A modern titan has come back to challenge the mythic figure therefore usually invoked within the Olympics.
The ancient games might are introduced in honor of Zeus quite a pair of 1/2 millenniums ago. In 2012 London, however, the Greek king of gods stands to be upstaged by the unimposing very little blue birdie of Twitter.
Twitter tweets, Facebook standing updates, email updates and therefore the remainder of the ways that folks instantly exchange info have created it inevitable that NBC would ought to bend to new realities instead of cling to tradition.
Much of the TV network's Olympics programming are because it has been for quite a half-century, together with the tape-delayed prime-time coverage fastidiously packaged for max drama and reach.
But to satisfy people who may not mind adjusting their sleep habits or spending their lunch hour glued to a pill, it conjointly can create a live video stream of each Olympic sport for the primary time to quite one hundred million cable, satellite and telco customers who register via NBCOlympics.com, furthermore as a special NBC Olympics app.
There will not be the assembly polish usually seen on the network, and sister retailers like Telemundo, MSNBC, CNBC, Bravo and NBC Sports Network. however it's still quite three,500 hours of live content at no cost, unless you are among people who do not pay money for tv service.
"It's an easy, simple business call that currently has been changed, I think, in an enlightened thanks to permit for the changes within the means folks consume info," NBC host Bob Costas said at a recent event with reporters.
"In the past perhaps the technology wasn't there to support that" commitment to measure streaming, added Mark Lazarus, chairman of the NBC Sports cluster. "We suppose that the streaming throughout the day can facilitate drive folks to prime time. ... It will not be packaged a similar on-line and live throughout the day (as in prime time). it'll be largely utilizing world feed, with some … lesser saying."
Few establishments prefer to wrap themselves within the past the maximum amount because the trendy Olympics, and therefore the networks that pay several millions for exclusive broadcast rights like to invoke their long tradition.
But the games and therefore the broadcast partners aren't any a lot of resistant to the pressures to adapt to trendy realities than any enterprise, whether or not it's restaurants tweaking their fare to fulfill changing tastes or factories realigning their workforce as dictated by new technology and market demands.
Holding back video is as pointless as anticipating Pheidippides to arrive in Athens for the results of the Battle of Marathon when nowadays the story would be obtainable live on-line, on mobile phones and tablets because it happened.
Twenty years ago, NBC thought it might satisfy demand for a lot of complete, live coverage in differently. It offered to supplement the one61 hours of largely taped coverage on free over-the-air TV from the 1992 games in Barcelona with 1,080 hours of programming unfold over 3 pay-cable channels for $125, or $29.95 a day.
Projections involved a pair of million subscribers to shop for in to the so-called TripleCast. A mere 125,000 took the bait.
NBC has said it does not expect to form cash on the London games. serving to to justify the expanded internet commitment is that the latest installment in an expansive analysis tool the network has dubbed "The Billion dollar Lab," tracking how viewers use totally different media platforms.
"We will live things we have a tendency to normally cannot live, and … we are able to see trends and behaviors rising and evolving over time, (which) provides us an excellent insight in seeing the longer term of media consumption," said Alan Wurtzel, president of analysis and media development for NBCUniversal. "What cross platform is, and it is the holy grail that won't extremely being measured straight away, is that the ability to require a personal, and perceive how they consume content — during this case the Olympics — on tv, on laptop net, on mobile, and on pill."
Among alternative things, Wurtzel said, "This are the primary Twitter Olympics, and we're getting to pay lots of your time making an attempt to grasp how folks are connecting with one another, and what it means that."
James Webster, a professor of communication studies at Northwestern University who has written extensively on changing media consumption patterns across digital platforms, has seen Twitter's water-cooler impact work to spice up viewership as folks tip their friends to one thing they've seen or expect to examine.
But he notes the Twitter impact is even a lot of possible to draw folks into the a lot of lucrative prime-time NBC coverage than the live on-line stream.
"The factor to recollect is that tv audiences, even in an age of anywhere-anytime consumption, are still driven by things like audience availability," Webster said. "Most folks are within the habit of returning home and watching stuff on TV in prime time. There are some folks that can watch within the wee hours of the night on their laptop, however I still suppose the overwhelming majority of the audience is tied into the linear delivery that we've all gotten used to."
In any case, there is a new Olympics mindset that has come back to power.
"There are traditionalists … who say, 'Now wait a moment, watch out regarding cannibalization,'" Steve Burke, put in last year as chief govt of NBCUniversal when Comcast gained management, told reporters. "But, in a very extremely highly fragmented world, i feel a lot of is best if it's done the proper means. they are complementary. the various (platforms) promote one another (if you) do it the proper means, and i am terribly optimistic that we're getting to prove that in London."
