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UEFA ORGANISATION: Media studies on agenda

/noticias.info/ The relationship between UEFA and the various forms of media – in particular at events and tournaments – is a vital one that has already occupied the new UEFA Media Committee.

Media matters
The committee, which has held its inaugural meeting at UEFA headquarters in Nyon, Switzerland, will deal with all media issues relating to UEFA and football. It will advise UEFA on determining the organisational requirements for media work at UEFA events, on collaborating with organisations covering UEFA events, and on public relations work. The Media Committee will also monitor the methods of preparing and issuing accreditation at UEFA events, nurture co-operation with international media organisations, observe developments in the media sector, and make proposals for tackling new challenges.

Huge presence
Journalists from the written press, radio and television, and new media outlets from across Europe and the world attend UEFA matches, and a massive presence is anticipated at UEFA EURO 2008™ in Austria and Switzerland, as well as at a showpiece event such as the UEFA Champions League final in Moscow in May. UEFA's media work has a variety of strands – the Communications and Public Affairs division under director William Gaillard deals, among other things, with journalists' questions, ensures that media matters at events and matches run smoothly, while also preparing UEFA's official publication uefadirect, as well as communiqués on key UEFA and European football issues.

Open and transparent
The key focus of UEFA's media policy is to be as open and transparent as possible. "The media is part of football – we have to look at the big picture and strive for transparency," said Media Committee chairman and UEFA Executive Committee member Mircea Sandu. "It's up to us to make sure the spectators can see what happens in football, and that does not only mean what happens on the pitch. Football is a whole host of activities that finish with a match." Among the discussions will be the possibility of inviting media observers and specialists to Media Committee meetings to add their expertise. National association and club press officials already attend numerous UEFA meetings and seminars to share their knowledge. "It's important to have a view of the media environment across all UEFA members," Sandu added.

Striving for balance
The need for balance is essential. At events, matches and tournaments, UEFA strives to give the media as much access as possible to gather the information they require – it provides journalists with helpful information, for example, in the form of press kits and press conferences. However, as Sandu explains, UEFA also has an obligation to set certain limits: "At a final tournament, for example, there are many efforts made to help the media. The last minutes of the training sessions may be observed, press conferences are organised after training. Flash interviews take place for the teams after matches – everything is open. The most important thing is to allow as much access as possible, but at the same time to protect the game and the players."


New media
The advent of new media technologies, such as the internet, has changed the way in which the action is conveyed to the public. Accordingly a presentation has been given to the committee on the different ways in which news is transmitted. UEFA's official website, uefa.com, for example, gives fans up-to-the minute details on European goals and incidents at the click of a button. "That is an extraordinary development," said Sandu. "It is very important in football to be able to transmit a key event, like a goal or an important statement, in a direct and efficient way."


Right conditions
The Media Committee is looking forward to the challenges that will emerge on the landscape in future years – in particular, regarding the key moments on the pitch. "It's a very important committee, because it ensures the right conditions for the media to be able to transmit to supporters and the general public the relationship between the players on the pitch, the refereeing, the tactical organisation of the teams etc," said Sandu. "It's very important to give people this opportunity to have a complete understanding of everything that is going on in football." notas_de_prensa_archivo