The Quadfather -

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has awarded the UK broadcast rights of the Paralympic Games to Channel 4 following a highly competitive tender process. 

The deal with Channel 4 will provide the Paralympic Games and Paralympic sport with the strongest pre-Games broadcast coverage and marketing support it has ever received on UK television. 

“The eyes of the world will be focussed on the Paralympic Games - the world’s second biggest multi-sport event - in London in 2012,” said Sebastian Coe, Chairman of LOCOG.

“We will deliver a spectacular sporting showcase for the world’s greatest Paralympic athletes, and will use the power of Paralympic sport to raise awareness, challenge stereotypes, inspire understanding and communicate the Paralympic values of determination, courage, inspiration and equality.

“We are absolutely delighted to appoint Channel 4 as our broadcast partner in the UK. Channel 4 shares our vision for the Paralympic Games, has a very strong appeal to young people, and will play a hugely important role in increasing public engagement and involvement in Paralympic sport in this country. 

“We are confident that the quality and depth of the broadcast coverage provided by Channel 4 not just for the 12 days of sport in 2012, but in the two and a half years leading up to the Games, will inspire disabled people of all ages to take up sport and be a catalyst for continued change in public attitudes towards disability. The commercial value of this deal has raised the bar financially for the Paralympic movement.”

Channel 4 will produce and screen two peak time 10 part documentaries in 2011 and 2012, building the stories of the athletes and their journey to the London 2012 Paralympic Games. 

It will also include dedicated coverage of the Paralympic Torch Relay and will be supported by the biggest marketing campaign in the broadcaster’s history. 

Channel 4 will also cover key disability sports and sporting events, in the run up to the Paralympic Games in 2012.

At Games-time, Channel 4 will deliver over 150 hours of coverage of the Paralympic Games, with over 130 hours on their core channel (Channel 4). 

The coverage will be led by a flagship peak-time show, and extensive coverage will also be provided on mobile and online. Subtitling and audio description will form part of all the programming, ensuring the widest possible audience can enjoy the Games.

LOCOG will begin the tender process for the international broadcast rights to the Paralympic Games later this year.