Is Anybody Watching? :: Mediacheck :: thetyee.ca By Vanessa Richmond

Audience numbers in freefall? How an apprentice has trumped the Olympic master.
The trouble with achieving something is that someone invariably beats you at your own game. That’s the case with the Olympics, but the race isn’t to the medal podium.
Sports fans may still be watching, but the Olympics have gone quiet on the pop culture radar. The Games used to be the champion of reality TV, but now the new generation of reality TV athlete is faster, higher and stronger. In short, current reality TV has beaten the old Olympic pioneer at its own game.
I saw about 25 people socially this weekend, who ranged in age from 8 to 70, and who work as everything from elementary teacher, construction worker, film editor, drummer, cashier, to social worker. Plus I did errands around the city. At four different events, plus a dozen stores, not a single person mentioned the Olympics. The first I saw of it was when I walked down the street on Sunday and noticed a photo of the opening ceremonies on the cover of one newspaper.
Curious, I called a few people back to ask if they were watching but just hadn’t mentioned it? Nope. Only one was — a 62-year-old woman visiting from Australia. “I watch a lot of sports,” she said almost giggling. “I just love to see those young people; they’re so full of energy.”‘ I called a few jock friends; they’d tuned in, but their non-athletic friends and relatives hadn’t.
Not even the tabs care
I then checked the mainstream media. Sure, there were stories about the Olympics, but not to a level that almost precludes everything else — as in previous years. People Magazine, a fascinatingly accurate cultural barometer, featured one Olympics-related story on its site: ranked fourth on Monday after Bernie Mac’s death, the Brangelina twins, and Lisa Marie’s baby bump was “Spectacle and Tragedy Open Beijing Olympics.” Another headline promised photos of US athletes, but instead took me to a page that was “temporarily unavailable, moved or taken off People.com.” And on Us Weekly, there was only one story: a small set of photos of Olympic hunks . » Read the rest of this entry…
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