China Media Group (CMG) has announced stringent copyright protection measures for the upcoming Milan-Cortina 2026 Winter Olympics, reinforcing its commitment to safeguarding exclusive broadcasting rights across the Chinese mainland and Macao region. The move follows a landmark agreement with the International Olympic Committee granting CMG full-media rights and sub-licensing authority for the event.
Under the arrangement, Migu – a subsidiary of China Mobile Limited – will deliver live and on-demand coverage through digital platforms, while Beijing Radio and Television Station's Sports and Leisure Channel will handle traditional TV broadcasts. CMG explicitly warned that unauthorized use of Olympic content through any medium, including social media accounts or public screenings, will face legal consequences.
The media giant has launched a specialized enforcement campaign to combat piracy and unfair commercial practices tied to Olympic programming. With the Games scheduled from February 6-22, 2026, the measures aim to protect the integrity of coverage for one of the world's most-watched sporting events, expected to feature 2,900 athletes competing for 116 gold medals across Italy's winter sports venues.
