The International Olympic Committee announced plans today to launch a free Olympic Channel, with the launch coming later than originally expected.
The channel will launch Aug. 21 — the same day the Rio Olympic Games wrap up. The channel, described as a promotional Internet-video destination, is aimed at holding the interest of fans in Olympic events and athletes year-round.
“It’s a reflection of the org’s aims to better market the Olympics, especially to younger consumers, in the two-year intervals between the summer and winter games,” Variety reports. “The free Olympic Channel will go live after the Closing Ceremony of the Olympic Games Rio 2016, available via mobile apps for Android and iOS devices and at olympicchannel.com. The IOC also has launched social-media accounts for the service on Facebook, Instagram, Twitter and YouTube.”
Plans for the channel were originally announced in 2014, with the idea at the time being that the channel would launch ahead of the Rio Games.