By Wang Zhiyong
China.org.cn staff reporter in Shanghai

Until relatively recently, the World Expo was much more influential than the modern Olympics. However in 1968 a new epoch in Olympic history was launched by the union of the Games with the medium of Television.

Powered by TV commercial advertising, the Olympics have become the world's biggest party. There is no way that the Expo can't achieve a comparable level of popularity.

To attract greater attention and extend its influence, the 2010 Expo Shanghai will build a wider cooperation with the Internet. Zhu Yonglei, deputy director general of the Bureau of Shanghai World Expo Coordination, explained to China.org.cn in an interview on February 25, 2009 in Shanghai that Expo Online will make the once-traditional Expo more accessible to the outside world – a great benefit to anyone who might struggle to visit the exhibition in person.

Zhu Yonglei, deputy director general of the Bureau of Shanghai World Expo Coordination. [China.org.cn]

In comparison with the Olympic Games, the World Expo has a much broader diversity of pavilions and more variety of content, and it lasts over a longer time span. But the World Expo will not enjoy the intensive and continuous TV coverage accorded to the Olympic Games.

"Nowadays, with the rapid development of modern telecom and Internet technology, the time is ripe for virtual displays online – so why don't we show the brilliance of Expo Shanghai to people all over the world through the Internet? That's why we want to launch this Virtual Expo project," Mr. Zhu explained.

An integral part of Expo Shanghai, Expo Shanghai Online is based on 3D exhibition technology. Mr. Zhu continued: "We are going to establish a virtual 3D online Expo Park within which every physical pavilion has a corresponding virtual one. By simply clicking the mouse, people can visit any of the virtual pavilions or join in interactive games online."

This will enable an effective communication of the philosophy, spirit and the content of the World Expo to a wider audience.

Through taking full advantage of the Internet, the Expo Shanghai Online initiative has won high praise from BIE. BIE regards it as a great project which will have a lasting impact on the development of World Expo.

According to the project planning, Expo Shanghai Online will be launched prior to the opening ceremony of the physical Expo Shanghai so that it can provide promotion and guidance in advance.

When the physical Expo Shanghai opens, Expo Shanghai Online will provide rich content as well. Availability of background materials and interactive capacity will not only fill the gap left by incomplete coverage from traditional media such as TV, but also enable visitors to benefit from interactive participation.

Expo Shanghai Online will also give the World Expo a degree of permanence. Compared to previous Expos, the new online version will last longer and have a more durable presence. On this basis, Expo Shanghai Online will be the virtual exhibition, guide, extension and supplement of the physical Expo Shanghai – something that can be expected to enhance the worldwide influence of the World Expo.

(China.org.cn February 27, 2009)