Olympics:IOC president Jacques Rogge has defended the decision to end a 52-year partnership with the European Broadcast Union (EBU) on the grounds that the Olympic movement needs the extra money to survive the global financial crisis.
European viewers have been able to watch the Olympics on free-to-air TV since 1956 through the EBU's agreements, but their bid for the 2014 Winter Olympics and 2016 summer Games has been rejected.
Speaking after an IOC executive board meeting in Lausanne, Rogge said: "The reality is that there were companies in the market that have offered more money than the EBU has done at this stage. It appears the EBU was not the highest bidder.
"The IOC is only doing exactly what Uefa and Fifa have been doing, and maybe there is a new landscape in Europe."
Rogge pointed out that national broadcasters can still compete for the rights, and commercial networks will be required to screen at least 200 hours of free-to-air Games coverage.
The EBU's deal for the winter Games in Vancouver 2010 and London 2012 was worth more than €500million.
Rogge said the IOC must be "flexible" to overcome the financial crisis but are in a good position — and that Olympic host cities Vancouver, London and Sochi all have "stable" economic situations.
He added: "The IOC is in a position to weather the storm, but we have to be realistic and flexible. We are in a mode for lean Games."