SBD/Issue 111/Sports Media

Online Gaming: CCTV To Offer Interactive Beijing Games Web Site

China state broadcaster CCTV is working with the MySpace China social-networking site and video site to "run an interactive Web site" for the Beijing Olympics in August, according to Chao & Fowler of the WALL STREET JOURNAL. The site will offer streaming videos of events, which will be "viewable only in China," and Web profiles "through which users can contact Olympic athletes." CCTV's Olympics site will be a "dedicated one within" The site's video channel, which will go live August 8 and is supported by, will "include live video, playbacks from the Games, commentary and user-generated content." Users will be able to "interact with athletes and coaches using the MySpace China part of the site." Other details of the site, such as which languages will be used, are "still being worked out." Sources said that one question that "still needs resolution ... is how CCTV and Tudou will enforce their joint right to be the exclusive online video broadcaster for the Games." Chao & Fowler note compared to previous Olympics, the Internet is "expected to play a much bigger role in the Beijing Games," as the Games will be the "first to take place since the rise of sites" like YouTube and Tudou. While there is "plenty of interest among Chinese Internet users in watching" the Games online, CCTV advertisers are "unlikely to flock to CCTV's online-video option" (WALL STREET JOURNAL, 2/28).

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