Monday, March 4, 2024

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    Nine rejects ABC Radio attempt to secure Olympics sub-licensing deal

    A last-minute approach by ABC Radio to secure a sub-licensing deal to air live commentary from the Paris 2024 Olympics and Paralympic Games has been rejected by rights-holders Nine

    Nine has stated it will not sub-license any content for the Games, with listeners able to stream content via Nine’s radio apps. 

    Nine is spruiking its exclusive coverage of the games to brands and advertisers as providing reach to 98% of Australians through Nine’s TV, streaming, audio, digital publishing and digital assets. 

    The move marks the second time since the 1952 Helsinki Games that the public broadcaster will not provide any live radio coverage of the Summer Olympics. 

    Nine won exclusive rights for the next three summer Olympic Games, as well as the 2026 and 2030 Winter Games, in a deal reportedly worth $305m. The deal included TV and audio rights, with content to be broadcast on Nine’s 2GB, 3AW, 4BC and 6PR radio stations.

    While no content will be able to be licensed, Nine told The Australian that “commercial regional stations will be able to simulcast our feed if they wish”. 

    Last month, Nine revealed the major premium partner sponsors for the Paris Olympics and Paralympic Games as Toyota, Woolworths, Harvey Norman, and NRMA Insurance.  

    The broadcaster announced the full subscription of its exclusive premium partnership positions six months ahead of the games, claiming it will be “the biggest exclusive total television, total audio and total digital publishing media event Australia has ever experienced”. 

    At the time, Michael Stephenson, chief sales officer at Nine, said, “No other media company in Australia can reach all Australians like Nine can. Nine’s Olympic and Paralympic Games coverage will not just be world-class, but world-leading, and we are thrilled to partner with some of the biggest brands to ignite the Olympic spirit, engage and connect Australians like never before.” 

    See also: Nine announces full list of sponsors for the Paris 2024 Olympics


    The post Nine rejects ABC Radio attempt to secure Olympics sub-licensing deal appeared first on Mediaweek.

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