The 2012 London Olympics will be the most wired yet but, true to its modest ambitions relative to Beijing, will focus on mass viewer appeal over cutting-edge online media, organisers say.

“We don’t necessarily see this as, first and foremost, an opportunity to innovate,” Alex Balfour, new media head for the Olympic games organising committee, told the Mobile Entertainment Market ‘09. “We’re focusing very much on mass-engagement possibilities - some of our innovation will come through how we deal meet the challenges of scale, not of bleeding-edge technology.”