loc International Olympic Committee | Communication Concept | Germany & Russia ‘TV Media Medienmanagement GmbH Kolpingstrasse 3 + D ~ 85560 Ebersberg Phone: +49 - 80 92-86 770 + Fax: +49- 8092-86777 Internet: ww. tv-media.de + Email: info@tv-media deMm. vi vil. vil. REVIEW = TV Media Activities = Samples. THE SITUATION & General outline. = Germany. = Russia OBJECTIVE General outline = Germany. = Russia. ‘SHOPPING LIST = Germany. © Russia COMMUNICATION CONTENTS. TV RIGHTS. SCHEDULE REMARKS ABOUT US. 1" 12 14 16 7 18 19 24 31 37 38 39 402B REVIEW: TV Media Activities TV Media continuously Y established respectively intensified existing contacts with media, especially in the German speaking market ¥ attended - IOC Executive meetings - IOC Sessions - Olympic Games (Salt Lake City) ¥ arranged editorial meetings with various media to keep them updated about IOC subjects arranged interviews with the IOC for media upon their special requests Y informed key media about actual IOC items ¥ remained at media's disposal for questions, news and general information about toc4 wrote statements, columns and press releases, approved by Vice president Dr Thomas Bach, and launched them in key media, created contacts to international media, especially in the USA (The New York Times, International Herald Tribune, USA Today, The Salt Lake Tribune) — with regard to the 2002 Olympic Games after the terror attacks on September 11 — and Russia (eg ORT, RTR, TVS, Iswestija, Sport Express etc.) established respectively intensified contacts to its clients who might be interested to get involved in sponsorships of the IOC6 SAMPLES OF TV MEDIA ACTIVITIES * Photo shooting with President Juan Antonio Samaranch in Lausanne and distribution to media in Germany, France and Italy Subject: Fitness exercises - "Bild" - "Stuttgarter Nachrichten" - "Paris Match” - "La Republica” © Interviews - "ARD" (various) "ZDF" (various) = "SUidwestrundfunk" / Subject "IOC/Nandroion tests” - "DPA" / Subject "Bidding procedure for Olympic Games" + "Eurosport" ~ “stern” - "BILD am Sonntag" - "Stuttgarter Nachrichten" = "The Sankei Shimbun” = "Daily China" - "Horizont Sport Business” - "Leipziger Volkszeitung" - "Daimler Chrysler Report"16 Reports / Statements - "Welt am SONNTAG" / Subject "Sport and Politics" - "Handelsblatt” / Subject "TV rights Soccer World Championships / Olympic Games" - “Handelsblatt" / Subject "Athletes from non-EU countries ~ “werben & verkaufen" / Subject "Insurance of Olympic Games" Media mailings + "Olympic Solidarity - Report 2000" - "Final Report of the XXVII Olympiad 1997 - 2000" Regular meetings with - Dr Thomas Gruber, director general "Bayerischer Rundfunk" - Dr Jobst Plog, director general "Norddeutscher Rundfunk" - Dr Udo Reiter, director general "Mitteldeutscher Rundfunk" - Dr Horst Schaittle, director general "Sender Freies Berlin” - Wolf-Dieter Poschmann, head of sports, ZDF - Hans-Joachim Seppelt, "Sender Freies Berlin" - Giinther Deister, "Deutsche Presse-Agentur” - Dieter Hennig, "Sport-Informations-Dienst" - Alfred Weinzierl, "Der Spiegel” - Wolfgang Reuter, "Focus" - Johannes Schweikle, "stern”Tv - Jorg Winterfeldt, "Die Welt" - Jorg Hahn, "Frankfurter Allgemeine Zeitung” - Alfred Draxler, head of sports "Bild" - Werner Kilz, editor-in-chief of the "Stiddeutsche Zeitung" - Erich Ahlers, head of sports"Handelsbiatt” - Klaus-Peter Witt, “Bild” - Maria Schwarz, executive editor "Bild der Frau" and others Meetings with "Eurosport" in Paris and Munich Subject "Olympic Magazine” First visit of President Dr Jacques Rogge to Munich, Germany - Welcome of the president at Munich airport - Distribution (digital) of photographs to German media - Live interview with ARD (aired within the ARD live broadcast of the Tour de France) - Press conference with selected key media (Frankfurter Allgemeine Zeitung, BILD, Sport-Informations-Dienst, Deutsche Presse-Agentur, Die Welt, ARD radio) at Munich Olympic Park - Exclusive interview with newspaper "Die Welt"8 Invitation and organization of a dinner for IOC President Dr Jacques Rogge in Berlin, Germany, by TV Media - Get-Together with representatives of economics, politics, media - Press conference with Dr Jacques Rogge - Photo session with Dr Jacques Rogge and the German Chancellor Gerhard Schroder Meeting of Vice president Dr Thomas Bach with the German Chancellor Gerhard Schréder in Berlin, Germany - Distribution of press release after the meeting - Distribution of photograph after the meeting "ARD' talk with the Minister of the Interior of Germany, Otto Schily, and Vice president Dr Thomas Bach in Berlin Journey of Vice president Dr Thomas Bach with the German Chancellor Gerhard Schréder to India and the Peoples’ Republic of China ~ Distribution of