NBC paid $963 million for the
rights to air the Winter Olympics in PyeongChang, South Korea, a 24 percent jump over the
$775 million it paid for the last Winter Olympics in Sochi, Russia. Still, NBC
has already made much of that back, selling more than $900 million in ad sales for the recent Winter
games, a record according to the network.
The Winter Olympic Games got started in 1924. The Winter Olympics now alternates every two years with the Summer Olympics.
In 1896 Baron
Pierre de Coubertin created the Modern Olympic Games. Coubertin, a French
aristocrat with lofty, idealistic goals introduced the Olympic motto:
"Citius, Altius, Fortius," Swifter, Higher, Stronger. Coubertin created the Olympics in three acts. The Opening
Ceremony provides a festive Act I, Act II is the sports competition, and Act
III concludes the show with the marathon race and Closing Ceremony.
Miguel de Moragas Spa, Nancy K.
Rivenburgh and James K. Larson directed a research project on the role of
television in the 1992 Barcelona Olympics, Television
in the Olympics. Their work provides a behind-the-scenes look at the
Olympics as a television show for the global audience.
The 1992 Olympic visuals emanated from
state-of-the-art studios, four control rooms located within the stadium in the
case of Barcelona, coordinating the output of dozens of cameras. The rich
visual output got matched with a pre-produced musical soundtrack and the richly
nuanced broadcasters commentary.
The Barcelona hosts compiled an
extensive reference manual to assist broadcasters, supplying pertinent
information Olympics and the host city. Broadcasters have great leeway on
whether to use the official data or to meet the expectations of their
particular viewing audience.
The Moragas Spa group noticed
broadcasters adopt different personas move deftly from formal to informal tones
of reportage. Olympic commentators present themselves as both insiders
with valuable knowledge to share and alternately as “the humble observer of
history, awed and lucky to be present.” (Moragas Spa 106).
The Moragas Spa group offered the
example of the NBC reporters adopting an informal, playful style as the French
team entered the stadium during the athletes’ parade at the Opening Ceremony.
The American announcers waxed eloquent on the French record of success in the
sport of fencing and added a lighthearted literary reference to Alexander
Dumas, the creator of The Three
Musketeers” … The broadcasters added
“and we’re told that the French, while they may not win the most medals,
will, as always, live well. They brought their own wine to Barcelona.” (Moragas
Spa 110)
The Moragas Spa team observed the
broadcasters’ ability to adapt four distinct voices or perspetives:
1)
They
used a mixed narrative model, the primary interpretive style was that of the
‘televised show’ with a supposedly knowledgeable, often well known host
presenting him or herself as integral to experiencing the ceremony.
2)
NBC
adopted an extremely colloquial tone for references to North American athletes.
3)
NBC
announcers adopted a style more in line with news bulletins than with sports
programs for commentaries on the athletes’ parade.
4)
The
narrative voice adopted a mix between a historical report and the chronicle of
events for describing the culture and political identity of the host city
(Barcelona). (Moragas Spa 111)
The 1972 Munich games resulted in a
remarkable exception to clichéd Olympic reporting. Palestinian terrorists
entered the Olympic Village and took Israeli athletes hostage, the beginning of
the terrible tragedy that unfolded over the next day. Jim McKay’s powerful
moment-by-moment commentary form the broadcast booth of the 1972 Munich games.
McKay, the ABC broadcaster, worked with exceptional skill and sensitivity. He
covered the horrifying events like a seasoned newsman asked to function under
the most difficult circumstances. McKay’s calm, dignified and intelligent work
underlined the Olympic broadcaster as both news reporter and sports analyst.
Camera shots enhance the Olympic
television narrative. Shots vary. The CU,
close-up shot offers detail and emotional expression The MS, medium shot, is a
appropriate shot when viewing the dignitaries. The 1992 Barcelona Olympics employed
personality shots of the entourage of Olympic insiders. A view of King Juan
Carlos as a symbol of Spain proved popular: “the image of the King of Spain
(Juan Carlos I) was interpreted on nearly every television station around the
world as a popular and accessible image.” (Moragas Spa 119)
I was traveling in Spain during the
2008 Beijing Olympics. Crowds gathered around television sets whenever Spain’s basketball
team faced an international opponent. Spaniards celebrated with Rafael Nadal’s gold medal in
tennis, a first for Spain, and cheered mightily for their
participants in cycling and canoe/kayak where they had several medal winners.
Baron Pierre de Coubertin
established an Olympics paradigm, motivated by lofty principles of health,
education and world peace. Coubertin made sound entertainment choices as well. Coubertin's Olympic themes will
resonate across the television airwaves for the next 17 days in South Korea.
Somewhere in the Olympics saga stands the increasing commercialization
of the Games, dispiriting episodes of International Olympic Committee officials taking bribes, and the persistent use of illegal, performance enhancing drugs. Asian countries have indicated enthusiasm for hosting the Games despite the immense cost for any country taking on that role. Those are all discussions for another day.
Meanwhile.... enjoy the 2018 Winter Olympic Games!