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CCTV partners up with Sina Weibo ahead of Rio 2016

CCTV 5, the sports channel operated by Chinese state broadcaster CCTV, has agreed a strategic partnership with social media platform Sina Weibo.

The Yutang Sports website said the long-term deal will commence with CCTV’s coverage of the 2016 Olympic Games, with Sina Weibo set to support CCTV 5’s media strategy for the event in Rio de Janeiro, Brazil.

In the future, the partnership is set to expand to involve production, content, big data and news programming initiatives.

In December 2014, CCTV extended its partnership with the International Olympic Committee by acquiring the exclusive rights in China for the four editions of the Olympic Games spanning 2018 to 2024.