Digital revolution could be Olympics' salvation

By Robert Woodward

LONDON (Reuters) - For the Olympic movement, the digital revolution is armed with a double-edged sword -- it has lured the younger generation away from sport but could open up the Olympic experience to a far wider audience.

"It (digital media) will have a transforming impact on the Olympics at multiple levels," says Shoba Purushothaman, CEO of Web-based video marketing platform The NewsMarket.

"It will change story-telling for the Games by making it more human and personal."

A Summer Games was one of the sporting and television highlights of the year for today's parents and grandparents.

In the 21st century, young people have a huge variety of sport, music and entertainment media to flick through, both on television and the internet, and the Olympics has no special aura for many of them.

"The Olympic Games are not that credible or relevant to most young people in the developed or developing world," says Alex Balfour, head of new media at the London 2012 organising committee.

The average age of viewers for the 2004 Games in Athens was over 40 and shows no signs of falling.

"I will maybe watch highlight shows on TV later in the evening but I can never see myself watching it live," said Richard Cousins, a 19-year-old British student.