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... [read full story]