Olympics on United States television

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 American television every two years.

History

1960s

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.^[1]

In 1964, a different network showed the Winter Games: 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. In 1968, ABC showed both the Winter Games and the Summer Games.

1970s

In 1972, NBC showed the Winter Games from Sapporo, Japan, then ABC returned to carry the Summer Games 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 was 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.^[2]

By the time the 1976 edition came around, McKay was now installed at the host, a role he would play throughout the 1970s and '80s.

1980s

ABC aired the 1980 Winter Olympics, both the 1984 Winter and Summer Games, 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 Olympic Committee kept U.S. athletes home to honor the boycott announced by President Jimmy Carter, the telecasts were canceled. In the end, what had been 150 hours of scheduled coverage, shrunk to practically nothing. Highlights were fed to local NBC stations for use on local newscasts. Many affiliates however, refused to show the Olympic highlights on their local news. They also refused to clear airtime for what little coverage NBC did present.

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 primetime of the previous night in the U.S. Bryant Gumbel was the host that year.

1990s

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 Games in Atlanta. And as with Arledge, Ebersol had to deal with breaking news during the 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. Bob Costas made his debut as primetime host in 1992. Costas had previously, hosted the late night coverage in Seoul.

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.^[3] Each telecast had a different primetime host(s): Paula Zahn and Tim McCarver in 1992, Greg Gumbel in 1994, and Jim Nantz in 1998.

To help defray the increasing costs of broadcast rights, both CBS and NBC turned to cable and satellite services for additional coverage. CBS' Winter Games coverage was shared with TNT, which aired events under the promotional slogan "The ultimate daytime drama." Jim Lampley was the host all three times. In 1992, NBC teamed up with Cablevision for the Triplecast, which provided three channels of pay-per-view telecasts that supplemented NBC's regular coverage. However, NBC lost over $100 million, the package was dropped, and there was no supplemental coverage from Atlanta.

2000s

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 could rightly boast of being "America's Olympic Network" as it made the longest and most expensive commitment ever since the Olympics were first presented on TV. 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.^[4]

• 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).

2010s

With Comcast taking over NBCUniversal many people thought they would not bid for the television rights for the next Olympics, after losing money from the 2010 Olympics. Also Dick Ebersol left as NBC sports chairman, who lead NBC for overbidding in the last two Olympics. However it was announced on June 6, 2011 that NBCUniversal had won the television rights for the 2014, 2016, 2018, and 2020 Olympics, beating out ESPN/ABC and Fox. The entire package for the rights was $4.38 billion, making it the most expensive television rights deal in Olympic history. NBC paid $775 billion for the 2014 Olympics in Sochi, Russia, and $1.23 billion for the 2016 Olympics in Rio de Janeiro, Brazil. Also NBC paid $963 billion for the 2018 Olympics to be held in Pyeongchang, South Korea and $1.45 billion for the 2020 Olympics, currently only Rome, Madrid and Tokyo have announced a bid. NBC has announced that it will begin airing all of the events live on TV or either the internet.^[5][6]

Criticisms

Of course, there are some complaints about Olympic coverage on American TV. Perhaps the most often heard is the insistence that some events be shown on tape delay rather than live, which is what most sports fans seem to prefer. 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 tape delay include:

• The 1980 Miracle on Ice, which ABC showed in primetime, about three hours after it actually took place.
• The relay race in 1984 in which Carl Lewis won his fourth gold medal.
• 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.
• The entire 2000 schedule from Sydney, Australia, in some cases by nearly a day (The only live telecast was the men's basketball final).
• For Pacific and Mountain Time Zone viewers, most of the 2010 Winter Olympics coverage was on Tape, despite that the games were held in the Pacific Time Zone. As a result, viewers in Bellingham, Washington couldn't 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 the Mountain and Pacific time zones couldn't watch live coverage of the 2002 Winter Olympics despite the fact many of the primetime events took place around the Salt Lake City, Utah area.

