The World: Beijing - Olympics boost for state-run broadcaster CCTV

CCTV, China's state-run broadcaster, is set to be the big winner at this year's Olympics in terms of audience and ad revenue.

CCTV Channel 5 has exclusive rights to live broadcasts of the Games.

Zenith predicts CCTV will scoop a third of the primetime audience, with local channels losing out as marketers either cash in on Olympic fever or hold off until the Games have finished.

Meanwhile, CCTV has set up an Olympic copyright-protection squad along with nine partners. Last week, it brought a case against a file-sharing software company over footage of the torch relay.