Scottish snowboarding ace Ben Kilner has called for a raise in the profile of winter sports in Britain after crashing out of the FIS Snowboard World Cup Big Air event in Battersea.

The 21-year old just missed out on the final at Battersea Power Station after finishing ninth in his heat with the top five going through.

And although he admitted the event in south London was a step in the right direction, the Banchory snowboarder insisted there was too much media attention on London 2012 with February's Winter Olympics in Vancouver only months away.

"I think we are overshadowed by the hype around the London Olympics and other British athletes having the competition in their home country," said Kilner.

"People seem to have forgotten completely that there is a Winter Olympics going on.

"The media should be focusing on Vancouver before they even think about London in three years time.

"These events in the UK are brilliant because they bring awareness to the British public that there are British skiers and snowboarders competing on a world stage.

"Enthusiasm for snow sports is shown in the great crowds we've had here and the home crowd support really spurs you on."

Although he failed to reach the final at Battersea where all-important qualifying points for the Olympics were on offer, the Scot insists he has plenty of preparation time before February.

Currently ranked 23rd in the world in his breakthrough year, Kilner is targetting a final berth in Vancouver before the ultimate goal of a medal four years later at Sochi 2014.

"I'm a little bit gutted not to make the final here but I'm heading straight out to Switzerland for a World Cup halfpipe event so I'm hoping to do better there.

"I have a few more World Cups before the Olympics but it's important not to peak too early and I'll be concentrating completely on the half pipe now.

"In Vancouver I'm really going for experience but I'm aiming to get in the top 12 and I'll be really happy if I can qualify for the final there.

"The in Sochi 2014 I will be definitely targeting a medal so that is the long term goal and everything is experience for that."