Last Wednesday marked the 100th day mark until the opening of the 2012 Olympics in London. The news was filled with announcements about the coverage on NBC in the US as well as other coverage announcements by other sports news outlets. Suffice it to say, there will be more opportunities to keep track of what’s going on that ever before. With NBC’s promise to stream 3500 hours of coverage live over the internet, access (and data usage) will be wide open. Hopefully, the excitement and engagement will equal the level of access. It’s success in both content presentation and quality could provide key insights into the streaming possibilities for future events that are not as big as the Olympics. With that being said, I am still crossing my fingers for something connected to the Olympics but often overlooked – the Olympic Cultural Festival. I have tickets for the Olympics but I will not be able to attend any of the cultural events surrounding it – and that is what my fingers are crossed for, in terms of streaming.
Alongside every Olympics, the hosting nations present a large and varied cultural arts festival. These festivals not only present the opportunity to experience the arts in new ways – they provide a platform for artists to reach an audience in ways like never before. Perhaps even more than the actual Olympics, they give a clearer view into what the hosting country is all about. As such, I want to see more. I’ve checked out the many of the 364 events that are promoted on the London 2012 Festival site with shows ranging from Art to books, to music, to food, to fashion dance and theatre with a bunch of other things sprinkled in.
Beyond the presenters and participants, larger organizations and companies are getting involved. Eurostar – one of the larger European train companies – is sponsoring a stage in Granary Square. Panasonic is sponsoring a program to bring young people into the art of filmmaking through “Film Nation: Shorts”. BP is causing a bit of a row with their participation due to concerns of gas/petrol and environmental issues, but I applaud them for their sponsorship of programs with the Royal Shakespeare Company, The National Portrait Gallery and the Tate Museum – mostly to engage younger audiences. And, BT is sponsoring a number of arts events with a series of music events at its core.
So, here’s where the rub is. If BT is the communications partner for both the Gamesandthe Festival. And, if they profess that they are “responsible for providing the communications services and infrastructure to make London 2012 the most connected Games ever, but it’s not just about the sporting action – we’re enabling people to have a fantastic London 2012 experience through music and art too.” Then, shouldn’t we be seeing some major announcements about their streaming of many cultural events on the internet and through mobile?
Perhaps its unfair to call out BT on this, but they seem to be most primed to make this happen and I guess this is now a plea for them (or anyone) to do so. After seeing the artists at Coachella agree to have their performances streamed live, it seems a no-brainer for artists and organizations to do the same from the London 2012 Festival. Why not share something that is seemingly so fantastic?
Again, the Olympic Games themselves have some minor differences based on where they are hosted, but the Cultural Festivals that run alongside act as a true emblem of what the host country has to offer. I’m fortunate because I am able to be in London often and get to experience this first-hand, but I know I’m part of the relative few who are able to. And I’m saddened that I can’t be there to experience one of the great by-products of the games.
Yes, I will enjoy the Olympics whether I am there or in Los Angeles watching, but the Festival makes it so much fuller. Wouldn’t this also set the ball rolling for future Festivals when technology is even stronger? If the Gymnastics competition will be providing users the opportunity to view from a number of angles based on their choice, why can’t we take in some of the cultural events before and after?
I would say that somebody now has 93 days (til the Opening Ceremonies) to figure this out, but the official start date is actually June 21st (with many events already beginning.) Until the streaming cultural event announcements start coming, I don’t think I can risk holding my breath. But I can certainly cross my fingers.