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TMCNet:  Internet Portals Give up Live Broadcast of London Olympics

[July 06, 2012]

Internet Portals Give up Live Broadcast of London Olympics

BEIJING, Jul 06, 2012 (SinoCast Daily Business Beat via COMTEX) -- Internet portals in the Chinese mainland gave up live broadcast right of the London 2012 Olympic Games in succession due to not high price ratio.

Wang Yongzhi, deputy editor-in-chief with QQ.com, said in an interview recently that all Internet portals in the market acquired on-demand right of the event from China Network Television (CNTV) and that was to say they would have no right to broadcast not only the opening and closing ceremonies of the event but also all matches lively by then.



Xia Xiaohui, deputy general manager with CTTV, said publicly last year that distribution of the network broadcast right of the coming London Olympics would not be launched. And till February this year, its mind changed a little. People in the circle pointed out that it was commercial profit that caused it to make such a decision. China Central Television (CCTV) earned over CNY 300 million through selling copyrights to commercial websites in the market during the Beijing Olympics and in order to ensure profit, it even had a plan to require CNTV not to sell the broadcast right.

Available data shows that CCTV formally announced a contract inked with the International Olympic Committee (IOC) on March 26, 2009 and according to the contract, it will own the television broadcast right, new media copyright and audio product copyright of both the Vancouver 2010 Winter Olympics and the London 2012 Olympics. Half a year later, CNTV started formal operation and as a network media brand of it, the newborn got the network broadcast and copyright distribution rights of the London 2012 Olympics. In addition, CNTV got the network broadcast and copyright distribution rights of both the 2010 FIFA World Cup South Africa and the 2014 FIFA World Cup Brazil. That is to say provided that a commercial portal website in the market plans to use videos and audios of the coming events, it will have not other choice but to negotiate with CNTV.

Wang reiterated that any qualified platforms actually had the right to acquire broadcast right of the events from the IOC. However, those in the market failed to do so due to concerned policies. For instance, China Mobile, the nation's biggest mobile phone operator, as the first one to inquire price of the broadcast right of the Beijing 2008 Olympics. However, due to various reasons, the plan was laid on the table finally. CCTV triggered an exclusive negotiation with the IOC later and got the television broadcast right, new media copyright and audio product copyright of the events for a relatively lower price finally.

(USD 1 = CNY 6.35) Source: www.nf.nfdaily.cn (July 06, 2012)

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