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Tag: summer Olympic Games

  • IOC expects 40 per cent rise in broadcasting rights for Olympics

    IOC expects 40 per cent rise in broadcasting rights for Olympics

    MUMBAI: The International Olympic Committee (IOC) forecasts that broadcasting rights revenues will top $3.5 billion in the run-up to the 2012 Summer Olympic Games.

    This represents a 40 per cent increase over the $2.5 billion for the cycle leading to the Beijing 2008 Summer Olympic Games.

    A report in the Financial Times states that the projections are based on increasingly strong interest shown in the rights globally.

    IOC president Jacques Rogge told the Financial Times that the IOC would most certainly generate $3.5 billion on TV rights in the four-year run up to the 2012 Games.

    Presently host city organising committees are entitled to 49 per cent of the income raised from broadcasting with, with the balance retained by the IOC for distribution to international sports bodies.

    But after the Beijing Games there will be a change in the rules entitling host cities to a fixed amount of broadcasting rights revenues, rather than a fixed percentage of TV revenues.

    Another report indicates that the cost of broadcast rights in the US for the 2010 and 2012 Games have risen 46 per cent to $2.2 billion from the last Games. In Europe, they have risen 30 per cent to $746 million and in Canada they have doubled to $153 million.

    For the IOC, which first sold television rights to the BBC in 1948 for a little more than $A5,000, the sale of Olympic broadcasting licenses is now a hotly contested and jealously guarded multi-billion dollar enterprise. Indeed, it has become the largest single income earner for the IOC, far surpassing direct sponsorship, ticketing and other sources of revenue.

    In the past the licensed media corporations have strongly protected their turf. They have regularly made it clear to the IOC that any weakening of their monopolies would reduce ad revenue, undermine the market price of broadcast rights and sponsorship deals, and thus lower the IOC’s income.

    In 2000 unprecedented restrictions on other media companies had led to conflictsand particularly with the scores of Internet sporting news sites that wanted to provide coverage of the event.

    Meanwhile Telstra may play a key role in the bidding for the Australian broadcast rights to the 2010 Winter Olympics and the 2012 Summer Olympics, which for the first time will include the rights to Internet broadcasting and mobile phone content. Telstra owns the Nine Network.

  • Global Branding Is Now A Global War

    Globalization is at a crossroads, and businesses are now entering into a major war. We must take some very aggressive action because at this very second, we have already entered a new frontline where there are brand-new rules for this brand-new world in this brand-new mega-search-engine-driven e-commerce marketplace.

    E-commerce is causing a global turmoil in trade and competition. Those on the frontlines know exactly who is winning and who is losing. According to Reuters, Bill Gates said: “We have to go into the risky areas. That’s what’s going to allow the United States at the forefront.”

    He further added, “We’re at the start of a process where the whole world is getting into this virtuous cycle.”

    Warfare related to both global marketing management of the supply chain and to strategies for managing global corporate branding and image are in a spin. Nationalistic brand posturing by corporations against other competing countries is setting a new stage for economic tussle.

    Globalization is at a crossroads, and businesses are now entering into a major war. We must take some very aggressive action because at this very second, we have already entered a new frontline where there are brand-new rules for this brand-new world in this brand-new mega-search-engine-driven e-commerce marketplace.

    Listening to the Music?

    Brilliant warriors of the entertainment industry were all fooled by not recognizing the phenomena of the upcoming technological revolution. Surprisingly, academia, along with the supporting professional services, was convinced that downloading was just for kids. Global denial and hypocrisy created this musical comedy.

    Now this is a big lesson to other industries. If you are not aware of what is about to hit your industry today, it might already be too late. This is because those industries that are facing a meltdown in the delivery of goods and services have no other option but to go to war and fight to win. The older and more established the organizations, the more vulnerable they are. You should raise questions, because denials will not help. Take charge or take cover.

    Outsource the Thinking?

    Goodness gracious, for only 10 cents an hour, should we let some guy in India do the hard thinking for us?

    No, but it certainly feels that way, as if we all outsourced our thinking a long time ago. Why is it that we normally respond when we are hit head-on, otherwise we take everything for granted, ignoring the big signs on the highway? Ask directions? Heavens, no. Decades ago, it was clear that the days of the elephant rides in India would one day turn into sophisticated cyber-bazaars in cyber-jungles. Never mind the Forbidden City, China will become a wide-open country.

