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The Paris Olympics 2024, which began on July 26 and will run until August 11, has brought together the world's finest athletes in the ultimate fashion capital. However, Team India’s attire, designed by Tasva, a brand from Aditya Birla Fashion and Retail Ltd., in collaboration with celebrated designer Tarun Tahiliani, has faced severe criticism.

Amidst the backlash, Tasva has defended the design of the outfits. Ashish Mukul, Brand Head of Tasva, said, “Our ceremonial attire for Team India is crafted with a profound sense of national pride and aims to balance tradition with modernity. Our inspiration for these outfits is drawn from the Indian flag, symbolizing unity and pride, which is one of the richest ways of representing India.”

Mukul further stated, “The contemporary silhouettes, such as the Bundi jacket and pre-pleated saree, are carefully chosen to ensure both comfort and functionality for our athletes. The athletes’ looks are completed with golden brocade sneakers, adding a touch of elegance and tradition. The fabrics, including cotton and viscose crepe, are selected for their practical and aesthetic qualities, as our athletes will be out in the open for almost 6 hours during the event. The use of Ikat-inspired prints and modern elements is a deliberate choice to reflect modern India. Our intention is to create attire that represents India's rich heritage and ensures our athletes feel comfortable and confident.”

Facing criticism, designer Tarun Tahiliani also defended his design choices in a media interview, saying, "This is what we Indians wear, and this is not meant to be a couture show.” He emphasized that the design aimed to reflect the colors of the Indian tricolor, making it recognizable from a distance. Despite acknowledging varied opinions on the design, Tahiliani stood by his work.

Tahiliani further clarified that while zardozi vests might have been a more traditional choice, they were impractical for the occasion. He noted that the team had only three weeks to prepare 300 uniforms, making handloom options unfeasible. The designer also pointed out that despite the use of digital prints, traditional elements were included, such as brocade shoes from Banaras.


Tasva defends Indian team's attire design for Paris Olympics 2024

Illegal betting and gambling apps operating in India are now live streaming major sports events on their websites and apps. Some notorious betting apps, such as 1xbet, Reddy Anna, Khelo Yar, 96win, and Sat Sport, among others, allow users to watch live sports content while placing bets on their platforms. It's worth noting that multiple betting operators are offering the option to place bets on the ongoing Paris Olympics events.

Illegal betting and gambling apps divert viewers away from legitimate content platforms affecting their subscription models and advertising revenue. Recently, Disney Star India successfully dismantled a network of illegal streaming websites airing ICC T20 World Cup matches. The media conglomerate’s anti-piracy efforts led to the shutdown of platforms like magicwin.games and magicwin.com. The suspects were identified, and one of the accused was arrested in Ahmedabad. He was found receiving match feeds from a cable operator in Pakistan.

Explaining the notorious ways illegal betting apps pirate live sports content, Ritesh Bhatia, Founder of V4WEB Cybersecurity, a cybercrime investigations company, said, “Illegal streaming operations are increasingly sophisticated, employing a range of technical methods to steal content. A primary tactic is web scraping, using tools like Scrapy or Selenium to automatically extract live streams from legitimate platforms. Web pirates then embed these streams on their illicit platforms, effectively rebroadcasting copyrighted content without permission.

Bhatia further said, “Beyond scraping, these criminals also exploit vulnerabilities, intercept network data, and create botnets to distribute stolen content. Additionally, they set up their own streaming servers and leverage peer-to-peer networks to bypass traditional distribution channels.”

According to a 2024 report by Dataprot, India ranked third (9.5 billion) in terms of visits to pirate sites, The United States topped the list with 17.3 billion visits and Russia with 14.4 billion visits. The online piracy statistics show that over 50 percent of these recorded visits went to streaming sites. 

Suggesting measures to curb content piracy, Bhatia said, “To combat this, broadcasters and streaming platforms must implement a multifaceted approach. This includes fortifying digital rights management systems, employing advanced anti-scraping technologies, and developing robust content identification and tracking mechanisms. Furthermore, fostering collaboration with technology companies to refine detection algorithms and improve content protection is essential.”

With the ongoing Paris Olympics 2024, multiple illegal betting apps and websites are offering users the ability to place bets along with live streaming. In India, Viacom18 Sports has the broadcasting and streaming rights for the Paris Olympics 2024. Sports18 Network will broadcast the content on TV while JioCinema will stream live content for free. 

