Channel 4’s broadcast of the Paris 2024 Paralympics has significantly altered public views on disability, according to a recent survey of viewers.
- A vast majority, 96%, of viewers agreed that Channel 4’s coverage positively changed their perceptions of disabled individuals.
- Seventy-six percent of viewers gained new insights into the challenges faced by disabled people through the Paralympics.
- Almost half of the viewers felt their own biases were challenged by the Games.
- Having disabled presenters on screen was a crucial factor for 86% of viewers in understanding disability.
Recent research revealed that Channel 4’s coverage of the Paris 2024 Paralympic Games has greatly influenced public perceptions of disability in the UK. The extensive study surveyed over 400 viewers, uncovering that 96% of those who watched the event felt their view of disabled people had positively shifted. The broadcast reached an impressive 20 million people across the country in August and September.
The impact of the Games extended beyond entertainment; 76% of the audience reported gaining a new perspective on the difficulties faced by disabled individuals. Importantly, 46% acknowledged that the event challenged their own biases, while 94% agreed it played a crucial role in enhancing societal views on disabled individuals.
Channel 4’s approach, featuring disabled presenters, helped 86% of viewers better comprehend disability, highlighting the power of representation in media. The coverage not only spotlighted the skills of elite para-athletes but also emphasized inclusion, with 77% of viewers calling for increased parasport coverage on television.
Channel 4’s CEO, Alex Mahon, emphasized that the network is transforming Paralympic sports for future generations by enhancing accessibility and representation, making sure disability and parasport receive necessary spotlight. This viewpoint was echoed by Andrew Parsons, President of the International Paralympic Committee, who praised Channel 4 for delivering the most accessible Games to date.
The ‘Considering What?’ marketing efforts and coverage of Every Body Moves, supported by Toyota, aimed to dissolve barriers to sports for disabled people. These initiatives significantly boosted public awareness and engagement, with over 83,000 individuals visiting the Every Body Moves platform during the Games. This was a stark increase from the Tokyo Paralympics, showing substantial growth in interest and opportunities for disabled participation in sports across the UK.
The Paris 2024 Paralympics coverage by Channel 4 has proven pivotal in redefining public perceptions and encouraging inclusivity in sports.
