HOT ISSUE London Olympic Games 2012 Back to LS Web (http://ls.edb.hkedcity.net) Browse Content

Introduction The 2012 London Olympics is nick-named the first “Social Media Olympics” to reflect the changed mode of participation for the public. In the past, the public could only participate through watching television. Nowadays, we can view and share information on Olympics Games whenever and wherever we like through mobile phones and the Internet. The International Olympic Committee (IOC) has set out guidelines on using social networks to encourage participants to share information while protecting the interests of different stakeholders, such as advertisers and sponsors. The guidelines stipulate that participants and other authorized persons can only share information or photos related to the Olympic Games in a first-person, diary-type format. The information and photos should not be used for commercial purposes, sold or distributed through other means. In addition, video or audio materials captured from the events must be for personal use only and must not be uploaded or shared to any social network. Different stakeholders have different opinions towards the guidelines. Previously, three of the local TV broadcasting companies in Hong Kong negotiated for broadcasting rights on the London Olympic Games 2012 but could not reach an agreement. The IOC and the government intervened and finally, the three parties reached a consensus so that citizens could enjoy free broadcasting of the Olympic Games. This crisis has raised considerable discussion, such as whether the media should take public interests into account when broadcasting large-scale events, and whether the government should intervene in commercial disputes involving public interests.

(Please click the Icons below for more references) Background Information Enquiry Questions 1. Is “free broadcasting of the Olympic Games” a kind of public interests? 2. How could IOC protect the interests of different stakeholders? 3. What phenomena of globalization can be reflected by the London Olympic Games 2012? 4. Take the measures of IOC on handling broadcasting rights and managing information sharing as examples, explain the factors that would affect the free flow of information.

References - Background Background Information - Social Media Olympics (Last Updated: 3 August, 2012) The official Facebook page of the London 2012 Olympic and Paralympic Games. Retrieved from: https://www.facebook.com/London2012?ref=ts Chuka Udeze (2012, April 29). How Will Social Media Affect The London Olympics 2012? [Infographic]. Retrieved from: http://businessonline360.com/how-will-social-media-affect-the-olympics-infographic.html Social Media Today (2012, June 21). 6 Reasons Why Olympics 2012 will make History in Social Media. Retrieved from: http://socialmediatoday.com/soravjain/562716/6-reasons-why-olympic-2012-will-make-history-social-media Eric Pfanner (2012, July 1). Social Media Is the Message for Olympics. Retrieved from: http://www.nytimes.com/2012/07/02/technology/social-media-is-the-message-for-olympics.html?pagewanted=all Ruth Decker (2012, June 21). Summer Olympic Games 2012 using social media technology. examiner.com. Retrieved from: http://www.examiner.com/article/summer-olympic-games-2012-using-social-media-technology > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References - Background Background Information - Social Media Olympics (Last Updated: 3 August, 2012) International Olympic Committee (2011, August 31). IOC Social Media, Blogging and Internet Guidelines for participants and other accredited persons at the London 2012 Olympic Games. Retrieved from: http://www.olympic.org/Documents/Games_London_2012/IOC_Social_Media_Blogging_and_Internet_Guidelines-London.pdf 一張圖看社群媒體如何改變2012倫敦奧運 (2012年4月20日) http://cforum2.cari.com.my/viewthread.php?tid=2754372 [Chinese Only] 南方都市報 (2012) <首屆社交媒體時代的奧運會>。