SHANGHAI (AdAgeChina.com) -- China Central Television (CCTV) paid nearly $120 million to secure the broadcast rights to 2010 FIFA World Cup.
But the event will earn the state-run broadcaster more than RMB 1 billion, or $147.2 million, in advertising revenue. That figure, reported by the Huaxi Metropolitan Daily, includes RMB 800 million ($117.8 million) from two advertising bids imade n November 2009 and April 2010, plus other ad contracts.
CCTV has also sold World Cup broadcast rights to several provincial TV stations and to six video-sharing web sites including Tudou.com and Youku.com. Each of those two web sites reportedly paid about RMB 15 million ($2.21 million) for the rights to show World Cup content.
CCTV is the only broadcaster in mainland China allowed by the State Administration of Radio, Film and Television (SARFT) to buy broadcast rights to international sports events.
Source: Interfax Information Services
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