Staging the greatest show on earth does not come cheap

Aug 20 2008 by Matt Johnson

WHAT price brand Beijing? Set aside the commendable achievements of the athletes currently competing in the Olympics, and consider how the host country, and in particular the leading host city, is faring.

The International Olympic Committee quite rightly holds dear the sporting ethos of its games as the self-styled greatest show on earth.

And, as we all know, and those living in and around London know better than most, staging something akin to the greatest show on earth does not come cheap.

That's why the IOC itself deserves a medal for its commercial acumen, and the way in which it works with its hosts to raise the funding required for the Games.

It's big business conducted at the sharp end of the market.

And, with a market the size of China to play for, there's no shortage of businesses wanting to associate themselves and their brands with the five-ringed circus.

China's human rights record means this summer's Games will never secure universal approval. Despite the misgivings of many in the world, the event was still billed as the canvas on which China would paint its new image.

The long-term view of the Chinese administration and Beijing taken by the rest of the world is yet to be seen. But already it's clear that these must rank among the most stage- managed Games ever staged.

Right now, with the international media banged up in Beijing and beyond, China is probably under more scrutiny by journalists than most other countries have ever been. And, of course, the media do not all share an passion and interest in the sports being served up. We now know that some aspects of the visual spectacle unfolding in Beijing are not quite what they seem.

For example, it was confirmed that fireworks displayed during the lavish opening events were, in fact, computer-generated images supplied to the host broadcaster. The organisers call them enhanced, otherS may say fake.

This departure from "doing what it says on the tin" leaves many people feeling uncomfortable. What other images zipping around the world are being enhanced?

And if, as the IOC clearly believes, this is a "show", who can blame the hosts for seeking to create a little make-believe. Strip out Beijing coverage from our TV schedules and see how much celebrity-driven "entertainment" is left?

Sadly, not everything transmitted into our living rooms under the banner of entertainment is real, true, honest or even decent.

Should the officially sanction- ed tweaking that took place – and may still be taking place in Beijing – therefore surprise us?

When the dust settles and the last medals have been handed out in Beijing, it will be interesting to see eyes start to focus on London's efforts to create the greatest-ever games.

MATT JOHNSON is chairman of Mando Group