It should be said that in the most populous country in the World, everyone is glued to the TV. "Even when people are at work, they are watching the Olympics," continues the Global Times, which also points out that these Games "are the first in history to be broadcast not only on television, but also on the internet and mobile phones."

A point not lost on magazine Sohu IT, which says, "Thanks to the internet, the Beijing Olympics will have the largest number of viewers in the history of the Games."

"A world record" states the daily Gui Yang "More than one and a half billion people are watching the Beijing Olympics."

The games are also stoking an unprecedented media battle in China between national television network CCTV and local TV stations. CCTV may have the exclusive rights on showing the Games, with 90% market share at peak times, but local stations are fighting back by "raising the number of special Olympic programs, and inviting Olympians on as guests to increase viewing figures... But the battle between the local stations and CCTV is fierce." explains Huaxia Shibao.

Viewing figures are important for all the channels, with the Games expected to generate some 200 million euros worth of advertising during the two weeks of competition.