On April 17, on the occasion of the 100-day countdown to the opening of the Paris Olympic Games, China Central Radio and Television released the 2024 Paris Olympic Games financial media communication service plan in Beijing, and fully announced the 2024 Paris Olympic Games broadcast reporting plan and innovative financial media programs.
According to the strategic agreement reached between the IOC and China Media Group, the International Olympic Broadcasting Service Company (OBS) and China Media Group signed a memorandum of cooperation in Beijing last year.
According to the package of cooperation agreements signed in Paris between Shen Haixiong, director of the main station, and Tony Estanguet, president of the Paris Olympic Organizing Committee, the main station, as an all-media rights-holding broadcasting organization, enjoys the full copyright of the Paris Olympic Games and the exclusive rights and interests of related broadcast reports.
Peng Jianming, a member of the editorial board of China Central Radio and Television and general manager of the general manager's office, attended the event, and met with the relevant persons in charge of the financial program center, sports youth program center, audio-visual new media center, technology bureau, news new media center, literary program center, and general manager's office, Olympic champions Deng Yaping, Gao Liang, He Chong, Dongpeng Beverage (Group) Co., Ltd., Procter & Gamble (China) Co., Ltd., Amway (China) Commodity Co., Ltd., Shanghai Pechoin Daily Chemical Co., Ltd., Xiaohongshu Technology Co., Ltd., The relevant person in charge of Anta (China) Co., Ltd. and others jointly launched the sports marketing of the main station for the 2024 Paris Olympic Games.
In his speech, Peng Jianming said that the Olympic Games are not only a global sports event, but also carry good wishes for world peace. At present, the world is undergoing major changes unseen in a century, and the Paris Olympics has attracted more attention than previous Olympic Games. Since its establishment, China Central Radio and Television has set new historical records in the broadcast and coverage of the Olympic Games, and in the broadcast coverage of the Tokyo Olympics and the Beijing Winter Olympics, the number of viewers through the station's all-media platform has reached 47.9 billion and 48.5 billion times respectively. As the main broadcaster and the international media with the most bids for the broadcast projects of the Paris Olympic Games, the main station will send a production and broadcasting team of more than 2,000 people to build a multi-channel and multi-terminal integrated media matrix for all-round and three-dimensional reporting, and present an audio-visual feast of power and beauty for hundreds of millions of viewers around the world with world-class sports event production and broadcasting capabilities and "5G+4K/8K+AI" technology.
△ Peng Jianming, member of the editorial board of China Central Radio and Television and general manager of the general manager's office
Peng Jianming emphasized that the Olympic Games is not only a palace for athletes to surpass their limits, but also an important opportunity for brand communication. Enterprises and athletes share the same beliefs and goals on the road to glory. The spirit of sweat and hard work of every athlete on the field not only inspires hundreds of millions of spectators, but also provides valuable brand energy and cultural nourishment for enterprises. Similarly, the success story and fighting spirit of enterprises on the world stage have also provided a strong impetus and support for the development of the country. In the design of the communication service plan of the Olympic Games, the main station runs through the spirit of co-prosperity and co-creation, carefully matches the live broadcast resources of sports events with the needs of brand communication, and integrates the Olympic spirit with the brand culture. The first is to highlight the core position of the live broadcast resources of the event and strengthen the sense of presence of brand communication, the second is to create personalized communication products to accurately meet the needs of brand communication, and the third is to deepen integrated communication to help brands reach users in an all-round way. With the Paris Olympics approaching, the Olympic economy is heating up rapidly, and Olympic marketing has entered an accelerated stage. The main station is willing to work closely with more brand enterprises to cooperate sincerely to share the excitement of the Olympic Games and create brand brilliance!
Qian Wei, director of the audiovisual new media center of the main station, introduced the new media communication plan of CCTV for the Paris Olympic Games. CCTV will provide the most complete live broadcast of the Olympic Games, including the opening and closing ceremonies and the live broadcast of 7,294 matches in all 32 major events, with more than 180 hours of live broadcast per day. CCTV will officially launch the "Olympic Games" TAB page, and at the same time provide multi-terminal viewing options such as PC version, PAD version, and vehicle version, and support screen projection viewing and AI application scenarios. In addition to presenting wonderful Olympic events, a number of original Olympic events will also be launched.
△ Qian Wei, director of the audiovisual new media center of China Central Radio and Television
Xu Jin, director of the technical bureau of the main station, introduced the international public signal production project of the main station of the 2024 Paris Olympic Games and the innovative technology of the main station's Olympic broadcast report. The main station is responsible for the production of international public signals for the four major events of gymnastics, table tennis, badminton and rock climbing for the Paris Olympic Games, with a live broadcast duration of more than 400 hours. The main station will apply a number of innovative technologies to pursue faster presentation of Olympic content, provide higher video and audio quality on large and small screens, demonstrate stronger technological innovation capabilities, and meet user needs to the greatest extent.