press release prior to the journey - Distribution of press release after the journey19 Editorial meetings with Frangois Carrard in Germany (Hamburg - Berlin - Munich) ~ stern ~ Bild - Der Spiegel - Deutsche Presse-Agentur - BZ - Die Welt - Focus - Abendzeitung Munchen - ARD / Bayerischer Rundfunk (TV) (Official opening of the ARD Olympic office for the 2002 Salt Lake City Olympic Games) Meetings with the sports coordinator of the German Chancellor in Berlin, Germany, on a regular basis (monthly) Participation in a) IOC Sessions (Moscow, Salt Lake City, Mexico City) b) Executive Board Meetings ©) Olympic Games (Salt Lake City) - Arrangement of various interviews (eg ARD, ZDF, SF DRS, Deutsche Welle, Deutsche Presse-Agentur, Sport-Informations-Dienst, Reuters, Handelsblatt, Rheinische Post, Die Welt, Frankfurter Allgemeine Zeitung etc.)No - Daily exchange of views with German speaking media = Daily brainstorming with journalists about items apart from coverage about athletic items - Summary of press clippings in German speaking media on a daily basis - Documentation of media exposure = Contact to IOC members Monitoring and analysis of the item "Figure Skating / Russian Mafia" at Salt Lake City Organization of a dinner for the president of the Organizing Committee for the 2004 Olympic Games at Athens, Gianna Angelopoulos Daskalaki, in Berlinm [Il THE SITUATION GENERAL OUTLINE The IOC and the Olympic rings are as familiar to the general public as Coca Cola or DaimlerChrysier. The IOC is represented in 200 countries around the globe and enjoys exceptional media attention. Nonetheless, its structure, organizational form, objectives, terms of reference and activities are largely unknown, only insiders generally being aware of them. The same applies to the people who represent the IOC. The Olympic Games have a worldwide audience whose positive perception of the Games makes them THE sporting event. The IOC, on the other hand, ordinarily only captures the attention of a small section of the general public and arouses greater interest in the German media chiefly in times of crisis or scandal. Over the past two years, prejudices against the IOC which arose particularly from the crisis connected with the events at Salt Lake City, have largely been dispelled. The attitude of the Russian media must be regarded in a far more critical light (for more details, please see section "Russia", page 14)n2 GERMANY The main focus of reporting about the IOC is on current issues and the council's achievements. The exceptions, here, are Suddeutsche Zeitung and Berliner Zeitung, in particular, which still express strong prejudices against the IOC and individual 1OC members although the tenor of Suddeutsche Zeitung reporting has been markedly less vehement in the past six months. The election of Dr Jacques Rogge to the position of President of the IOC has aroused hopes of renewal, modernisation and reform in the German media and further boosted interest in the 10C, One indication of this is not least the great interest of the German media in the 114th IOC Session in Mexico City. Reporting in Germany was accordingly detailed and thorough. Though oritical, reports were certainly also objective. The new spirit prevailing in the IOC since President Rogge's appointment is given appropriate acknowledgement. Nonetheless, the proceedings at and results of the session, in particular the discussion about program reform, were construed a defeat for the president. Generally speaking, reporting on the IOC can now be described as predominantly objective and not — as has often been the case in the past ~ pursuing the intention of representing the JOC in a solely negative manner.3 Even articles published about controversial discussions (eg in reporting on the Salt Lake City figure skating scandal or the results of the OC Session in Mexico City) stick for the most part to the facts (bar a few exceptions) and commentaries are chiefly worded objectively. The bottom line here is that the German press is at present reporting objectively for the most part, although it still takes a critical view of the IOC.n4 RUSSIA The reputation of the 1OC and its president has suffered a lot since the Winter Games in Salt Lake City. Contributing factors have been the disqualification of the Russian female cross- country skiers and the figure skating scandal. Both were interpreted both by the media and the general public as unfair and a conspiracy as well as associated with “big money” and ‘the Americans’. Press reports consist almost entirely of criticism and there are frequent negative comments on the IOC's conduct, in particular with regard to its entire policy on doping. Examples of reporting in the Russian media on IOC doping