The
Olympic Games
(
Summer
and
Winter
) have been
televised in the United States
since
1960
. It has become one of the most popular programs on USA television every four and then two years. The Olympics has been exclusively broadcast on
NBC
and
NBCUniversal
's TV networks in the United States since 1988 for the Summer Olympics and 2002 for the Winter Olympics. American television companies are one of the major sources of revenue for the
IOC
.
[1]
History
[
edit
]
1960s
[
edit
]
The first telecast of the Olympics on American TV was from the
1960 Winter Olympics
in
Squaw Valley, California
. It was shown on
CBS
. During the games, officials asked
Tony Verna
, one of the members of the production staff, if it could use its
videotape
equipment to determine whether or not a
slalom skier
missed a gate. Verna then returned to CBS headquarters in
New York City
and developed the first
instant replay
system, which debuted at the
Army?Navy football game
in 1963.
Later that year, CBS showed the
1960 Summer Olympics
from
Rome
. The network showed about 20 hours of coverage of track and field, swimming, and other sports. Because
communications satellites
, which would have provided direct transmissions between the
United States
and
Italy
, were not yet available, production staff members flew footage from Rome to CBS headquarters in New York for later telecast.
Jim McKay
, then a relatively unknown radio and TV personality, was the host.
[2]
A different network showed the
1964 Winter Olympics
:
ABC
.
Roone Arledge
won broadcast rights for his network and began a relationship with the Olympics that would last over two decades. The program used many of the same production staff from
ABC's Wide World of Sports
, as well as the same host, McKay, who moved to ABC in 1961. The following October,
NBC
showed the
1964 Summer Olympics
from
Tokyo
, marking its Olympic TV debut. This time, NBC used the
Syncom 3
satellite for direct broadcasts, with the opening ceremonies being broadcast live and in color (the first live color television program ever transmitted by satellite from overseas to the United States; the opening and closing ceremonies were the only portions of NBC's 1964 coverage from Tokyo seen in color). ABC showed both the
1968 Winter Olympics
and the
1968 Summer Olympics
; both of which were (with the exception of a handful of events) broadcast in color.
Also recorded at the 1968 Summer Olympics was the
Black Power salute
, a civil rights protest put on by American athletes
John Carlos
and
Tommie Smith
at their award ceremony for the 200-meter dash. After the IOC had banned Smith and Carlos, reporter
Howard Cosell
criticized the committee, calling them "pompous, arrogant, medieval minded men who regard the games as a private social preserve for their tiny clique..." and voiced his support for the African American athletes.
[3]
1970s
[
edit
]
NBC showed the
1972 Winter Olympics
from
Sapporo, Japan
, then ABC returned to carry the
1972 Summer Olympics
in
Munich, Germany
. It was during the Summer Games that
terrorists attacked the Olympic Village and killed 11 Israeli athletes
. Although
Chris Schenkel
was the actual host of the Games that year, Arledge assigned the story to McKay largely because he had been a local
news anchor
in
Baltimore, Maryland
prior to joining CBS (and later ABC). McKay was joined on set by ABC news correspondent (and former and future
evening news anchor
)
Peter Jennings
, and coverage continued for many hours until the outcome was known. McKay later won an Emmy Award for his coverage.
[4]
By the time the
1976 edition
came around, McKay was installed as ABC's Olympic host, a role he would play throughout the 1970s and '80s.
1980s
[
edit
]
ABC aired the
1980 Winter Olympics
,
1984 Winter
and
Summer
, and the
1988 Winter Olympics
. After that, the network, at the insistence of new owner
Capital Cities Communications
(much to the chagrin of Roone Arledge's successor at ABC Sports, Dennis Swanson), opted not to bid for the rights to show any future Games.
NBC had won the U.S. broadcast rights for the
1980 Summer Olympics
, but when the United States announced its
boycott
in protest of the
Soviet invasion of Afghanistan
, the telecasts were cancelled.
