NBC Adds Oxygen Network To Olympic Broadcast Platform

Oxygen Network To Serve As NBCU's Gymnastics Home During Beijing Olympics

NBC Universal has added its Oxygen network, which it acquired in '07, to its broadcasting platform for weekly coverage of this summer's Beijing Olympic Games (NBC). SPORTSBUSINESS JOURNAL's Mickle & Ourand report Oxygen will become NBC's "home for gymnastics analysis and profiles" during the Games, as the net will air a "daily segment on the sport." Additionally, the net will air equestrian, tennis, rhythmic gymnastics and synchronized swimming. All Olympic programming on Oxygen will be taped and broadcast weekdays from 6:00-8:00pm ET. In the past, NBC has used Olympic programming to "boost ratings and distribution of its cable channels. It is looking to do the same with Oxygen," which is currently distributed in 71 million homes (SBJ, 2/11 issue). Oxygen & Bravo Media President Lauren Zalaznick said, "For this first big cross-platform play to be the Olympics was an incredible energizer for the whole Oxygen team, and we feel like it's going to do the same thing for the Oxygen audience" (TV WEEK, 2/11 issue).