As the 2026 Milano Cortina Winter Olympics commenced on February 6, China Media Group (CMG) has set a new benchmark in sports broadcasting by delivering groundbreaking 8K ultra-high-definition coverage. The exclusive broadcaster for the Chinese mainland and Macao Special Administrative Region is leveraging cutting-edge technology to enhance global audiences' viewing experience.
Unprecedented Technical Scale
CMG established a 1,700-square-meter production hub at the Milan International Broadcast Center, featuring integrated newsrooms and multi-studio systems. The broadcaster is producing official international feeds for figure skating and short-track speed skating – a first for Winter Olympics history – while offering 8K coverage of opening and closing ceremonies.
Global Recognition
International Olympic Committee President Kirsty Coventry commended CMG's technical leadership during a meeting with Vice President Qi Zhuquan, stating the 8K production 'sets a new standard for Olympic broadcasting.' The dedicated 8K demonstration hall at the IBC allows rights-holding broadcasters worldwide to experience the crystal-clear footage.
Cross-Platform Strategy
CMG's multi-platform approach combines live broadcasts, on-site reporting, and digital content creation. This comprehensive coverage aims to bring winter sports closer to audiences across the Chinese mainland and Macao while showcasing China's broadcasting capabilities to international partners.
