NBC'S ON-DEMAND OLYMPIC GAMES

Strikes Deals With Time Warner, DirecTV and Dish

By Published on .

NEW YORK (AdAge.com) -- First it was the Super Bowl, and now the Olympic Games are headed for multiple interactive platforms. Viewers will be able to catch NBC’s Olympic coverage on a range of digital video-on-demand and interactive platforms offered by Time Warner Cable, EchoStar's Communications’ Dish Network and DirecTV.
NBC Universal will air 418 hours of coverage from the Winter Games on its broadcast network, cable networks USA, MNBC and CNBC, and via a broadband offering at www.nbcolympics.com website.

NBC Universal unveiled the content deals this week, though notably absent from the lineup is Comcast Corp., the country’s largest cable operator and most aggressive VOD player. A spokeswoman for Comcast yesterday said the Philadelphia-based cable company is “in discussions” about the Olympic package, but has nothing to discuss at this point.

Highlights and recaps
Time Warner Cable will offer digital customers 10 minutes of highlights each day from NBC Universal's coverage of the Winter Games in Turin, Italy, and 10 one-hour figure-skating programs recapping the previous day’s competition. Customers will also be able to watch 21 five-minute segments, including previews of U.S. athletes competing at the games.

The Winter Games begin Feb. 10 and run through Feb. 26.

DirecTV subscribers will be able to watch the action on multiple screens through the satellite broadcasters’ Sports Mix channel in addition to 15 hours of Olympics on-demand content. Dish satellite service is helping to create a new service, NBC Interactive TV, a mosaic channel that allows viewers to see the action on NBC's channels.

No additional advertising for VOD
None of these new VOD platforms will carry additional advertising or sponsorships, an NBC spokeswoman said.

In total, NBC Universal will air 418 hours of coverage from the Winter Games on its broadcast network, cable networks USA, MNBC and CNBC, and via a broadband offering at www.nbcolympics.com website. Content will air online only after it has been broadcast on traditional TV outlets. Cable channel Bravo and Hispanic network Telemundo had carried summer Olympic coverage in 2004, but will not carry events from the Olympic Games this year.

In this article:
Most Popular