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EBU, Warner Bros. Discovery aim for improved content promotion in Olympics deal

Eurosport Cube during Tokyo 2020 coverage (Credit: Getty Images)

The European Broadcasting Union and Warner Bros. Discovery intend to discuss greater cross promotion of Olympic content following the pair’s joint four-Games rights deal in Europe.

Under the current model of rights sublicensing to EBU members, viewers in some markets have been left frustrated by the uncertainty around what a public broadcaster will choose to show from a particular Games. Despite a concerted marketing push to promote Discovery’s hitherto output, viewers across Europe's free-to-air channels have not been readily advised of the wider pay-television offering.

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