London’s 2012 Olympic Games will be heavily reliant on digital media technology to pull off the event, it has been claimed.

The London Games will be the "most digital ever", according to the event’s organisers, who believe the global platform provides an ideal opportunity to showcase the UK’s digital capabilities via online PR.

However, media head for the Olympic Games Organising Committee Alex Balfour the Mobile Entertainment Market 2009 told paidcontent.co.uk: "We don’t necessarily see this as, first and foremost, an opportunity to innovate.

"We’re focusing very much on mass-engagement possibilities [and] some of our innovation will come through how we deal meet the challenges of scale, not of bleeding-edge technology."

Communications director for the 2012 Games Jackie Brock-Doyle agreed, telling paidcontent.co.uk that organisers will be selective in their use of digital media, aiming for technology which will have the "greatest impact" on audiences.

The London Olympic Games will kick off in 1,128 days, running from July 27th to August 12th 2012.

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