APL specialises in content featuring people with impairments and along with the 44 hours of coverage on AttitudeLive.com, the company will also provide highlights packages and special documentaries on some of the athletes competing in Sochi.

APL's coverage from Sochi 2014 will be supported by three major partners as part of the deal with the International Paralympic Committee (IPC), including New Zealand On Air (NZ On Air), TV New Zealand (TVNZ) and the Accident Compensation Corporation (ACC).

NZ On Air has agreed to provide up to NZD $261,000 ($217,000/£132,000/€160,000) funding to provide a documentary special including broad coverage of the Games, while TVNZ will be the free-to-air broadcast partner providing news, highlight packages and OnDemand content for the duration of the Sochi Games.

ACC, which works with businesses and the community to prevent the risks of serious injury, as well as providing support to those who have been injured, has become an official partner of AttitudeLive.

APL founder and chief executive Robyn Scott-Vincent expressed his delight at the new deal, which he believes will showcase the best of New Zealand athletes in Sochi as part of the most comprehensive broadcast coverage of a Winter Paralympic Games to date.

Carl Murphy's exploits in Sochi will be available to all New Zealanders via APL's online broadcast service ©Getty Images



"Attitude's producers will package highlights for TVNZ and we are talking to other potential media partners," Scott-Vincent said.

"We will also continue our well-established and critically acclaimed documentaries profiling New Zealand athletes.

"Part of our belief is that we need to engage the audience and raise the profile of the athletes and that this will help change attitudes towards the one in five New Zealanders who live with disability.

"These athletes are role models.

"The countless medals achieved by NZ Paralympians like Adam Hall, Sophie Pascoe, Cameron Leslie and others show what's possible.

"But we're eager to encourage young people to see a pathway in sport whether that is rehabilitation, recreation or elite performance."

Last time out in Vancouver, alpine skier Adam Hall secured a famous gold medal in the men's slalom standing event and he will be one of three New Zealand athletes competing in Sochi along with snowboarder Carl Murphy and skier Corey Peters.

Paralympics New Zealand chief executive Fiona Allan welcomed the new deal and believes it will help to build on the interest generated in Paralympic sport at London 2012, where New Zealand won 17 medals including six gold.

Adam Hall celebrates his famous gold medal win at Vancouver 2010 ©Getty Images



IPC President Sir Philip Craven also hailed the broadcast partnership and the role it will play in developing Para-sport in the country.

"We are delighted with this agreement with Attitude Pictures as it means more Paralympic coverage in New Zealand than ever before," said Sir Philip.

"Attitude Pictures has a fantastic track record and global reputation for creating and delivering high quality content regarding Para-sport and people with an impairment.

"I am confident that through this partnership the profile of Para-sport and Kiwi athletes in particular will increase significantly.

"One of the stand-out moments of the Vancouver 2010 Games featured Adam Hall, a Kiwi athlete who won slalom gold.

"It is great news that should a New Zealand athlete repeat such success in Sochi more people will have the opportunity to see it either live, on-demand or through highlights packages."

The new deal also provides APL with an option to provide coverage from IPC athletics, shooting and swimming World Championships over the next two years.

The Sochi 2014 Winter Paralympic Games are due to get underway on March 7 and run until March 16.

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