Broadcasters Have Key Role in 2012 Olympics, Says Jowell

Culture secretary Tessa Jowell has said broadcasters such as ITV and Sky, and not just the BBC, have an important role to play in encouraging young people to take up sport in the run-up to the 2012 London Olympics.

Ms Jowell, speaking today at a conference on preparations for the 2012 games, said she wanted the games to act as a catalyst for the entire UK media industry.

She said new technology "not yet invented" would be used to broadcast the Olympics to a global audience of billions.

Ms Jowell pinpointed the BBC's role as host broadcaster, but said other TV companies, such as ITV and Sky, had a role to play in encouraging young people to take part in sport.

She said the media had a vital role in providing a "bridge between London and the world" in 2012.

"We can build on the success of ITV's 'Britain on the move' and 'Sky's Living for Sport campaign'," she said, speaking at the Westminster Media Forum conference in London.

"The creative industries will become ever more important to UK plc. I want [the Olympics] to act as a catalyst for the UK media industry," Ms Jowell added.

"We can present London and Britain at its best, inspire children in the UK and around the world ... and highlight the skills and excellence of the UK media sector on the world stage. It is a once in a lifetime opportunity and we must seize it with both hands."

Ms Jowell said the BBC had acted as a "trusted guide to new technology", a role she wanted the corporation to continue fulfilling during the Olympics.

Earlier, the BBC director of sport, Roger Mosey, said the corporation's coverage of the games should be called "to the highest possible account".

"It is a significant responsibility making the games come alive for the whole of the UK," he said. "The BBC can provide a national dialogue in the run-up to the games and make young people feel part of it."

Mr Mosey said 2012 represented a "big chance for minority sports to get into the public consciousness" and increase people's participation in sport.

He hoped all of the BBC's Olympics coverage would be broadcast on high definition TV, as well as on other platforms such as broadband and mobile phones, but was sceptical that all sports worked on mobile technology.

"Cricket, for instance. You can't see the ball and it does not seem to work very well. But will there by convergence by 2012? Yes."

He said he hoped broadcasting technology would be a "key part of the legacy of the games".