On August 16, the launch ceremony for the 2026 Changchun Modern Metropolitan Area "Film + Consumption" Season was held at the Changchun International Film Metropolis. During the event, a series of cooperation agreements were signed on site, including a strategic partnership between China Media Group (CMG) and the Executive Committee for the Changchun 2027 Winter Universiade. Under the agreement, CMG will serve as the Host Broadcaster for the Games and secure exclusive full-media rights for the Chinese Mainland, Hong Kong, and Macao.

According to the agreement, CMG will mobilize its full suite of multimedia platforms—including radio, television, and digital media—to deliver comprehensive coverage of the opening and closing ceremonies and all competitions throughout the Universiade. The broadcaster will also produce a wide array of integrated media content, such as feature reports, athlete interviews, and city-and-culture exploration segments, catering to the diverse viewing interests of national audiences. CMG will deploy its Olympic-grade production team to operate a standardized International Broadcast Center, produce the unified international feed, and distribute it to global media outlets—showcasing Changchun's winter scenery and the vibrant spirit of young athletes to the world. In view of the region's winter climate, CMG will also implement enhanced cold-protection measures for equipment and establish dual-redundant transmission links to ensure seamless, stable broadcasts.

The partnership is closely integrated with the concurrent "Film + Consumption" Season. Capitalizing on the broadcasting momentum generated by the Games, CMG will blend the winter sports IP with Jilin Province's rich cultural assets—including film, cultural tourism, intangible cultural heritage, and culinary resources. Through live specials, offline markets, and cross-platform media promotions, the collaboration aims to boost consumer spending across the Changchun Modern Metropolitan Area.

The Changchun 2027 Winter Universiade is scheduled to take place from January 15 to 25, 2027, across Changchun and Jilin City, featuring 12 sports and 97 events. This marks another major international winter multi-sport event hosted by China following the 2022 Beijing Winter Olympics and the 2025 Harbin Asian Winter Games, and it is also Changchun's first time hosting an international winter multi-sport event since the 2007 Asian Winter Games.

Source: Changchun Daily Convergence Media  Editor: Liu Jiadi