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Chapter 3: Shock and Awe

An inside look at the most recent broadcast negotiations – over $3 billion in the past twelve months, as the IOC conducted a bidding process that would tie up media rights beyond 2012. Bidding wars between the biggest names in the industry, from Rupert Murdoch’s Fox Network, through to Eisner and Disney, and General Electric’s NBC Network – blowing all competition away, with a bid that the media at the time described as –‘ Shock and Awe.’

From the attempts by the US Congress to take over the Olympic media rights, through to the protectionist strategies adopted by European Broadcasters – the book profiles the history of sports broadcasting, from the first flickering broadcasts of the Berlin 1936 Games through to the multi channel, multi media formats of the future of sports broadcasting.

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