Juegos Olímpicos de Verano y derechos audiovisuales. Evolución y retos en el entorno New Media

Emilio  Fernández Peña

doi:10.4185/10.4185/RLCS-64-2009-876-1.000-1.010

Authors

Emilio Fernández Peña Autonomous University of Barcelona https://orcid.org/0000-0002-0534-6663

DOI:

https://doi.org/10.4185/10.4185/RLCS-64-2009-876-1.000-1.010

Keywords:

Olympic Games, Television, Broadcast Rights, Social Networking, New Media, Juan Antonio Samaranch

Abstract

The project offers a historical overview of the importance of broadcasting for the development and dissemination of the Olympic Movement and its ideals. It also analyses the role of revenue from television broadcast rights in the Olympic Movement. Communication-related revenue (broadcast rights and sponsorship) accounts for 85% of the Olympic Movement's total income, most of which is distributed among International Federations, National Olympic Committees and Olympic Solidarity. It was under Juan Antonio Samaranch's mandate that the IOC took control of negotiations over broadcast rights. The implementation of long-term broadcast rights contracts led to an exponential increase in revenue and greater stability over time. The first nine years of Jacques Rogge's mandate as President of the IOC represent a period of financial success in terms of income. Within the European context, they also represent a break with the model of collective sales to public television networks, replacing the public service model with the universal service model. The dynamics of New Media require an adaptation of the traditional and exclusive model of territorial intellectual property rights to make it more flexible and allow young people to rework and share Olympic images. This requires changes to the way in which rights are managed.

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Author Biography

Emilio Fernández Peña, Autonomous University of Barcelona

Emilio Fernández Peña (Oviedo, 1971) is a Senior Lecturer in the Department of Audiovisual Communication and Advertising I at the Autonomous University of Barcelona (UAB) and Deputy Director of the Olympic Studies Centre (CEO-UAB).

He holds a Doctorate in Audiovisual Communication with an Outstanding Award from the University of the Basque Country, where he enjoyed a Research Staff Training Grant offered by the Basque Government.

He is a member of the Consolidated Research Group GRISS and has published around 20 academic articles in national and international journals on a variety of issues connected with Pay-TV and its use, consumption, history and legislation, and sport and communication.
In addition, he is the author of the book entitled Las telecomunicaciones por cable: el negocio de la convergencia digital and half a dozen chapters in other books. He has lectured at the International Olympic Academy and the University of Bologna.

In August 2009, he was the Director of the Summer Course entitled “Communication and Sport in the Global Era” at the University of Malaga. He has also been the content coordinator of the Communication Portal. He has worked in the press, radio, the Spanish news agency EFE and the Communications Office at the Caja Asturias savings bank.

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