Inside a hulking five-story building at the Winter Olympics, TV production crews are working with video in 21 languages, all part of a plan by their U.S. employer, Discovery Communications, to become the top sports media brand in Europe.
For the first time in Olympics history, a single broadcaster has the rights to air the games in almost 50 European countries, including exclusive online streaming, in a diverse region where rights to major sports events are usually split up by country.
"This may be bigger than anything that has been undertaken in many ways, just given the complexity of the markets and breadth of the markets," Discovery's head of International, J.B. Perrette, told Reuters. "This is a big moment for the company."