Tencent launches 2012 Olympics content strategy

Tencent said it has set up a Chinese Teahouse-themed media platform for its Olympics coverage, reflecting the teahouse's traditional funtion as a place for conversation and "an original venue for social media".

During the London Games itself, Tencent will set up a Chinese Teahouse venue at the official Olympics media centre, both as a broadcast venue and as a reception room for athletes and journalists from around the world.

The online media company said it had now established exclusive partnerships with 181 star athletes, including 90 per cent of China's current Olympic champions, which it will utilise to deliver individual broadcasts from sports stars prior to and during the event.

Sports stars such as hurdler Liu Xiang and table-tennis champion Wang Liqin were among the celebrities who attended the official launch in Beijing.

President of Online Media at Tencent, SY Lau, said that in this era of real-time internet, the reason to establish such partnerships is not only to report first-hand games results, but more importantly to recognise that athletes themselves have become critical source of broadcasting the event. 

“Tencent has built a bridge between the fields in London and audience in China," added Liu Xiang. "In addition to bringing Chinese audience with interactive experience, Tencent further enhances the confidence and strength of athletes.”

Tencent will also produce a series of original programming, announcing that Hong-Kong-based pop star Karen Mok had joined their London 2012 reporting team and will host a documentary 'Enjoy Britain with Karen' to be launched prior to the Games.

Tencent noted it had made a different strategic plan in terms of its Olympic media products, and will use SNS and mobile as the two major tools to construct its Olympic platform.

“After four years, both the different emotional feelings of Chinese people and the reform of internet technology imply a different Olympic Games in London," said Chen Juhong, editor-in-chief of Tencent's QQ.com platform. "With support from diverse sources, QQ.com is doing its best to build up a 'real-time Olympic community' to ensure the engagement of all users in this grand party.