Production company Attitude Pictures has acquired media rights in New Zealand for the Sochi 2014 Paralympic winter Games.
Attitude, which specialises in providing content featuring people with impairments, will show 44 hours of free-to-view live coverage and highlights during the Games as well as documentaries about the athletes via its online viewing service, AttitudeLive.com.
As part of the agreement, New Zealand public-service broadcaster TVNZ will show Attitude’s news, highlights and on-demand content during the Games. Independent New Zealand broadcasting funding agency NZ on Air has also agreed to support Attitude by investing $261,000 (€160,000/$218,000) in the project.
Under the deal with the International Paralympic Committee, Attitude also has an option to provide coverage of the governing body’s athletics, shooting and swimming world championships over the next two years.
Attitude will “actively drive a strategy of sharing content with other media to ensure the broadest coverage possible,” according to the IPC. Attitude founder and chief executive Robyn Scott-Vincent said: “Attitude's producers will package highlights for TVNZ and we are talking to other potential media partners.”