Marketing communications group WPP Founder & CEO Martin Sorrell said that Olympic chiefs "must pump more content to mobile devices, and extend the allure of the Games outside its 17-day window to stay relevant to young people," according to Ossian Shine of REUTERS. Sorrell told IOC members, "You need to evolve to new consumption behaviors in both younger demographics and in fast-growth markets, more online and more mobile." Sorrell said that "the IOC should create a range of content that is more than live and archive footage, and make it easily shareable." Sorrell: "You have the ultimate story platform, young athletes, their families, friends and dreams." Sorrell said, "Brands love sports: and its power is greater than ever. It has truly global reach, including the premium end of the market. It has a huge collective moment, because participating in sport, watching sport, talking about sport are all an important part of our universal culture." Sorrell said that the rarity of the Olympics -- once every four years for a summer and a winter Games -- "was both a strength and a weakness for the IOC." He added, "People forget. Especially the newest generations who have grown up in this age of on-demand content and real-time social media. ... The time is now to engage and inspire audiences between the Games as well. This is why your idea of the Olympic Channel has such relevance and whose time has come." The IOC "is due to roll out its Olympic Channel next year." Sorrell: "My advice to you, if I can be so bold, is to be brave, is to be determined, is to be proud to be delivering the future of the Olympic Movement through this new medium" (REUTERS, 8/2).
