The NewsMarket Inc, a New York-based company, is helping Chinese and other global firms raise their brand profiles internationally by taking advantage of the news media's demand for video content related to the Olympics.

The NewsMarket partnered with the International Olympic Committee (IOC) in 2003 to provide IOC video content to The NewsMarket's journalist users worldwide.

Sponsors and non-sponsors alike — including McDonald's, Volkswagen, Visa, Samsung and Adidas — are taking advantage of journalists' interest in IOC content.?

The NewsMarket's Beijing 2008 video portal has become "one-stop shopping" for Chinese and foreign journalists reporting on corporate involvement in the Olympics.

Its Web site, www.thenewsmarket.com, allows companies to provide broadcast-standard video and other multimedia content to the global media 24 hours a day, seven days a week. The site has registered journalist users from 16,000 media outlets in 193 countries.