6月24日。取自：http://gcontent.oeeee.com/3/88/388ce397608c1464/Blog/f22/f8e15a.html [Chinese Only] 埃米莉•斯蒂爾 (2012年6月26日) <倫敦奧運會新主角：社交媒體>。取自: http://big5.ftchinese.com/story/001045207 [Chinese Only] 最科技 (2012年6月19日) <Facebook的「社交奧運」野心：探索2012年倫敦奧運會>。取自: http://www.hksilicon.com/kb/articles/73573/Facebook2012 [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References - Background The disputes of London 2012 Olympic Games broadcasting rights (Last Updated: 3 August, 2012) 雅虎香港 (2012) <奧運賽事料50萬基層無緣看 有線獨家播 無綫亞視未主動商討>，4月13日。取自：http://hk.news.yahoo.com/奧運賽事料50萬基層無緣看-有線獨家播-無綫亞視未主動商討-212410546.html [Chinese Only] 黎群英(編輯) (2012年) <倫敦奧運倒數百日 香港有線承諾免費轉播>，《香港新聞網》，4月18日。取自：http://www.hkcna.hk/content/2012/0418/138049.shtml [Chinese Only] 張沛恆、譚敏聰(2012) <倫敦奧運 亞視國際台轉播>，《香港經濟日報》，6月7曰。取自：http://www.hket.com/eti/article/9119b597-74b9-412f-9b61-d27f5a52a4a3-078077&sectionId=005 [Chinese Only] 蘋果日報 (2012) <有線出辣招逼轉播　TVB拒接受 亞視就範　觀眾有免費倫奧睇>，6月7日。取自：http://hk.apple.nextmedia.com/news/art/20120607/16404768?ref=fb [Chinese Only] 新報(2012)<港府擬約晤三電視台斡旋>，7月12日。取自：http://www.hkdailynews.com.hk/news.php?id=235814 [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References - Background The disputes of London 2012 Olympic Games broadcasting rights (Last Updated: 3 August, 2012) 星島日報 (2012) <無綫申播百小時倫敦奧運>，7月14日。取自：http://singtao.com/yesterday/loc/0714ao11.html [Chinese Only] 星島日報 (2012) <無綫亞視倫敦奧運免費睇>，7月18日。取自：http://www.singtao.com/yesterday/loc/0718ao06.html [Chinese Only] 明報 (2012) <倫敦奧運轉播權爭議 政府介入3電臺談判7小時>，7月18日。(另見：http://www.zijing.org/news/html/339211.html ) [Chinese Only] 香港電台(2012)< 奧運轉播達共識　有線撤回向無綫亞視興訟>，7月18日。取自http://m.rthk.hk/news/20120718/855912.htm [Chinese Only] 星島日報 (2012) <轉播倫奧有線撤禁制令>，7月19日。取自：http://www.singtao.com/yesterday/loc/0719ao14.html [Chinese Only] Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Broadcasting rights & Public Interest Is “free broadcasting of the Olympic Games” a kind of public interests? (Last Updated: 3 August, 2012) 香港寬頻(2012) <政府不宜介入奧運轉播權>，7月9日。取自：http://www.youtube.com/watch?v=NeGPtdZR4Gg [Chinese Only] 明報(2012) <政府適度參與三台奧運談判>，7月17日。取自：http://inews.mingpao.com/htm/INews/20120717/gb11308k.htm [Chinese Only] 伍立德 (編導) (播出日期：2012年7月14日) < 臥底出更: 體育運動轉播權>，《原來錢作怪2012#5》，香港電台。取自：http://programme.rthk.hk/rthk/tv/programme.php?name=tv/money&d=2012-07-14&m=episode [Chinese Only] 星島日報 (2012) <確保市民免費看到奧運轉播>，7月9日。取自：http://www.singtao.com/yesterday/jou/0709jo01.html [Chinese Only] 香港電台(2012)<無綫亞視冀轉播奧運　霍震霆稱涉複雜問題>，7月13日。取自http://m.rthk.hk/news/20120713/854749.htm [Chinese Only] 東方日報(2012) <無綫搶播奧運 有線恐雙失>，7月12日。取自：http://orientaldaily.on.cc/cnt/news/20120712/00176_011.html [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Broadcasting rights & Public Interest Is “free broadcasting of the Olympic Games” a kind of public interests? (Last Updated: 3 August, 2012) 新浪網 (2012) <奧運轉播難題考驗新港府執政能力>，7月9日。取自：http://dailynews.sina.com/bg/news/int/singtao/20120709/09093548915.html [Chinese Only] 文滙報 (2012) <奧運轉播政府不能置身事外>，7月11日。取自：http://paper.wenweipo.com/2012/07/11/PL1207110004.htm [Chinese Only] NOW新聞(2012) <雷雄德：提供渠道予市民觀奧運政府有責>，7月11日。取自：http://news.now.com/home/local/player?newsId=39359 [Chinese Only] NOW新聞(2012) <譚偉豪：政府介入奧運轉播權能解決問題>，7月11日。