Three out of four Swedes are missing broadcasts of the Olympics

Three out of four Swedes think that they cannot watch the television broadcasts they want to see from the 2004 Olympic Games in Athens. The most popular events they want to follow are track & field and soccer, while few people are interested in weightlifting and badminton. The most popular Swedish athlete is Carolina Klüft. These are some of the findings of a recent survey that Telia conducted to poll 1,592 people in Sweden about the Summer Olympics.
SVT, the Swedish public service television company, is broadcasting around 600 hours of events from the 2004 Summer Olympics in Athens. However, in the survey, 76 percent of the respondents did not think they could watch the television broadcasts they wanted to see from the games. However, in contrast to earlier years, there is one new technical feature that is making it easier for viewers to follow the Olympics.
The technology, which is being used for the first time on a large scale in Sweden, allows mobile phone users to watch television broadcasts from the Olympics on a 3G-enabled handset - on the bus, in town or in any location with coverage.
"We have chosen to offer this feature free to our customers in order to give them the opportunity to test the new 3G technology. In the long term, it will change the way we watch sports broadcasts, news and entertainment programmes," says Indra Åsander, head of the Consumer Segment at TeliaSonera Sweden.
The survey indicated that the majority of Swedes will follow track & field events (69 percent), followed by soccer (37 percent) and swimming (15 percent). But in contrast, few people will watch weightlifting (0.3 percent), badminton (0.4 percent) and fencing (0.4 percent). Twenty-five percent said they would watch the opening ceremony, while the corresponding figure for the closing ceremony was only 6 percent. It was not surprising that the poll indicated that Swedish athlete Carolina Klüft, who competes in the heptathlon and long jump events, was the athlete that Swedes were most eager to watch (71 percent), followed by triple jumper Christian Olsson (54 percent) and high jumper Stefan Holm (43 percent).
In the survey, Telia polled 1,592 Swedes about the Summer Olympics. All of Sweden is represented in the survey. The respondents were Telia customers. The survey period was July 1-22, 2004.
Indra Åsander, Head of the Consumer Segment, TeliaSonera Sweden,
phone +46 8 713 5830.
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