American broadcaster NBC produced only 2 hours of online streaming video for the 2006 Winter Games but produced approximately 2,200 hours of coverage for the 2008 Summer Games. For the first time "live online video rights in some markets for the Olympics have been separately negotiated, not part of the overall 'broadcast rights,'"; these new media of the digital economy are growing "nine times faster than the rest of the advertising market."[35]
Globally, however, the 2008 Olympics is subject to extensive copyright restriction –which amounts to territorial restrictions– whilst still being covered extensively online within various exclusive copyright autarkies. Thus despite the international nature of the event and the global reach of the Internet, the coverage world wide of assorted nation-states and television networks is not readily accessible; there is no global or supranational media coverage as such. The international European Broadcasting Union (EBU), for example, provides live coverage and highlights of all arenas only for certain of its own territories[36] on their website eurovisionsports.tv.[37] Many national broadcasters likewise restrict online events to their domestic audiences.[38]
Despite the contractual obligations of the digital economy, some of the same technologies used to circumvent the Great Firewall of China (such as UltraSurf) can be used to subvert the Olympic media autarkies on the Internet as well.
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