△ Xu Jin, director of the Technology Bureau of China Central Radio and Television
The relevant person in charge of the Sports Youth Program Center of the main station introduced the broadcast and reporting plan of the 2024 Paris Olympic Games. The main station will build an all-media matrix of integrated communication of television, radio and new media, of which CCTV-5, CCTV-5+ and CCTV-16 will create a 24-hour uninterrupted Olympic reporting platform. CCTV-5 sports channel focuses on track and field, swimming, gymnastics, diving, table tennis, badminton and other advantageous events of the Chinese delegation, CCTV-5+ sports event channel focuses on weightlifting, shooting, rowing and other advantageous events of the Chinese team, CCTV-16 Olympic channel focuses on breaking dance, surfing, skateboarding, rock climbing and other new Olympic activities.
△ Ma Zheng, deputy director of the Sports Youth Program Center of China Central Radio and Television
Ren Xue'an, executive deputy convener of the general manager's office of the main station, introduced the design concept of the integrated media communication service plan of the main station for the 2024 Paris Olympic Games. On the basis of marketing innovation of major sports events in recent years, the design team takes the customer as the center, one is to find the focus, occupy the focus and become the focus, the second is to create exclusivity, have the exclusivity and become the exclusive, the third is the productization of advertising resources to give customers the fullest feedback, and the fourth is the branding of advertising products to pay tribute to users. A total of 27 innovative and creative product solutions in three series were launched to build the core competitive advantage of brand communication for cooperative customers.
△ Ren Xue'an, executive deputy convener of the General Manager's Office of China Central Radio and Television
The relevant person in charge of the general manager's office released the media communication service plan for the 2024 Paris Olympic Games. The hosts, reporters and producers of the relevant program centers of the main station promoted "Glory of China", "Summer of Central Young (Olympic Version)", "Olympic Sports", "Winning Gold in Paris", "Chinese Brands Worth Recommending to the World", "Paris Diary", "Panorama Olympics" and other financial media Olympic programs.
△ Xu Lijun, deputy convener of the general manager's office of China Central Radio and Television
Deng Yaping, Gao Wei, He Chong and other Olympic champions came to the scene to share their thoughts on winning the Olympic gold, saying that the main station witnessed the glory of each Olympic champion winning gold, and recorded China's milestones in the history of the Olympic Games one after another with images, hoping that with the help of the communication of China Central Radio and Television, more people can feel the charm of competitive sports and let the world better understand Chinese brands.
Li Lingwei, Vice Chairman of the Chinese Olympic Committee and member of the International Olympic Committee, Song Shixiong, a well-known sports commentator, and Olympic champions Lang Ping, Qian Hong, Liu Xuan, Zhong Man, Hui Ruoqi, Xu Haifeng, Wang Junxia, Chen Yibing, Zhang Yining, Wei Qiuyue, Lin Yue, Wu Minxia, Gong Lijiao, Li Fabin, Fu Haifeng, and Cai Yun sent messages through video messages to cheer for the Olympics and cheer for China.
Representatives of sports marketing cooperation enterprises such as Wuliangye, Yihai Kerry, Mengniu Group, Blue Moon, Haier, Yadea and other sports marketing cooperation enterprises sent video blessings, wishing the broadcast report of the Paris Olympic Games a complete success and wishing the cooperative brands to achieve ideal communication results, so that the world can see the power of Chinese creation and Chinese brands.
Relevant persons in charge of the General Office, Editor-in-Chief Office, Audio-Visual New Media Center, and General Manager's Office, Moutai, COFCO, Gree Electric Appliances, Yili Group, Industrial and Commercial Bank of China, Bank of China, China Construction Bank, China Mobile, Mengniu, Xiaomi, Luzhou Laojiao, Jingdong, Huawei, FAW Hongqi, FAW-Volkswagen, Great Wall Motor, BOE, Honor Mobile, Meituan, Taotian Group, Liby Group, Tencel Red Bull, Coca-Cola, OPPO, TCL, BOSS Zhipin, Liepin, Fangtai, Sailun Tire, Kunlun Wanwei, Du Xiaoman, More than 300 people attended the event, including representatives of nearly 100 companies such as Beike, Yadea, and Fengshi Technology, as well as the heads of advertising agencies of the main station.
CCTV, CCTV, CCTV, CCTV Sports, and CCTV Finance and New Media broadcast the event live.
(Photo by Xue Bohan)
Editor: Zheng Jianlong
Source: CCTV news client