Media Coverage
The Games organisers used online media to market the event, including Friendster, Facebook, Twitter, Wordpress and the official Youth.sg 2010 discussion forum. The intent was to reach out to youth worldwide so as to strengthen bonds through communication before the event began, and to generate awareness and create excitement. The opening ceremony topped Twitter's Trending Topics. Contracts were signed with 166 broadcasters to provide worldwide television broadcasts for the Games. These include China Central Television, which telecast the opening ceremony live and has been screening nine hours of coverage each day on its CCTV-5 sports channel, and the Universal Sports television network in the United States. Most print media coverage was by Asian newspapers and news agencies such as the China Youth Daily, Guangzhou Daily, Nanjing Daily and People's Daily and the Xinhua News Agency from China; the Asahi Shimbun and Yomiuri Shimbun from Japan; and the China Times and United Daily News and the Central News Agency from Taiwan; though Australian newspapers ran brief news items, results and pictures, and the British press followed events due to interest generated by the forthcoming 2012 Summer Olympics in London. In Canada, the games were broadcast by Canada's Olympic Broadcast Media Consortium, a joint venture between CTVglobemedia and Rogers Media. Coverage of those games was limited to a one-hour daily highlights package on Sportsnet and TSN2 (rebroadcast several weeks later on TSN). The consortium does not, however, own rights to the 2012 Winter Youth Olympics in Innsbruck (nor does it appear that those rights have been purchased by any other Canadian broadcaster).
Read more about this topic: 2010 Summer Youth Olympics
Famous quotes containing the word media:
“Never before has a generation of parents faced such awesome competition with the mass media for their children’s attention. While parents tout the virtues of premarital virginity, drug-free living, nonviolent resolution of social conflict, or character over physical appearance, their values are daily challenged by television soaps, rock music lyrics, tabloid headlines, and movie scenes extolling the importance of physical appearance and conformity.”
—Marianne E. Neifert (20th century)