On media rights

Most sporting events are strictly regulated when it comes down to media coverage. Aside from the fact that it is sometimes easy to accredit yourself for any given event, it is the use you give to that material what can get you in trouble. Actually, this article from Mashable, explains how anyone, literally anyone can be in trouble if posting, tweeting, emailing or texting copyrighted material. In this case the scenario will be the upcoming London 2012 Olympics, where not only NBC/Telemundo has the exclusive coverage of the games in America but also all of the video material for any other network has a 24 hours embargo on it.

This means that every fan attending the games should watch what they are sending to their friends? Well, in theory yes but it is impossible to restrict every single person from doing it. The media interaction will exist but all athletes participating of the games have been restricted from posting with brands or advertising material without the Olympic Committee consent. It will certainly be interesting to see how advertisers will bend the rules to get away with their athletes under the spotlight.

This reminds me of how strict and complicated coverage can be. The UEFA has set up an extensive set of rules for photos, video and even audio clips for all the Champions League. One of the most watched and demanded sporting products in the world represents on of the most complicated assignments there are because of all the policies there are to be met. Click here.

In my perspective it is a balanced deal. There is enough technology nowadays to allow a “natural” broadcast of games and championships. Those sporting moments every fan deserve to keep in their memories, whether it is a video, photo or sound. At the same time television networks, satellite companies advertising agencies and products still see the bright side ofcapitalism and collect for every big piece there is of theirs product. It won’t be easy to get away with stealing protected material and making money out of it. However, in my opiniom technology seems to have the better end of the story down the road.