Viacom18, owning exclusive media rights for IPL events, faced infringement issues from rogue websites broadcasting the IPL matches illegally. In March 2024, Delhi HC passed a landmark judgment concerning the broadcast of the Indian Premier League (IPL), the Delhi High Court underscored the critical need for ‘Dynamic+’ injunctions as a robust legal response to combat digital piracy.

The ruling came in the favor of Viacom 18 Media Private Limited ordering immediate blocking measures by ISPs, DoT, and MeitY. The Court had allowed Viacom18 to dynamically add and block new rogue websites found infringing during the IPL event.

When asked if Viacom18 Sports is tackling the issue of content pilferage, Siddharth Sharma, Content Head of Viacom18 Sports, said, “We are mindful and cognizant, and there is an active strategy at work where we have partners who are constantly tracking how to prevent this pilferage, and whenever it happens, there is immediate action that we take.”

Sharma further said, “We have to look after our own assets and protect our investments. But also to ensure that the fans have the best experience, which is why we offer everything free and nothing is behind a paywall. The access barrier is being removed, and the audience can enjoy sports content. We also ensure that we look after our international syndication partners, so we always have the best in the world as partners with us who constantly track and strike out these nodes which indulge in content pilferage.”

In 2022, the Delhi High Court directed the Department of Technology (DOT) and the Ministry of Electronics and Information Technology (MEITY) to issue blocking orders against Pikashow, the rogue piracy app. Disney Star had earlier filed an FIR against TamilBlasters, Tamilrockers, and the PikaShow TV app for leaking television (TV), Over-The-Top (OTT), and film content on their platforms. According to the FIR filed, these platforms generated cumulative traffic of nearly 62 million. Moreover, PikaShow also streamed content from linear TV channels such as Star Plus, Star Gold, Star World, and Star Sports.

A senior industry leader from the broadcasting industry said, “Earlier, the media and entertainment industry was suffering huge losses because of pirated films. Now we are also witnessing increase in piracy of OTT content, TV shows, and sports content. Illegal betting apps are streaming live sports content on their websites and apps. Apps like PikaShow continue to offer live sports content.”

He further said, “These pirated content apps and websites are sponsored by betting apps such as 1xBet and others as they run their advertisements throughout their content. The industry needs a robust mechanism to tackle incidents of blatant piracy. The inability to stop such acts is a failure on the part of media houses and the government.”

Disney Star, Times Internet, and Cricbuzz are members of the International Broadcaster Coalition Against Piracy (IBCAP). IBCAP focuses on illegal websites and Set-Top Box (STB) services broadcasting members' sports media rights. IBCAP is responsible for an industry-leading deterrent effect on cricket piracy this past year.

Star Sports declined to comment on the issue of their content being pilfered via illegal betting and streaming websites and apps.

According to IBCAP, during IPL 2023, it disrupted nearly 9,000 streams over the course of the tournament, including more than 3.6 million views were disrupted on Facebook Live streams worldwide. During the Cricket World Cup tournament, the IBCAP lab removed more than 17,000 streams and disrupted more than 9.5 million views on Facebook Live streams worldwide.

The increasing menace of illegal betting apps streaming live sports in India not only affects broadcasters but also the entire sports industry as an ecosystem. It requires united efforts from multiple organizations globally to tackle content pilferage across multiple formats and genres. 

Illegal betting apps now a threat to sports broadcasters and live streaming platforms

With the Paris 2024 Olympics starting from Friday, Viacom18 Sports is set to provide an immersive viewing experience on Sports18 and JioCinema. Experts predict that the Paris Olympics will attract 150 million viewers on the digital platform and 120 million viewers on linear TV. Compared to the Tokyo Olympics, there's a 70 percent increase in advertisements and sponsorships, indicating growing brand interest in non-cricket sports events.

Experts also note that, for the first time, digital and TV ad rates are similar for the Paris 2024 Olympics, at approximately Rs 1,40,000 per 10 seconds for both Standard and High Definition TV channels. Around 100-120 million viewers are expected to tune in to Sports18 Network, and about 150 million viewers are anticipated to watch the Olympic Games on JioCinema. 

