Xiaomi snap up internet broadcasting rights for Euro 2016

Mi TV, the online broadcasting division of Chinese smartphone maker Xiaomi, is set to broadcast the 2016 UEFA European Championship (Euro 2016).

This news follows Xiaomi’s agreement with China Network Television (CNTV) subsidiary Future TV, who own the exclusive Internet TV broadcasting rights to Euro 2016 in China.

Under the partnership, 15 million users will be able to watch and replay all 51 matches of Euro 2016 on Mi TV and MiBox, Xiaomi’s set-up box.

"Although Xiaomi is the first to announce their co-operation on Euro 2016, it may not be the only partner of Future TV. For example, it would not be surprising if Tencent Holdings Ltd is also co-operating with Future TV on Euro 2016, because the company has had a stake in Future TV for several years," said Chen Tong, Xiaomi's Chief Content Officer.

"Euro 2016 is a significant attempt by Xiaomi to broadcast a sports competition, and there will be broadcasts of heavyweight matches launched in the following months," Chen added.

According to Chen, Mi TV has also acquired the broadcasting rights to the PGA Tour. It is reported that the Golf and Tennis channels on Mi TV were launched on April 25.

Source: china.org.cn

Proofread by Sean O Diobhilin