Southern Cross Austereo (SCA) has been named the official FM radio broadcaster of the 2016 Olympic Games in Rio, by Olympic rights holder, Seven Network.
Seven has a long-term partnership with the International Olympic Committee which includes all broadcast, radio, online and digital rights for the Olympic Games, which runs from August 6-22.
To host the content, SCA's Triple M Network will broadcast selected events from Seven’s multiple broadcast and streaming channel coverage during the games.
SCA will also create a bespoke DAB+ radio station called 7 Rio Live to run a live audio simulcast from Seven from 5.30am to 1pm every day.
SCA CEO Grant Blackley says: “With the largest radio reach in Australia and a bespoke digital radio channel called 7 Rio Live, all Australians regardless of where they are, will be able to get the best audio coverage of all the action in Rio.”
Seven West Media chief revenue officer Kurt Burnette called the partnership an “Australian first”.
“This new venture is also an Australian first, with the Olympic Games Television broadcast streamed live to Radio,” Burnette says. “It underlines our commitment to innovation and partnerships that deliver for audiences and our marketing partners across all media platforms.”
Seven will be live-streaming the Rio Olympic Games as part of its coverage of the event, with its coverage tipped to include over 30-plus channels.
Burnette previously told AdNews that Rio is shaping up to be the most lucrative Olympic Games ever, saying interest and uptake at the partner and sponsor level is “unprecedented”.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.