CBC, NBC take different approach toward Olympic coverage

by WILLIAM HOUSTON
Globe & Mail
July 30, 2008

Coverage of the Beijing Olympics on NBC and the CBC will be a massive undertaking on multiple media platforms.

But for many viewers, the only outlet that will count is the main network, which is free and over the air.

The key difference between the U.S. and Canadian main networks is that the CBC will air all the major events live, while NBC will stick with its policy of holding back live coverage of some events, choosing instead to air them taped in prime time.

It seems remarkable that, in the United States in the 21st century, it will be impossible to see a live domestic telecast of some of the Games' biggest competitions.

But, NBC does this because prime time is where most of the Olympic revenue is earned. The network is protecting its advertisers by generating the largest possible prime-time audience.

"We have a billion dollars worth of revenue at stake here, so that means we're not public television, for better or worse," an NBC spokesman said in an e-mail yesterday. "We have three main constituency groups: our affiliates, our advertisers, and our audience.

"To our affiliates and our advertisers, our responsibility is to aggregate the biggest audience that we can. And to our audience, our extensive research shows, that means putting it on when they say they want it, which is when they're available to watch it - and that's in prime time."

It will help NBC, and also the CBC, that the swimming and gymnastics finals are scheduled for the morning, local time, meaning they will air live in prime time in North America.

The swimming schedule was particularly important to NBC, which lobbied for the changes, because Michael Phelps is the U.S. team's star and has a shot at eight gold medals.

In terms of total coverage, CBC will provide about 282 hours compared with NBC's 225.

In the morning, the CBC will begin at 6 a.m. EDT daily (6 p.m. Beijing time) and run through to noon (midnight in Beijing).

At NBC, the Today Show, which will be based in Beijing, will air Olympic content from 7 a.m. EDT to 10 a.m., after which Olympic programming will air until 1 p.m. local times.

Neither network will provide coverage in the afternoon, when it's the dead of night in Beijing.

The CBC will begin prime time at 6 p.m. EDT through to midnight, and then three more hours of content until 3 a.m. On some days, the CBC will provide six hours of overnight programming until 6 a.m. EDT.

NBC's prime-time show won't start until 8 p.m. and will run until 11:30 p.m., followed by an additional 90 minutes from midnight to 1:30 a.m.

As well, NBC will provide extensive daytime coverage on MSNBC (5 a.m. to 5 p.m. EDT daily) plus overnight content on CNBC.

In terms of online programming, the CBC will stream live 1,500 hours from nine sports on CBCSports.ca.

NBC will provide 2,200 hours of online content from 25 sports on NBCOlympics.com. Each website will be blocked outside its country.

The CBC will air programming on the cable channels TSN (150 hours), CBC Bold (250 hours of sailing and equestrian coverage) and CBC Newsworld (145 hours of news-oriented Olympic programming). French language content will be carried on Radio-Canada (263 hours) and Réseau des Sports (206).

NBC will use cable channels USA Network (165 hours), MSNBC (175 hours), CNBC (95.5 hours), Oxygen (20 hours) and Spanish language Telemundo (380 hours).

I always thought The CBC had the most well rounded coverage.  It shows almost every event and all Canadian Athletes not just the gold medal winners like NBC.  

Never have liked NBC's coverage especially the dramatic music accompanied by a sob story they insist on spotlighting with every athlete.  Wow, John Doe had to overcome an ingrown toenail and he still can swim.  Jane Doe's third cousin twice removed died in a tragic car accident and she still made it to the Olympics.  You just watch and see how ridiculous it gets.

Thought CBS did a better job like with the Norway games.  

I hope CTV doesn't do another hack job with the 2010 games like they did in Calgary.  Live is the way to go.

I agree CBC coverage has always been a more well rounded program.It is also not the propaganda machine that NBC  American flag waving seems to be.I like that face that CBC will cover most of the events  even if our athleats do not make the finals, and of course always seem to be excited about with the calls of the fianls Don Wittmans calls of swimming is classic.
The only thing I am not a fan  of is the CBC defeatist comments announcers have a habit of saying , when one of our athleats comes in a dissmal 175 out of 200 is "But thats a personal best"
I hope our athletes all the best hope hope they do well.

The difference between a Canadian gold medallist and a U.S. gold medallist?  Well the Canadian can expect the obligatory endorsements like McCain's Pizza Pockets which will give them some pocket money.  Whereas a gold medallist in the U-S, especially in the fields of swimming or gymnastics will be set for life with $25-million or more in endorsements.

I always thought the gold medallist who gets the big endorsements should pay back 10% of what they make to the Canadian/U.S. Olympic program or whatever sports organization has helped pay their way to all these world events....but that's a whole 'nuther topic.