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IOC BROADCAST MONITORINGThe IOC monitored the global broadcast coverage of the Olympic Games Rio 2016 to identify any messages that may have damaged the Olympic brand or infringed upon the rights of the official Olympic marketing partners. This Monitoring Programme ensured that unauthorised parties did not use Olympic intellectual property and that Olympic broadcast rights holders complied with their contractual obligations. By checking for ambush marketing advertisements, unauthorised commercial overlays and overt in-studio commercial signage, the programme helped preserve the unique ‘clean’ nature of the Olympic Games broadcast. INTERNET MONITORING In addition to monitoring the Games broadcasts around the world, the IOC also implemented
an Internet Monitoring Programme during the Olympic Games Rio 2016, which used the most advanced technologies available to prevent, track and take appropriate action against violations, such as video infringements on any online or mobile platform or ambush marketing activities on social
media platforms. The Internet Monitoring Programme also monitored geo-blocking, to ensure that rights-holding broadcasters respected their territorial rights online, as well as online advertising, news access and ambush marketing.PROTECTING THE OLYMPIC BRAND139