CCTV Channel 5 has exclusive rights to live broadcasts of the Games. Other regional and local TV stations can report the Olympic news stories but not the live matches. They are expected to stick to drama and news.
Stewart Li, MD at Zenith Media Shanghai, said TV was one of the few areas where there will not be attempts to ambush the Olympics. “TV stations still don’t know how to fight or steal audience, and as China is the host country, they won’t attempt to do it anyway.”
Zenith predicts that CCTV could scoop one-third of the prime-time audience, with local channels losing out as marketers either cash in on Olympic fever by spending on CCTV or hold off budget until the Games have finished. Also expected to lose out are newspapers, as they cannot compete with television’s live broadcasts.
“A year ago, newspaper owners and local TV channels would have expected advertising revenue to increase in the Olympic year. But it is lower than normal.”
Online, official Olympic partner Sohu faces a battle for share with Tencent, NetEase and Sina. The trio have purchased rights to online video coverage of the Games and are setting themselves up as Olympic destinations.
CCTV to dominate audiences and ad income
BEIJING - CCTV is set to be the big winner at this year's Olympics in terms of audience and ad revenue.
