Originally posted on paidContent (old):

It’s not just broadcast rightsholders, accredited media and outside publishers who are building online tools and destinations for this summer’s Olympic Games. Organisers and even sporting teams are vying for audience share, too…

Team GB (AKA the British Olympic Association) will debut two of its own new digital products next Monday – a “Team GB Live” mobile and web app to give fans customisable real-time data, and a fan gallery that is intended as a digital legacy project.

Team GB digital marketing manager and online editor Joe Morgan told me, in a video discussion at Team GB House on the Olympic Park:

“In previous Olympics, the power has been in the broadcasters to tell the fans what they should consume.

This is the first Olympics where we see the power of the fans to decide what they want to know about.”

Several of the Games’ key stakeholders have…

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