电视是推动奥林匹克运动发展的动力，作为覆盖面最广的大众传媒，对奥运精神和奥运知识的全球普及有着深刻的影响。另一方面，奥运的精彩和魅力也给电视节目增色不少，它让全世界的观众能够领略到体育竞争中具有戏剧性和激动人心的时刻，而奥运转播所带来的巨额利润也增强了电视转播业和奥运发展的活力。

Television is the engine that has driven the growth of the Olympic Movement. Ever since the introduction of TV broadcasting in the Olympic Games in the 30s of the last century. Television, as the mass media with the widest coverage, has produced a world-wide impact on the promotion of the Olympic spirit and popularization of Olympic education. On the other hand, the magic and power of the Olympic Games have enriched the TV programs, making it possible for millions of viewers to experience the dramatic and exciting moments of sports competitions. Moreover, the enormous revenue derived from the broadcast of the Olympic Games has greatly enhanced the material strength of the TV broadcasting industry and the development of Olympic Games. Olympic TV rights were first sold for the 1948 London Olympics when the BBC reportedly paid 1000 guineas for exclusive rights. From 1984 until 2008, the IOC has concluded broadcast agreements worth more than $10 billion.

The IOC has often declined higher offers for broadcast on a pay-per-view basis or because a broadcaster could reach only a limited part of the population, as this is against Olympic Broadcast Policy. This fundamental IOC Policy, set forth in the Olympic Charter, ensures the maximum presentation of the Olympic Games by broadcasters around the world to everyone who has access to television. Rights are only sold to broadcasters who can guarantee the broadest coverage throughout their respective countries free of charge.

(Foreign and Domestic Olympic Stories)