NBC will use Oxygen for daily Beijing coverage

NBC Universal will use the recently acquired Oxygen network for Olympic broadcasts during the Beijing Games. An announcement is expected today.

Oxygen will become NBC’s home for gymnastics analysis and profiles during the Aug. 8-24 Olympics. The network will air a daily segment on the sport . Other Olympic coverage on the channel will include equestrian, tennis, rhythmic gymnastics and synchronized swimming. All Olympic programming will be taped and air weekdays from 6 to 8 p.m. ET.

“This offers nothing but upside for Oxygen,” said Lauren Zalaznick, president of Oxygen and Bravo media. “It’s awareness, exposure from a sampling perspective and tremendous promotional benefit inside those two-hour windows.”

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 distributed in 71 million homes.

— Tripp Mickle and John Ourand