Torch relay sparks flame of interest in Olympics
We've pretty clear evidence from our website and from market research what it is that interests most people at this stage about London 2012.
And it is - with an appropriate fanfare - the Olympic torch relay.
On Monday, as we published details of the Torch's route across the UK, there were more than 2m views of that information on bbc.co.uk.
This ties in with the research that shows it's the thing more people want to try to see than anything else, which is perfectly logical given that the flame will travel all around the country and could even be coming along your street.
So here at the BBC we're taking the Torch relay seriously.
It's a chance to share the Olympics across the whole of the United Kingdom, and if it works it should do two things - help everyone feel part of London 2012, but also celebrate the communities of our islands as they have their moment in the spotlight.
We'll disclose our network coverage plans nearer the time. Today, though, we're announcing a range of programming across the BBC's Nations and Regions - which will mean audiences will have unrivalled access to the Olympic torch story when it's in their area.
Each of the BBC's Nations and Regions will transmit a special extended version of their flagship News programmes when the flame is in their patch. This means they will be on air from 6.30 to 7.30, replacing The One Show for just one night. The plan looks like this:
22 May Olympic Torch Live: West, Bristol
24 May Olympic Torch Live: West Midlands, Worcester
25 May Olympic Torch Live: Wales, Cardiff
1 June Olympic Torch Live: North West, Liverpool
6 June Olympic Torch Live: Northern Ireland, Belfast
13 June Olympic Torch Live: Scotland, Edinburgh
15 June Olympic Torch Live: North East, Newcastle
18 June Olympic Torch Live: East Yorks and Lincs, Hull
25 June Olympic Torch Live: Look North (Yorks), Sheffield
29 June Olympic Torch Live: East Midlands, Derby
3 July Olympic Torch Live: East, Peterborough
12 July Olympic Torch Live: South West, Weymouth
13 July Olympic Torch Live: South, Bournemouth
18 July Olympic Torch Live: South East, Dover
The shows will be live from the evening celebration events in our major towns and cities and we're confident they'll be a popular addition to the schedule. But if for some reason you'd rather stay with the network schedule, you'll be able to on satellite and cable providers or by tuning to BBC One HD.
This will be supplemented by radio - by the national stations Radio Ulster, Radio Scotland, Radio Wales and Radio Cymru, and by local radio across the English regions.
Most typically the flagship output will be at breakfast time as the Torch is starting its journey, but you'll be able to keep in touch all day while the torchbearers and convoys are wending their way across the countryside.
On the evidence of previous host countries, it's when the flame makes its appearance that the public realise the Games are really, finally about to begin.
The UK looks like it's already spotted that, so we'll do our best to live up to those expectations locally and regionally as well as nationally and internationally.