The Paralympian Magazine

The Paralympian Issue No. 2 | 2014

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Page 37 of 39

INTERNATIONAL PARTNERS WORLDWIDE PARALYMPIC PARTNERS The late summer is a crowded time for US sports fans, with the NFL start- ing, the MLB play- off chase and the US Open tennis tournament, among other events. Yet there is unlimited space for audiences to consume content. Not only is NBC Olym- pics airing more coverage across NBC and NBCSN, but there is comprehensive live streaming of every sport from the IPC at Par-, the USOC at, and additional digital coverage of the Games at Then there's social media, where some ath- letes have built their own brand. The media landscape will change from Sochi to Rio, but the Paralympics have adapted well from Vancouver to London to Sochi. The US is embracing the Paralympics more than ever before. It will take a collaborative eff ort from the Games themselves, the athletes and the media to keep that momentum going. T he Sochi 2014 Paralympics proved a success in the US, thanks to inspir- ing athletes and performances as well as unprecedented TV coverage on NBC and NBCSN. The Rio 2016 Games present an opportunity to build on that momentum. The platform is in place, with NBC Olympics set to produce more than 60 hours, a massive jump from fi ve-plus hours of the London 2012 Para- lympics. The formula for American interest in the Paralympics is similar to that of the Olympics. US medal success, plus captivating storylines will earn an embrace of the Paralympic Movement. We saw that in Sochi. Tatyana McFadden added a winter medal to her track and fi eld trophy case, the ice sledge hockey team, with the Bravo Delta Line, beat the Russians for gold, and the US men swept the podium in snowboarding's debut. The ability for viewers to quickly transition from the Olympics to the Paralympics in Rio will be key. That break of a little more than How can the Paralympic Movement crack America? Nick Zaccardi's view GUEST COLUMN: NICK ZACCARDI two weeks off ers Americans the chance to be inspired by Olympic stars and keep their attention on Rio by learning about the great Paralympic hopes and storylines. Nick Zaccardi Nationality: American Title: NBC OlympicTalk Editor Most-well known for: Covering the Sochi 2014 Games for NBC online US President Barack Obama and wife Michelle honour US Paralympic and Olympic athletes at the White House after the Sochi 2014 Games 39 THE PARALYMPIAN 02|2014 38 THE PARALYMPIAN 02|2014

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