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Broadband Access
China’s Olympic viewers can go online
Adobe, CCTV partnership enables next-generation service
by Samantha Bookman
Sports fans in mainland China and Macau will have the option of
viewing the Olympic Games over the Internet thanks to a strategic
relationship announced between Adobe Systems Inc. and CCTV
International Networks Co., Ltd.
CCTV, which owns the online video rights to the Games for mainland
China and Macau, will use Adobe’s Flash technology to deliver
thousands of hours of competition video to its dedicated Web site,
CCTVOlympics.com.
The so-called "Web experience" is created using Adobe Flex and
delivered via a Flash platform. Users can access Olympic results,
statistics, athlete bios, rules and analysis. The joint CCTV-Adobe
release promises 5,000 hours of on-demand, protected streamed video
content (3,800 hours of Games video and 1,200 hours of CCTV video).
How well the online coverage will go remains to be seen. Microsoft and
AMD are providing the technical support for the channel’s Web 2.0
presence.
Site visitors outside mainland China who hope to get a first look at
the Olympics’ opening ceremonies will be disappointed, however: none
of the CCTV international channels are allowed to broadcast the
opening and closing ceremonies due to International Olympic Committee
copyright rules.
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