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SBD/July 16, 2012/Media
NBC Calls New Olympic Digital Strategy Its "Billion-Dollar Lab"
Published July 16, 2012
ROOT FOR THE HOME TEAM: NEWSWEEK’s Howard Kurtz writes Lazarus is “unashamed to be rooting for the red, white, and blue.” Lazarus said that the Olympics for an American audience are “imbued with a strong dose of ‘nationalism,’ where ‘people gather around to cheer for their country.’” Lazarus: “We hope the U.S. team performs well. People get excited about that.” Kurtz notes the excitement is “good for ratings.” Lazarus said NBC’s job during the Games is to “build people up.” His perspective is “not how journalists generally view their mission,” but NBC “seems committed to making this a feel-good event.” NBC London Olympics Exec Producer Jim Bell said, “People want hope, and they want positive stories” (NEWSWEEK, 7/16 issue).