Amidst the recent chatty and rambling letter sent by UCI President Pat McQuaid to riders was a reference to the influence of television:
I was convened to a meeting with the biggest producer of television images of cycling, France Television, and was told by senior executives clearly that if radios were retained in cycling and used as they were being used that the coverage of cycling on television would be reduced.
It’s no secret that TV is crucial to the sport. Hours of airtime are what bring in sponsors and in turn the spectacle presented to TV viewers has to be worthy of their attention. Absolute viewing figures are crucial, ie how many millions tune in, but also “share of the audience” metrics, ie of those watching TV at any one time, how many are watching the bike race. Riders might complain about lengthy transfers in some races, especially the Giro, but the mouthwatering stages only exist because the race convoy skips the duller parts of the Italian topograhpy. In short, TV is king.