It looks like NBC's gamble on the Beijing Olympics is working in their favor. Skeptics had promised audience burn-out and eventual disinterest if the games were on (almost) 24/7 and on four or five different NBC-Universal networks. Thanks in part to telegenic events and dramatic results involving American competitiors, viewership is strong, with more than 34 million Americans around for the opening and good numbers since that point.
The least NBC could do would be to rename one of its networks for the athletes. Might I suggest "Phelps TV?"
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