The Discovery IBC Roof Studio is seen in Pyeongchang in this image released on February 12, 2018. Discovery Communications/James Hillier/Handout via REUTERS
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Inside a hulking five-story building at the Winter Olympics, TV production crews are working with video in 21 languages, all part of a plan by their U.S. employer, Discovery Communications, to become the top sports media brand in Europe.For the first time in Olympics history, a single broadcaster has the rights to air the Games in almost 50 European countries, including exclusive online streaming, in a diverse region where rights to major sports events are usually split up by country.Discovery took full control of Eurosport in 2015, and in the same year spent 1.3 billion euros ($1.6 billion) to buy pan-European rights to four Olympics: Pyeongchang 2018 and Beijing 2022 winter Games and Tokyo 2020 and Paris 2024 summer Games.An average of 186 million people tuned into its broadcasts on free-to-air and pay TV over the first weekend of the Games, with another 26 million watching on digital and social-media platforms, Discovery said Wednesday.Europe's TV industry is fractured, with no one sports broadcaster dominating.Discovery's Perrette called NBC "the gold standard" for Olympics production, but said Eurosport is aiming for a "younger hipper vibe".
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