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50OLYMPIC REVIEW OLYMPIC CONGRESS courses of action can be explored. This means gaining an understanding of which sports are currently most appealing to young people, and why, and then working out how best to foster competitive sport for all. So, exploring how clubs and federations can attract and keep youngsters in competitive sport, and considering whether or not existing administrative frameworks for supporting young people's involvement in competitive sport are working hard enough. As part of the process of understanding the exact nature of the young people/ competitive sports dynamic, the role of sports events also merits investigation. It could be argued that sports events should meet young peoples' highest expectations if they are to promote not just physical activity and competition, but also the latter's personal and social benefits. The IOC has moved to address this issue by setting up the Youth Olympic Games ( YOG) - the first edition of which takes place in Singapore next year. The Games will mix elite competition with educating the young athletes in Olympic values, healthy lifestyle and social responsibility. " We hope to reach as many kids as possible so we can encourage them to play more sport and play it in the right way," says IOC Executive Director of Olympic Games, Gilbert Felli. As well as appealing to a younger audience through the addition of new variations of Olympic sports, such as 3- on- 3 street basketball, the YOG should also include appropriate measures to respect the physical, social and mental development of their young participants. Today's youth are tomorrow's Olympians; it is only by appealing to them that the Games and the values of Olympism can continue to flourish. ¦ How do you see the role of sport and of the Olympic Movement in today's society? It is obvious that in most societies sports mobilise entire communities and nations like no other human activitiy. A nation takes special pride in a great soccer player like Cristiano Ronaldo as it would in a music icon like Michael Jackson - more than they would in regards to a scientist who working alone in a lab developed a vaccine against a major illness. Are there possible synergies between sport and all other activities carried out in favour of the youth in the world, particularly in developing countries? Sports stars like Cristiano Ronaldo should invest more of their time and energy in inspiring youth into studying and excelling in school, rejecting drugs and alcohol, in being compassionate and respectful, in being tolerant of all peoples of all cultures and religions. We can launch sports programmes that support non- violence and peace, for instance. In my own country, this August we are launching the biggest, most challenging mountain bicycle race ever; a 450km race through some of the most rugged and spectacular mountain regions of East Timor. The competition is called Race for Peace, part of my own efforts to enhance a culture of non- violence and peace in my country. What can be the concrete contribution of sport to mitigate problems children are facing? Sports can be used as a tool to inspire children to live a healthy life, to acquire healthier eating habits, to stay away from drugs, alcohol and violence. How can sport and the Olympic Movement ensure it stays relevant to the youth of the world? What role should sport play in the education system? Sports should be a compulsory subject in every school, everywhere, as a healthy body and a healthy mind are a pre- requisite for a child to succeed and excell in school and in life. What are the main reasons for the decline in the physical activity and participation in sport in young people in developed countries? I believe the decline in physical activity and participation in sport in young people in developed countries has to do with cuts in education budget, in policies at highest levels, that do not give enough emphasis to sports in education particularly in poor communities in the rich countries. " THE IOC HAS MOVED TO ADDRESS THE ISSUE BY SETTING UP THE YOUTH OLYMPIC GAMES ( YOG) - THE FIRST EDITION OF WHICH TAKES PLACE IN SINGAPORE NEXT YEAR. THE GAMES WILL MIX ELITE COMPETITION WITH EDUCATING THE YOUNG ATHLETES IN OLYMPIC VALUES, HEALTHY LIFESTYLE AND SOCIAL RESPONSIBILITY" JOSÉ RAMOS- HORTA, PRESIDENT OF TIMOR- LESTE AND NOBEL PEACE PRIZE RECIPIENT

sold. Advances in " geo- blocking" and anti- piracy techniques allowed the IOC to guarantee exclusive digital rights within these countries. Such significant shifts in the media landscape mean, of course, that the Olympic Movement's existing models for managing media rights may no longer be appropriate. " This is the beginning of the creation of a model for digital rights which are complementary to the television broadcast. The experience from Beijing was about the quality of delivery, which was immersive, engaging and interactive," says Timo Lumme, Director, IOC Television and Marketing Services. As part of any assessment of how the Olympic Movement should consider reviewing its sports rights management policies, it is important to consider the exact extent to which the digital ? OLYMPIC REVIEW51 OLYMPIC CONGRESS O ver the past decade and a half, technological advances - most notably in digital technology - have revolutionised how sports images are beamed across the world. Television - once the sole medium through which international audiences viewed major sporting events - has now been joined by PC screens, PDAs ( personal digital assistants) and mobile phones as viable platforms, thanks to ever-improving internet reach and bandwidth. Beijing 2008 was the first Olympic Games to have full digital coverage available around the world, with rights- holding broadcasters providing images via the internet and mobile phones. The IOC also launched its own internet channel - " Beijing 2008" - to broadcast video highlights to territories where video- on- demand highlights rights had not been THEDIGITAL REVOLUTION Above Technological advances have transformed the way that people communicate with each other THEME 5