取自：http://news.now.com/home/local/player?newsId=39358 [Chinese Only] 香港成報網 (2012) <無綫亞視 願合製倫奧節目 涉及商業考慮 政府稱不介入>，7月10日。取自：http://www.singpao.com/gw/xwa/201207/t20120712_369488.html [Chinese Only] 人民網(2012) <香港奧運電視轉播未達共識 市民各出奇謀看賽事>，7月11日。取自：http://hm.people.com.cn/BIG5/n/2012/0711/c42272-18492972.html [Chinese Only] 盧愛玲(2012) <新聞卸妝油—倫奧轉播權>，《頭條日報》，7月17 日。取自：http://news.hkheadline.com/dailynews/headline_news_detail_columnist.asp?id=199001&section_name=wtt&kw=43 [Chinese Only] Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References - Protection of Stakeholders’ Interest How could IOC protect the interests of different stakeholders? (Last Updated: 3 August, 2012) 中國奧委會官方網站 (2007) <奧林匹克憲章>。取自：http://www.olympic.cn/olympic/movement/2004-04-16/142694.html [Chinese Only] 楊帆(2001) <奧林匹克帶來什麼?>，《人民網》，7月17日。取自：http://www.people.com.cn/BIG5/jinji/36/20010717/513430.html [Chinese Only] 中國記協網(2012) <2012倫敦奧運轉播：一場王者的盛宴>，5月22日。取自：http://news.xinhuanet.com/zgjx/2012-05/22/c_112009674_2.htm [Chinese Only] 人民網(2008) <北京奧運網絡轉播須授權“奧運新媒體版權保護北京宣言”簽署>，5月6日。取自：http://2008.people.com.cn/BIG5/7205331.html [Chinese Only] 人民網(2007) <香港有線獨播2012年奧運 羅格吁保証最大觀眾量>，8月13日。取自：http://hm.people.com.cn/BIG5/42273/6103488.html [Chinese Only] 胡惠生、梁麗娟女(2010) <香港建立統一通訊事務管理局的問題與思考>，《傳媒春秋2010年02月號》，香港：香港電台。取自：http://rthk.hk/mediadigest/20100211_76_122547.html [Chinese Only] 騰訊(2012) <倫敦奧運轉播權大戰終局 門戶網棄購直播權>，7月6日。取自：http://big5.jrj.com.cn/gate/big5/usstock.jrj.com.cn/2012/07/06070513703024.shtml [Chinese Only] Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Globalization Phenomena 3. What phenomena of globalization can be reflected by the London Olympic Games 2012? (Last Updated: 3 August, 2012) Adam Vincenzini (2012, June 12). How 10 London Olympics sponsors are harnessing social media. Retrieved from: http://www.prdaily.com/Main/Articles/How_10_London_Olympics_sponsors_are_harnessing_soc_11869.aspx Sociagility (2012). THE LONDON 2012 SOCIAL SCOREBOARD. Retrieved from: http://olympics.sociagility.com/ Haswell, P. (2011, March) Media Digest . Social Media - A primer. Retrieved from http://rthk.hk/mediadigest/20110314_76_122728.html 中國新聞周刊 (2012年8月3日) <倫敦奧運的中國商機>。取自：http://news.sina.com.hk/news/9/1/1/2735498/1.html [Chinese Only] 中國經濟周刊 (2012年6月19日) <倫敦奧運的生意經:紀念品超六成來自中國> 。取自:http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/finance/2012-06/19/c_123302429.htm [Chinese Only] 財匯資訊 (2012年7月30日) <倫敦奧運的中國算盤：中國制造無處不在>。取自：http://news.cnyes.com/Content/20120730/KFLMQXEBDJT4F.shtml?c=detail [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Globalization Phenomena 3. What phenomena of globalization can be reflected by the London Olympic Games 2012? (Last Updated: 3 August, 2012) 天涯社區 (2012年7月29日) <看了跳水比賽，發現美國跳水隊穿的竟然是李寧！>。取自：http://www.tianya.cn/publicforum/content/worldlook/1/518901.shtml [Chinese Only] 北京新浪網 (2012年7月27日) <阿迪耐克雙雄會>。取自：http://news.sina.com.tw/article/20120727/7454823.html [Chinese Only] 成報 (2012) <美奧運制服中國製激怒國會>，7月14日。(另見：http://www.singpao.com/gjxw/gjyw/201207/t20120714_370045.html) [Chinese Only] 東方日報 (2012) <強詞有理：山寨貨殺入奧運>，7月31日。(另見：http://orientaldaily.on.cc/cnt/news/20120731/00184_004.html) [Chinese Only] 南華早報 (2012) <Monitor: 人民幣升值，中國競爭力恐遭削弱>，7月26日。(另見：http://chinaoutlook.scmp.com/zh-hk/article.php?ArticleID=1000029472&OtherID=1000029469&Section=columns) [Chinese Only] 中國商報 (2012) <倫敦奧運贊助商“決賽”難見中國企業>，7月10日。取自: http://www.cb-h.com/news/ss/2012/79/127947C87JC3JE0462169.html [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Globalization Phenomena 3. What phenomena of globalization can be reflected by the London Olympic Games 2012? (Last Updated: 3 August, 2012) 第一財經日報 (2012年4月16日) <奧運行銷的九大看點>，4月16日。