The tape 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.^[7] As a result, these practices has spawned outrage across the internet and even raising concerns from politicians.^[8]

Anecdotal, if not official, evidence indicates that some American viewers in border cities have decided to turn away from NBC coverage to watch events live on such stations as CBET in Windsor, Ontario, Canada and XEWT in Tijuana, Baja California, Mexico. All coverage in Canada (traditionally CBC, CTV for the 2010 Vancouver Games) and Mexico (Televisa) is live regardless of venue or time difference.

In 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. And reportedly, the only reason it can even show highlights at all is the deal that sent Al Michaels to NBC Sunday Night Football in 2006.

Some decisions as far as what events to show also seem to create questions. For example, NBC got the Beijing organizers to show live swimming, gymnastics, and beach volleyball in U.S. primetime in 2008 (the next morning in Beijing). Such prominent sports as track and field and basketball were not selected. The network cited Phelps' crossover appeal, as well as demographics for gymnastics and beach volleyball that favor females.^{[citation needed]}

One final concern among some critics is the emphasis on covering American athletes ahead of all others on the U.S. telecasts. Frank Deford of Sports Illustrated noticed this in 1984, when the Games were held in Los Angeles, California.^[9] After winning that year's decathlon gold medal, Daley Thompson of Great Britain wore a T-shirt that read, "America, thanks for the Olympics, but what about the TV coverage?" Again, NBC has said that the emphasis on American athletes and teams is what the public has demanded.^{[citation needed]} To that end, a minor converesy erupted during the 1984 Games when it was discovered that televisions inside the Olympic Villages were showing the US ABC Network feed and not the world feed.^[10] It should be noted that any country's Olympic coverage usually has a major emphasis on sports where the country the network is broadcasting to has the best shot at medals.^[11] Also, in 2008, USA Network called itself "home of the United States Olympic Team" in event promos and commercial breaks.

See also

• Olympics on television
• Olympics on ABC
• Olympics on CBS
• Olympics on NBC
• Olympics on TNT

References

1. ^ Maraniss, David (2008). Rome 1960: The Olympics that Changed the World. New York: Simon and Schuster. 
2. ^ The Tragedy of the Munich Games (DVD). ABC Sports. 2002. 
3. ^ "All-Time Top Rated TV Programs". ESPN Sports Almanac. 2008. p. 602. 
4. ^ "Television Rights". ESPN Sports Almanac. 2008. p. 609. 
5. ^ TV by the Numbers. 2011-06-07. http://tvbythenumbers.zap2it.com/2011/06/07/report-nbc-wins-latest-olympics-tv-rights-bid/94902/. Retrieved 2011-06-07. 
6. ^ Ad Week. 2011-06-07. http://www.adweek.com/news/television/update-nbc-bids-438-billion-olympic-gold-132319. Retrieved 2011-06-07. 
7. ^ "Tape Delay an Olympic Dilemma". newser. 2010-02-11. http://www.newser.com/story/80659/tape-delay-an-olympic-dilemma.html. 
8. ^ "Even Senators Hated NBC Universal's Olympic Coverage". techdirt. 2010-03-01. http://www.techdirt.com/articles/20100301/0252398339.shtml. 
9. ^ Deford, Frank (1984-08-13). "Cheer, Cheer, Cheer for the Home Team". Sports Illustrated. http://vault.sportsillustrated.cnn.com/vault/article/magazine/MAG1122402/index.htm. Retrieved 2008-08-14. 
10. ^ . 
11. ^ Gorman, Bill (2008-08-25). "Watching the Olympics Outside the US". TV By The Numbers. http://tvbythenumbers.com/2008/08/25/watching-the-olympics-outside-the-us/4765. Retrieved 2008-09-03. 

External links

• The World Comes Together in Your Living Room: The Olympics on TV
• Websites by network
  • Official NBC Olympics website
  • Official CBS Olympics website
  • Official ABC Olympics website
  • Official TNT Olympics website
• Olympics Coverage - TWoP Forums
• Olympics up for grabs as CBS drops out
• Sports Media Watch: Olympics
• The Olympics on Jump The Shark at the Wayback Machine
• Olympics Broadcast Rights Fees Since 1960