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The media's Olympic failure

24th August, 2008
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24th August, 2008
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Then big screen at the Beijing Olympics. Photo by Elizabeth Chapman

Channel 7 has been put out of its misery with the end of the Beijing Games. As the world now awaits London 2012, the Olympic coverage flag is passed to Channel 9, who has many lessons to learn from the much maligned Seven.

Yes, covering such a complex event with a web of interwoven sports on at the same time is difficult, if not impossible, but many of the wounds were self-inflicted.

Whether it was the delayed coverage of important events, the constant interruptions, or the odd telecast choices, the triviality of the coverage went against everything the Games should be about.

Seven, who are not alone in this, continue to fail to understand the importance of live TV, failing to comprehend the fact live coverage, commentary and text is only a click away in the broadband era.

When events conflicted, Seven failed to use its partner SBS to compliment its coverage.

What of the insufferable cross promotions for supermodel shows and the like?

Money spoke louder than the desire to showcase the best of the Games.

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Where was the deep analysis, the stories behind the performances, the sense of occasion lacking from Sevens studio? It was all condensed into a five minute Neal Kearney package on the final night.

Issues such as doping, inconsistent judging, athletes changing citizenship, the impact the Games will have on China, the powerhouse battle between China and USA in the medal tally and whether the giant nation’s global reputation will now change were hardly featured.

Why were lifestyle and reality TV hosts part of the coverage?

The less said about Yum Cha the better. Such inanity hallmarked Seven’s coverage.

Seven also coped criticism over its decision to continue its AFL coverage.

The AFL shouldn’t be ignored, it is our national game, but what is the point of having broadcast partners? While Seven cut from Beijing to the AFL on Sunday, fellow AFL broadcaster Channel 10 was showing British trash Weighing In.

Could a deal not have been worked out for Ten to pick up the AFL coverage during the Games?

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While there has been no adequate explanation for why this didn’t happen, it isn’t difficult to predict money was the issue, Seven wanting its cake and to eat it too.

Perhaps most disappointing was the inability of Seven to act on the criticism, continuing with the same format throughout despite the protests.

And another gripe regarding the media, I know they are owned by the one organisation but was it necessary for the websites of Fox Sports, The Australian and the various state affiliations of News Corp to run mirror image Beijing sites, stories, pictures etc.

Could they not have given its readers more depth, perspective and range to an event deserving of such coverage?

It is symbolic of a media lacking analysis and depth, more concerned with dollars, where celebrity puff commands the same space as political analysis, when coverage between channels mirrors one another.

Could you spot the difference between Sevens Beijing Heroes show and 60 Minutes’ chat with the Olympians?

With twenty plus members of the team together what questions would you ask? Who are the best and worst singers? Give us a break!

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The palette of sporting fans has dramatically expanded with the rise of Fox Sports and the Internet.

Sports fans should not have to put up with such mundane coverage.

It is why sites such as The Roar are so important, and why I’m happy to be part of it.

Photo by Elizabeth Chapman

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