polic; ISWESTIJA (Daily): "Mr Rogge demonstrated his boldness in the fight against doping at the Games in Salt Lake City, where he chalked up a number of crazy doping scandals. Rogge's predecessor never had any problems with carrying his suggestions through.” Criticism that Rogge chiefly fought EPO doping while the largest proportion of positive tests belonged to the group of so-called pseudo asthmatics, whose alleged asthma obtained them authorisation to take substances otherwise forbidden. Rogge does too little to combat this type of doping, according to ISWESTIVA, Quote: “It simply cannot be that the Intemational Olympic Committee does not understand that pseudo-asthma doping must be stopped. And if they do understand and don't do anything about it. then they must be serving their own interests."5 SPEZNAS ROSSIJ (popular magazine): "Rogge is our enemy and he will continue to do all he can to destroy the honour of our sport, even when there are no traces whatsoever of illegal substances in our athletes’ blood. Moreover, he has brought the Olympic movement entirely into line with the American system of values and snatched it away from the rest of the world.” A readers’ question time with the Russian chief anti-doping inspector Nikolai Durmanov run by the daily newspaper ISWESTIVA produced, among others, the following quotes: “In a way, the IOC leadership needed doping scandals at the games.” and “In some sports, the lack of pharmaceutical attendance is almost more dangerous than some kinds of doping.” and “The doping tests on Lasutina and Danilova were not random, they were a thoroughly planned action Example of reporting in the Russian media on the figure skating scandal: Internet portal APORT: "Rogge was the first to give in fo the North American media, which had demanded a second gold medal for the Canadian figure skaters, and in doing so he opened the floodgates.6 (Ill. OBJECTIVE GENERAL OUTLINE The objective is generally to project an active and positive image of the IOC, placing particular emphasis on the activities, organizational structure, benefit and achievements of the IOC. This will be achieved through ongoing intensification of existing or by establishing new contacts with the relevant media. Here, TV Media regards itself as a mediator between the IOC and the media rather than as a filter between the two sides (‘Open Door’ strategy). Elements are + Continuous information + Increasing transparency of the [OC ‘+ Improve of the popularity of the IOC's ideals and representatives + Increase of sympathy ‘The concept is also transferable to other countries.GERMANY Use of contacts with German media for Exchange of information on a regular basis Offensive media work Transport of IOC messages/news Positive positioning of the IOC and its representatives Media monitoring and analysis n7RUSSIA ne Correction of the negative IOC image in Russia by means of Use of existing contacts with key media in Russia Intensification of contacts with media in Russia Offensive media work Positioning of positive IOC messages/news Continuous dialogue with opinion leaders/muttipiers (politics, economy, media) Identification of future opinion leaders/multipliers with “driver function" (Motivators) Regular presence of the IOC President in Russia and exchange of opinions about relevant items Media monitoring and analysis|IV. SHOPPING LIST ig GERMANY Basic activities (continuously) + Consutting of the IOC regarding communication with the media * Networking (politics, economy, media, sports, culture, federations) * Use of contacts / continuous dialogue with Sport politicians (Bundeskanzleramt, Ministry of the Interior etc.) Business enterprises and their representatives Politicians VIPs Representatives of federations and associations pinion leaders / multipliers Sports representatives * Use of contacts with the media / continuous dialogue TV stations (especially ARD and ZDF) News agencies120 Newspapers (nationwide in particular, but also regional) * Suddeutsche Zeitung (with a new head of sports since January, but Thomas Kistner, who is known for his critical and negative reports in connection with the 1OC is stil in charge of items regarding sports politics) * Frankfurter Allgemeine Zeitung * Die Welt * Handelsblatt * Bild Berliner Zeitung (similar situation as for the Sdddeutsche Zeitung — the negative reports about the IOC are mainly created by the editor in charge of sports politics, Jens Weinreich) etc. Radio Magazines * Spiegel * Focus stern Capital Wirtschaftswoche * Manager Magazin ete. Sports publications Special Interest Magazines Trade papers Yellow press124 © Editorial meetings on a regular basis © Monitoring and regular information of the IOC about opinions, ongoing