20 June 2006

Yahoo has said that Germany 2006 is the first-ever World Cup to be an Internet event.

Blake Chandlee, the company's commercial director, made the statement on a podcast recorded for digital services agency i-level.

Mr Chandlee said that global Internet companies are now "sitting at the same table" as more traditional media, highlighting their improved position.

"It's all geared towards community and expression so I think the internet is in a pretty unique position this year," said Mr Chandlee.

Neil Mackintosh, deputy editor of Guardian Unlimited also spoke, discussing the way online media has changed the face of reporting for events such as the World Cup.

Mr Mackintosh asserted that that journalists were adopting multimedia like blogging as common practice and their readers were much more engaged with the paper as a result.

Internet technology has made the World Cup more accessible throughout the UK, with the BBC broadcasting live broadband feeds and third generation mobile phone provider 3 sending highlights direct to handsets for free.

© Adfero Ltd

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