Looking At The Next Chapter

As the Vancouver Games head into the homestretch, one of the most fascinating questions remains the future of U.S. rights with the IOC. NBC’s ratings are trending higher than the network’s guarantee to advertisers, and despite criticism over the delayed event coverage, Dick Ebersol’s production strategy is delivering viewers. But what about future Games after 2012 in London? ESPN has publicly said it is interested in the 2014 and 2016 Games, and by the comments coming out of Bristol, viewers can expect massive changes if it does land the Games. The net’s John Skipper stresses that “live” is built within the ESPN culture, adding that NBC’s coverage philosophy is “old-school.” Skipper: “I don't think nonlive is sports fan-friendly.” But NBC feels it is on to something pretty good, with Gary Zenkel, in perhaps a shot at future competition, stating, “Many of us have been doing this since 1992, some since 1988. ... The market has told us loud and clear that it places the most value on the big, diverse audience that gathers in front of the television at night.”