document: Online coverage of the Olympic Games In 1956 a new medium was evolving which helped shape not only the presentation of the Games to a worldwide audience , but created entirely new avenues for marketing and sponsorship which changed the entire economic relevance of the Games . The medium in 1956 was television , and the medium now , of course , is the Internet . Not since 1956 has Olympic coverage been so impacted by the onset of new technology as the current Olympiad has been . But now the IOC finds itself in another set of circumstances not altogether different from 1956
doc_bio_tags: B I O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O B O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O B O O O O O O O O O O O O
extractive_keyphrases: olympic games online coverage marketing sponsorship economic relevance olympiad ioc
abstractive_keyphrases: online rights e-broadcast