The Internet has moved into the spotlight during this year's Olympic coverage.
According to Clickz.com, "current Olympic coverage and promotion is creating important new rules in how content is created, distributed, valued, and marketed."
It shows how the website is proving to not simply complement the coverage of the games, rather serve as a substitute for many viewers around the world.
We encourage everyone to look at the official website to see first hand how this is changing the way content is being distributed and how advertising will ultimately be effected.
You will notice 'on demand' access to specific events, rich media sponsorship of video coverage, "alert me" links for future events and even a "zip code" option to localize all of the content to your specific city.
This really is an incredible case study of how television and the online world can work so well together.
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