Viacom18 Sports has onboarded SBI and JSW Group as co-presenting sponsors, Thums Up and Herbalife as associate sponsors, and Aditya Birla Life as the highlights partner. Other brand partners include AMFI, MRF, Bacardi Martini, Punjab National Bank, and Reliance Foundation.


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Several well-known brands have already launched their advertising campaigns in anticipation of the event. For instance, JSW has initiated a robust campaign, setting the stage early. Similarly, brands like Britannia, Thums Up, and Omega are gearing up, ensuring their presence during this global sporting spectacle.


“We are expecting significant growth in terms of CTV viewership. We are very excited about CTV as a medium. Viewers will surely enjoy the CTV experience that we are building during Olympics”, said Siddharth Sharma, Head of Content for Viacom18 Sports. 
  
JioCinema will stream 20 concurrent live feeds for Olympics which includes 17 sports-wise feeds and 3 exclusively curated feeds dedicated to the Indian Contingent in Paris, Global Action, and a special focus on Women Athletes. Viewers can watch India specific feed in English, Hindi, Tamil, and Telugu. 

When asked about the response from advertisers, Sharma said, “Response from advertisers is a testament of how there is an appetite for sports as a whole and even beyond cricket. Advertiser interest for the event is up by 70 percent of the previous edition. Also, performance of Indian contingent in last Olympic has raised interest of advertisers and sponsors towards non-cricket sport for both TV and Digital as a medium.” 

Sharma said, "Brands advertising on TV are also opting for Digital and we have received a great response from the advertisers. Our effort towards Paris Olympics will provide immersive experience to the audience." 

<strong>Ad inventory sold out? </strong>

Rashi Bhushan, AVP – Digital Media Planning & Buying, Mudramax elaborates on why advertisers are investing in non-cricket sport and says, "The Tokyo 2020 Olympics, delayed to 2021 due to the COVID-19 pandemic which faced unique challenges and offered distinct opportunities for advertisers, which also significantly influenced revenue outcomes. The expected viewership reflects projections estimating around 150 million digital viewers and an additional 100-120 million tuning in on linear TV.”

Elaborating on the ad rates, Bhushan said, "On television, ad rates currently start from Rs 1 lakh to Rs 1.2 lakh per 10 second. These rates can vary significantly from the initial card rates offered, which are typically influenced by the scale of commitment made in the overall advertising deal. In contrast, on OTT platforms such as Jio Cinema, Connected TV (CTV) options the prices range between Rs 70,000 to Rs 75,000. The cost per thousand impressions (CPM) for handheld devices is priced between Rs 220 to Rs 225, demonstrating a strategic pricing model designed to cater to various advertising needs and platforms.” 

Multiple brands have already initiated their campaigns featuring non-cricket stars, Ahmed Aftab Naqvi, Global CEO and Co-Founder, GOZOOP Group said, "Olympic players are the best talent in the world, any association with them will garner a lot of respect and recognition for brands.” 

JioCinema has also collaborated with ShareChat and Moj for providing diverse and multi-lingual content to the audience via the homegrown short video format platform. Bhushan said, "Media platforms has already been sold, underscoring the high demand. The peak concurrency rates, which are expected to be significant, will likely lead to a sold out status for remaining inventories as the event progresses. Additionally, strategic partnerships with short-form content platforms such as ShareChat and Moj are set to enhance the advertising impact, aiming to deliver a uniquely engaging experience. These collaborations highlight the evolving dynamics of media consumption and the increasing importance of integrating traditional and digital advertising strategies." 

With a substantial increase in both viewership and advertiser interest compared to previous Olympics, showcases the evolving behaviour of audience towards consumption of sports content in the country. 

Paris Olympics to garner 150 million viewership on Digital, 120 million on Linear TV

With Paris Olympics kickstarting from Friday, experts claimed that there is a rise in 70 percent of brand advertisements and sponsorships as compared to last Olympics. Viacom18 Sports has the media rights for both TV and Digital platforms. Majority of the brands have chosen to advertise on both platforms.  

SBI and JSW Group are the co-presenting sponsors, Thums Up and Herbalife have joined as associate sponsors, Other brand partners include AMFI,MRF, Bacardi Martini, Punjab National Bank. Aditya Birla Capital is the highlights partner, Reliance Foundation is also the partner for Viacom18 Sports during Paris Olympics 2024. 

