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Overseas TV coverage of AWG totals over 400 hours

02 Mar 2011
Kuwait:The growing popularity of winter sports in Asia was reflected in the broadcasting figures for the 7th Asian Winter Games in Astana and Almaty, Kazakhstan, from January 30 to February 6.

IEC in Sports, the Stockholm-based sports marketing agency, was appointed in November 2010 by the organising committee to handle worldwide media distribution outside of the host country. In a short period of time, IEC was able to secure 13 broadcasters covering a total of 66 territories with a combined reach of over 358 million TV households.

Between them the channels broadcast 405 hours of the 7th AWG over nine days across all platforms: terrestrial, cable and satellite, with live, delayed, highlights and extended news coverage packages.

The broadcasters included China’s CCTV Channel 5, Japan’s NTV, Korea’s MBC, SBS and KBS, ESPN Star Sports, Al Jazeera and RTR Planeta serving the Russian-speaking global audience.
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