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2010 deal unites African airwaves


first_imgThe broadcasting deal will take the2010 Fifa World Cup matches straight fromthe pitch to the homes of millions ofAfricans.(Image: Chris Kirchhoff,MediaClubSouthAfrica.com. For more freephotos, visit the image library) All countries across sub Saharan Africawill benefit from the 2010 Fifa broadcast deal.(Image: Wikimedia) Tamara O’ReillyAn agreement by football governing body Fifa and the African Union of Broadcasters (AUB) will see to it that the 2010 World Cup reaches viewers across sub-Saharan Africa.All 64 of the tournament’s matches will be broadcast live on free-to-air television and radio in 41 regions in Africa in English, French and Portuguese. Fifa selected the AUB as the partner for sub-Saharan Africa based on its capacity to reach the largest possible audience.AUB is a combination of the Pan-African Broadcasting and Union of National Radio and Television Organisation of Africa, formed in 2007 to develop all facets of broadcasting on the continent.“The AUB has shown considerable strengths in uniting broadcasters under one umbrella to ensure that all sub-Saharan Africans will be able to have access to the radio and TV coverage of and around the 2010 Fifa World Cup,” said Fifa president Sepp Blatter.“We always promised that 2010 would be an African World Cup, and with today’s cooperation agreement we have made a big step towards achieving this goal.”An African production centre will be established at the International Broadcast Centre (IBC) in Johannesburg during the 2010 event to ensure high-quality coverage for African viewers.The IBC, the communication nucleus of the 2010 Fifa World Cup, is under construction at the Nasrec Exhibition Centre in the south of Johannesburg. Nasrec is one of the oldest and largest exhibition centres in Johannesburg. More than R120-million (US$12-million) is being spent on the upgrading and installations that will be required by the 15 000 media personnel and commentators who will descend on the city for six weeks during June and July 2010.Johannesburg is already the primary broadcasting hub for international and local television and radio, as well as home to almost 60% of all information, communication and technology businesses in South Africa.“For us at AUB the deal was a dream come true for it accords with the goals of our Union for sustainability and will facilitate the achievement of one of the goals we adopted as legacies for Africa from the 2010 Fifa World Cup in South Africa, namely capacity development of broadcasting in Africa,” said Lawrence Atiase, CEO of the AUB.“We are fully committed to playing our part and we thank Fifa for placing their trust in the AUB’s ability to deliver.”The move is also being welcomed by several African countries who cannot afford to pay the high prices for broadcast rights of such tournaments. Kenya, for example, who has in the past broadcast live tournaments like the African Cup of Nations and the Olympic Games to the Kenyan public, did so at considerable costs.“We welcome this move by Fifa,” says Kenya Broadcasting Corporation managing director David Waweru. “It will be easier to negotiate with AUB, who will sell at more affordable and realistic fees than third parties. We are now sure we, as the national broadcaster, will bring the 2010 World Cup to Kenyans.”The previous Fifa World Cup, held in Germany 2006, was the most extensive in the tournament’s history. Compared to the 2002 tournament, which was covered by 232 channels worldwide, the 2006 event was broadcast by 376 channels reaching 24.2-billion viewers globally.According to the Fifa website, the 2006 event was aired in a total 43 600 broadcasts across 214 countries generating total coverage of 73 072 hours. This means that if all the 2006 coverage were shown on just one channel, it would take over eight years to broadcast non-stop.Host of the next Fifa World Cup, South Africa, enjoyed more 2006 Fifa World Cup Germany coverage than any other African market, with the cable network, SuperSport, showing a total of 1 627 hours of coverage on its five channels.Do you have any comments or queries about this article? Email Tamara O’Reilly at tamarao@mediaclubsouthafrica.com.Related articlesMeet Zakumi, the 2010 mascot Fifa World Cup host cities 2010 media hub at Nasrec Useful linksFifaAfrican Union of Broadcastinglast_img

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