Several European countries support their Olympic athletes more than Finland does. Yet, a considerable share of Europeans are unable to follow the ongoing Sochi Winter Olympics on so-called free channels – a fact that has stirred criticism in Sweden and, in particular, in Norway, where winter sports are held in high regard.
TV 2, a Norwegian commercial television station, only broadcasts certain Olympic events on its free channels and the remainder on its subscription-based channels. In Sweden, the Sochi Olympics are broadcast by Viasat, which generates revenue from advertisements and a pay-per-view online service.
In Finland, YLE broadcasts the Olympics. The national broadcasting company has already secured broadcasting rights also to the 2016 Rio Olympic Games and, although no agreements concerning the subsequent games exist, is expected to retain the rights in the foreseeable future.
Finnish commercial broadcasters are both unable and unwilling to compete against YLE for the broadcasting rights. MTV is already spending considerably on the rights to Formula 1 and the Ice Hockey World Championships, whereas Nelonen has invested a reported 15-17 million euros in the broadcasting rights to the national ice hockey league, SM-Liiga.
How much is YLE paying for the rights to Sochi Olympics?
Citing trade secrets, the national broadcaster refuses to reveal the exact costs, but information obtained by Helsingin Sanomat suggests that the rights to the Sochi Olympics cost YLE 30 per cent less than the rights to previous Olympics. In effect, YLE has spent less than ten million euros on the rights.
The price cut is a consequence of the strengthened negotiating position of the national broadcaster. Before the London Olympics two years ago, broadcasting rights to the Olympics were distributed by the European Broadcasting Union. After London, however, the International Olympic Committee (ICO) decided to see whether commercial broadcasters were willing to cough up more for the rights.
They were, with the ICO posting an immediate 50 million euro jump in revenue from broadcasting rights.
On the other hand, viewer ratings have declined as the Olympics are no longer necessarily available on free channels. In this respect, YLE has benefited from a lack of competition for the broadcasting rights in Finland.
A number of international sport associations have expressed their concerns about the situation. Without an audience, the sports struggle and ultimately no one benefits.
Ari Pusa – HS
Aleksi Teivainen – HT
©HELSINGIN SANOMAT
Image: Antti Aimo-Koivisto / Lehtikuva
