“We’ve had the biggest marketing campaign in the station’s history for the Paralympics. And the viewer response? I’ve never seen anything like it! ” Dan Brooke, Director of Marketing and Communications, Channel 4
You can see it in the near sell-out ticket figures, on the advertising billboards, and in the headlines about ‘Blade Runner’ Oscar Pistorius competing at the Olympic Games. 2012 has seen the Paralympics – originally founded as a completely separate, or ‘parallel’ Games – race towards the mainstream.
At UCL’s ‘Why do we hold separate Paralympic and Olympic Events?’(13 August), there wasn’t a spare seat in the room. I had gone because, like many people mystified by the complexities of Oscar Pistorius’ Olympic bid (and because I work for a disability charity), I really, really wanted to find out definitively what a ‘combined’ Games actually means.
With a brilliantly chosen panel of experts covering everything from logistics (Mark Dyer, London 2012 Olympic Delivery Authority) to broadcasting (Dan Brooke, Channel 4) to sports and disability theory (Dr P David Howe of Loughborough University, and Professor Nora Groce of UCL), I had very high hopes for enlightenment…