Channel 4's extensive coverage of the Paris 2024 Paralympic Games has brought about a remarkable transformation in viewers' perception of disability. Through in-depth research and extensive live broadcasts, Channel 4 has shown the world the power and potential of para-athletes and the importance of inclusion.

Channel 4: Redefining Paralympic Sport and Changing Perceptions

Impact on Viewers' Perception

New research indicates that Channel 4's coverage of the Paris 2024 Paralympic Games has had a profound impact on viewers. Nearly 96% of the 400+ viewers surveyed agreed that the coverage positively shifted their perceptions of disabled people. This shows the significant influence that media can have in changing public attitudes.The Paralympics gave three-quarters (76%) of viewers a new perspective on the challenges faced by disabled people. Almost half (46%) felt that the Games challenged their own prejudices, highlighting the power of these events in breaking down barriers. Additionally, 94% agreed that the Paralympics is an important event for improving society's perceptions of disabled people.

Sponsorship and Conversation

The coverage sponsored by Toyota and Allianz sparked meaningful conversations about disability. 17% of viewers engaged in discussions with others, particularly around the performances of athletes. This shows that the Games not only showcase talent but also encourage dialogue and understanding.Channel 4 not only showcased the talent of elite para-athletes but also emphasized the importance of inclusion. 77% of viewers stated that there should be more coverage of parasports on television, indicating a growing demand for such content.

CEO's Perspective

Alex Mahon, Channel 4 CEO, stated that the channel is redefining Paralympic sport for future generations. By pushing the boundaries of accessibility and representation, Channel 4 is ensuring that disability and parasport are seen, heard, and celebrated. This commitment to change is evident in the research and the impact it has had on viewers.

International Paralympic Committee's View

Andrew Parsons, President of the International Paralympic Committee, added that Channel 4 has consistently led the way with its broadcast coverage of the Paralympics. This year, they delivered the most accessible Games yet, furthering the cause of inclusion and accessibility in sports.

Commitment to Promotion

Since becoming the official UK broadcaster for the London 2012 Paralympic Games, Channel 4 has used its platform and reach to redefine disability sport. The Paris 2024 Paralympics marked the culmination of over a decade of this commitment, with the coverage reaching 19.9 million people across the UK.A key part of the coverage was the partnership with the ParalympicsGB-run Every Body Moves site powered by Toyota. This site aims to break down barriers to sport for disabled people and connect them with inclusive activities in their local communities.During the Paris Paralympics, Channel 4's promotion of the site attracted more than 83,000 people for the first time. On the day prior to the Opening Ceremony, 641 people visited the site. The on-screen promotion also led to a sharp increase in inclusive activities being posted, with listings rising from 5,000 for the Tokyo Paralympics to 31,000 by the end of the Games and 44,000 by the end of September.This shows the tangible impact that Channel 4's coverage has had in providing genuine opportunities for disabled people across the UK to engage with sport and physical activities.