Watching the Games? Switch on your cellphone

Cellphones and the internet are muscling in on more traditional media as ways to see the Olympic Games, and the trend will only deepen, organizers said on Tuesday. Timo Lumme, head of TV and marketing for the International Olympic Committee, said non-traditional media had already matched the 20,000 hours from traditional broadcasters so far these Games, contributing to a total audience he expects to reach 3.5 billion – or half the world’s population. “We’ve had a continuing digital explosion,” Lumme told a news conference. “We now have the same amount of hours covered globally on digital media – internet, mobile – as we have on the old media broadcasting, and a quarter of that is mobile.” “People are accessing this in different ways during different times. It does mean more is being consumed.”


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