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NBC Olympics coverage changes the rules — mass media to fragmented media 8/13/08

Posted by Steve Boriss in Uncategorized.

In Olympic games prior to the Internet, America was riveted to a handful of big events selected by the TV networks. But NBC, presenting its 11th Olympics, is changing all the rules by taking advantage of the fragmenting power of cable and the Internet.

Summing it up is 22-year-old Jonathan Mays who notes, “NBC has a dedicated soccer channel [on cable] and live stuff on NBCOlympics.com.” He likes the fact that he can follow the progress of the teams as they move from the group stage through quarterfinals and finals. In effect, he is creating customized Olympic coverage for himself.

Will the same thing happen to news? Will Americans follow the news that interests them most and only share an interest in a handful of big stories — Michael Phelps-sized stories? That seems to be where we are headling.


1. Michael Phelps Winning in China | The Republican Operative - 8/13/08

[…] NBC Olympics coverage changes the rules — mass media to fragmented … Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. […]

2. Walter Abbott - 8/14/08

“I was taught when I was a young reporter that it’s news when we say it is. I think that’s still true — it’s news when ‘we’ say it is. It’s just who ‘we’ is has changed”David Carr, 1956 – ,CNN Reliable Sources, Sunday, August 10, 2008.

3. Karl - 8/15/08

NBC’s coverage is a disgrace. Too much epic, too many mushy stories, way too much meta-information, too many people having nothing to do with the games and everything with self-promotion, only two countries: the USA and China, nothing else beside swimming, gymnastics and that overrated beachball game. I wonder who is watching this garbage. I switched to satellite from abroad and I advice you to do the same.

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