PYEONGCHANG, SOUTH KOREA ¨C Inside a hulking five-story building at the Winter Olympics, TV production crews are working with video in 21 languages, all part of a plan by their U.S. employer, Discovery Communications, to become the top sports media brand in Europe.
For the first time in Olympics history, a single broadcaster has the rights to air the games in almost 50 European countries, including exclusive online streaming, in a diverse region where rights to major sports events are usually split up by country.
¡°This may be bigger than anything that has been undertaken in many ways, just given the complexity of the markets and breadth of the markets,¡± Discovery¡¯s head of International, J.B. Perrette, told Reuters. ¡°This is a big moment for the company.¡±
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