The IOC is gearing up for its biggest event for the next two years: the Winter Games is almost officially underway in PyeongChang, and will be in full flow this weekend.

This will be one of the biggest moments for the organisation, though, not just because it’s an Olympic Games – which is always huge – but because the Olympic Channel will be broadcasting live on its own digital streams and apps in some territories in Southern Asia, across the Indian subcontinent.

It marks a big step for the organisation, and possibly for plenty of other right holders, too, in the future.

The Olympic Games doesn’t need any introduction, but the Winter Games usually generate less interest in some places – namely those who don’t experience much snow and ice in the winter time. The Summer Games don’t really have that problem. India is one of those countries.

But what we’ve seen over the last few years is that smaller sports which don’t already have a big following in a certain country can gain a way into a new audience by live-streaming their own product and not relying on broadcasters instead.

The move from the Olympic Channel to stream their own content – with an additional broadcast on Indian mobile operator Reliance-Jio – will allow the games to potentially reach a wider audience in India than it has done before.

In a press release, Timo Lumme, Managing Director of IOC Television and Marketing Services, said: “This is an important step for the Olympic Channel as it broadcasts live Olympic Games coverage for the first time ever on the digital platform. Through the Olympic Channel and the additional broadcast on Reliance-Jio’s and the relevant ABU (Asia-Pacific Broadcasting Union) members’ platforms, we are able to offer comprehensive coverage across the region and ensure fans will be able to follow all the action from PyeongChang 2018.”