International Olympic Committee (IOC) President Jacques Rogge, said: "We are delighted to have reached this agreement with Octagon and look forward to working with them over the coming months to ensure a comprehensive broadcast of the Games in the region."

The IOC Executive Board member Richard Carrión, who led the negotiations, said: "This is a new approach for broadcast rights in this region for the IOC.

"Our new partner Octagon has acquired the rights and will now begin to look for broadcast partners, who will be able to utilise a broadcast feed tailored for Sub-Saharan African viewers.

"We will be working closely with Octagon to ensure that the widest possible audience has access to the London 2012 Olympic Games."

Meanwhile Jonathan Riley, Octagon's Head of Broadcasting and Sales, added: "Octagon's commitment to the world's principal sports rights holders to create innovative pan-African rights and media sales models meshes with the IOC's vision and objectives for Africa.

"Our passion for production, distribution and integration of media, in partnership with Africa's free-to-air broadcasters, delivers a mass-audience platform and genuine value to all stakeholders."

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