IOC Reluctantly OKs Blogs at Beijing Olympics 2008 (or, "Social Media as Disruptive Technology")

When I read this, I thought: "Here's one example how social media is a form of Disruptive Innovation (even if it was not originally conceived to be one)".

Extracts from the eWeek.com post (15 Feb 08):

Athletes have long demanded they be allowed to write their blogs -- on-line journals of personal opinion or reflection -- during the Games but the IOC was concerned these could potentially infringe on copyright agreements and private information.

In a series of guidelines, the IOC said blogging would be allowed during the Beijing 2008 Olympics as long as individuals writing the journals keep within the IOC format.

The IOC is eager to protect rights holders as Games broadcasting contracts are worth several billion euros.

Technology has made it easier and faster to blog with on-line athletes' personal diaries on the rise during the last two Games, the 2004 Athens Olympics and the 2006 Turin Winter Games. All those blogs were not officially approved by the IOC at the time.

Can the IOC effectively ensure that the guidelines are adhered to?

How are they going to stop someone from taking a picture or video from a handphone?

What about the non-athletes? How will the IOC ensure the same guidelines apply to the direct support/ admin staff from participating countries? The thousands of people indirectly involved in the events (e.g. drivers, delivery staff, service personnel)?

How is the IOC going to stop an attendee to the games (from all over the world) from blogging, making a vodcast, or publishing a podcast?

And how will the IOC stop ME from watching/ reading a blog rather than the televised channel?