Lagos - Friday, August 5th, 2016, will be a watershed in the annals of world sports, as the main bowl of the historic Maracana Stadium in Rio de Janeiro, plays host to the Opening Ceremony of the 2016 Summer Olympic Games.
Already, excited International Olympics Committee (IOC) officials, the Nigeria Olympics Committee (NOC) media team led by amiable Tony Ubani, the Creative Directors of the ceremony will be with two renowned Brazilian film directors: Fernando Meirelles of the City of God and The Constant Gardener fame and Daniela Thomas who co-directed the handover from London 2012 and Andrucha Waddington.
The ceremony will kick off the world’s biggest sporting carnival. The Olympics is simply the biggest multi-sport event in the world.
The Rio Games are already being tipped to eclipse the London games with 42 Olympic sports and 306 events over the course of 19 days of intense competition.
Nigeria’s flag will be flown at the Games with participation in football for men, basketball for men, athletics, wrestling, table tennis, boxing and several other sports.
With the Super Eagles having dropped out of the 2017 AFCON in Gabon, the Olympics is the next frontier for Nigerian football. The golden boys of Atlanta 1996 went to the Olympics as underdogs and came back with a gold medal in football.
Pressure is mounting on Coach Samson Siasia, who has been working hard with his team to repeat the feat of 1996.
The male basketball team styled D’Tigress has earned a lot of respect and they have made it to the Olympics for the second time in a row. The team will be playing the US Olympic basketball team as part of her preparation for the Olympic Games in Brazil. Nigerians have not had the opportunity to cheer their teams for a while but Brazil will offer that opportunity once again.
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Definitely, most Nigerians will be glued to their television sets to watch the Games unfold. According to the 2014 FIFA World Cup report released by FIFA earlier in the year, ‘the largest average audiences across Africa and the Middle East were generated in Nigeria by NTA’s network and by beIN Sports across the Middle East and North Africa.’
Each channel was projected to have attracted peak match audiences of over 30million viewers, both finding their way into the top ten match audiences globally. According to the report, in Nigeria, audiences were able to watch on cable but the broadcast had a higher penetration on the NTA terrestrial Network.
With the Olympics, the penetration on terrestrial TV will even be deeper as the Olympic broadcast will be on the NTA Network, AIT Network and Silverbird. These broadcasters will be showing three belts of three hours per day with a 30-minute highlight programme in the morning each day.
This broadcast is under license from Infront Sports through TVMS to the licensee, the Nigeria Olympic Committee. The benefit of the broadcast is that it offers 40% discounted value because of the three broadcasters who are showing the same inventory of commercials.
News24 reports that Dream Team coach Samson Siasia says report of Zlatan Ibrahimovic representing Sweden at the football event of the 2016 Olympics in Rio, is nothing to worry about.
Effectively, those interested pay for one channel but get three. Technically, if the reach as estimated at the peak time during the World Cup was 30million plus, during the Olympics 50million plus should be the minimum estimate.
As at March 2016, NBC, the Olympics broadcast rights holder in the US had reported that their sales would exceed the London 2012 sales outcome. The broadcast window is the easiest way different brands can associate with the Games without being Olympic TOP sponsors. It also provides the IOC TOP sponsors with opportunities to localize their involvement with the Olympics in their different markets. So, what will the sales look like in Nigeria?
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- News24 Nigeria