discussions, criticism ete. in the German media * Production of a periodical German "IOC report” or "IOC Newsletter" and distribution to a fixed distribution list © Establishment of a Jour Fixe (quarterly) with the IOC Director of Communications © "Transparenting” and interpretation of the [OC strategies Individual activities (according to actual occasions and events) + Draft of speeches, reports (Opening words etc.), editorials * Arrangement of interviews * Development of subjects which are of special interest for the IOC * Organization of press conferences(22 + Arrangements to get IOC representatives to public appearances * Attendance of Olympic Games, IOC Sessions, Executive Board Meetings with the objective to influence the atmosphere/reports in German publications in a positive way + Production of an Olympic Magazine (eg for Eurosport) * Convincing of ARD and ZDF to consider IOC relevant subjects for their programs * Negotiations with ARD and ZDF regarding an Olympic Magazine Acitivities in connection with visits of the IOC President to Germany * Preparation and organization of the visits ‘+ Organization of press conferences + Arrangement of TV dates123 ‘+ Arrangement of (exclusive) interviews + Organization of social events with personalities out of - Politics - Economy = Sports - Culture - Media Preparation and organization of annual editorial meetings of the IOC Director of Communications with German key media Documentation = Monitoring + Analysis of presence of the IOC and its representatives in the media * Documentation of activities / results124 RUSSIA TV Media’s capability profile in Russia and the CIS states chiefly consists of working relationships with selected representatives of the major media. High-ranking personal contacts link TV Media with top decision makers at the leading television companies in Moscow, with famous sports journalists in the print media, with agencies and media people of socio-political relevance. Specifically, TV Media co-operates with the vice president of one of the biggest and most popular television companies and with the editor-in-chief of the Eurpoean department of a Russian TV channel, The TV Media team includes an experienced journalist who spent seven years working in Moscow as a correspondent for the German press agency, DPA, and who has a perfect command of the Russian language along with some excellent local contacts (politics, business, media). They all take an open-minded and positive view of the Olympic idea, represent a functional network and have a great influence on what goes on in the Russian media (driver function).125 Basic activities (continuously) * Consulting of the IOC regarding communication with the media * Networking (politics, economy, media, sports, culture, federations) © Use of contacts / continuous dialogue with - Sport politicians (Kreml, Ministry of Sports etc.) - Business enterprises and their representatives - Politicians - VIPs - Representatives of federations and associations - Opinion leaders / multipliers - Sports representatives + Use of contacts with the media / continuous dialogue = ORT (1st channel on Russian television) ORT is the largest media company in Russia, The "general entertainment” program is broadcast both nationally as well as throughout the entire CIS (approx 100 million households). in addition, the program can be received via satellite or cable in Europe, America and Israel. We have excellent contacts with ORT so that it would be possible to secure broadcasting time for contributions and/or arrange for studio guests.1268 = RTR (2nd channel on Russian television) The Russian television channel RTR, which is playing an increasingly important role in Russia's electronic media, does not have a sports program in the style of Germany's "Sportschau' up to now. However, the TV station is currently in the process of developing such a format, which it plans to air before the end of the year. TV Media's existing contacts could serve to arrange for an IOC contribution as well as for Dr Rogge to pay a visit to the studio if appropriate, possibly even for the opening show. The subjects to be addressed would have to be agreed with the IOC and RTR. Other possibilities in the RTR program would be * The weekly review show “Westi Nedeli’ on Sunday evening with well-known presenter Yevgeni Revenka (eg report, interview etc) * The talk show ‘Westi Plus’, following the news on weekdays, with a famous guest live in the studio who gives his views on a current topic and then answers questions from the audience * “Olympia Magazine” (regular, eg six times a year)(27 Strategic partnership with top decision makers at the TV stations (a tried and tested approach practised in connection with other TV Media