Here is a video the IOC should be embarrassed about, featuring its social media guru explaining why London 2012 must have so many rules governing the use of these technologies by participants and the public … because the Olympics are in truth an outdated media property in a world of 24/7 peer-to-peer connectivity. [ PaidContent ]. So far, the Games have been such a divisive and antisocial presence, in the shape of their marketing enforcers Locog, that one has to ask whether it is not time for the IOC to find new ways of monetising their circus in the future (besides the antiquated Olympic Partner Programme) because policing the interests of its corporate sponsors is proving nothing if not toxic and divisive. And the pressures can only increase as media and platforms proliferate. The latest Locog victim, the Box Hill News, a Surrey newsletter. It’s about time for “smarter” to be added to the Olympic ideals of “faster, higher and stronger” … Oh. And “cheaper”.

* It’s like a dystopian future in which Britain is run by a military junta headed by Ronald McDonald” - Andrew Rawnsley

* How will you watch the Games? TV is still the daddy of the Olympic media [ PaidContent ]