With the permission of the IOC, SOCOG has sold the radio rights to two broadcasters, ABC Radio and 2UE, each of which has its own individual rights and is able to broadcast independent coverage of events. Sydney station 2UE and its national network has provided Olympic coverage since the Melbourne Games in 1956 in partnership with the ABC. For Sydney, both take on the status of official Rights Holding Broadcaster (Radio). 2UE is involved in discussions with the ABC about continuing the combined Australian radio coverage, supplemented by individual coverage. Ò2UE has the budget and the ABC has the resources and the facilities,Ó says Louise Barrett, Olympic Operations Manager for 2UE. Although Barrett is reluctant to reveal the precise figure, she puts 2UEÕs investment at ÒmultimillionÓ and when pressed, Òmore than tenÓ. 2UE reaches a national audience via a network that includes 3AW, 4BC, 5AA and 6PR. It audience levels are predicted to soar during the two weeks of the Games. ÒThe Olympics bring tremendous increases in ratings,Ó says Barrett. ÒRadio is flexible, spontaneous and portable. People can keep up-to-date with the latest results and interviews wherever they are.Ó As a catalyst to boost ratings, the Olympics are healthy for self-promotion too. For the past 18 months, 2UE has increased on-air promotion of its role as an Olympic broadcaster, as well as buying outdoor sites, supporting Olympic test events and sponsorship of the Countdown Auctions of special edition commemorative sculptures. ÒIn 2000, 2UE will advertise on TV,Ó Says Barrett. ÒWe want to let people know they can stay on top of the action around the clock.Ó As to the impact of the negative press that has plagued SOCOG since its inception, 2UE felt the effect of nervous advertisers, but reports that the Olympic Games have returned to favour as the most important advertising opportunity of 2000. ÒAdvertisers were negative about the IOC dramas and band fiasco,Ó says Barrett. ÒBut despite all SOCOGÕs recent bad press, advertisers have turned around and see it for the golden opportunity that it is.Ó Barrett claims 2UEÕs main concern is SOCOGÕs stash of premium ticket packages. ÒOur offer to our advertisers is watered down when SOCOG sells packages to our competitor (AustereoÕs 2GB) for them to give to their clients,Ó she says. The Sky Radio satellite network, owned by 2UE, distributes content to more than 90 stations and plans to syndicate the total broadcast to its regional network. Segments and coverage available are the same as those by 2UE. Each station will tailor its own advertising packages and rates. ÒWeÕre supplying the coverage to stations on a barter arrangement, receiving commercial airtime in return,Ó says Brendan Sheedy, GM of Sky Radio.
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