Every four years, the Summer Olympic Games opening ceremony provides a select list of broadcasters with the television equivalent of a shot at gold.

The celebration typically vies with Super Bowls, football World Cups and the odd Formula 1 race for the title of the world’s most watched sporting event. This year, the vast and enthusiastic viewing population of the Olympics’ host country means there will almost certainly be no contest. The organisers of Beijing 2008 estimate that a global audience of 40bn will tune in over the course of the Games.