The Olympics have just concluded. NBC did its usual corporate type broadcasting. To me, that means there was a plethora of taped, pre-programed events in five and ten minute blocks. Media darlings were created before the games began and many of them lived up to expectations. I also saw way too many commercials as it seemed that half of every broadcast was spent selling something. Yikes, do I sound jaded or what! Perhaps I am just burned out from watching too many obscure sports such as curling. Despite my words of protest, I did enjoy aspects of the Olympics. The visual images were striking and I truly enjoyed watching skiers, the opening and closing ceremonies, and was glued to the television during the Gold Medal men's hockey game.
I believe the Olympic create what some pundits call "media saturation". NBC devoted hundreds if not thousands of broadcast hours on the games via its constellation of television stations. I have no problem with this--we are talking about big business and hundreds of millions of dollars in revenue. However, there is a down side to this sort of saturation. The Paralympic Games will be held in March, from the 12th to the 21st in Vancouver. I am intensely interested in the Paralympics and for the last few days have been searching for a way to watch the games on television. As near as I can determine, there will no live coverage on any television network in American or abroad. None. Not one hour. Not even on NBC owned Universal Sports, home of the obscure sports. According to the International Paralympic Committee (IPC) the games will go multimedia. What does this mean? An official newsletter will be distributed daily entitled "Vancouver 2010 News". The president of the IPC, Sir Philip Craven, will keep a blog during the games to inform readers about what is taking place. The IPC will also have an internet channel, ParalympicSportTV. There will also be FaceBook page and highlights can be watched on You Tube.
The IPC is obviously trying very hard to gain media attention. A multimedia approach is surely the way to go but is a far cry from prime time television, spots on the national news, and extended newspaper coverage. The net result is the Paralympics will be held in a virtual media black out. Sure a few stories will appear in newspapers and I have no doubt a "heart warming" 30 to 90 second piece will be aired on a major network but that is the end of it. This is a shame as the Paralympics differ in no tangible way from the Olympics that had media saturation. Viewers will miss out on upsets, world class competition, and compelling story lines that make the Olympics a global phenomenon. I for one hope that ParalympicSportTV works well as I will be spending my evening trying to watch the games. I will even read the IPC newsletter and blog mentioned above. I do all this with a heavy heart as I know there is much that I and the rest of the country will miss.