取自: http://www.iceo.com.cn/guanli/112/2012/0416/246191.shtml [Chinese Only] 鳳凰網 (無日期) <奧運經濟 “錢”景何在 ? > 。取自：http://gz.ifeng.com/guangzhouzhuanti/aoyunjingji/ [Chinese Only] 中國經濟週刊 (2012年6月26日) <英名列經濟前景最悲觀國家：沒指望奧運賺錢>。取自：http://www.hkcd.com.hk/content/2012-06/26/content_2991030.htm [Chinese Only] 王怡棻 (2012年6月) 歐債危機下，緊抓場館預算24億美元 只用京奧1／5費用建設， 倫敦奧運史上最省，《遠見雜誌6月號，第312期》。(另見: http://carol0213.pixnet.net/blog/post/37689978-%E5%8F%AA%E7%94%A8%E4%BA%AC%E5%A5%A71%EF%BC%8F5%E8%B2%BB%E7%94%A8%E5%BB%BA%E8%A8%AD%EF%BC%8C-%E5%80%AB%E6%95%A6%E5%A5%A7%E9%81%8B%E5%8F%B2%E4%B8%8A%E6%9C%80%E7%9C81() [Chinese Only] 北京商報 (2012年2月16日) <歐債危機持續 羅馬“太差錢”被迫放棄申奧>。取自：http://finance.jrj.com.cn/2012/02/16031612258565.shtml [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Globalization Phenomena 3. What phenomena of globalization can be reflected by the London Olympic Games 2012? (Last Updated: 3 August, 2012) 中央通訊社 (2012年5月23日) <馬德里申奧 歐債添陰霾>。取自：http://www.cna.com.tw/Project/2012Olympic/News/20120523AFP0017.aspx [Chinese Only] 新浪香港(2012) <【編輯手記】奧運經濟>，7月13日。取自：http://finance.sina.com.hk/news/3/2/1/5042612/1.html [Chinese Only] 聯合早報 (2012) <倫敦奧運向垃圾食物贊助商低頭>，7月10日。取自：http://www.zaobao.com/wencui/2012/07/hongkong120710.shtml [Chinese Only] 環球企業家 (2012-06-04) <VISA利用社交媒體部署倫敦奧運行銷戰略>。取自:http://edu.sina.com.cn/bschool/2012-06-04/1451340821.shtml [Chinese Only] 肖明超 (2012-06-12) <[特約文章]2012倫敦奧運行銷：數位化進行時>。取自: http://www.socialbeta.cn/articles/2012-london-digital-marketing.html [Chinese Only] Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Factors Affecting the Free Flow of Information Take the measures of IOC on handling broadcasting rights and managing information sharing as examples, explain the factors that would affect the free flow of information. (Last Updated: 3 August, 2012) London Olympics 2012 Volunteers Given Blanket Ban on Social Media (n.d.). Direct Traffic Media. http://www.directtrafficmedia.co.uk/blog/london-olympics-2012-volunteers-given-blanket-ban-on-social-media 洪建平(2008) <奧運轉播：在經濟和技術之間>，《傳媒春秋2008年05月號》，香港：香港電台。取自：http://www.rthk.org.hk/mediadigest/20080515_76_121847.html [Chinese Only] <倫敦奧運成為首屆社交媒體奧運會 限制措施多> (2012-07-02) ，《創業家》雜誌社。取自: http://www.chuangyejia.com/index.php?m=content&c=index&a=show&catid=23&id=7532 [Chinese Only] 新浪尚品 (2012-05-28) <倫敦奧運禁社交網以阻擋非官贊助品牌>。取自:http://luxury.chinadaily.com.cn/2012-05/28/content_15399386.htm [Chinese Only] 蘋果日報 (2012) <倫敦奧運 禁觀眾上網Po相>，4月26日。取自: http://hk.apple.nextmedia.com/realtime/international/20120426/50083308 [Chinese Only] > More Information Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information

References – Factors Affecting the Free Flow of Information Take the measures of IOC on handling broadcasting rights and managing information sharing as examples, explain the factors that would affect the free flow of information. (Last Updated: 3 August, 2012) 李連傑 (2012-04-26) <倫敦奧運禁po網 主辦單位難控管>。取自: http://newtalk.tw/news_read.php?oid=24556 [Chinese Only] 明報 (2012) <最多like奧運爆保安隱患>，7月27日。(另見：http://news.sina.com.hk/news/13/1/1/2728959/1.html) [Chinese Only] 國際先驅論壇報 (2012-07-02) <倫敦奧運謹慎擁抱社交媒體>。取自: http://digital.sina.com.hk/news/%E5%9C%8B%E9%9A%9B%E5%85%88%E9%A9%85%E8%AB%96%E5%A3%87%E5%A0%B1%EF%BC%9A%E5%80%AB%E6%95%A6%E5%A5%A7%E9%81%8B%E8%AC%B9%E6%85%8E%E6%93%81%E6%8A%B1%E7%A4%BE%E4%BA%A4%E5%AA%92%E9%AB%94-7-1262940/1.html [Chinese Only] Background Information Broadcasting Rights & Public Interest Protection of Stakeholders’ Interests Globalization Phenomena Free Flow of Information