Beijing Olympics: NBC and TikTok Team Up to Promote Event

NBCUniversal is partnering with TikTok to promote its coverage of the 2022 Winter Olympics in Beijing. The popular social-media app is owned by Chinese tech giant ByteDance, which has raised national-security concerns. This news, which was first reported by industry-specific outlets such as TechCrunch, PRWeek, and AdAge, is almost guaranteed to exacerbate concerns that NBC, which holds exclusive rights to broadcast the games, will deliver a major propaganda victory to the Chinese Communist Party.

In a press release issued yesterday, NBCUniversal reportedly announced that its partnership with TikTok will center around exclusive, original content to be promoted on its various TikTok accounts. Meanwhile, NBCUniversal’s advertising partners will be part of a new ad strategy on the platform surrounding the Olympics — TechCrunch speculates that this could revolve around shopping on the platform.

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Jimmy Quinn

Jimmy Quinn is the former national security correspondent for National Review.

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NBCUniversal is partnering with TikTok to promote its coverage of the 2022 Winter Olympics in Beijing. The popular social-media app is owned by Chinese tech giant ByteDance, which has raised national-security concerns. This news, which was first reported by industry-specific outlets such as TechCrunch, PRWeek, and AdAge, is almost guaranteed to exacerbate concerns that NBC, which holds exclusive rights to broadcast the games, will deliver a major propaganda victory to the Chinese Communist Party.

In a press release issued yesterday, NBCUniversal reportedly announced that its partnership with TikTok will center around exclusive, original content to be promoted on its various TikTok accounts. Meanwhile, NBCUniversal’s advertising partners will be part of a new ad strategy on the platform surrounding the Olympics — TechCrunch speculates that this could revolve around shopping on the platform.