CCTV at FIFA World Cup 2010

Yu Bu (second right) and the stars of CCTV

The FIFA World Cup™ offers different challenges to every nation. For CCTV it is the time difference. Prime time games, including the FIFA World Cup™ Final, will kick off at 02:30 Beijing time – but the Chinese broadcaster have a plan that will ensure their au­dience will not miss a moment of the action.

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“We will be broadcasting all 64 matches live, but to compensate for the timing of the coverage we will be rebroadcasting games the following morning and again in the afternoon,” explained Yu Bu, Assistant Controller of CCTV. Between the live matches, repeat transmissions, interactive fan shows and news updates there will be a total of ten hours per day of dedicated FIFA World Cup™ broadcasting available to Chinese viewers. With a prospective audience of some 1.3 billion, CCTV expect around half of that figure to watch at least some of the action from South Africa. The main studio will be based in Beijing, but CCTV have still transported 70 staff and significant quantities of equipment to South Africa – even though the Guozo (Chinese National Team) are not present. “If China had been here our audience would have been much larger,” Yu added. “Without our team participating the people see the FIFA World Cup™ as a performance to be enjoyed rather than something to be emotionally involved in.”

Perhaps that emotional attachment with the FIFA World Cup™ will come one day in the future when China hosts the tournament. “If the national team are good enough we are ready,” enthused Yu. “After the Beijing Olympics we have the infrastructure and the potential audience.”

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