IOC does not intend to switch to DTC with the Olympics

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  • Olympic Channel launched after the Rio 2016 Olympics
  • The IOC has signed 97 international federations
  • OTT platform broadcast PyeongChang 2018 in India

The International Olympic Committee (IOC) does not intend to use its over-the-top platform (OTT) as the main platform for the broadcasting of the Olympic Games in the near future, adding that its preferred strategy remains to work with rights holders in individual markets. .

Olympic Channel was launched in 2016 as a platform for the IOC and International Sports Federations to expand their global reach through live events, archive footage and original programming between the Winter Games and summer.

Very few Olympic sports have global distribution, while others struggle to find audiences for their events in many markets. Going Direct to Consumer (DTC) also means that the IOC and the federations have the opportunity to gain valuable data on potential audiences.

No less than 97 international federations are now partners of Olympic Channel, and the service broadcast PyeongChang 2018 live to parts of South Asia, including India. However, Olympic Channel chief executive Mark Parkman said it was a response to a single situation rather than the start of a larger trend.

Speaking on SportsPro’s StreamTime podcast, Parkman said the Olympic channel will continue to support the Olympic movement as part of a larger digital strategy.

“The current strategy is to continue to hold the rights to broadcasters for the widest possible distribution,” he said. “Live sport is still predominantly [viewed] on linear television, and I don’t think that will necessarily end in the next five to eight years. Some of our broadcast partners are with us until 2032 and we want to support them and attract more people to their platforms.

“We have live coverage on our platforms [during] PyeongChang in India and there may be opportunities in the future where there may be exclusive or non-exclusive rights live, but our strategy is to ensure that we continue to have great partnerships with our rights-holder broadcasters. , which, which gives us the broadest audience platform.

“The numbers are not yet known, but I am quite confident that [Tokyo] The games will be the most consumed [Olympics] never. We seek to improve and amplify what our broadcast partners are doing in the short term.

All episodes of the StreamTime podcast can be found here, or you can find it on your favorite podcast platform here.


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