TV Broadcasting of the Tour de France: From Local Experiment to Global Media Product, 1948-2021

Abstract

This article discusses the evolution of Tour de France TV broadcasting. Over the course of 70 years, the duration, quality and scope of the race’s coverage changed dramatically. Three periods are identified. In a first phase (1948-1967), Tour de France TV coverage was just a relatively small local French experiment. The second phase (1968-1991) is characterized by European expansion and a stronger focus on product improvements. In the final phase (1992-2021), a high-quality product is brought before a worldwide audience. As a result, the value of the TV broadcasting rights for the Tour de France increased significantly since the 1990s. This enabled race organizer ASO to firmly establish themselves as the sport’s most important actor.