clients ): - NTW (private television) - TVS - 17 Nationwide newspapers (in particular to:) = "Komsomolskaja Prawda" (comparable with German newspaper "Bild") - Iswestija - Kommersant (target group: Economy and higher earings bracket) - Sowjetskij Sport (five times a week) - Sport-Express (five times a week) contacts are existing which will be intensified with regard to the 1OC. Other approaches - Joumalists’ association "Mediasojuz” Sixty per cent of Russian journalists belong to this association, which has a special “department” for sports journalists. The organization can be of assistance not only in meeting organizational requirements in a manner appropriate to the media but also in disseminating IOC messages. Funding of trips for Russian journalists to IOC conferences - attendance of IOC Sessions - attendance of IOC executive meetings128 Muttipliers/Opinion Leaders Securing of older sports personalities, a group which enjoys particular respect in Russia, as mullipliers/opinion leaders, eg for an anti-doping campaign. Examples: - Vladislav Tretyak (former ice hockey goalkeeper) - Rinat Dassayev (football goalkeeper) ~ figure skaters etc Editorial meetings on a regular basis Monitoring and regular information of the {OC about opinions, ongoing discussions, criticism ete. in the Russian media Production of a periodical Russion "IOC report" or "IOC Newsletter" and distribution to a fixed distribution list Establishment of a Jour Fixe (quarterly) with the OC Director of Communications “Transparenting" and interpretation of the IOC strategies129 Individual activities (according to actual occasions and events) Draft of speeches, reports (Opening words etc.), editorials © Arrangement of interviews + Development of subjects which are of special interest for the [OC © Organization of press conferences + Arrangements to get IOC representatives to public appearances + Attendance of Olympic Games, IOC Sessions, Executive Board Meetings with the objective to take influence the athmosphere/reports in Russian media in a positive way Activities in connection with visits of the IOC President to Russia * Preparation and organization of the visits + Organization of press conferences130 © Arrangement of TV dates «Arrangement of (exclusive) interviews * Organization of social events with personalities out of - Politics - Economy - Sports - Culture - Media Preparation and organization of annual meetings of the IOC Director of Communications with Russian key media Documentation © Monitoring * Analysis of presence of the !OC and its representatives in the media = Documentation of activities / results131 Iv. COMMUNICATION CONTENTS General presentation of the IOC = What is the IOC (what organization do the three letters stand for)? «Terms of reference and objectives * People involved © Sports competence of the IOC Justification for the existence of the IOC (what do we need the IOC for?) How does the IOC benefit sport (where and what would sport be without the [OC?) Status of the IOC in sport, society, politics, business, culture and the media The 10C's public image ‘* The work done in committees IOC and Athletes «Representation of the interests of sport worldwide * How athletes benefit from the IOC © Grants, financial assistance, financing of coaches, non-cash benefits, equipment, vehicles132 History of the IOC * Experience gained by IOC (what mistakes has the IOC made in the past and what did it learn from them?) + Positive effects of IOC activities (what IOC measures have had a particularly valuable or positive impact on sport?) Olympic Games * The international top sports event The meeting place for the world’s youth Criteria for inclusion of disciplines in the Olympic program Criteria for awarding the Olympic Games Significance to the image of cities, nations and continents Trademark "Olympic Rings” * Attributes of the Olympic rings (top performance, quality, international unity etc.) * Greater public awareness than for Coca Cola * Demand for the rings (eg industry) + Stringently protected133 Olympic Museum * Purpose of the Olympic Museum © Opening-up of IOC (Olympus is not inaccessible) * Meeting place of international sport? IOC Funds and Their Distribut Funding of the IOC (how does the IOC finance itself?) Funding by the 1OC IOC provides financial assistance (organization committees for the Olympic Games, assocations etc.) Olympic Solidarity program Safeguarding of Human Rights in Sport * No racial discrimination * No ideologies © Equal rights for women134 10C and International Understan * Bringing nations together at the Olympics IOC and Development Aid * — 10C provides development aid Support of Humanitarian Acti © 10C involves itself in humanitarian activities ‘Support of Environmental