•
Twenty-four territories with an estimated reach of over 150
million have already confirmed to show the Games
• IPC and UK Aid funded broadcasts will use
Paralympics to help increase Para sport awareness and overcome disability
stigma
The International Paralympic Committee (IPC) is to provide free-to-air (FTA)
coverage of the Tokyo 2020 Paralympic Games in Sub-Saharan Africa as part of
its efforts to raise awareness of Para sport and its athletes in the region.
This broadcast initiative is a key element of the Para Sport Against Stigma
project between the IPC, Loughborough University, and the University of Malawi,
Chancellor College, which aims to support social change and overcome stigma and
discrimination against persons with disabilities in Africa. Para Sport Against
Stigma is part of AT2030, a programme funded by UK Aid and led by the Global
Disability Innovation Hub.
For the first time across the region, the Opening and Closing Ceremonies will
be FTA and broadcast live on 24 August and 5 September 2021. There will also be
a 52-minute daily Games highlight show of African centred content in English,
French and Portuguese.
TV Media Sport (TVMS) is working on behalf of the IPC to secure Sub-Saharan
broadcasters. So far FTA broadcasters in 24 countries - with an estimated reach
of over 150 million people – are confirmed: Benin, Botswana, Burkina Faso,
Burundi, Cape Verde, Cameroon, Cote D’Ivoire, Democratic Republic of the Congo,
Eswatini, Ghana, Kenya, Lesotho, Malawi, Mali, Mauritius, Mozambique, Namibia,
Nigeria, Senegal, Seychelles, Sierra Leone, Tanzania, Togo, and Uganda.
The IPC will waive the broadcast rights fee for Tokyo 2020 in order to maximise
coverage in a region that has traditionally aired only limited coverage of the
Games.
The 2020 broadcast will be funded by the IPC and UK Aid. The IPC hopes that
this initiative will be a catalyst for commercial partners becoming involved in
broadcasting Paris 2024 to Sub-Saharan Africa.
IPC President Andrew Parsons said: “The IPC is very excited about the prospect
of more people than ever before watching the Paralympic Games in Sub-Saharan
Africa. Through sport the IPC wants to normalise and challenge the stigma
attached to disability. One of the best ways to achieve this is through
people watching the Paralympics and seeing first-hand what persons with
disabilities can do.
“Going free-to-air across so many territories will allow us to tell the
compelling stories and athletic achievements of Para athletes and raise
awareness of the Paralympic Movement.
“We are confident that we will engage new audiences and make a bigger impact
than any previous Paralympics. I truly believe that this could be a turning
point for the region: the awareness that Tokyo 2020 will create could lead to
more media, people and sponsors getting involved in Para sports, which in turn
will create new opportunities for people with disabilities. We are going to
show that change can start with sport.”
Dr Emma Pullen, Lecturer in Sport Management, Loughborough University added:
“This project offers a really unique and exciting opportunity to work closely
with the IPC and broadcasters to bring the Paralympic Games to Sub-Saharan
Africa. The media visibility of Para sport is so important in helping change
attitudes toward disability and can be such a powerful platform for raising
awareness around disability rights, access, and inclusion.
“Our aim is work closely with local partners and broadcasters in Sub-Saharan
Africa to improve the reach and access of the broadcast as well as localising
the content to include narratives of local Para athletes. It’s the start of a
journey that will hopefully see the sustained roll out of Para sport across
many parts of the Global South.”
Vicki Austin, CEO of the Global Disability Innovation Hub, which leads the
AT2030 project said: “As Head of Paralympic Legacy in London, I saw first-hand
what a massive difference London 2012 made to perceptions of disability. It is
why we set up GDI Hub. And with more than a billion people in the world needing
access to basic assistive technology - and only 10 per cent currently
using AT (assistive technology) - our amazing Para athletes can do so much to
overcome the stigma and promote a positive association for the first time for
many young women and men with disabilities in Sub-Saharan Africa. This
project will change lives, and we are delighted to partner with IPC and
Loughborough on this important work and thank UK Aid for their backing.”
Hédi Hamel, President of TV Media Sport, said: “We are delighted to partner
with the IPC on this important project to create awareness around Para sport
all over the African continent. TVMS is committed to introduce in all TV homes
the values of inclusion through the performances and stories of African Para
athletes at the Tokyo 2020 Paralympic Games.”
Dr. Naim Bilal, Managing Director, Kenya Broadcasting Corporation: said: “KBC
is eager to be part of the Para Sport Against Stigma project. As a state
broadcaster, we are keen to embrace the value of Para sport and social
inclusion. We look forward to broadcasting the Tokyo 2020 Paralympic Games
programmes all over Kenya.”
Mr. Fémi Johnson, General Manager, NTA Sports in Nigeria added: “The Tokyo 2020
Paralympic Games will give Nigerian audiences a different entertainment, which
we are sure they will enjoy.”
About the
International Paralympic Committee
The International Paralympic Committee (IPC) is the global governing body of
the Paralympic Movement. Its vision is to make for an inclusive society through
Para sport. Founded on 22 September 1989, the IPC is an international
non-profit organisation with more than 200 members made up of National
Paralympic Committees, International Federations, Regional Organisations and
International Organisations of Sport for the Disabled. The IPC Headquarters and
its management team are located in Bonn, Germany.
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