TV Guide to Aid NBC with Olympics

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Gemstar-TV Guide International Inc.’s TV Guide Television Group has its eye on the five rings.

The unit announced Thursday that it has reached an integrated programming and marketing deal with NBC covering the Summer Olympic Games from Athens, Greece.

NBC is airing Olympics coverage on several networks -- NBC, MSNBC, CNBC, Bravo and Telemundo -- which is where TV Guide’s expertise will come in handy.

As part of the agreement, TV Guide Channel will air original Olympics-related specials, as well as featuring information on the Games during its signature daily show, What’s On.

The network will also feature a dedicated Olympics area in its scrolling program listings, and interactive programming guide TV Guide Interactive will feature a 24-hour interactive Olympics icon as part of its main menu.

In turn, NBC will direct viewers to TV Guide Channel during its coverage of the Games.

"The networks of NBC will broadcast the Olympic Games for more than 1,200 hours, 24 hours a day, for 17 straight days," TV Guide Television Group president Ian Aaron said in a prepared statement.

"This coverage will offer viewers an unprecedented array of choices, making it a challenge for viewers to quickly and easily find the events they most want to watch," he added. "This partnership with NBC cuts to the core of what TV Guide is really all about -- helping viewers to sort through their television choices."