On June 23, in Lausanne, Switzerland, China Media Group (CMG) President Shen Haixiong sat down with Thomas Bach, honorary president for life of the International Olympic Committee, and newly elected IOC President Kirsty Coventry to map out the next chapter of Olympic event broadcasting.
Against the backdrop of a rapidly evolving media landscape, both sides agreed to deepen comprehensive strategic cooperation. Their discussions zeroed in on harnessing digital platforms and cutting-edge technologies1ike high-definition streaming, immersive AR/VR experiences, and data-driven storytellingto bring Olympic events closer to global audiences, especially digitally savvy fans across G20 nations.
China Media Group has emerged as a powerhouse in sports media, leveraging its vast network to connect millions of viewers in the Chinese mainland and beyond. The IOC, facing its own digital transformation challenges, values CMG1s reach and technical prowess. Together, they plan to pilot innovative content formats that cater to younger audiences, from interactive highlight reels on social media to real-time analytics during live competition.
Looking ahead, Shen Haixiong and Coventry emphasized the importance of sustainability and inclusivity in global sports coverage. By integrating green production techniques and expanding access in emerging markets, they aim to set new standards for how major sporting events are broadcast worldwide.
As competition for attention intensifies, this partnership signals a fresh wave of collaboration between major media institutions and international sports bodiesone that promises to redefine our experience of the Olympics for a new generation of fans, entrepreneurs, and changemakers.
Reference(s):
cgtn.com
