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Asian RC 3: "Use Technology To Reach New Territories"
International Olympic Committee director of television & marketing services Timo Lumme analysed the theme of a "world-wide brand using new media", noting the Beijing Olympic Games drew bigger audiences than any Games in history "with 2 out of 3 people in the world watching either on-line or on television". And the recent Vancouver Winter Games "saw the same amount of global coverage on on-line & mobile platforms as there were on television platforms". Lumme emphasised: "Recent Games have shown that, by partnering with the world's leading media organisations, we can successfully use technology to reach more people & new territories." Lumme also said the development of new media (such as YouTube & Google) gave his organisation opportunities: the IOC has launched its own internet channel (available on the YouTube platform) to broadcast Olympic Games highlights. Lumme added: "The IOC has recently re-launched its website with a more 'consumer focus' & has set up channels on social media platforms, including Facebook, Twitter & Flickr. These media give the IOC the opportunity to speak in a less formal voice, to interact with & engage young people." Lumme said the Olympic Movement's objective of creating a "great live sporting, human, emotional, passionate drama" & then broadcasting this to the widest global audience using "cutting edge production techniques & distribution technology", while partnering the world's leading media organisations for the "best expertise available", was just as relevant to the sports industry as a whole.