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Broadcast MonitoringIn order to protect the Olympic brand during the Vancouver 2010 global broadcast, an infringementmonitoring programme was put in place by the IOC to identify any unauthorised use of the Olympicbroadcast coverage and any unofficial commercial associations with the Games.As well as protecting the exclusive coverage of the rights-holding broadcasters, the programme also ensured that the exclusive marketing rights of the official Olympic sponsors were protected by monitoring broadcasts for unauthorised commercial overlays and overt commercial signage within studios.Internet MonitoringWith the proliferation of global online broadcast coverage for the Games, an internet monitoringprogramme was also put in place for Vancouver 2010, which tracked hundreds of websites to ensurethere were no unauthorised online uses of Olympic broadcasts and to check for breaches of Olympic broadcaster rights.The internet monitoring programme utilised the latest technologies to quickly identify and removeillegal content. This consisted of searching for and identifying the illegal content, based on variousadvanced methods, and an effective takedown process of the identified illegal content, all carried outthrough automated procedures that were complemented by reactive measures where needed.The IOC led these anti-piracy efforts, with close collaboration from the rights-holding broadcasters.This was a key element in the success of the programme, with planning for the Games-timeoperations beginning several months before Vancouver 2010 started and joint efforts put in place for taking down content when necessary. The IOC also collaborated closely with major video-sharing websites to ensure effective takedownprocedures were in place for unauthorised usage of Olympic broadcasts, while reactive measures were also put in place to act on any new issues that arose during Games time.With the ultimate deterrent against online piracy being the availability of official high-quality coverage by the rights-holding broadcasters, online broadcast consumption through officialbroadcaster websites accounted for the overwhelming majority of the global online consumptionduring the Games.Chapter Eight / PROTECTING THE OLYMPIC BRAND147

ChapterNineThe Best of Us