電視是推動奧林匹克運動發(fā)展的動力，作為覆蓋面最廣的大眾傳媒，對奧運精神和奧運知識的全球普及有著深刻的影響。另一方面，奧運的精彩和魅力也給電視節(jié)目增色不少，它讓全世界的觀眾能夠領(lǐng)略到體育競爭中具有戲劇性和激動人心的時刻，而奧運轉(zhuǎn)播所帶來的巨額利潤也增強了電視轉(zhuǎn)播業(yè)和奧運發(fā)展的活力。

Television is the engine that has driven the growth of the Olympic Movement. Ever since the introduction of TV broadcasting in the Olympic Games in the 30s of the last century. Television, as the mass media with the widest coverage, has produced a world-wide impact on the promotion of the Olympic spirit and popularization of Olympic education. On the other hand, the magic and power of the Olympic Games have enriched the TV programs, making it possible for millions of viewers to experience the dramatic and exciting moments of sports competitions. Moreover, the enormous revenue derived from the broadcast of the Olympic Games has greatly enhanced the material strength of the TV broadcasting industry and the development of Olympic Games. Olympic TV rights were first sold for the 1948 London Olympics when the BBC reportedly paid 1000 guineas for exclusive rights. From 1984 until 2008, the IOC has concluded broadcast agreements worth more than $10 billion.

The IOC has often declined higher offers for broadcast on a pay-per-view basis or because a broadcaster could reach only a limited part of the population, as this is against Olympic Broadcast Policy. This fundamental IOC Policy, set forth in the Olympic Charter, ensures the maximum presentation of the Olympic Games by broadcasters around the world to everyone who has access to television. Rights are only sold to broadcasters who can guarantee the broadest coverage throughout their respective countries free of charge.

(Foreign and Domestic Olympic Stories)