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SBD/February 4, 2014/Media
NBC Embracing Multiplatform Coverage For Sochi Games, Including Cable, Web And Mobile
Published February 4, 2014
LEAVE THEM WANTING MORE: The AP's David Bauder reported NBC is using the Sochi Games "to push interest in technology allowing cable or satellite TV subscribers to see live Winter Olympics competition on mobile phones or tablets." The network yesterday said that it will "give subscribers a 30-minute 'free pass' to Olympics video before they are asked to verify that they are paying customers." On subsequent days, the access "will be limited to five minutes before verification." Cordella said that for the London Games, "just under 10 million mobile devices were authenticated to watch live programming ... although NBC doesn't have a count of how many actual customers that included." Bauder noted NBC is hoping the temporary free pass "will give people a greater incentive to sign in because they will have a taste of what is offered." NBC is live-streaming "more than 1,000 hours of Olympics events" during the Games, as well as "providing analysis, interviews and highlights" (AP, 2/3). Fans can "access the network's streams at NBCOlympics.com/live-extra." Fans also can download the NBC Sports Live Extra mobile app, which will "allow you to live-stream content once you enter your login information" (WSJ.com, 2/1).
ADOBE CONTINUING RELATIONSHIP: Adobe Systems will be continuing its relationship with the NBC Sports Group, helping NBC Olympics deliver Sochi coverage online and through the NBC Sports Live Extra mobile app. NBC will be using Adobe's Primetime video platform, which performs a variety of functions including the video player itself, user authentication, ad insertion and analytics. Adobe also helped develop the NBC Sports Live Extra app itself. Adobe, meanwhile, also has released its quarterly digital benchmark report, measuring online, mobile and TV Everywhere usage across the country. The report found that consumption of digital sports video streaming is up 640% on a year-over-year basis, compared to a 440% increase for all forms of streaming content. Sports is also the top category for consumption of TV Everywhere according to the report's findings, commanding 37% of traffic in that area. "2013 was really a year of experimentation for a lot of networks in terms of the digital deployment of their content," said Adobe System Dir of Product Marketing & Video Solutions Campbell Foster. "What we're seeing this year is a real move toward being able to take that digital content and deliver it at truly major scale" (Eric Fisher, Staff Writer).