Channel 4: Meet the superhumans

This case study describes UK television network Channel 4's strategy to promote the London 2012 Paralympic Games.

Channel 4: Meet the superhumans

James Hamilton and Olivia BrowneChannel 4 Television

Summary

Two and a half years out from the summer of 2012, Channel 4's belief that it could deliver the biggest Paralympic Games in the sports' history seemed overly optimistic....