JioCinema will be streaming 20 concurrent feeds which includes 17 sports-wise feeds and 3 exclusively curated feeds dedicated to the Indian Contingent in Paris, Global Action, and a special focus on Women Athletes

Siddharth Sharma, Head of Content, Viacom18 Sports said, “The response from the advertisers have been great. We have seen an increase by 70% for advertisements and sponsors as compared to last Olympics. This is a good sign that IOA has closed more sponsors this year as compared to last Olympics.”

Viewers opting for the India feed can immerse themselves in the Olympic Games in English, Hindi, Tamil, and Telugu, following the Indian contingent’s performances.

Breaking: Advertisements & sponsorships rise by 70% for Olympics 2024

With Olympic Games, Paris to start from 26th July, Sharechat, the homegrown short video platform has partnered with JioCinema to provide engaging content to enhance user experience on the platform. With over 200 countries competing against each other, the short video platform will provide multi-lingual content for its users. 

Being the official digital partner for the Olympic Games, Sharechat and Moj will provide plethora of engaging content, including interviews, footage-based clips, studio content, and build-up videos, catering to a diverse and multi-lingual audience, ensuring the users stay updated with the riveting action. 

Moj is one of the popular platform for tier 2 audiences by bringing authentic regional content, the latest technology including Dolby Vision, and offering innovative monetizing avenues like virtual gifting for its creator community. This strategic utilization of short-form content aims to celebrate the Olympic spirit amongst millions of fans, delivering the best moments of the games in various regional languages and enhancing the viewing experience. Fans will also have access to insightful analysis from sports legends and commentators through studio clips available on both platforms.

Announcing the partnership, Gaurav Jain, Chief Business Officer, ShareChat & Moj, said, "We're thrilled to partner with Jio Cinema to bring official Olympics content to our vast user base, celebrate the spirit of the games, and cheer for the Indian contingent. By offering content in multiple regional languages, ShareChat and Moj have become the go-to destination for sports content and fandom allowing Indians to engage with Team India's journey like never before.”

Jain further said, “The widespread consumption of short videos has revolutionized the way we engage with content, and ShareChat is proud to offer a platform that caters to this demand. Blending content, culture and community ShareChat and Moj are slowly pivoting how marketers can use their creative imagination to build meaningful connections with their audiences."

“The partnership with ShareChat and Moj is a significant milestone in our journey to make digital content accessible to every Indian, driving a new kind of lean-in engagement,” said a Viacom18 Spokesperson.

The spokesperson said, “Innovation has been at the helm of our Paris 2024 presentation, be it through language offerings, curated feeds, or former Olympians who will join us as studio experts.  This partnership takes it a step further in that direction through its unique content offerings that will excite fans and draw them into celebrating the Olympic movement.” 

As the blue riband event inches closer, ShareChat and JioCinema aim to redefine the way fans engage with Olympic content, creating a truly enriching experience and setting a new benchmark for sports content consumption in India.

ShareChat partners with JioCinema for Olympic Games to enhance user experience

Costa Coffee on Monday said that it would be the "Official Coffee Partner" at the Paris Olympics Games 2024. With six kiosks and over 110 self-serve Pacto machines, 130 Costa Coffee team members from six countries will deliver the beverage experiences to fans and athletes at seven venues across Paris, the coffee brand said.

<a href="https://www.storyboard18.com/brand-marketing/paris-olympics-2024-airbnb-sees-30-surge-in-bookings-from-indian-tourists-36882.htm">Paris Olympics 2024: Airbnb sees 30% surge in bookings from Indian tourists</a>


Costa Coffee has also introduced three Indian baristas: Ameer Fayiz, Mallika Tripura, and Abhishek Kumar. "They will ensure seamless operation of these sites and will host coffee masterclasses designed exclusively for the athletes and spectators," Costa Coffee said.

Vinay Nair, General Manager, India & Emerging International, Costa Coffee at the Coca-Cola Company, said, "We are proud to be the Official Coffee Partner for the Olympic Games Paris 2024. This opportunity not only allows us to showcase the skill and artistry of our Indian baristas on a prestigious international platform, but also underscores our commitment towards our talented team members. By providing them with this extraordinary opportunity, we are investing in their growth, embracing an inclusive culture, and celebrating their dedication to excellence".

