Martin Sorrell Encourages IOC To Focus On Mobile, Social Content

Ad agency WPP CEO Martin Sorrell today told the IOC at its 128th session in Kuala Lumpur, Malaysia that it "needs to stay relevant with the younger generation and concentrate more of its content on the Internet and via mobile devices." He said, "Live sports coverage is the last bastion of high-value traditional programming." He added that the IOC "needs to stay current by increasing its on-demand content and social media." Sorrell: "It's critical to find your voice more than just 17 days every two years. ... The IOC needs to create a range of content that is more than archive and TV footage. You have the ultimate story platforms -- tell stories about the athletes, their families, friends and dreams" (AP, 8/2).