NBCU to Live Stream All Sports from London Olympics as Part of 'TV Everywhere' Play


NBCUniversal is upping the streaming ante for coverage of the London Olympics.
During the Summer Games from July 27 through August 12, NBCOlympics.com for the first time will stream live all 32 sports from the quadrennial, encompassing a total of 3,500 hours. The vast majority of that streaming action will only be available to authenticated cable, satellite or telco customers, according to NBCU officials.
The output, representing a 59% jump from the 2,200 hours for 25 sports that were live streamed from the 2008 Games in Beijing, will provide immediate coverage of such marquee events as swimming, track & field and gymnastics. However, the top-flight action will not be immediately available through the digital archive, NBCU officials confirmed, as NBC will again package together the best fare for its primetime showings. Afterward the primetime window closes, users will be able to access encores of these competitions.
NBC has been criticized in the past for holding back its presentation of key events until primetime. The Peacock counters that its strategy is rooted in maximizing viewership and attendant advertising revenue through its primetime offerings.
The New York Times first reported on the new streaming/archive approach as a means to protect NBC's primetime Olympic audience.  
In another first, NBCOlympics.com, which has been revamped today in concert with the 100-day countdown to the opening ceremony, will provide multiple concurrent streams for select sports, inlcuding gymnastics (each apparatus), track and field (each event), and tennis (up to five courts). To that end during an athletics session, users instead of viewing only a single feed that migrates from event to event can elect to watch a stream dedicated to say, the long jump or javelin competition.
Leading up to London, the site will provide complete coverage of Olympic news, announcements and information. Among the elements: profiles on hundreds of athletes, including those most likely to represent the U.S. in 2012; areas for all 32 sports; and a cache of great moments from Games past.
"The 100-day milestone is a perfect time to re-launch NBCOlympics.com, a site we remain committed to keeping as the foremost source for Olympic content both before and during the Games," said Gary Zenkel, president, NBC Olympics in a statement. "We are very excited to offer this vast Olympic viewing experience to complement and fuel our unprecedented daily network and cable coverage, especially the nightly primetime show."