British commentators on radio and television will want to give a great deal of coverage of Team GB but how far should British athletes be built up in coverage of the Olympics?
The sports writer Sue Mott explains that there is a "natural bias" towards athletes as we are in that country.
Ed Smith, of The Times, told he Today programme there is a danger that "over-inflating expectations may lead to not only a perceived shortfall but actually an even worse result".
"The most helpful thing you can do as a sports pundit is to be fair and honest," he said.
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