Costa Coffee named 'Official Coffee Partner' for Paris Olympics 2024

With the Paris Olympics on the horizon, cybersecurity firm McAfee has discovered deepfake scams that are designed to discredit the International Olympic Committee (IOC). The scammers have used the deepfake version of billionaire Elon Musk's voice to raise their propoganda this time.

As per CNBCTV18 report, in the latest version, the scammers have created a fictitious Amazon Prime series titled 'Olympics has Fallen II: The End of Thomas Bach', released on Telegram last month. 

The series has targeted the Olympics by spreading misinformation and creating believable narratives. In the series, the scammers have used the deep fake voice of Elon Musk's voice for the narration. 

McAfee said that Musk's voice is a common target for scammers. The company's 2023 Hacker Celebrity Hot List ranked him as one of the most frequently mimicked public figures in cryptocurrency scams.

<a href="https://www.storyboard18.com/how-it-works/youtube-now-allows-users-to-request-removal-of-ai-generated-deepfakes-36090.htm">YouTube now allows users to request removal of AI-generated deepfakes</a>

Last month, a report from Microsoft claimed that Russia was targeting the Paris Olympics with a disinformation campaign that included deploying a deepfake Tom Cruise, narrating a documentary, and criticizing the organization behind the games. 

Notably, Russia has been banned from the 2024 Olympics, although a small number of its athletes may compete as neutrals. 

<a href="https://www.storyboard18.com/how-it-works/when-tech-goes-bad-celebrities-and-the-dangers-of-deepfake-technology-32333.htm">When tech goes bad: Celebrities and the dangers of deepfake technology</a>

The IOC called the nine-minute episodes an "organized disinformation campaign" against it. 

The Olympic body said, "The International Olympic Committee (IOC) has recently been faced with several fake news posts targeting the IOC. An entire documentary produced with defamatory content, a fake narrative, and false information, using an AI-generated voice of a world-renowned Hollywood actor".

McAfee has predicted an increase in scams using AI as the Olympics is around the corner. However, the cybersecurity firm has cautioned people to avoid unfamiliar websites, and unsolicited messages and verify the information source. 

Deepfake video targets Paris Olympics with fake Amazon Prime series using  AI 'Elon Musk' voice

The International Olympic Committee (IOC) announced on Friday that Saudi Arabia will host the first-ever Olympic Esports Games in 2025.

The IOC revealed that it will enter into a 12-year partnership with the Saudi National Olympic Committee. This decision is set to be ratified at the upcoming IOC session on the eve of the Olympic Games in Paris, after which the selection process for the host city will commence.

"We are very fortunate to work with the Saudi NOC on the Olympic Esports Games. Saudi Arabia has significant expertise in esports, which will be invaluable," said IOC President Thomas Bach in a statement. "The Olympic Esports Games will greatly benefit from this experience."

The IOC has been exploring the potential of esports for several years and has established a dedicated commission to identify opportunities. In 2021, the IOC launched the Olympic Virtual Series, a pilot venture in esports.

"We are a youthful nation, with over 23 million gamers," said Prince Abdulaziz bin Turki Al Faisal, the Saudi Minister of Sport. "Our kingdom has become a global hub for professional esports. This is a natural next step for our young athletes, our country, and the global esports community."

Last year, Saudi Arabia launched an annual Esports World Cup, with the first edition currently taking place in Riyadh from July 3 to August 25.

The IOC has been striving to engage a younger generation of potential fans, as its traditional audience base ages. The committee mentioned that a new dedicated structure would need to be created within the organization, separate from the organizational and financial model for the Olympic Games.

The IOC launched its first esports pilot, the Olympic Virtual Series, in 2021 followed by the Olympic Esports Week in Singapore in June 2023. This event brought together over 130 players from around the world, competing in 10 mixed-gender categories, attracting over 500,000 unique participants and six million views, with 75% of the audience aged 13 to 34.

Indian esports industry stands to gain significantly from this development. Following a bronze medal win in DOTA 2 at the 2022 Commonwealth Games in Birmingham and competing in five titles at the 2022 Asian Games in Hangzhou.

