Multicultural, NBC Ink Beijing Olympics Deal
February 7, 2008 at 5:28 AM (PT)
A deal between NBC and MULTICULTURAL RADIO BROADCASTING will give MULTICULTURAL the exclusive terrestrial and satellite radio rights to broadcast the BEIJING OLYMPICS in Chinese and Korean languages within the UNITED STATES. MULTICULTURAL will co-produce NBC's coverage of the games in Chinese and Korean, with NBC distributing the TV version through participating domestic cable, satellite and telco distribution partners, including MULTICULTURAL's own TV stations and SINO TELEVISION and SBS cable networks.
"NBC was seeking to expand our foreign language coverage within the UNITED STATES of the BEIJING OLYMPIC GAMES and were attracted by MULTICULTURAL BROADCASTING's experience distributing media to AMERICA's Chinese and Korean communities," said NBC OLYMPICS President GARY ZENKEL.
"We are very excited about working with NBC to provide Olympic coverage in Chinese and Korean since these programs will allow Chinese and Korean Americans in the UNITED STATES to watch appealing Olympic sports, such as Table Tennis for our Chinese American audience and Tae Kwon Do for Korean Americans, in their native languages," said MULTICULTURAL's President ARTHUR LIU. "MULTICULTURAL BROADCASTING and NBC plan to focus heavily on team sports, such as basketball, soccer, volleyball and baseball games, which appeal to Chinese and Korean American viewers and listeners in the U.S."