Book excerpt: The Olympics is with us at all times, with its build up, with vast coverage given to the competitors in over 30 different winter and summer sports looking to make the Olympic team and qualify, and with significant and substantial media time given to Olympians and the Games throughout all yearsof the four year cycle. BL The mere announcement of the winners of the hosting of the 2012 Olympics drew globally, the 10th largest TV audience of 2005 in the world - an estimated 900 million.