Paralympics 2024: How Networks In The U.S. & UK Want Their Coverage To Leave A Legacy
deadline.comIn Shoreditch’s uber-trendy Electric Light Station several weeks back, some of the UK’s biggest disabled stars gathered to usher in Channel 4‘s coverage of the Paralympics, and there was fire in their bellies.
The evening featured talks and appearances from the likes of wheelchair basketball star-turned presenter Ade Adepitan, Strictly Come Dancing winner Rose Ayling-Ellis and The Last Leg host Adam Hills, all of whom will play a part in Channel 4’s coverage when the games kick off next Wednesday.
Titled ‘Considering What?’, the network’s Paralympics ad was also unveiled, which challenges the notion that disabled athletes are often dismissed with epithets such as “she’s good… for someone in a wheelchair,” when in fact they face the same battle against gravity, friction and time as able-bodied Olympians.
Onlookers were inspired by the ad. In keeping with the name, the atmosphere was electric and the drumbeat for the Paralympics had truly started, coming a few weeks after – on the other side of the pond – NBC unveiled its most comprehensive coverage plans yet for linear and streamer Peacock.
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