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Olympics Help Discovery Break Language Barriers

Inside a five-story building at the Winter Olympics, TV production crews are "working with video in 21 languages, all part of a plan by their U.S. employer, Discovery Communications, to become the top sports media brand in Europe," according to Liana Baker of REUTERS. For the first time in Olympics history, a single broadcaster has the rights to air the Games in "almost 50 European countries." Discovery Head of Int'l J.B. Perrette said, "This may be bigger than anything that has been undertaken in many ways, just given the complexity of the markets and breadth of the markets. This is a big moment for the company." Discovery "must now negotiate the much more delicate task of broadcasting to dozens of markets, respecting the national sensibilities of each one -- starting at Pyeongchang." Eurosport CEO Peter Hutton said, "Editorially it's really difficult because what matters to each country is totally different. If you talk to the Dutch, it's all about the speed skating. If you talk to the Poles it's all about ski jumping." It is "also about subtle cultural differences." Eckstein, Summers, Armbruster & Co. U.S. TV consultant Adam Armbruster said, "A challenge for Eurosport could be that if some of the vernacular and sports terms are not accurate, they could risk a loss of viewers" (REUTERS, 2/15).

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