Juegos Olímpicos de Verano y derechos audiovisuales: Evolución y retos en el entorno New Media

The project offers a historical overview of the importance of broadcasting for the development and dissemination of the Olympic Movement and its ideals. It also analyses the role of revenue from television broadcast rights in the Olympic Movement. Communication-related revenue (broadcast rights and sponsorship) accounts for 85% of the Olympic Movement's total income, most of which is distributed among International Federations, National Olympic Committees and Olympic Solidarity. It was under Juan Antonio Samaranch's mandate that the IOC took control of negotiations over broadcast rights. The implementation of long-term broadcast rights contracts led to an exponential increase in revenue and greater stability over time. The first nine years of Jacques Rogge's mandate as President of the IOC represent a period of financial success in terms of income. Within the European context, they also represent a break with the model of collective sales to public television networks, replacing the public service model with the universal service model. The dynamics of New Media require an adaptation of the traditional and exclusive model of territorial intellectual property rights to make it more flexible and allow young people to rework and share Olympic images. This requires changes to the way in which rights are managed.