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SBD/July 25, 2012/Olympics
NBC Set To Surpass Record $1B In National TV, Digital Ad Sales Around Games
Published July 25, 2012
EARLY SCREENINGS: USA TODAY's Levin & Bianco report NBC for the first time will "air commercial-free sneak previews of two series during Olympics coverage." The Matthew Perry-led comedy "Go On" will air its pilot episode Aug. 8, while "Animal Practice" will premiere Aug. 12 after the Closing Ceremony. A six-minute teaser "for the drama 'Revolution,' due Sept. 17 from producer J.J. Abrams, also will air after a key swimming event Aug. 4." NBC Entertainment Chair Bob Greenblatt said, "We knew that if we were going to wait five or six weeks (after the Games), that would be a mistake, which is why we decided to premiere everything early" (USA TODAY, 7/25). In L.A., James & Collins note the Games will "pay dividends to NBC that won't show up directly on a balance sheet." While the Games are on, the net "will have valuable exclusive content for its critical and still highly profitable 'Today' franchise." The event "helps NBC build its sports division," including NBC Sports Network (L.A. TIMES, 7/25).
LOCAL DOMINATION: The GUARDIAN's John Plunkett noted the BBC’s coverage of the Games “has begun with the wholesale shift of its news and sport programmes to east London and the first event live from the Millennium Stadium.” BBC1, BBC3 and “24 dedicated digital services means it will also be the biggest reality TV event the small screen has ever seen.” Non-sports fans will be able to “seek refuge on BBC2, to where popular BBC1 shows such as EastEnders and Holby City will move for the duration of the games.” Coverage of the games begins today with the British women's soccer team's opening match against New Zealand. BBC1's coverage will “begin at 6am every day and continue until 1am” London time (GUARDIAN.co.uk, 7/24).