NBC then bid for, and won, the rights to show the
1988 Summer Olympics
. Network officials convinced the organizers in
Seoul
to stage most of its gold-medal finals in the afternoon, which is prime time of the previous night in the U.S.
Bryant Gumbel
was the host that year.
1990s
[
edit
]
Just as his mentor Roone Arledge had before,
Dick Ebersol
, who took over
NBC Sports
in
1989
, decided to make the Olympics a staple of his network's sports television schedule. NBC continued its Summer Games coverage into the decade, with both the
1992 Summer Olympics
in
Barcelona
and the
1996 Summer Olympics
in
Atlanta
. Previously hosting late night coverage in Seoul,
Bob Costas
made his debut as primetime host in Barcelona. It is a role that he held through the
2016 Summer Olympics
in
Rio de Janeiro
.
1992 Olympics Triplecast
[
edit
]
NBC's 1992 bid cost $401 million thinking that the rival networks would bid at least $400 million. In order to defray costs of airing the games, the network teamed up with
Cablevision
for the
Triplecast
. The service consisted of red, white, and blue channels that allowed the viewer to watch anything they wanted even before it aired in the network's primetime telecast. However, the service was a dismal failure losing $100 million and had only 200,000 subscribers. In addition, the main network's coverage was cannibalized to the extent it seemed that the main coverage was overproduced and that viewers knew some results about 10 hours before they were aired over the air on NBC. For Atlanta, NBC had no supplemental cable coverage.
1996 Olympic Park bombing
[
edit
]
And as with Arledge in Munich, Ebersol had to deal with
breaking news
during the Atlanta Games. During the
Centennial Olympic Park bombing
in 1996, NBC suspended its coverage of a
volleyball
game and broadcast the news for several hours commercial-free. Like ABC's 1972 Munich coverage, the main primetime host didn't cover the bombing. That role went to both
Hannah Storm
and
Jim Lampley
for the first half-hour before turning coverage over to
NBC Nightly News
host
Tom Brokaw
. Toward the end of the second hour of coverage, NBC had an exclusive as Atlanta TV affiliate
WXIA
was in the process of interviewing
Janet Evans
during the bombing.
As for the Winter Games, CBS had a similar sweep of coverage in the U.S. during the decade; it showed all three contests (
1992
,
1994
, and
1998
). The 1994 Games saw the nights with the highest ratings in the history of American Olympic telecasts, as a result of the scandal in which associates of
Tonya Harding
attacked
Nancy Kerrigan
and the media frenzy that followed, as well as
Dan Jansen
's
speed skating
gold medal win. The short program on February 23 is, as of 2008
[update]
, the sixth-highest rated primetime TV program in American history. It had a rating of 48.5 and a share of 64. The long program two days later had a rating of 44.1 and another 64 share; it ranks 32nd.
[5]
Each telecast had a different primetime host(s):
Paula Zahn
and
Tim McCarver
in 1992,
Greg Gumbel
in 1994, and
Jim Nantz
in 1998.
As with NBC, CBS decided that it needed help to defray the increasing costs of broadcast rights. CBS's Winter Games coverage was shared with
TNT
, which aired events under the promotional slogan "The ultimate daytime drama."
Nick Charles
and
Fred Hickman
hosted the coverage from Turner's Atlanta studios in 1992 and 1994, while
Jim Lampley
was the host in 1998. While CBS had the top choice of events and had their own feed, TNT had to do with the world feed and aired their own events which was some sports CBS would not touch including curling in 1998.
The Late Show with David Letterman
[
edit
]
Also supplementing CBS's coverage was
David Letterman
as his show was Olympic-themed in both 1994 and 1998 while the network aired the Olympics. A centerpiece of that coverage was nightly segments with his mother
Dorothy
, who was on-site at both the Lillehammer and Nagano Olympics.
