Olympics
NBCUniversal Announces Record Programming for 2022 Paralympic Winter Games
Olympics
NBCUniversal Announces Record Programming for 2022 Paralympic Winter Games
Jan 28, 2022
Stamford, CT
Beginning five weeks from today, NBCUniversal will present 230+ hours of Paralympic Winter Games programming, including a record 120 hours of television coverage, for the 2022 Paralympics from Beijing, China, taking place March 4-13, across NBC, Peacock, USA Network, Olympic Channel: Home of Team USA, NBCOlympics.com and the NBC Sports app. In addition to record programming, the 2022 Beijing Winter Paralympics will also feature unprecedented promotion and advertising support.
In its most ambitious effort ever for a Winter Paralympics, NBCU’s coverage, which will once again be presented by Toyota, will feature a record 120 hours of television coverage; seven total hours on the NBC broadcast network, including three in primetime, a first for a Winter Paralympics; similar to the Beijing Olympics, coverage of all events and competition on Peacock; live coverage of the Opening Ceremony and Closing Ceremony on USA Network; and comprehensive live streaming coverage on NBCOlympics.com and the NBC Sports app via authentication, including all television coverage as well as exclusive coverage of alpine skiing, biathlon, cross-country skiing, sled hockey, snowboarding, and wheelchair curling.
In addition to being the presenting sponsor of NBCUniversal’s Paralympic Games coverage for the third consecutive Games, Toyota will be the exclusive auto advertiser across all linear and digital coverage of the Beijing Winter Paralympics. Also supporting the athletes of Team USA will be 30+ companies, many of whom are advertising in the Paralympics for the very first time.
Similar to the Tokyo Paralympics, primetime broadcasts on NBC will feature the top stories and moments of the Paralympics with a special focus on the athletes of Team USA. The first primetime broadcast will set the stage for the Games, with the following broadcasts featuring NBC Sports’ award-winning storytellers taking viewers inside the Winter Paralympics like never before with athlete profiles, interviews and competition footage.
Programming highlights also include:
- All of NBCUniversal’s 2022 Paralympic Winter Games coverage, totaling more than 230 hours, will stream live on Peacock. The service’s premium tier will serve as the streaming home of the Winter Paralympics. Click here to learn more and sign up.
- On cable, USA Network and Olympic Channel: Home of Team USA will present daily 2022 Paralympic Winter Games coverage throughout the day, including in primetime (excluding Sunday, March 13). USA Network, which debuts as the cable home of the Winter Paralympics with more than 70 hours, will present live coverage of the Opening Ceremony on Friday, March 4, and live coverage of the Closing Ceremony on Sunday, March 13.
- NBCOlympics.com and the NBC Sports app will live stream all of NBCUniversal’s Winter Paralympics coverage across desktops, mobile devices, tablets, and connected TVs for authenticated users.
- Accessibility features for all television coverage include closed captioning (CC) and audio description (AD) to assist viewers in experiencing the accomplishments and stories of the Paralympic athletes. Digital content accessibility features include keyboard navigation, color contrast and support for screen readers.
- Additional programming details will be announced at a later date.
NBCUniversal’s extensive promotion leading up to the 2022 Paralympic Winter Games has been highlighted by:
- “Get to Know Team USA” takeovers of NBC Olympics and On Her Turf social platforms, featuring five-time Paralympian and 10-time Paralympic medalist Oksana Masters (cross-country skiing, biathlon), Danielle ‘Dani’ Aravich (Nordic skiing), and 2018 Paralympian Thomas Walsh (alpine skiing). Walsh was part of a special moment with four-time Olympian Steven Nyman during a Birds of Prey telecast in December when they exchanged racing bibs.
- Athlete interviews across NBC affiliate stations, including with two-time Paralympic gold medalist Jen Lee (sled hockey) and 2018 Paralympic gold medalist Andrew Kurka (alpine skiing).
- Appearance on NBC News’ TODAY last week by two-time Paralympic medalist Mike Schultz (snowboarding) about his athletic journey and training ahead of the Beijing Winter Paralympics.
Additional promotion for the 2022 Paralympic Winter Games will occur during NBCUniversal’s coverage of the 2022 Olympic Winter Games and in the weeks between the Olympics and Paralympics.
Team USA is expected to feature a number of medal contenders, including five-time Paralympian and 10-time Paralympic medalist Oksana Masters (cross-country skiing, biathlon); two-time Paralympic medalist, including a gold, Andrew Kurka (alpine skiing); two-time Paralympian and three-time Paralympic gold medalist Kendall Gretsch (cross-country skiing, biathlon); 2018 Paralympian Thomas Walsh (alpine skiing); and two-time Paralympic medalist, including a gold, Mike Schultz (snowboarding). The U.S. is also expected to challenge for medals in team sports and returns many members of the 2018 gold medal-winning sled hockey team, including Rico Roman, Josh Pauls, and Jen Lee.
NBCUniversal’s coverage of the Tokyo Paralympics just four months ago generated numerous viewership milestones, including the two most-watched Paralympic Games telecasts on record in the U.S. Coverage collectively reached 14.1 million viewers, setting a new Paralympics Games record and marking an increase of 81% vs. the Rio Paralympics in 2016 (7.8 million). Click here for details.
“Just off the massive success of the Tokyo Paralympics, we are committed to growing our Paralympics coverage across our platforms and bringing the extraordinary achievements of Para Winter Games athletes to the American audience,” said Gary Zenkel, President, NBC Olympics. “In partnership with Toyota and our record roster of 30-plus advertisers, the 2022 Paralympic Winter Games will mark new heights in our coverage and storytelling.”
“We’re ecstatic to see NBC and Toyota’s continued commitment to bringing great Team USA performances and the excitement of the Paralympic Games into American homes,” said USOPC CEO Sarah Hirshland. “Showcasing the stories of our winter Paralympic athletes living out their dreams is integral to continuing momentum to our shared goal of increasing Para awareness and inclusion.”
“This is a game-changer for winter Paralympic sports in America,” said 10-time Paralympic medalist Oksana Masters. “As an athlete and advocate for the Paralympic Movement, the more we can have partners like NBC and Toyota bring our Movement to the forefront of society, the more we showcase to the next generation of athletes that there’s a place to live out their dreams.”
“We are thrilled to present the Paralympic Winter Games in just a few short weeks,” said Alexa Pritting, coordinating producer for NBCU’s Paralympic coverage. “Whether it’s on the ice or snow, we look forward to showcasing the athletes and telling their compelling stories as they compete on the world’s biggest stage.”
“It’s our pleasure to partner with NBCUniversal for the third consecutive Paralympic Games to bring even more coverage to American viewers,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “There is no better global event for Toyota to reinforce our passionate belief that everyone has the right to freedom of movement in an inclusive society. It’s exciting to see support for the Paralympic Movement grow and we can’t wait for viewers to see that when a person is free to move, anything is possible.”
