The IOC awards the broadcast rights to the highest bidder. I'm not sure they have any other criteria for awarding them. If they were willing to take less money, they might be able to place more conditions. This is one more thing (out of many) I blame on them. From Avery Brundage to Juan Antonio Samaranch, they seem to be a bunch of Fascists (and I mean that in the literal sense as well as the figurative). Brundage was a Nazi sympathizer and and Samaranch was a Franco crony. They both seem to have been anti-Semitic (promising for a decade to dedicate an Olympics to the Israeli athletes the IOC helped get killed, Samaranch broke his promise every four years). Brundage, though American, was effectively anti-American. He was vehement about preserving the "amateur status" of athletes in the capitalist countries, while winking at all the subsidies in the Communist bloc which made their athletes basically paid government employees. There's a history of financial corruption, too, at the IOC that may or may not have ended.
First they ignore you, then they ridicule you, then they fight you, then you win. Gandhi.
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