China Media Group (CMG) on Tuesday released a statement vowing to protect the copyright of content related to the Milan-Cortina 2026 Olympic Winter Games within its area of coverage.

According to the statement, CMG and the International Olympic Committee reached an agreement that grants CMG the exclusive full-media rights and sub-licensing rights for the Milan-Cortina 2026 within the Chinese mainland and the Macao region. 

In the meantime, CMG has authorized Migu, a subsidiary of China Mobile Limited, to provide Winter Olympics event programming through live broadcast, delayed broadcast and video-on-demand services, and Beijing Radio and Television Station's Sports and Leisure Channel to broadcast the events via television (excluding new media platforms).

Also in the statement, CMG said apart from the aforementioned authorized partners, no organization or individual is permitted, without authorization from CMG, to use the audiovisual content and related broadcast signals of the 2026 Winter Olympics within the Chinese mainland and the Macao region through any audiovisual dissemination platforms (including but not limited to television, radio, internet, mobile communication networks, IPTV, streaming TV, mobile TV and application software), or via any accounts or mini-programs on such platforms, in any form, including live broadcast, delayed broadcast, on-demand playback, loop playback, editing, animated images, video downloads, theatrical screenings or public venue broadcasts. 

CMG also prohibits any form of unfair competition by leveraging CMG's 2026 Winter Olympics programming or under the pretext of broadcasting, relaying or cooperating with media for the Winter Olympics, including but not limited to stealth marketing activities that exploit the media rights of the Winter Olympics.

CMG has initiated a specialized campaign for copyright protection, the statement said, and effective measures will be taken in accordance with the law to combat copyright infringement of the Winter Olympics programming and the use of Winter Olympics program resources for unfair competition. 

The Games are scheduled from February 6 to 22. Roughly 2,900 athletes from around the world are expected to compete for 116 gold medals, spread across Italy's cities, valleys and peaks.

(Cover image generated by AI)