State broadcaster CCTV may have refused to resell its exclusive World Cup live broadcasting rights to online video sites but the digital upstarts have still found a way break through CCTV’s defense.
CCTV resold broadcasting rights to the event four years ago to six online streaming sites for 15 million yuan each. But instead of a pay day, the state-owned broadcaster found that it missed out on a lot more in advertising revenue as audiences were diverted to other media.
This time it wants to keep all the advertising dollars, a flood of cash that could reach 1.5 billion yuan (US$242 million), according to a Guangzhou Daily report.
Not to be outplayed, Tencent, Sina and a number of websites have instead employed pundits to produce special features and review high-profile matches, pulling in crowds of viewers.
This self-generated content is expected to produce 700 million yuan in advertising income for online sites, with Tencent pocketing 230 million yuan and Sina 100 million yuan.
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