Games embraces the new web

Media sharing technology could help turn a problem into an opportunity, says London committee

The organisers of London 2012 are exploring the possibilities of Web 2.0

The organisers of the 2012 Olympics want to use Web 2.0 technologies to make the Games accessible to modern audiences.

In the past, organisers have used the main web site for publishing results and providing information to the public.

But the London Organising Committee of the Olympic Games (Locog) wants to 'set its stall out differently', according to head of new media Alex Balfour.

The group is considering how media sharing technology could help turn camera phones from a threat into an opportunity.

Audience members recording events and uploading photos and videos to the web contravene existing broadcast agreements.

But by encouraging people to share content on an official web site, sports fans could help provide coverage of lesser-known competitors otherwise ignored by mainstream media.

'Someone might track a runner coming 54th in a marathon who happens to be a top athlete from their country,' said Balfour.

'Rather than attempting to stop something unstoppable, we can embrace it and create something spectacular,' he said.

'We have to make the most of this opportunity, because if we don't it will happen anyway.'

Social networking sites and other next-generation applications have a key role in attracting young people, says Balfour.

'Now everyone communicates with social networking sites as part of their daily dialogue, and most people under the age of 20 do not use email now,' he said.

'It is important the Olympics is involved in that movement so it is relevant to people today.'

Locog is the latest in a string of major organisations interested in exploiting consumer-focused Web 2.0 technologies.

Supermarket giant Tesco says it wants to replicate the community aspects of its local shops by offering social networking and interactive feedback tools in its online store. Rival Waitrose is also planning a site for virtual discussions between customers.

And British Airways is looking at how it can combine data held in internal and external systems to provide transport data direct to customers' mobile phones.