The media (particularly the American Media such as NBC) still does not understand that the Internet generation does not want to sit and wait a full day to know what has happened in the Beijing Olympics. And we certainly do not want them to cut to commercial in the middle of the fracking opening ceremonies (incidently, this is why soccer is a horrible sport to watch on TV in the US, they cut to commercial, a goal is scored, and we completely miss it).

So, what happens when the mainstream media tries to control online content (such as Viacomm and Youtube)? This:

NBC’s decision to delay broadcasting the opening ceremonies by 12 hours sent people across the country to their computers to poke holes in NBC’s technological wall — by finding newsfeeds on foreign broadcasters’ Web sites and by watching clips of the ceremonies on YouTube and other sites.

In response, NBC sent frantic requests to Web sites, asking them to take down the illicit clips and restrict authorized video to host countries. As the four-hour ceremony progressed, a game of digital whack-a-mole took place. Network executives tried to regulate leaks on the Web and shut down unauthorized video, while viewers deftly traded new links on blogs and on the Twitter site, redirecting one another to coverage from, say, Germany, or a site with a grainy Spanish-language video stream.

As the first Summer Games of the broadband age commenced in China, old network habits have never seemed so archaic — or so irrelevant.

To borrow from Eyes East, this is Olympics 2.0, so stop trying to limit us, we will find ways around what you do.