Dipa karmakar

RCB Innovation Lab Indian Sports: Aditya Aditya, Head of Media Business Strategy & Intelligence at the International Olympic Committee (IOC), highlighted the impact of including cricket in the Olympics and the potential of AI in revolutionising the viewer experience at the quadrennial extravaganza.

Addressing the gathering at the RCB Innovation Lab Indian Sports Summit on reinventing Olympic broadcast consumption for next-generation fans, Aditya spoke about the significance of cricket’s inclusion in the Games and how it could drive wider interest in other sports.

“Cricket was one of the big things for us. We wanted to make sure that cricket becomes part of the Olympics. And the mission was very clear: how can we get closer to every fourth person in the world that is living in India and the subcontinent? Imagine cricket stars sitting and watching athletics and swimming or hanging out with Neeraj Chopra. Those moments go a long way in creating those stories.” he said.