Isn’t it annoying to know that the Olympic opening ceremony has already happened, but we don’t get to see it for 5 more hours? And if you’re watching in HD, you get to wait ANOTHER hour after that.
I’m really bummed out with the Olympics, which over the last decade have become such an incredible corporate juggernaut. The organizers love to wax eloquent about the simplicity and honor of pure sport, but then make the games all about the money. This year, amid the threat of terrorism, the organizers are using the tight security to serve another master: the sponsor.
The modern Olympics is, of course, as much about sponsorship as sport – and the influence of the marketing men is everywhere to see. The only soft drinks available in the Village are those manufactured by the Coca-Cola company. The only beer on tap in the media bar is Heineken, which tastes like piss. The only credit card accepted at the on-site shops is Visa and every television is made by Panasonic.
I’ve heard a rumour, so far unconfirmed, that one journalist had a bottle of mineral water taken off him at the entrance to the International Broadcast Centre because it wasn’t Avra, the grandly-titled “Official Water of Athens 2004.”
I’ve seen lots of reports of the confiscation of Pepsi products. Media companies are finding ways to keep their websites secured against visitors from other countries to protect international broadcast rights. And even short little puff video pieces on NBC’s website are prefaced by an ad. Wired reports that NBC is requiring credit card numbers — Visa only, the official card of the Olympics — to watch delayed video clips. They also note that some UK computer geeks are setting up proxy servers allowing anyone to view the BBC live coverage from any country.
Of course, why would anyone have expected the Olympics to be immune from the marketing revolution?
When will the backlash begin? Now. Here are some pics of the opening ceremony, before NBC dains to show us.
