How Kwese TV is using instructional content to promote Winter Olympic Games rights

As we inch closer to the start of the 2018 Winter Olympic Games in Pyeongchang, South Korea, Kwese TV has been offering African viewers educational content about winter sports disciplines in preparation for the games.

Winter sport is not popular in Africa due to the lack of snow in most countries on the continent. Only a few spots like the summit of Mount Kilimanjaro see any snow at all.

So what to do as a broadcaster that has won the exclusive Free-to-air (FTA) rights to the next four Olympic Games, with two of them being winter? You try to grow viewer interest through education.

Thus, Kwese has been using the opportunity to show educational content that explains the several sports that will take place in Pyeongchang in coming weeks.

You can regularly catch instructional videos about disciplines like ice hockey, skeleton, bobsledding, ice skating, biathlon, curling, snowboarding, among many others on the Kwese Free Sports (KFS) channel in the lead up to the Olympics.

This has been on since at least the beginning of December and we now have less than two months to the commencement of the Games.

The Olympic Rings are one of the most recognisable brands in the world.

If you are interested in sports outside football, basketball and other summer disciplines, tune in to KFS to catch some information about those sports that you have always caught on TV but never known their rules.

Apart from the exclusive FTA rights that Kwese TV has that will reach more than 100 million households in Sub-Saharan Africa, they also have non-exclusive pay TV rights to the Olympic Games of 2018, 2020, 2022 and 2024.

A statement on the company’s site indicates that: “There’ll be a special ‘Olympic News’ show in the mornings and evenings of the duration of the Games, as well as a highlights show every evening. We’ll also run an extra ‘Pop-Up Channel’ for LIVE events, should there not be enough space on our normal channels.”

Kwese TV can be assured of some African interest in Pyeongchang as Nigeria makes its first showing at the Winter Games through the participation of the continent’s first women’s bobsled team.

Having played some ice skating and curling (where I couldn’t stay on my feet, haha) during my time in Sochi, I am eager to see the 2018 Winter Games. Can’t wait.

The 2018 Winter Olympic Games takes place in Pyeongchang, South Korea, from February 9-25, 2018.

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