Abstract
In October 2009, the International Olympic Committee’s (IOC) 13th Olympic Congress devoted one of its core discussion themes to the ‘digital revolution’ - asking how digital technologies could be harnessed more effectively to promote the values of Olympism. Until then, it had not been a major innovator in the area of digital technology or, at least, it had not taken full advantage of the web’s possibilities. In contrast, from one Games to the next, the IOC’s core media partners have steadily developed media technology and delivery from high definition broadcasting, television on demand to the online streaming of Olympic sports.1 The explanation for this difference is that the Olympic movement has rarely taken ownership of such innovation, benefiting by association with world-leading media partners rather than developing its own intellectual property around being a media technology innovator.
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© 2012 Andy Miah and Jennifer Jones
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Miah, A., Jones, J. (2012). The Olympic Movement’s New Media Revolution: Monetisation, Open Media and Intellectual Property. In: Lenskyj, H.J., Wagg, S. (eds) The Palgrave Handbook of Olympic Studies. Palgrave Macmillan, London. https://doi.org/10.1057/9780230367463_18
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DOI: https://doi.org/10.1057/9780230367463_18
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