Channel 4 hands Pitch London 2012 Paralympic Games brief

Channel 4 has appointed sport comms agency Pitch to maximise media opportunities around its licence to broadcast the London 2012 Paralympic Games.

That Paralympic Show: hosts Ade Adepitan, Rick Edwards and Iwan Thomas
That Paralympic Show: hosts Ade Adepitan, Rick Edwards and Iwan Thomas

The agency will provide PR support across the broadcaster’s coverage of the Paralympic Games and other Paralympic sport events. Pitch’s brief includes the delivery of a comms campaign around the BT Paralympic World Cup in May this year and the ‘one year to go’ milestone.

Pitch will also be responsible for raising awareness of Channel 4’s dedicated programming schedule focusing on disabled sport, including its regular series ‘That Paralympic Show’ and upcoming feature documentaries.

Jane Fletcher, controller of press and publicity at Channel 4, said that the broadcaster wanted PR support to ‘build a fan base for disabled sport and drive viewers to our coverage'.

She said: ‘Following the success of our bid to broadcast the London 2012 Paralympic Games, it was important for us to bring on board an agency with extensive sporting expertise to raise the profile of our commitment to Paralympic sport.'

Henry Chappell, chief executive of Pitch, commented: ‘The challenge for Channel 4 is to change perceptions of Paralympic sport among the sports media and the public and we are well placed to provide expert guidance and a creative strategy to achieve this.’

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