With its £9m winning competitive tender bid, 11.2 million viewers for the Opening Ceremony (and accompanying £60,000 ad slots), a record 37 million total audience and the award-winning ‘Meet The Superhumans’ marketing campaign, Channel 4’s Paralympic coverage helped change perceptions about disability, disability sport and the Paralympics as a commercial property. Activative talks to Channel 4 about how they did it, what they have learned and what it might all mean for the future of the Paralympic Games. For full article please download Activative Platform Issue 3 Q1 2013 pdf
14/01/2013
Leave a comment
You must be logged in to post a comment.