The launch of the Winter Olympics in Milan and Cortina, Italy, is generating excitement not just among athletes and sports fans, but also within the entertainment industry. As the Games approach, a wave of related content is emerging, designed to engage audiences beyond the live events. A recent example is a quiz released by JTBC, a South Korean broadcasting company, aimed at testing viewers’ knowledge of the upcoming competition.
While the JTBC quiz is a localized effort, it speaks to a broader trend: the increasing integration of entertainment and major sporting events. Networks and streaming platforms are recognizing the value of extending the Olympic experience through interactive content, trivia, and behind-the-scenes features. This strategy aims to capture a wider audience, particularly those who may not be dedicated followers of every sport.
This year’s Winter Olympics are notable for several reasons. It’s the 25th edition of the Games, and will feature a record medal events, spread across a total of sports. The Games are divided equally between ice and snow disciplines, a balance that reflects the diverse range of winter athletic pursuits. NBCUniversal, through its NBCOlympics.com platform, is positioned as a key broadcaster and digital hub for the Games in the United States, offering live streams, highlights, schedules, and athlete profiles.
The BBC has also jumped into the interactive content space, launching a quiz challenging users to name all sports featured in the Milan Cortina Games. This type of engagement is a smart move for broadcasters looking to build anticipation and maintain audience interest throughout the competition window. The BBC’s quiz is part of a larger strategy of offering multiple quizzes, including those focused on football and other sports, and encouraging sign-ups for notifications to keep fans informed about new content.
The focus on quizzes and trivia isn’t simply about entertainment; it’s a data-gathering exercise. The BBC explicitly states they are collecting information from quiz participants, suggesting an effort to better understand audience preferences and tailor future content accordingly. This data-driven approach is becoming increasingly common in the entertainment industry, as companies seek to personalize the viewing experience and maximize engagement.
The rise of interactive Olympic content also reflects a broader shift in how audiences consume sports. The traditional model of passively watching events is evolving, with viewers now expecting more control and opportunities for participation. Streaming platforms, in particular, are well-suited to deliver this type of interactive experience, offering features like live polls, fantasy leagues, and personalized highlight reels.
Beyond the quizzes, the entertainment industry is likely to capitalize on the Olympics through a variety of other avenues. Expect to see documentaries profiling athletes, feature films inspired by Olympic stories, and increased social media activity from athletes and celebrities. The Games provide a powerful platform for storytelling, and entertainment companies are eager to leverage that potential.
The Olympics also present a significant marketing opportunity for brands. Sponsorship deals with the International Olympic Committee (IOC) are highly coveted, and companies are willing to invest heavily to associate themselves with the Games’ positive image and global reach. This marketing spend often extends beyond traditional advertising to include branded content and experiential activations.
The location of the Games – Milan and Cortina in Italy – adds another layer of cultural significance. Italy has a rich history in winter sports and a strong design aesthetic, which is likely to be reflected in the Games’ visual presentation and overall atmosphere. This could also inspire entertainment projects that explore Italian culture and its connection to the Olympics.
The success of the Olympics as an entertainment property will depend on several factors, including the quality of the athletic competition, the effectiveness of the marketing campaigns, and the ability of broadcasters and streaming platforms to engage audiences with compelling content. The early signs, with initiatives like the JTBC and BBC quizzes, suggest that the industry is taking a proactive approach to maximizing the Games’ entertainment value.
As the opening ceremony approaches, the entertainment world will be watching closely to see how the Milan Cortina Winter Olympics unfolds, both on and off the field of play. The Games represent a unique opportunity to blend sports, entertainment, and culture, and the industry is poised to capitalize on that potential.
