NBC’s hype machine is in high gear for tonight’s start of the 2008 Summer Olympics. Before the torch is lit, viewers may need help sorting the advertising claims from the truth.
The opening ceremonies begin tonight at 6:30 locally on KUSA-Channel 9. After seeing two dress rehearsals, NBC this week expanded its planned coverage to 4 1/2 hours, 6:30-11 p.m., with assurances that this will be an “over the top” spectacle.
If you’re in for the whole marathon, stay hydrated.
Between tonight’s pomp and the closing ceremonies’ circumstance on Aug. 24, expect much streaming video, cross-promotion of NBC’s sister networks and Nike logos (they’re a sponsor).
Aiming to avoid criticism it encountered in past years about tape delays, NBC will offer some 2,900 hours live, despite the time difference from China to the U.S. The broadcaster flexed some muscle with the International Olympic Committee and ordered the most popular sports moved to morning times in Beijing, to be live for prime time in most of the U.S.
Answers to a few FAQs:
Q: Will I be able to see everything in HD?
A: NBC is trumpeting the record amount of high-definition coverage for its 3,600 hours of coverage from Beijing. That’s true as far as it goes. But you’ll have to get CNBC HD, USA HD and Universal HD (available by subscription from Comcast and satellite providers DirecTV and Dish Network) in order to see many of the sports in high-def. The Universal HD feed is a simulcast of MSNBC.
Coverage on MSNBC, Telemundo, Oxygen, Bravo and the regular CNBC and USA networks will not be in HD.
Q: NBC has advertised the fact that it will have specialized soccer and basketball channels covering every single game in those sports. Where can I find them?
A: Not on Comcast, despite earlier assurances to the contrary. Try satellite.
The fact is, unless you have DirecTV or Dish services in Colorado, you’re out of luck. NBC claims Comcast has reneged on a deal to carry the special sports networks. Comcast says each system is free to decide and that “we try to offer something for everyone.”
(They’re not offering the Olympic Chinese or Korean language channels, either.)
Q: What about HD on NBC?
A: Yes, you’ll see the network’s coverage in HD, but you won’t get the full benefit of the technology without the fiber optics provided by cable or satellite delivery and, on your end, an HD-ready television set. If you’re planning to use the rabbit ears on a vintage set, don’t expect it to look like much.
Q: What’s the advantage to video on demand?
A: Digital cable subscribers can get daily highlights at no extra charge. Pregame preview clips are available now. This could be a timesaver if you have specialized interests. Computer users may find live online streaming (at work!) of 25 sports even better.
Q: Will any commercials jump out?
A: This isn’t the Super Bowl, when advertisers can reach a huge crowd in a condensed period. Spread over 17 days, the Olympiad is a different animal. Note, however, both presidential candidates have purchased network and cable ad time (John McCain’s campaign spent $6 million, Barack Obama’s spent $5 million, according to Advertising Age), so expect political pitches.
Q: What will NBC Universal consider success?
A: Other than piling up ad revenue, the goal is to exceed the 203 million U.S. viewers who sampled broadcasts from Athens in August 2004.
Q: What will make the broadcast a success?
A: Evenhanded commentary that avoids a xenophobic tilt; helpful yet nonintrusive graphics; adequate attention to protests and other news; and a steady flow of information about the host country that doesn’t treat China as a theme park could make this the most exciting Olympics in years.
Joanne Ostrow: 303-954-1830 or jostrow@denverpost.com