2000s
[
edit
]
Coverage in the first decade of the 21st century revolved around two major storylines:
- NBC became the sole U.S. rights holder for the Olympic Games for the entire decade and beyond. The network boasted of being "America's Olympic Network" as it made the longest and most expensive commitment ever since the Olympics were first presented on TV.
[
citation needed
]
For the 1996 Summer Games, and all Games from 2000 to 2008, NBC paid a total of $3.5 billion, mostly to the
International Olympic Committee
but also to the USOC and local organizers. To extend rights to the
2010 Winter Olympics
and
2012 Summer Olympics
, NBC then gave up another $2.2 billion.
[6]
- The rise of various
media platforms
extended the reach and availability of Games coverage. NBC returned to supplemental cable/satellite coverage in
2000
, with some events on
CNBC
and
MSNBC
. In
2004
, it added
USA Network
,
Bravo
, and
Telemundo
, all of which parent company
NBC Universal
had acquired earlier in the decade. Finally, in
2008
, events were streamed live for the first time on the Internet through the website NBCOlympics.com. (Also in 2008,
Oxygen
replaced Bravo as a supplemental network, and NBC launched
high-definition
channels dedicated to the
basketball
and
soccer
competitions.)
As was the case with Seoul in 1988, NBC convinced the organizers of the 2008 Beijing Summer Olympics to stage many of their major events during the late morning and early afternoon hours, which translated to live coverage during prime time in the United States.
2010s
[
edit
]
NBC's broadcasts of the
2010 Winter Olympics
resulted in a loss of $233 million,
[7]
due to the belief that it had overbid for the rights to the 2010 and 2012 Olympics, and an advertising market still recovering from the
Great Recession
(which had especially impacted automakers, a major market segment for Olympic advertisers).
[8]
[9]
[10]
NBC's coverage also came amid continued criticism of its broadcast delay practices for the west coast (which persisted even though the Games were being hosted on the North American west coast).
[10]
In 2011,
Comcast
completed its acquisition of a majority stake in NBC Universal (now NBCUniversal). That June, the IOC held a
sealed-bid auction
on the rights to the
2014 Winter Olympics
and
2016 Summer Olympics
. Amid competing bids by
Fox Sports
and
ABC
/
ESPN Inc.
,
[11]
[12]
NBC renewed its rights to the Olympics across all platforms through
2020
in a deal worth $4.38 billion?the most expensive contract for Olympic media rights to-date.
[13]
[14]
In May 2014, NBCUniversal extended its rights through
2032
, paying $7.75 billion.
[15]
Broadcasts Summary
[
edit
]
Summer Olympic Games
[
edit
]
Year
|
Broadcaster
|
Host
|
Hours of Coverage
[16]
|
Opening
ceremonies
viewership
[17]
|
Closing
ceremonies
viewership
[17]
|
Rights Fee
[16]
|
1960
|
CBS
|
Rome, Italy
|
20
|
|
|
$394,000
|
1964
|
NBC
|
