Tuesday, 26 July 2016 12:53

Channel 7 partners with Twitter Amplify for enhanced Rio 2016 Olympics coverage


Twitter Australia and Seven West Media have announced "an exciting partnership allowing Seven to amplify audience reach across Seven’s premium programs and event-based sports content".

Ever wanted to be a-twitter over the Olympics? Seven West Media clearly has, and its building upon its "existing use of Twitter as a key distribution platform" by now being able to "deliver exclusive Tweet video highlights and content from the 2016 Rio Olympic Games as well as programmes from sports to news to entertainment".

Seven West Media says its agreement with Twitter gives it the "ability to leverage broadcast moments and amplify them to Twitter audiences".

Seven’s audiences can immediately relive a key moment or experience it for the first time on their mobile while they engage in their Twitter timeline.

Seven says it will "use Twitter Amplify to incorporate a short, high-impact video excerpt of Seven’s Rio content with a brand integration such as a pre-roll of up to six seconds".

With 90% of video content on Twitter consumed via mobile, the deal represents a significant opportunity to amplify multi-screen audiences.

Of course, end-users may simply wish to create Vines or short videos and share their on Twitter by themselves, whatever Channel 7 decides to do with its licensed content, but clearly, Seven and Twitter see this as a great content coup.

Indeed, Marie Sornin, Twitter’s head of international content partnerships, said: “We are delighted to partner with Seven on Twitter Amplify in Australia, as they are an industry leader in innovation and content amplification. This Twitter Amplify partnership is the perfect opportunity for Seven West Media to extend engagement of Rio 2016 premium video content to an even wider online audience through Twitter.”

Clive Dickens, Seven’s chief digital officer, was equally effusive, stating: “We are excited to partner with Twitter as a powerful platform to engage and connect Australians and brands around our premium live sports content. This extended partnership is an important part of our objective to bring our content to every Australian, wherever they are, and for the Rio Olympic Games, allows us to make this the first truly unmissable Olympic Games.”

As we know, however, there are more than a few athletes set to "miss" the games in person because of Zika or other issues, but hey, they’ll probably be watching intently on Channel 7 and may well be wishing they had made the decision to go, Zika or no.



Kurt Burnette, Seven’s event director, Olympic Games and Commonwealth Games, and chief revenue officer, said: “More than any before, these Olympic Games will see an explosion of content into the hearts, minds and indeed, hands of Australians. Seven secured all platform rights to the Rio Olympic Games and beyond, and we take that responsibility seriously.

“We will encourage the connection of the content and the conversation wherever it is possible. The television screen will drive the conversation onto every other screen. And importantly, this partnership with Twitter for the Olympic Games will add to that objective allowing us to connect with all Australians.

“This represents a significant step in our strategy of creating and delivering great content to our audiences wherever they may be and in whatever form they wish to engage with us across any device. It underlines the power of our broadcast television business in delivering audiences and content across any platform.”

You can get more info on Twitter Amplify here.

As for Seven’s coverage of the Olympic Games, the company says it is "set to deliver the most technologically advanced coverage of any event to all Australians with its all-encompassing coverage of the Olympic Games in Rio. The Olympic Games in Rio are the first Games for Seven as part of an historic, long-term agreement for all-encompassing coverage of the Olympic Games over the coming decade".

"Seven’s agreement with the International Olympic Committee delivers free broadcast television and premium television rights, and expands beyond television to Seven’s online and mobile, and other platforms, including social. Seven has also secured radio broadcasting rights.

"Under the unprecedented new agreement, Seven will broadcast the Games of the XXXI Olympiad in Rio de Janeiro in 2016, the XXIII Olympic Winter Games in PyeongChang in 2018 and the Games of the XXXII Olympiad in Tokyo in 2020. Underlining this new partnership is an option which, if exercised, extends the rights to include the XXIV Olympic Winter Games in 2022 and the XXXIII Olympic Games in 2024."

Seven says it will "create and deliver the most comprehensive, technologically advanced, multi-platform coverage of the Olympic Games to all Australians. We are ready. The Olympic Games will be a remarkable platform for Seven as we continue to move forward as a media company, developing new content and building new businesses which will drive our future as Australia’s leading integrated media and communications business".


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.



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