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Alexandre Fourtoy speaks at the second UEFA EURO 2004™ marketing and media workshop (©Euro 2004 SA/Francisco Paraíso)
Broadcasting tops workshop agenda
Friday, 27 June 2003
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Broadcasting and licensing issues dominated the second day of the second UEFA EURO 2004™ Marketing and Media Workshop in Lisbon.

Distribution strategy
The first section of the day was reserved for broadcasting matters, namely the television distribution strategy. European Broadcasting Union (EBU) manager for football Amanuel Abate and EBU media planner Mark Voysey both gave thorough presentations concerning broadcasting partner EBU/Eurovision's intentions for the draw and finals coverage throughout UEFA's 52 national associations. Additionally they made reference to landmark events in the EBU's history.

Technical specifications
Next up were the Euro Broadcaster Service (EBS), the joint company created and formed by Portuguese national television (RTP) and Portuguese national radio (RDP), who will act as the event's host broadcaster. EBS executive manager, Luís Pinto Enes presented their plans for television broadcasting at the finals, including the number of cameras per match, the technical specifications for each national broadcaster and the set-up of the international media centre. EBS will install 19 cameras in each of the ten stadiums, with coverage of the opening match, quarter-finals, semi-finals and final being enhanced by three additional cameras.

Success predicted
UEFA's marketing operations centre account co-ordinator for ex-European television, Tatiana Oberson, then introduced UEFA's proposed strategy for territories outside Europe while Dentsu Inc., the company responsible for selling television broadcast rights for Asia, focused on the specifics of their distribution strategy. Dentsu's EURO 2004™ project manager Yohei Shimizu predicted huge success for the tournament due to the rising amount of football being broadcast to Asian viewers.

Octagon introduction
Karl Bistany and Phil Carling, respectively president and senior vice-president for television operations of Octagon CSI, the company responsible for selling television broadcast rights for the Americas, Africa, Middle East and Oceania, also outlined their company history and proposed strategy for the aforementioned continents.

Licensing issues
Attention then switched to licensing with UEFA's marketing operations centre manager Margrethe van der Stroom updating the gathering on licensing and premiums, while Warner Bros representative Bruno Schwobthaler (vice-president for sales and business development of consumer products) and Dan Aylon (chief executive officer of Product Momentum Group Worldwide) outlined their strategy for producing official licensed products for EURO 2004™.

Internet plans
After sponsorship presentations from Canon and MasterCard, UEFA New Media chief executive officer, Alexandre Fourtoy gave a presentation on the plans to bring coverage of the tournament across the globe through www.euro2004.com. UEFA was "determined to develop the tournament presence worldwide", Fourtoy said, pointing out that the site's multilingual coverage in eight different languages means that "80 per cent of the world's Internet population is covered in its mother tongue". The intention is that being logged on to www.euro2004.com will be as good as being at the finals itself, Fourtoy concluded.

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