Skip to content
Search

Latest Stories

India - the new frontier for Olympics-broadcast chief

India - the new frontier for Olympics-broadcast chief

India is emerging as a rapidly growing consumer of the Tokyo Olympic Games, with the biggest digital engagement of any country and potential for further growth, Olympic broadcasting chief Yiannis Exarchos said on Friday.

While India, with its 1.35 billion population almost equalling that of China, is by no means an Olympic powerhouse on the field of play with only one medal so far in Tokyo, it leads the race in digital engagement.


"India on our platform is our number one country even more than Japan," Exarchos, who heads Olympic Broadcasting Services (OBS) - the producers of the Games feed provided to broadcasters around the world, said in an interview with Reuters.

He is also in charge of the Olympic Channel.

"There are markets which are oversaturated, over-mature, they understand the Games very well," he said. "There are still areas in the world where there are margins of development.

"India is still a part of the world that more can be done in making the Games more accessible and getting more engagement."

While traditional TV audience in several major markets around the world has fallen since 2016, as viewing becomes more fragmented and athletes compete in Japan when viewers are mostly asleep in the United States and Europe, India is on the rise when it comes to digital engagement with the Olympics.

DIGITAL INCREASE

"Tokyo is clearly the first Games where I see such a big engagement from India. It is multiple orders of time more than it was in Rio de Janeiro (in 2016)," he said. "That for me is one of the major achievements of these Games and there we are talking about serious numbers."

The Indians have embraced virtual engagement, sending more cheers, claps and videos that are displayed in the competition venues than fans from any other territory.

Olympics social media posts generated more than 2 billion media engagements in the first three days of the Games alone in a series of virtual fan engagements, developed to improve the atmosphere within the venues after ticket-paying spectators were banned by Japanese authorities due to the COVID-19 pandemic.

"Most of the in-venue cheers and videos come from India," Exarchos said. "These are very clear numbers and they speak for themselves.

"There is a country ready to love the Olympics as much as everybody else and there is still a lot of work to be done."

That fan engagement will remain in place for next year's Beijing 2022 winter Olympics even if spectators are allowed back in the arenas, he said.

"The sense that someone is 10,000km away but still can have an impact on the competition... this has a value that will remain.

"Until now digital allowed more flexibility, allowed you more content. Now it does allow for this loop to be closed from venue to broadcaster to the fan but now from the fan back."

The Chinese capital will stage the Games from Feb. 4 to Feb. 20 next year but it is still unclear whether fans will be in the stands.

"One would hope fans return to the venues. I want to see the physical presence in the venues and I hope in Beijing it will be possible. I believe there a good possibilities of having spectators there," he said.

More For You

Shein-Reuters

Shein had aimed to go public in London in the first half of this year, subject to regulatory approvals in the UK and China. (Photo: Reuters)

Shein cuts valuation to £40 billion for London listing

SHEIN is preparing to lower its valuation to around £40 billion for a potential initial public offering (IPO) in London, according to three Reuters sources familiar with the matter.

This is nearly 25 per cent lower than the company's 2023 fundraising valuation as it faces increasing challenges.

Keep ReadingShow less
Northern-Superchargers-Getty

Ben Stokes and Matthew Short of Northern Superchargers walk out to bat during The Hundred match between Manchester Originals and Northern Superchargers on August 11, 2024 in Manchester, England. (Photo: Getty Images)

Sunrisers Hyderabad to acquire Northern Superchargers in £100 million deal

INDIAN Premier League franchise Sunrisers Hyderabad is set to become the first full owners of an English Hundred team after agreeing to buy Yorkshire’s Northern Superchargers for a reported £100 million.

The Sun Group will be the third IPL-linked investor in the eight-team Hundred competition, following Reliance Industries, which owns Mumbai Indians, and RPSG, which runs Lucknow Super Giants.

Keep ReadingShow less
BT-Getty

A view of the British Telecom (BT) headquarters in central London. (Photo: Getty Images)

BT to remove diversity targets from manager bonuses

BT will remove diversity, equity, and inclusion (DEI) targets from its manager bonus scheme, replacing them with a measure of overall employee engagement.

The change, set to take effect in April, follows consultation with major investors and has received “strong support,” according to the company, The Telegraph reported.

Keep ReadingShow less
India's central bank cuts interest rates for first time since 2020

The central bank announced a 25-basis-point cut in the benchmark repo rate to 6.25 per cent, the rate at which it lends to commercial banks.. (Photo credit: Reuters)

India's central bank cuts interest rates for first time since 2020

THE RESERVE BANK OF INDIA (RBI) reduced interest rates on Friday for the first time in nearly five years, citing concerns over economic growth despite inflation risks.

The central bank announced a 25-basis-point cut in the benchmark repo rate to 6.25 per cent, the rate at which it lends to commercial banks.

Keep ReadingShow less
Sri Lanka seeks to negotiate with Adani over renewable energy plants

Gautam Adani

Sri Lanka seeks to negotiate with Adani over renewable energy plants

SRI LANKA’S government started talks with India’s Adani Group to lower the cost of power from two wind power projects the group will build in the island nation’s northern province, the cabinet spokesman said last Tuesday (28).

Sri Lanka has been reviewing the group’s local projects after US authorities in November accused billionaire founder Gautam Adani and other executives of being part of a scheme to pay bribes to secure Indian power supply contracts. Adani has denied the allegations.

Keep ReadingShow less