Olympics on NBC (Photo credit: Wikipedia) |
No, it's the unofficial Olympic sport of NBC-bashing that's taking center stage. In spite of all the technological advances and the addition of cable networks through mergers and acquisitions, it's still all about money and the highest ratings possible for the Peacock Network when it comes to Olympics coverage.
The howling from social media began Friday when NBC decided to tape-delay the opening ceremonies, which the rest of the world had already watched live. Apparently, advertisers don't pay top dollar for a glorified prime time highlights show (especially if the Olympics are held outside North America) unless there's exclusive content that hasn't previously been shown.
When NBC did roll the tape, it was like an extended version of the "Today" show in prime time. Following a brief discussion between Bob Costas and Tom Brokaw about security preparedness to open the broadcast (an important topic, to be sure. But it could have been handled better.), the parade of athletes and nations was punctuated by snarky comments from Costas, Matt Lauer and Meredith Viera, plus commercials every couple of minutes--which made the ceremonies seem longer than they really were.
But what really set people off was when NBC chose to substitute a musical tribute to the victims of the terrorist bombings in London on July 7, 2005. Instead, we got Ryan Seacrest interviewing Phelps (which begs the question: What's Seacrest doing here?). NBC's explanation was that they were trying to "Americanize" the coverage, so they didn't think anyone would be interested in the tribute. Care to explain that one to the victims' families?
It gets worse. You can watch soccer, basketball, tennis, volleyball and water polo live on the channels NBC is employing for the Games. You can't watch track, swimming, gymnastics and the closing ceremonies live, not even on your computer or mobile device. That's what the prime time show is for, even though the results have been known for hours.
Ratingswise, NBC couldn't be happier with the results. Its coverage of the opening ceremonies was the top-rated show of the summer, and the subsequent prime time shows racked up good numbers.
Viewers complaining that any other network could have done a better job on the Olympics is like complaining about negative political advertising. It has been 14 years since anyone other than NBC has covered the Games, and it'll be eight more (at least) before anyone else will. NBC has the American TV rights through 2020.
It's not as if any other network would have deviated from NBC's tape-delayed, hearts-and-flowers approach. Les Moonves, the head of CBS, has said as much. Since American TV coverage of the Olympics began in 1960, viewers usually saw an hour or two of highlights in prime time, and more extensively on weekend afternoons. The Games didn't start commanding massive amounts of network time until the 1980s.
So keep those e-mails and tweets coming, folks. NBC doesn't seem to care what people think of how they're covering the Olympics, so long as the ratings and the money roll in. Is this a great country, or what?