|
Simply Question the Youth Olympic Games
In
July 2007, the International Olympic Committee (IOC) voted to start up a new product called the Youth Olympic Games. In February
2008, the IOC named Singapore as host for the inaugural 2010 Summer Youth Olympic Games. A few months later, the IOC announced Innsbruck as host city for the
2012 Winter Youth Olympic Games. Next comes
Youth Olympic Games 2014 summer, 2016 winter, 2018 summer, 2020 winter ...
In a BBC news report, IOC President Dr. Jacques Rogge said
the purpose of the youth games would be to inspire children around the world to participate more in sport, with
comment that "Today we observe a widespread decline a physical activity and an increase in obesity."
But
is youth obesity the motivation behind the Youth Olympic Games? What about TV ratings and advertising
revenues? x US TV ratings confirm a decline in the valuable advertising youth target market for the Olympics.
In remedy, in July 2007, the International Olympic Committee voted to create the Youth Olympic Games.
NBC's multi-billion dollar exclusive US Olympic broadcast contract ends in 2012. Conveniently, the IOC pushes
to launch the 1st Youth Olympic Games in 2010.
At what point will the IOC lauch
a major US Youth Olympic Games announcement? Will it be February 2008 so young kids across the US can
get inspired to think that they too have chance to be that young athlete competing in the 2010 Youth Olympic Games? Or,
will it be July 2010 so TV viewers can plan to watch the Youth Olympic Games 1 month later on NBC while sitting
on a couch with their kids? Timing of the official announcement will tell us if the primary purpose behind the rushed
creation of this global mega event is to grow advertising revenue as opposed to reduce youth obesity.
|