    Ignore them, deny them or join them. There are enormous opportunities in this free market, but only to those who can play the new global game. Reconfigure your entire marketing and corporate branding for this new marketplace. Find the
    answers quickly or outsource the thinking too.

    Marketing 101 or 202

    During my days as marketing consultant to the 1976 Montreal Summer Olympic Games, there were 117 countries that participated. In Athens in 2004, 202 countries participated. Most educated people simply can’t recite more than a few dozen of those countries’ names. Traditionally, in America, shipping product to Canada or Mexico makes a business international.

    The problem is very obvious. If you do not try to go global on an organized basis, you will never be global and will simply be taken over. Marketing to a couple of hundred countries is so much fun. Ask executives from Japan, Hong Kong, China or India. This is how they have created a strong base and a global reach. Just create global thinking, global name brands and name identities. The rules of global corporate branding demand a deeper understanding of creating a friendly presence, which is more than just a name, a logo and a Web site.

    Rediscover global marketing and regroup your teams. Go in any direction and be prepared to attack. Arm your organization with new marketing rules and strategies.

    Battle Plans

    The new art of war gives you only three battle plans:
    Plan One:
    Create a home-based security plan within your organization. Form a team of experts; seriously investigate the racial profiles of your corporate image, name brands, name identities and branding personalities of each and every product and service you’re pushing in each of your various markets. Figure out quickly if these name identities are widely acceptable, or if they could be rejected based on their alpha-structures, as they may emulate certain signals unintentionally or get locked into regional or certain nationalistic identities.

    Transparent names are the best, as they work all over the globe. Check for hidden strengths, and push on positive messages associated with the name. If there is life and vigor, use it, if not, kill it, fast. Check on Google and try 10 other search engines
    to see if your names pop up.

    Make a blueprint, a master game plan on how you will tackle your own battle, and aim for victory. It is always easy to hide in a comforting blanket of gigantic billboards, million dollar Web sites or 24/7 zippy branding gimmicks. Only globally acceptable names and identities have a chance. There is now a new attitude, an “us-against-them” mentality is setting in. Global consumers are judging names emulating national pride and regional personality. Furthermore, all will fail if names are lost in search-engines or simply not visible on e-commerce.

    Plan Two:
    Create a covert task force, with a tactical mission to project your image with force. Open a dialogue with all your suppliers of creative and advertising services, and make sure that they are with you.

    Study and make sure that they clearly understand the current challenges of your image and can make your names visible. Very little from the branding glory days of the past is going to work. Ask serious questions and interrogate hard. Remember the torchbearers of the traditional big budget branding and advertising era wouldn’t even know how to spell the current laws of corporate nomenclature and global cyber-visibility.

    This is now a highly sophisticated science and has nothing to do with expertise in logos, billboards or making TV commercials. Go deep into the subject; discover how your portals, Web sites and your entire corporate empire can unfold to millions of undiscovered customers worldwide. All will fail without a major change in attitude. Absolute and brand-new skills with a brand-new approach are mandatory. Be brave, stand up and fight for survival.

  • Saatchi to create campaign for 2004 summer Olympic Games

    NEW YORK: Saatchi and Saatchi has won the mandate of creating a new global branding campaign for the International Olympic Committee (IOC).

    An Adage report says that Saatchi will create campaigns promoting the 2004 Summer Games (Athens) and 2006 Winter Games. The campaign will be largely made up of public service announcements and placements with the IOC’s media partners. However, there is no billing figure attached to the account as yet.

    The global promotional campaign will keep the title “Celebrate Humanity” which was created by TBWA/Chiat/Day in 2000. The objective of the campaign is to emphasise the values of the Olympic movement, which include “friendship, fair play and inspiration.”

    The report also adds that Publicis Groupe agency beat Omnicom Group’s TBWA/Chiat/Day, New York, the incumbent; WPP Group’s Rainey Kelly Campbell Roalfe/Y&R, London; and El Segundo, Calif.-based independent Siltanen/Keehn.