While the Olympic Games in Athens and Beijing garnered huge red-button audiences for the BBC, the 2012 event is expected to be the largest in the corporation's history.
The games will see the BBC offer more choice than ever before. Back in 2000, before interactive TV had arrived, the broadcaster showed about 250 hours of the Sydney games. By 2004, when it had red-button, interactive technology, it showed more than 1,000 hours. At Beijing 2008 this rose to 2,500 hours.
Ben Gallop, head of interactive and Formula 1, at BBC Sport, says the aim for 2012 is to show every bit of sport as it happens, which equates to about 5,000 hours of viewing.
"We'll be thinking about red-button services, but we're also thinking about IPTV [television over the internet] – that's what's exciting over the next few years and we expect a lot to change. We're also looking at how we might be able to use social media in our services in a way that we haven't been able to up until now."
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