Global Broadcasts and AI Take Center Stage at Winter Olympics
As the Milano Cortina 2026 Winter Olympics unfold, China Media Group (CMG) and technology firm Alibaba are playing pivotal roles in redefining how audiences experience the Games. Organizing Committee CEO Andrea Varnier emphasized their contributions during a recent interview, stating that CMG's broadcasting expertise and Alibaba's AI-driven innovations are 'setting new standards for global sports engagement.'
Varnier highlighted CMG's ability to deliver high-quality coverage to hundreds of millions of viewers worldwide, particularly praising its efforts to engage younger audiences through dynamic storytelling. 'The Games must evolve with viewer habits,' he told CGTN Sports Scene, noting that CMG's multilingual broadcasts and digital platforms have expanded the event's reach across Asia and beyond.
Alibaba's cloud-based AI tools, which provide real-time athlete performance analytics and immersive viewing features, were described by Varnier as a 'game-changer.' These technologies allow fans to analyze ski jumps frame-by-frame or compare speed skating techniques across competitions, creating what the CEO called 'a deeper connection between athletes and audiences.'
With the Chinese mainland's continued investment in sports technology, industry analysts suggest these collaborations could influence future Olympic partnerships. The 2026 Winter Games mark the first large-scale implementation of Alibaba's third-generation cloud infrastructure in a global sporting event, demonstrating China's growing role in shaping international sports broadcasting standards.
