The UEFA European Football Championships have just come to a close and the next major sporting event, the Olympic Games in Paris, is on the horizon. Under the motto Jeux Ouverts à Tous (Games Wide Open), inclusion, openness and a sense of community are to be emphasised at the global event. But major events are no longer just about sport! The public is increasingly interested in what happens behind the scenes of the competition and these major events quickly become the center of numerous discussions and debates. For media professionals, this means being flexible and relying on other, more creative formats - away from the traditional television broadcasts in order to provide their audiences with their needs.
Let the games begin! Both the athletes and the media are under pressure to perform.
Olympics Reloaded - Sustainability or Just Greenwashing?
Although the Olympic Games are still popular, younger generations in particular are increasingly foregoing news consumption on television and are instead using social media to discuss various aspects of the Games. On these platforms debates and discussion contribute significantly to reach. One user used X (formerly Twitter) to call for the Seine to be polluted as part of a protest, as the river has been extremely dirty for years and is only now to be cleaned up before the Games. Although #JeChieDansLaSeine expressed the displeasure of the French population, the author was of course not entirely serious.
There were other more heated discussions in the run-up to the event when it came to sustainability. For years, the IOC has been criticised for not taking an interest in environmental protection. Paris 2024 was supposed to change this and make this year's Games greener, cleaner and more CO2-friendly. But while there are indeed positive approaches within the metropolis, a look at Tahiti shows the fatal destruction caused by the surfing competitions. In the French overseas territory, buildings had to be erected in the middle of a coral reef for a compliant event, resulting in massive damage to the ecosystem. This news is also part of the Olympic Games that viewers want to know about. Live blogs, such as that of Belgian's HBVL, are a good way for journalists to provide fans with daily updates as well as a picture of the atmosphere at the venue. This gives the audience an authentic insight into how the competition is actually perceived in the respective country and what impact the events have on nature and the environment.
Olympia is for Everyone: Real News Close to the Audience
This event is no longer just a stage for athletes, but also a mirror of political and social developments. Paradoxically, it's precisely these topics that lead to a desire for coverage that traditional linear television broadcasts can no longer provide. As ‘snackable’ content for in-between programs, real-time content from live blogs is extremely suitable and also enables an authentic, interactive exchange. This ranges from Q&A formats with athletes and opinion polls on key moments to votes and unique hashtags in social media and live commentary blocks. What challenges do the competitors have to overcome? How can gender equality and inclusion be ensured? How difficult is it for refugee athletes to participate? Younger generations in particular are increasingly concerned with these questions and fans are interested in everything to do with their role models, be it portraits, personal and family backgrounds or professional careers.
Newsrooms need to follow this trend and the interests of their readership and keep an eye on both the sport and the bigger picture to ensure user engagement. Reports such as the kicker Live Ticker provide a wealth of information about the games in addition to the results of the competitions - whether it's about a protest by dancers for better working conditions or this year's torchbearer Snoop Dogg.
Synchronized Swimming – one of the 32 Olympic disciplines.
Source: cottonbro studio on Pexels
Enable Discussion Through Your Coverage
Live blogging is an ideal way for news services and journalists to meet the user needs of their target group and keep up with social media in the race for audience share. Fans can look forward to 329 competitions in the coming days. Providing a comprehensive overview of the sports is no easy task. But while many news organizations will focus on broadcasting the athletic events, the public discussion surrounding the Games also offers an opportunity. Both for journalists, who can establish more authenticity and proximity to the audience, and for the IOC itself.
The upcoming live coverage should not be a blame game, because the development towards sustainable, fair games is always a process. Controversy is part and parcel of sport, as major events such as the 2024 Olympic Games offer a protected environment in which grievances can be openly addressed. By involving the audience in this discourse, a sense of community is created that strengthens the relationship between media professionals and their target groups. Rather than focusing on bombarding readers with information within this two-week event, newsrooms should put their readership at the center of their coverage to ensure a meaningful and immersive Olympic experience for all. That way, the Games are truly open to all!
