China’s television companies will be expected to pay at least 10 times more for broadcasting rights at future games than the bargain sum paid for Beijing, as Olympic officials seek to exploit the country’s medals success.

CCTV, the state broadcaster, is thought to have paid about $9m (€6m, £4.8m) for the 2008 coverage, from which it has generated about $400m in advertising revenues. The opening alone drew a local audience of 842m.