CBC/Radio-Canada has acquired broadcast rights to this year’s Olympic Games and is unveiling its coverage plans three months before the competition begin in Paris.
The broadcaster’s coverage will include more than 3,000 hours of live content, which will be available from July 26 to August 11 on CBC TV, TSN, Sportsnet and CBC Gem.
Two-time Olympian and former speed skater Anastasia Buscis will kick off CBC’s programming at 6 a.m. with RBC Olympic Morning, which will feature six hours of coverage, focused on what’s going on at the Olympic House (the home of Team Canada athletes during their stay in Paris). Canadians will then be able to watch Bell Paris Prime Live, which will show Team Canada’s appearances in basketball and soccer. Hosted by veteran broadcaster Scott Russell, the program will also cover the day’s biggest sporting events, including swimming and athletics competitions.
The next seven hours of live programming will begin at 7 p.m. with Toyota Olympic Games Primetime, in which a four-person panel will offer their perspectives and opinions on the games. The program will be presented by six-time Olympic Games host and CBC Sports broadcaster Andi Petrillo; Olympian and former co-captain of the Canadian water polo Olympic team Waneek Horn-Miller; two-time Olympian and world champion hurdler Perdita Felicien; and professional snowboarder and CBC Olympics analyst Craig McMorris. Finally, Olympic Games Overnight will fill the audience on all the latest that happened overnight, as well as the early morning events in Paris. The program will run from 2 a.m. to 6 a.m.
CBC Sports will also provide detailed reports, highlights, digital series and on-demand replays of the biggest moments. The broadcaster’s website and app will include schedules, results, bios, as well as daily updates. Plus, CBC Radio will offer coverage in the mornings Monday through Friday.
As in previous years, CBC is also seeking to appeal to a younger audience with content on its cbckidsnews.ca and cbckids.ca websites. Starting in May and June, the sites will feature news, videos, contests and games related to the games, the athletes and fun facts about Paris.
“The Olympic Games is one of the biggest sporting events in the world, and we are excited about the commercial opportunities available for brands through our multi-platform coverage,” Lise Gott, director of partnership marketing at CBC Sports and Olympics tells MiC. “Given the nature of live sport and the rich history and tradition of the Olympic Games, integration of brands within our coverage is always strategic and thoughtful. For these games, the IOC has unlocked new opportunities for advertisers, including commercial side by sides, and squeeze backs, which allow branding and messaging a share of screen without obscuring the 16 x 9 format of the live camera coverage.”
Other TV advertising opportunities available include 15-, 30- and 60-second commercials, custom creative billboards and closed captioning. On digital, marketers can access standard and premium display units, daily homepage takeovers, video pre-rolls and native ads.