Protection * IOC performs active environmental protection135 Doping * 10 combats doping * Does not interfere, but leaves sport to solve its own problems (preservation of autonomy, also with regard to political influence) © Anti-doping agency WADA ~ an initiative of the IOC © Medical Commission Guarantees Free Access to Sport (TV, the media) * Sales of television rights only to freely receivable TV stations * TV production by the IOC in future * Television funds to finance the Olympic Games No-ad Sport at the Olympics + No advertising in the stadiums + No advertising on the athletes136 Form of Presentation for "Minor" Sports / Chance of Survival ‘* Minor sports in the focus of world attention every four years Opening-up to Trend Sports (younger image) + Mountainbiking * Snowboarding * Beach volleyball * Triathlon ete.137 [VL TV RIGHTS The television contracts with the Olympic Games expire in 2008. At the same time, the worldwide television markets are constantly undergoing change. Digitalization progresses, on-demand services on the television screen are becoming possible while demand for Intemet and broadband mobile phone services is also growing The IOC is faced with new challenges. The fragmented markets call for a great measure of flexibility + amulti-channel strategy; ‘+ negotiations, especially in Europe, with several market partners instead of with the EBU only; ‘+ stimulation of competition from other providers; + high level of competence (knowledge of the industry); ‘+ intelligent and complex concepts and marketing models; diverse contacts in the television and mobile phone industry This is where TV Media provides consulting and mediation services, carried out by Bernd Schiphorst, former managing director of Ufa and board member of Bertelsmann (kindly see additional information on page 40)[Vil SCHEDULE — —_ L GENERAL Following joint agreement on the various measures planned, a detailed schedule will be drawn up in close consultation with the IOC. 138 Lie139 Vill. REMARKS ‘The prerequisite for successful co-operation is the willingness of the IOC © tobe available to the media = — towork with TV Media on formulating messages for the media = — to communicate opinions proactively/with thrust TV Media will involve its entire network (including WMP EuroCom AG) = Media = Sport Politics = Business = Culture The activities of TV Media will be performed in close consultation with the IOC and cover both the IOC and its members and representatives. TV Media has top connections, particularly with the sports press, but also with politicians, representatives of the business and sports world, and will draw up IOC messages and gain them a hearing in high-reach media. TV Media is the leading media partner of enterprises and associations in Germany140 ‘IX. ABOUT US ‘TV Media Medienmanagement is a media management and communications company, based in the Munich surroundings. We have excellent connections to key media, especially in Germany, Austria and Switzerland but also in other countries such as Russia, Great Britain, the United States etc. ‘TV Media is part of the WMP EuroCom AG, situated in Berlin. We have established a powerful network and are represented by well-known celebrities out of politics, economy and ~ all above - media ‘Amongst those are + Hans-Dietrich Genscher (former Foreign Secretary of Germany), Chairman of the board of directors * Prof. Roland Berger (International Management Consultant) Member of the board of directors * Dr. Ganter Rexrodt (former German Minister of Economics) Member of the board ‘+ Bernd Schiphorst (for 11 years managing director of Ufa — private TV and sports rights etc. — former board member of Bertelsmann multimedia, former European head of AOL) Member of the board with a profound knowledge of electronic media + Hans-Hermann Tiedje (former editor-in-chief of the German newspaper "Bild") Member of the board + Rainer Dzésch (former director of communications, adidas)141 ‘The company's competence is an excellent knowhow in all fields of journalism, media consulting. We are regarded as the number one consulting agency in Germany It finds out about suitable messages and stories for the media and gets the right media interested in its clients’ stories. The company creates individual strategies with the media by suitable events or through direct contacts and takes care that its partners are represented in the media Its clients feature well-known (national and international) companies, institutions as well as. individual celebraties, List of clients (amongst others): * BMWAG * Deutsche Post WorldNet AG / DHL * eplus * Vattenfall * Bundesverband Deutscher Industrie * Pro Cycling Team COAST (also including Jan Ulirich) «Ferrero AG + Linde AG