CCTV: China state broadcaster CCTV's Olympics title sequence

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Released:	August 2008
Advertiser:	CCTV
Agency:	red bee
Country:	United Kingdom
Category:	Publications & media

Credits:

When a potential audience of 1.2 billion Chinese people tune in to state broadcaster CCTV today to catch the opening ceremony of the Beijing Olympics, they will be greeted by a rousing title sequence created by a UK company normally associated with the BBC.

The title sequence, created by UK on-air branding agency Red Bee Media, is a modern take on the ancient five elements theory of earth, water, metal, wood and fire, mixed in with athletes and shots of Beijing Olympic venues including the "bird's nest" athletics stadium.

Red Bee's title sequence will introduce CCTV's 18 hours of daily coverage over the 17 days of the Beijing Olympics, the biggest TV event ever shown in China.