IOC Marketing Report – Beijing 200833 BroadcastingChapter Three In Hong Kong, the live broadcast of the Opening Ceremony proved particularly popular with viewers, with 82% of people who were watching TV at that time tuning in to the coverage, while 95% of the population watched at least some broadcast of the Games. Another highlight was the 800 free public WiFi hotspots that were made available during the Games by internet and mobile rights- holding broadcaster i- Cable, allowing viewers to watch the Games on their computers in these areas. In Australia, more coverage of Beijing 2008 was shown terrestrially than was shown of Sydney 2000. The highest audience was recorded during the Opening Ceremony, when an average of 4.8 million people tuned in. This represented an impressive 72.8% of all those watching television at that time. Internet coverage provided by Yahoo! 7 Olympics also proved popular, with 2.3 million users enjoying more than four million live and on- demand video streams, generating over 32 million page views. Europe In the UK, the BBC revealed that internet and digital television coverage allowed it to increase its Olympic output from 250 hours for Sydney 2000 to 2,750 hours for Beijing 2008. The huge online demand saw the BBC deliver 50 million video streams, compared to just 2.4 million during Athens 2004, and as many as 45% of the BBC's Olympic audience engaged with video from its Olympic site. Around 13% of the UK adult population watched video content from the Games on the internet. By comparison, no more than 1- 2% watched online Olympic video action during the 2004 Games. The television coverage of Beijing 2008 also proved extremely popular across all the key European markets. In the UK, for instance, a total of 41.1 million British viewers watched at least 15 minutes of the BBC's Olympic broadcast. Proprietary research conducted by the IOC in 16 countries after Beijing 2008 also revealed that over 90% of respondents in Spain, Italy and Russia had watched at least some part of the Games on television, while this figure was over 80% in France and Germany. In terms of viewing share, the Games helped the primary broadcasters in Germany – ARD and ZDF – increase their average monthly share of viewing for August by 20% and 18% respectively, compared to the same month in 2007, while in Italy the average share of viewing achieved by dedicated Beijing 2008 coverage on Rai 2 was over twice the annual share achieved by the broadcaster in 2007.