China Media Group (CMG) on Wednesday held a send-off ceremony in Beijing for its broadcasting team covering the 2026 Winter Olympic Games, which begin on February 6 in Milan. 

Shen Haixiong, president of CMG, noted that the Milano Cortina 2026 Winter Olympics marks the first major global sporting event of 2026 and presents a crucial opportunity for CMG to set new benchmarks in international sports broadcasting. CMG will study and implement Chinese President Xi Jinping's statements on building China into a sports powerhouse and showcase Chinese athletes' challenges of their own limits at the Winter Olympics. 

Leveraging its ability to broadcast in 85 languages, CMG will expand media diplomacy, tell the story of how the Olympic spirit lives on "from Beijing to Milan," highlight China's achievements in successfully engaging 300 million people in winter sports, and showcase China's prominent contributions to support for the Olympic Games, promotion of the Olympic spirit, and dedication to the development of winter sports worldwide.

Shen said the Milan Winter Olympics will also be a key opportunity for CMG, amid the evolution of mainstream media, to help define future frameworks for sports event production and consolidate its leading position in global sports communication. CMG will apply cutting-edge technologies, meet world-class production and broadcasting standards, and elevate its international reputation for top-tier sports coverage. 

CMG will leverage its on-site presence to deliver first releases, exclusives, and original reporting while maintaining a strong pipeline of high-quality content. It will integrate media outlets, expand interactive content, enhance the mobile experience, innovate marketing strategies, and enforce rights management. Coverage teams will uphold professionalism to deliver safe, attractive, and successful reports that reflect the quality of China's mainstream media. 

The Milan-Cortina 2026 Olympic Winter Games will take place at four sites, including Milan, Cortina d'Ampezzo, Valtellina, and Val di Fiemme, from February 6 to 22, featuring 116 events across 16 disciplines.

As the exclusive broadcaster of the upcoming Olympics in the Chinese mainland and the Macao Special Administrative Region, CMG will send a team of almost 500 to Italy to provide broadcast coverage and produce various high-quality programs.

Three CMG 4K/8K ultra-high-definition broadcast vehicles departed from Beijing and arrived at the San Siro Stadium in Milan on January 13 for the Winter Olympics.