Jim Lampley is the veteran face and voice of the HBO boxing series and has been around the media for a long time. In a recent interview with MediaBistro, Lampley noted how the emergence of Twitter has forced network news to change the way they cover the 2012 Summer Olympics. This speaks to our strong suggestion that our partners pay close attention to what they announce and say on Twitter, because often is has much more impact than TV news coverage.
What role will social media play in the 2012 Summer Olympics? Do you think the emergence of Twitter ultimately forced NBC to change the way they broadcast the games?
It should. I was recently at a seminar on the campus of the University of Southern California to discuss the Olympics and television. One of the biggest points I tried to make was this is the first post-Twitter Summer Olympics, and there will be a huge effect because we’ve already seen the degree that it facilitates person-to-person contact, particularly between athletes. The energy of the [Olympic] village is now going to be changed from day to day by the waves of Twitter. It’s the most influential social medium, because of the spontaneity and the immediate wildfire effect it can create. A great lesson to us was watching the ratings for On Freddie Roach, and we discovered that over a six-week period that we could correlate increases in On Freddie Roach ratings to Twitter trending.