ERT was a major national sponsor and the official broadcaster of the 2004 Olympic Games in Athens. It has been broadcasting the Olympic Games in Greece since the Mexico City Games of 1968. It also broadcasts IAAF games while it is shown on privately owned channels mainly in the United States. Today it broadcasts documentaries, some from the private sector, and a few animated shows. With the introduction of independent privately owned channels in Greece in the late 1980s, programme quality changed to a more commercial variety, in order to survive the fierce competition for ratings. This was a major shift in the network's principles that was dominated by wider variety, alleged "higher quality" programmes including documentaries and World Cinema.