The International Olympic Comitee, the IOC, will broadcast its own images of the Olympics in Beijing via YouTube. In countries where the television rights haven't been sold and in countries where those rights haven't been sold exclusively, the IOC will takeover the role of broadcaster. The games' organization won't have to make deals with television broadcasting companies because it'll place the images directly on the internet. No full sports competitions will be offered, but solely summaries and highlights. Inhabitants of 77 countries (such as Afghanistan and Ethiopia, but also Saudi Arabia, Singapore and Thailand) will profit from this move.

Future Vision by Erwin Van Lun on this article

And so the media landscape is slowly taking shape. All brands are building brand worlds where they have high quality interaction, dialogue, with the consumer. The time of programming the consumer’s television-evening is slowly ending. Currently for 77 countries only, but soon for all of them. We’ll start paying the IOC for its content—that’s also part of the development—but will be given an experience we’ll never forget in return, it’ll put every previous television broadcast to shame. It’ll become the trick to select the right experiences and for that home entertainment coaching brands will be at our side. This is how everything correlates with one another, this is how a wholly different world is created, one in which the consumer is central.

Related trends

• Brand worlds

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