China Central Television's sports channel will undergo a
transformation from Jan. 1 next year, becoming the major media
window on preparations for the 2008 Beijing Olympics.
CCTV-5, the sports channel of CCTV, the state-run television
network, will launch new programs devoted to the Beijing Olympics,
Jiang Heping, director of the channel, said on Friday.
China's sports development needed the support of the media and
CCTV was an important channel for the publicity of the Beijing
Olympics, said Feng Jianzhong, deputy director of the State General
Administration of Sport.
The revamp of the channel would bring more Olympic-themed news
features and programs with international packaging, Jiang said.
A new program called "My Olympics" will highlight important
figures in Olympic history.
The channel and the administration would work on a long
documentary on the Beijing Olympics, Feng said.
Meanwhile, sportswear producer Li-Ning Company signed a
sponsorship contract with CCTV-5, under which presenters will be
attired in the company's products on-screen from Jan. 1, 2007, to
the end of 2008.
The company, set up by former Chinese gymnast Li Ning, has
promised to give presenters a "trendy images", a company spokesman
said.
(Xinhua News Agency December 30, 2006)