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First Look Discovery becomes top media sports brand in Europe The broadcaster will cover the Olympics in multiple languages to make them more accessible for the fractured European TV industry.
It is also aiming for a 'younger, hipper vibe' to make the Games more appealing and relatable. Discovery Communications is employing this cube-shaped studio and augmented reality to break down technical aspects of sports for viewers.
By Liana B.
Baker Reuters Pyeongchang, South Korea Inside a hulking five-story building at the Winter Olympics, TV production crews are working with video in 21 languages, all part of a plan by their United States employer, Discovery Communications, to become the top sports media brand in Europe.
For the first time in Olympics history, a single broadcaster has the rights to air the Games in almost 50 European countries, including exclusive online streaming, in a diverse region where rights to major sports events are usually split up by country.
Perrette, told Reuters. Discovery took full control of Eurosport in , and in the same year spent 1. Adam Schiff and the credibility of impeachment Having negotiated the rights, Discovery must now negotiate the much more delicate task of broadcasting to dozens of markets, respecting the national sensibilities of each one — starting at Pyeongchang.
If you talk to the Poles it's all about ski jumping. Eurosport has experience covering winter sports and has hired experts, many of them former athletes in disciplines such as ski jumping and luge, to cater for local audiences stretching from France to Azerbaijan.
An average of million people tuned into its broadcasts on free-to-air and pay TV over the first weekend of the Games, with another 26 million watching on digital and social-media platforms, Discovery said on Wednesday.
Viewership hit a record in snow-sport-crazed Sweden where 73 percent of the market tuned into Discovery's Kanal 5 channel to see Charlotte Kalla win the first gold medal of the Games, in the women's 7.
Live sports is one of the few corners of TV that attracts viewers in real time, but some analysts wonder if the Olympics still have the cache required to build a pan-European audience.
Europe's TV industry is fractured, with no one sports broadcaster dominating. Europe is also undergoing a US-style competitive transformation where online platforms like Netflix Inc.
Perrette, Discovery's international chief, said the Olympics rights would be cash flow positive over the course of the deal and that the company was making better than expected progress on sublicensing deals to other broadcasters, which is a major source of revenue for Eurosport.
Despite producing Games coverage in multiple languages, Discovery can save money by using common infrastructure, vendors, and even on-air talent at the Olympics, company executives say.
Bode Miller, the US ski champion who also appears on NBC in the United States, can be featured across all its broadcasts, for example, using subtitles. Eurosport's Games coverage is visible across Europe through a traditional TV package — it has agreements with 40 broadcasters — and online via its Eurosport player.
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Discovery's Perrette called NBC "the gold standard" for Olympics production, but said Eurosport is aiming for a "younger, hipper vibe. Miller, the Olympic champion skier, will also use the cube in an effort to make sports broadcasting more engaging. Get the Monitor Stories you care about delivered to your inbox.