“Allow young people ready access to the content that you create for them. The young people take their media habits with them, so if you are not part of their habit now - you most definitely will not be in the future,” Sorrell said, speaking at the IOC congress in Copenhagen on Monday, as reported by Reuters. “You need to be present in these (new media) environments and have a credible voice, not restricting access through copyright. Let the children play.”
“You have to let them play with your content, your assets in their own way.”
The IOC has been trying to reverse a trend of a rising average age of Olympics viewer since 1992. At Beijing, the average age finally came down.
Sorrell said there were 1.6 billion people online and 4 billion mobile phones, and that the key audience within these were young people, whom he said “impact over $600 billion in consumer spending”.
