Cellphones take on TV

Vancouver: With the advancement in technology more people have started using cellphones and internet to watch the current Winter Olympic Games instead of traditional media like television. According to Timo Lumme, Head of TV and Marketing for the International Olympic Committee, non-traditional media like cellphones and internet have matched the 20,000 hours from traditional broadcasters so far these games, contributing to a total audience, which is expected to reach 3.5 billion - or half the world's population, reports Reuters.

"We've had a continuing digital explosion. We now have the same amount of hours covered globally on digital media - internet, mobile - as we have on the old media broadcasting, and a quarter of that is mobile," said Lumme. "People are accessing this in different ways during different times. It does mean more is being consumed."

According to Lumme, organizers were pleased with national broadcasters that include Canada's CTV and U.S. network NBC. NBC, which paid a record $2.2 billion for U.S. broadcast rights to the Beijing and Vancouver Olympics, has said it will lose money on the winter Games. But Lumme declined to speculate if that meant bids would come in lower next time.

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