Tokyo, Japan
|
15
[18]
|
|
|
$1.5m
|
1968
|
ABC
|
Mexico City, Mexico
|
43.75
|
|
|
$4.5m
|
1972
|
ABC
|
Munich, Germany
|
62.75
|
|
|
$7.5m
|
1976
|
ABC
|
Montreal, Canada
|
76.5
|
13.9m
|
|
$25m
|
1984
|
ABC
|
Los Angeles, United States
|
180
|
|
|
$225m
|
1988
|
NBC
|
Seoul, South Korea
|
179.5
[19]
|
22.7m
|
18.3m
|
$300m
|
1992
|
NBC
|
Barcelona, Spain
|
161
[16]
+ 1080 on Triplecast
[20]
|
21.6m
|
21.4m
|
$401m
|
1996
|
NBC
|
Atlanta, United States
|
171
[21]
|
39.8m
|
34.1m
|
$456m
|
2000
|
NBC
|
Sydney, Australia
|
441.5
[21]
|
27.3m
|
16.7m
|
$705m
|
2004
|
NBC
|
Athens, Greece
|
1210
[21]
[22]
|
25.4m
|
19.6m
|
$793m
|
2008
|
NBC
|
Beijing, China
|
3600
[19]
|
34.9m
[23]
|
27.8m
[23]
|
$894m
|
2012
|
NBC
|
London, United Kingdom
|
5535
[24]
|
40.7m
[25]
|
31.0m
|
$1.18b
|
2016
|
NBC
|
Rio de Janeiro, Brazil
|
6755
|
29.3m
|
16.9m
|
$1.226b
|
2020
|
NBC
|
Tokyo, Japan
|
7000
|
16.7m
[26]
|
8.9m
[27]
|
|
2024
|
NBC FOX CBS TNT ABC ESPN
|
Paris, France
|
TBD
|
TBD
|
TBD
|
TBD
|
2028
|
NBC FOX CBS TNT ABC USA
|
Los Angeles, United States
|
TBD
|
TBD
|
TBD
|
TBD
|
2032
|
NBC FOX CBS TNT ABC USA
|
Brisbane, Australia
|
TBD
|
TBD
|
TBD
|
TBD
|
2034
|
NBC FOX CBS TNT
ABC USA ESPN
|
richmond va
united states
|
|
|
|
|
|
|
Winter Olympic Games
[
edit
]
Year
|
Broadcaster
|
Host
|
Hours of Coverage
[16]
|
Opening
ceremonies
viewership
[17]
|
Closing
ceremonies
viewership
[17]
|
Rights Fee
[16]
|
1960
|
CBS
|
Squaw Valley, United States
|
15
|
|
|
$50,000
|
1964
|
ABC
|
Innsbruck, Austria
|
17.5
|
|
|
$597,000
|
1968
|
ABC
|
Grenoble, France
|
27
|
|
|
$2.5m
|
1972
|
NBC
|
Sapporo, Japan
|
37
[18]
|
|
|
$6.4m
|
1976
|
ABC
|
Innsbruck, Austria
|
43.5
|
2m
|
|
$10m
|
1980
|
ABC
|
Lake Placid, United States
|
53.25
|
11.4m
|
|
$15.5m
|
1984
|
ABC
|
Sarajevo
,
Yugoslavia
|
63
|
|
|
$91.5m
|
1988
|
ABC
|
Calgary, Canada
|
94.5
|
|
|
$309m
|
1992
|
CBS + TNT
[28]
|
Albertville, France
|
116
|
24m
|
20m
|
$243m
|
1994
|
CBS + TNT
|
Lillehammer, Norway
|
119.5
|
33.9m
|
34.5m
|
$300m
|
1998
|
CBS + TNT
|
Nagano, Japan
|
123.8
|
27.2m
|
18.4m
|
$375m
|
2002
|
NBC
|
Salt Lake City, United States
|
375.5
[29]
[30]
|
45.6m
|
38.7m
|
$545m
|
2006
|
NBC
|
Torino, Italy
|
416
[29]
[31]
|
|
|
$613m
|
2010
|
NBC
|
Vancouver, Canada
|
835
[32]
|
|
|
$820m
|
2014
|
NBC
|
Sochi, Russia
|
1539
[33]
|
|
|
$775m
|
2018
|
NBC
|
Pyeongchang, South Korea
|
2400
|
|
|
$963m
|
2022
|
NBC
|
Beijing, China
|
2800
|
|
|
|
2026
|
NBC FOX CBS TNT ABC ESPN
|
Milan, Italy
|
TBD
|
TBD
|
TBD
|
TBD
|
Criticisms
[
edit
]
Perhaps the most often heard criticism that some events are shown on
disk- or tape delay
rather than live. Even if sports are shown live to some parts of the country, it may remain delayed in others, especially in the
Pacific Time Zone
. NBC has explained that primetime coverage of select events, regardless of when they actually occur, is designed to maximize the total viewing audience.
