The 2024 Olympics are fast approaching, with Paris as the host city. In India, JioCinema has secured the broadcasting rights, promising an enhanced viewing experience through advanced technology.
Starting on July 26, 2024, JioCinema will provide live coverage featuring 20 concurrent feeds and a roster of former Olympians on the Sports18 Network, available for free on JioCinema. As part of their promotion, they have launched the campaign film, ‘Dum Laga Ke… Haisha.’
This film takes a different route from traditional advertisements for global sporting events in India, which typically show serious athletes training to motivational voiceovers. Instead, it uniquely blends the grandeur of the Olympics as a global event with its influence on everyday Indian lives, offering an Olympic experience like never before.
“Our presentation of Paris Olympics 2024 is built on the idea of putting viewers front and center as our athletes aim for glory. For the first time in India, an Olympics presentation will have a dedicated Indian feed, a women athletes feed, and a global action feed, giving fans high autonomy with a lean-in experience as they follow the Games. We strive to capture the inspiring journeys of Indian athletes and rally the country to back our heroes through our never-seen-before Olympic experience”, said Siddharth Sharma, Sports Head of Content, Viacom18.
It is for the first time the broadcast will be conducted in 20 concurrent feeds which will be available for free. Fans can enjoy their favorite events and watch Indian performances anytime, anywhere, on their preferred devices. The coverage includes 17 sports-specific feeds and three curated feeds, all in 4K quality. The curated feeds will provide an India-centric stream in English, Hindi, Tamil, and Telugu, showcasing all the action from the Indian contingent in real-time.
The Women Athletes feed will spotlight the inspiring journeys of female Olympians throughout the entire event. Additionally, curated feeds will feature a Global Action channel available in both English and Hindi, providing viewers with an immersive experience to track the achievements of top athletes at Paris 2024.
Sports18 – 1, Sports18 – 1 HD, and Sports18 – 2 on linear platforms will deliver dedicated coverage focused on India, while Global Action will be exclusively available on Sports18 – 3. Viewers can enjoy Games broadcasted in English on Sports18 – 1 and Sports18 – 1 HD, with the option to switch seamlessly to Tamil and Telugu using the language button. Sports18 – 2 will showcase comprehensive coverage of Paris 2024 in Hindi.
“We wanted to keep the campaign idea rooted in the transformative power of viewing sports. The film is our ode to the Olympic spirit and imagines a world where watching the Olympics vicariously, inspires us to push ourselves like runners, boxers, gymnasts, archers and weightlifters in our quotidian lives. We married this idea with a re-imagination of the timeless chant ‘Dum Laga Ke Haisha! that’s deeply ingrained in the Indian spirit of movement and sports, into multiple regional languages to ignite excitement for the Olympics across the country”, said JioCinema’s Head of Brand and Creative Marketing, Shagun Seda.
The Olympics hold immense significance for sports fans worldwide, with numerous sports taking place simultaneously in a single city—in this case, the stunning city of Paris and its surroundings. This tournament unites people from across the globe, attracting sports enthusiasts who travel to the host city to witness this prestigious event firsthand. Live coverage of the Olympics is crucial, as it allows viewers to experience multiple sports happening concurrently, making it a pivotal aspect of the event.
