Passing the torch

7 August 2008 By Jeff Segal

The Games are set to be China s latest and greatest performance on the world stage. But they may be just as momentous for online video. Heaps of content will be on hand for internet users around the globe. All those eyeballs could finally show online video s real power.

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The 2008 Summer Olympic Games will begin in Beijing on August 8. The games will be the first broadcast entirely in high definition television, and are expected to bring in 4bn viewers worldwide.

NBC has the rights to the Olympics in the US, and will stream 2,200 hours of live events from 25 sports on its website. In China, CCTV holds the rights, and will provide over 5,000 hours of online Olympic content.

Google's YouTube signed a deal with the International Olympic Committee that will give it exclusive online coverage of the Olympics in 77 territories around the world. The content will be supported by advertising from Olympic sponsors.

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