the post, some commentators expressed concern that Channel 4 might struggle to reach as large an audience as the BBC.

But within the Paralympic movement, there was relief that the event had gone to another publicly-owned station. Britain’s all-time Paralympian great Tanni Grey-Thompson said: "I am pleased that the Paralympic Games will be shown by a terrestrial broadcaster in the UK in 2012. Channel 4 has some exciting plans for its coverage and marketing support.”

These marketing plans include Channel 4’s promise to rebrand itself as “The Paralympic Channel” for the duration of the Games. LOCOG chairman Sebastian Coe is effusive about the proposition, saying: “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.” Holmes told Host City just how crucial a role the broadcaster will play in promoting the Paralympics in the run up to 2012. “We are going to be working closely with the host broadcaster and our education team to really get the Paralympic story out there, to ensure that people have a really good knowledge of sports like boccia and goalball.”

The primary objective is to make sure that viewers understand how Paralympic sports work as competitive events. Holmes said: “The Paralympic Games is all about elite sporting performance. We want to ensure that people at the stadiums or at home have the knowledge to be able to appreciate the elite sport that’s in front of them.”

The Paralympics is based on a classification system which makes sure that no competitions involve athletes with radically different disabilities. LOCOG, in partnership with Paralympics GB, faces a massive undertaking to teach the public about this classification system. “At first glance Paralympic sport can seem pretty confusing. It may look like some races are unfair. But once there is an understanding, it becomes clear why people are in particular races and that there is this degree of parity.”

All together now
One of London 2012’s great contributions to the Olympic movement is to bring the organisational aspects of the Paralympics under the same roof as the Olympic Games. All aspects of Paralympic planning, from transport to technology, are not done by a separate Paralympic organising committee but by the particular functional area within LOCOG.

Holmes said: “Even from the bid stage, it was an integrated approach. This is the first time an organising committee has done that. It stands as a great model for other organisations to really think about what integration can mean.”

LOCOG not only intends to achieve record viewing figures for the Paralympic Games; it also aims to fill the venues. Integrating the event with the Olympics poses fresh challenges in this respect. “We are doing the first cut of the Paralympic ticketing strategy now. What’s clear from that is that, through integration, we get tremendous benefits, but we also need to draw out the differentiated aspects of the Paralympic experience. The strategy focuses on what is going to be the best way to fill those venues with excited, enthusiastic spectators in 2012.”

The Paralympic venues themselves will act as a showcase of disabled access design. “The skyline of East London is already changing; venues which are going to be used not just for the Olympics but also for the Paralympics. They are going to stand as a physical legacy to just how accessible sporting venues can be.”

This integration of disabled and able-bodied extends to LOCOG’s employment strategy. Holmes said: “What we are doing is ensuring that both now and in Games-time our work-force – both permanent and volunteers – absolutely reflects the diversity of this great city and this great nation. That will hopefully lead to change across the country to show other organisations in business or the public sector what can be done when you choose to embrace and work with disabled people.”

“We will start delivering on the promise that this is everyone’s Paralympics. To do that, we need to tell the story of the Paralympics and of individual Paralympians. Once people have those sorts of stories and the incredible triumph of the human spirit that goes with the Paralympic Games, there will be a real sense of connecting people to those Paralympians and through that to the Games.”

The eyes of the world
The spectators in the stadiums and the British television audiences represent a small fraction of the international audience the 2012 Paralympic Games hopes to attract.

Coe said: "The eyes of the world will be focused on the Paralympic Games – the world’s second biggest multi-sport event - in London in 2012. We 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.”

The tender process for the international broadcast rights to the Paralympic Games begins later this year.