3. Shock and awe
By the mid-1990s, the IOC had had enough of doing battle with organizing committees over broadcast strategies. Time and time again the IOC had found itself in conflict with the organizers – over the scheduling of negotiations, who would control them and who the rights should be sold to.
The organizers wanted to maximize the revenue, with little attention to ensuring global coverage. The IOC, while needing the revenue to fund the Olympic Movement, had many other factors to consider, including the global and continuing promotion of the Olympic Games. Samaranch decided that the IOC would take total and full control over all future rights negotiations. The seeds for the IOC’s strategy of entering into long ...