By Nick Butler in Nanjing

Olympic Council of Asia logoAugust 19 - The Olympic Council of Asia (OCA) will produce internal coverage of the Asian Games as well as their other events in an expansion of their existing partnership with the international media rights company MP & Silva.

The 2010 Asian Games in Guangzhou saw 2,500 hours of broadcasting transmission reach an audience of billions of people and - with similar levels expected at Incheon 2014 - the service is aiming to "set a new production standard for multi-sporting event coverage."

It will continue the precedent set by the International Olympic Committee's (IOC) Olympic Broadcasting Service which began in 2001 and was well received at both Beijing 2008 and London 2012.

The move will also include other OCA events and will aim to raise the profile of competitions in the future like the ongoing Asian Youth Games here in Nanjing.

Sheikh Ahmad has been attending the Asian Youth Games in NanjingOCA President Sheikh Ahmad Al Fahad Al Sabah in Nanjing at the Asian Youth Games ahead of the announcement

MP & Silva will be responsible for managing, supervising and executing all media production of the Asian multi-sporting competitions on behalf of OCA.

They already provide 5,000 hours of programmes for over 70 broadcasters and in Asia this involves coverage of football's world cup qualifying matches as well as domestic action including the Barclays Premier League, Italian Serie A, French Ligue 1 and Spanish La Liga.

Andrea Radrizzani, chief executive of MP & Silva, voiced his excitement at the new deal and the prospect of working with the OCA.

"We developed very strong links with Asian and Middle Eastern broadcasters and sports governing bodies over the years, and having the chance to be a partner in the establishment of the OCA Broadcasting Services is incredibly exciting to us," he said.

"This is a historic moment for the Olympic Asian sports movement because the top quality of production that we will bring to the final TV product will make the Asian Games and other OCA events much more appealing to different audiences worldwide."