Sorrell fires a warning shot over digital Olympic coverage

The IOC has to embrace younger generations and "learn from the likes of YouTube or risk losing young viewers for life."

That was the opinion of Martin Sorrell from WPP Group as reported by Social Media today.

In a keynote speech on digital media at the International Olympic Committee’s Congress he also recommended that “If they are going online, you go online. You have to let them play–with your content, your assets–in their own way.”

and according to Sorrell

1.4 billion people had Internet access and four billion used mobile phones, but people with mobile wireless devices were “no longer satisfied” with just consuming content created by television networks. They wanted to make their own images and communicate through social networking sites, he said.

His conclusion?

We must ensure the iPod, iPhone generation is tuning in, not tuning out,

Ht-Martin Belam