The ancient games might are introduced in honor of Zeus quite a pair of 1/2 millenniums ago. In 2012 London, however, the Greek king of gods stands to be upstaged by the unimposing very little blue birdie of Twitter.
Twitter tweets, Facebook standing updates, email updates and therefore the remainder of the ways that folks instantly exchange info have created it inevitable that NBC would ought to bend to new realities instead of cling to tradition.
Much of the TV network's Olympics programming are because it has been for quite a half-century, together with the tape-delayed prime-time coverage fastidiously packaged for max drama and reach.
But to satisfy people who may not mind adjusting their sleep habits or spending their lunch hour glued to a pill, it conjointly can create a live video stream of each Olympic sport for the primary time to quite one hundred million cable, satellite and telco customers who register via NBCOlympics.com, furthermore as a special NBC Olympics app.
There will not be the assembly polish usually seen on the network, and sister retailers like Telemundo, MSNBC, CNBC, Bravo and NBC Sports Network. however it's still quite three,500 hours of live content at no cost, unless you are among people who do not pay money for tv service.
"It's an easy, simple business call that currently has been changed, I think, in an enlightened thanks to permit for the changes within the means folks consume info," NBC host Bob Costas said at a recent event with reporters.
"In the past perhaps the technology wasn't there to support that" commitment to measure streaming, added Mark Lazarus, chairman of the NBC Sports cluster. "We suppose that the streaming throughout the day can facilitate drive folks to prime time. ... It will not be packaged a similar on-line and live throughout the day (as in prime time). it'll be largely utilizing world feed, with some … lesser saying."
Few establishments prefer to wrap themselves within the past the maximum amount because the trendy Olympics, and therefore the networks that pay several millions for exclusive broadcast rights like to invoke their long tradition.
But the games and therefore the broadcast partners aren't any a lot of resistant to the pressures to adapt to trendy realities than any enterprise, whether or not it's restaurants tweaking their fare to fulfill changing tastes or factories realigning their workforce as dictated by new technology and market demands.
Holding back video is as pointless as anticipating Pheidippides to arrive in Athens for the results of the Battle of Marathon when nowadays the story would be obtainable live on-line, on mobile phones and tablets because it happened.
Twenty years ago, NBC thought it might satisfy demand for a lot of complete, live coverage in differently. It offered to supplement the one61 hours of largely taped coverage on free over-the-air TV from the 1992 games in Barcelona with 1,080 hours of programming unfold over 3 pay-cable channels for $125, or $29.95 a day.
Projections involved a pair of million subscribers to shop for in to the so-called TripleCast. A mere 125,000 took the bait.
NBC has said it does not expect to form cash on the London games. serving to to justify the expanded internet commitment is that the latest installment in an expansive analysis tool the network has dubbed "The Billion dollar Lab," tracking how viewers use totally different media platforms.
"We will live things we have a tendency to normally cannot live, and … we are able to see trends and behaviors rising and evolving over time, (which) provides us an excellent insight in seeing the longer term of media consumption," said Alan Wurtzel, president of analysis and media development for NBCUniversal. "What cross platform is, and it is the holy grail that won't extremely being measured straight away, is that the ability to require a personal, and perceive how they consume content — during this case the Olympics — on tv, on laptop net, on mobile, and on pill."
Among alternative things, Wurtzel said, "This are the primary Twitter Olympics, and we're getting to pay lots of your time making an attempt to grasp how folks are connecting with one another, and what it means that."
James Webster, a professor of communication studies at Northwestern University who has written extensively on changing media consumption patterns across digital platforms, has seen Twitter's water-cooler impact work to spice up viewership as folks tip their friends to one thing they've seen or expect to examine.
But he notes the Twitter impact is even a lot of possible to draw folks into the a lot of lucrative prime-time NBC coverage than the live on-line stream.
"The factor to recollect is that tv audiences, even in an age of anywhere-anytime consumption, are still driven by things like audience availability," Webster said. "Most folks are within the habit of returning home and watching stuff on TV in prime time. There are some folks that can watch within the wee hours of the night on their laptop, however I still suppose the overwhelming majority of the audience is tied into the linear delivery that we've all gotten used to."
In any case, there is a new Olympics mindset that has come back to power.
"There are traditionalists … who say, 'Now wait a moment, watch out regarding cannibalization,'" Steve Burke, put in last year as chief govt of NBCUniversal when Comcast gained management, told reporters. "But, in a very extremely highly fragmented world, i feel a lot of is best if it's done the proper means. they are complementary. the various (platforms) promote one another (if you) do it the proper means, and i am terribly optimistic that we're getting to prove that in London."
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