Beat TV, first revealed by Marketing Week in September last year , will broadcast every weeknight of London 2012 on ITV2 and also in other territories with different broadcast partners. It will fall under the umbrella of Coca-Cola’s wider “Move to the Beat” Olympic sponsorship activity.
The programme will feature interviews with sports stars, celebrities and musicians – some of whom will take part in “comedic” sporting challenges. Beat TV will also showcase some of the musical and cultural events taking place around the Games.
It will be hosted by Dave Berry, Laura Whitmore and Darren McMullen.
Claudia Navarro, Coca-Cola’s global Olympic marketing director, says: “We’re filling out a need and desire. Sometimes you have Games coming and going and you get a lot of info on the event, but you miss out on what it would have felt like had you been there.
“Instead of focusing on what’s happening on the pitch, the medalists. … we’ll capture the vibe of London, the social aspect of it for the fans.”
The BBC is the official Olympic broadcaster in the UK.