Expressing his enthusiasm for the ground breaking development, Akshat Rathee, Co-founder and MD of NODWIN Gaming, said, “NODWIN Gaming is thrilled that esports has earned its place in the Olympics with its own standalone event, akin to the Summer, Winter, and Paralympics. This recognition allows countries to develop independent esports programs. Together with our partners in the GEF and the EWC, NODWIN Gaming is eager to build esports in our core growth markets, seizing this opportunity for hope and glory.”

Lokesh Suji, the Director of the ESFI, and the Vice President of the Asian Esports Federation (AESF), expressed his excitement at the development: “This decision marks a significant milestone in the global recognition and growth of esports, providing a prestigious platform for athletes from around the world to showcase their skills on an unparalleled stage. Finally, esports at the Olympics—this is the news we have all been waiting for. We thank the leadership and the entire IOC for transforming our dreams into reality.”

Saudi Arabia to host first ever Olympic Esports Games in 2025

With the Paris Olympics 2024 and Paralympic Games just weeks away, hospitality firm Airbnb has witnessed a significant surge in bookings across the globe.

The vacation rental company said that travellers from more than 160 countries have booked their stays with Airbnb during the Olympics period (July 26 to August 11). Paris has emerged as the top-searched city on its platform with a nearly 90% increase in active listings in the region, it added.

According to the American hospitality firm, Airbnb witnessed the highest increase in travellers coming from India, Mainland China, Hong Kong, and Japan. India alone witnessed around a 30% increase in booking of stays in and around Paris. Beyond Paris, Indian travellers would be exploring other locations in the country such as Nice, Aubervilliers, Colombes, and Saint-Ouen-sur-Seine. Additionally, areas including key Olympic venues like Colombes (field hockey) and Châteauroux (shooting events), along with cities hosting football matches like Saint-Etienne, Lyon, Nantes, Nice, and Bordeaux, have experienced significant interest.

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"The surge in bookings for Paris reflects an exciting trend among Indian travellers, who are increasingly planning trips around iconic sporting events like the Olympics, showcasing their growing appetite for unique, global experiences. Interestingly, while Paris remains a top destination, these travellers are also venturing beyond traditional tourist spots to explore cities like Saint-Denis and Bordeaux to catch their favourite sports," Amanpreet Bajaj, Airbnb’s General Manager for India, Southeast Asia, Hong Kong, and Taiwan said.


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As of March 31, nights booked during the dates of the Olympics were over five times (400%) higher than they were in Paris two years ago in the same time interval, Airbnb mentioned.


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It added that the stays in its properties during the dates of the Summer Olympic Games in Paris 2024 are estimated to generate over $2,170 for a typical host in the region, having a total economic impact of almost more than $1 billion and supporting almost 7,300 full-time equivalent jobs in the country. 

Paris Olympics 2024: Airbnb sees 30% surge in bookings from Indian tourists

India's Unified Payments Interface (UPI) technology has expanded its footprints at the flagship store of Galeries Lafayette on Haussmann Boulevard in Paris ahead of the Summer Olympics, scheduled to be held on July 27 this year.

Earlier this year, India launched UPI at the Eiffel Tower.

Indian Embassy in France spoke about another UPI milestone on the X platform. "On July 3, 2024, the Unified Payments Interface (UPI) became live at the flagship store of the world-renowned Galeries Lafayette in Haussmann, Paris. This expands the acceptance of UPI in Paris after a successful launch at the iconic Eiffel Tower," the Embassy wrote.


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Ambassador of India to France and Principality of Monaco Jawed Ashraf launched UPI by live use at the store in the presence of Nicolas Houze, CEO of Galeries Lafayette, and Alain Lacour, Chairman of Lyra Group.

The UPI in Paris would facilitate seamless transactions for a growing number of Indian visitors who are planning to attend the Olympics.

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UPI  is a system that powers multiple bank accounts into a single mobile application (of any participating bank), merging several banking features, seamless fund routing & merchant payments into one hood.

According to the National Payments Corporation of India (NPCI), seven countries ( Bhutan, France, Mauritius, Nepal, Singapore, Sri Lanka, and UAE) have accepted India's UPI payment system.

OLYMPICS