China Media Group's (CMG) 8K multi-purpose hall at the Milano Cortina Winter Olympics International Broadcast Centre (IBC) has begun operation as the Games open, bringing 8K ultra-high-definition presentations into on-site use.

The room is jointly operated by CMG and Olympic Broadcasting Services (OBS).

Covering approximately 94 square meters, the facility features a 275-inch ultra-high-definition screen and an array of 30 speakers, creating an unparalleled immersive audio-visual experience.

Cheng Kun, head of the hall, said the venue integrates front-end 8K production with on-site presentation, showcasing CMG's 8K technical workflow.

During the Winter Games, CMG is producing 8K international public signals for the opening and closing ceremonies, figure skating and short track speed skating competitions, with screenings held in the 8K hall.

Beyond coverage of the Games, the hall has scheduled CMG programming slots to screen ultra-high-definition Spring Festival Gala livestream, documentaries, sports highlights and feature films.

Observers at the hall noted the enhanced sense of presence brought by the large 8K screen, citing a more vivid and lifelike experience compared with conventional displays.

Cheng added that the 8K hall has drawn attention from international broadcasters throughout the Games period.