31 Jul '12, 5pm

Why NBC Insists on Tape-Delayed Olympics

By Scott Douglas If the idea of delaying Olympic coverage until prime time seemed out of touch in Beijing in 2008, then in 2012, it feels positively Victorian, given how used we've become to instantaneous news. Why, then, will TV viewers have to watch marquee Olympic events on NBC's schedule instead of live? The answer comes down to financial reality, writes business reporter Derek Thompson in The Atlantic . The economics of broadcasting the Olympics means that NBC has to favor advertisers over viewers. As Thompson points out, NBC paid $1.2 billion for the right to broadcast the 2012 Olympics. It needs to earn that investment back, which it does via ad buys. And as much as we here at Runner's World Newswire love the Web, from a business standpoint, online advertising continues to pale mightily to traditional forms of advertising. The only place that NBC can charge enough f...

Full article: http://news.runnersworld.com/2012/07/31/why-nbc-insists-o...

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