Some examples of broadcast delay include:
- The 1980
Miracle on Ice
, which ABC showed in primetime, about three hours after it actually took place. (The Americans' gold medal?clinching game against
Finland
was
aired live, despite a start time of 11am EST on a Sunday morning. All US hockey games in the Winter Olympics since 1988 have been shown live, and since 1992, in full.)
- The relay race in 1984 in which
Carl Lewis
won his fourth gold medal.
- In 1996, much of the artistic gymnastics competition at the Atlanta Olympics was held in the afternoon, and was shown by NBC three to four hours after the competition ended.
- Nearly the entire 2000 schedule from
Sydney, Australia
, in some cases by nearly a day. (The only live telecast was the men's basketball final, which was shown live only after fans objected to the delayed coverage of earlier games.)
- For Pacific and
Mountain Time Zone
viewers, most of the
2010 Winter Olympics
coverage was on delay, despite that the games were held in the
Pacific Time Zone
. As a result, viewers in
Bellingham, Washington
could not watch NBC's live coverage as it aired on the east coast despite the fact that they are just over 50 miles away from Vancouver.
- Also, viewers in most of the Mountain time zone and all of the Pacific time zone could not watch live prime-time coverage of the
2002 Winter Olympics
despite the fact many of the prime-time events took place around the
Salt Lake City, Utah
area. However,
KSL-TV
was allowed to air NBC's prime-time coverage live.
- The opening ceremony for the 2012
London
Games, which NBC refused to air (or even stream on the internet) live, choosing instead to tape delay it and show in prime time for US audiences.
[34]
The broadcast delay practice even for major events has become increasingly frustrating with viewers in recent times due to the increased usage of
social networking
and Web sites (including the official Olympic site and NBC's Olympic website) posting results in real time.
[35]
As a result, these practices has spawned outrage across the internet and even raising concerns from politicians.
[36]
On a related note, networks not part of the Olympic coverage, even including
NBC News
, are given very restrictive policies on showing highlights. For example,
ESPN
can show only a total of eight minutes of highlights per day, and must essentially wait until the next day to show any of it. (Reportedly, the only reason it can even show highlights at all is the unusual deal that sent
Al Michaels
to
NBC Sunday Night Football
in
2006
, and returned the rights of
Walt Disney
's
Oswald the Lucky Rabbit
from
Universal Studios
to
The Walt Disney Company
.)
While every respective country's broadcast is biased towards the home athletes to a certain extent, NBC has faced scrutiny for allegedly focusing more on American athletes and less on other athletes from other countries, especially during the network's tape-delayed primetime coverage. This has proven to be unfounded and indeed NBC has been considered more inclusive of other countries' athletes than other countries' Olympic broadcasters. NBC's focus on U.S. athletes has been the subject of a series of studies that have shown NBC places a heavier emphasis on U.S. athletes during the Summer Games than during the Winter Games.
[37]
[38]
[39]
When the NBC 2014 primetime Olympic broadcast was compared to those broadcast in Canada by the
CBC
, it was determined that CBC placed more emphasis, by a statistically significant margin, on Canadian athletes than NBC placed on U.S. athletes.
[40]
Furthermore, such countries as Russia (broadcasters
Channel One
and
Match TV
), focus solely on their own athletes, ignoring events where they do not participate.
[41]
By contrast, NBC often devotes considerable coverage to favorite foreigners such as
Usain Bolt
.
[42]
Unequal representation of genders has also been a criticism the coverage of the Olympics has faced. From 1992?1998, men received over 56 percent more coverage than women.
[43]
The situation improved over time, with
NBC Olympics
introducing programs dedicated exclusively to women's sports.
[44]
See also
[
edit
]
References
[
edit
]
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cite news
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External links
[
edit
]