The vice president and general manager of NBC Sports Digital Media, Rick Cordella, told The New York Times that the network will stream all Olympic events this summer. “Whatever is on schedule that day, if cameras are on it, we’ll stream it,” Cordella told the Times.
In order to deliver these streams, NBC will be launching dedicated mobile and tablet apps for the Olympics. Like the HBO app, a viewer would need to sign into the cable account to access the content. One would guess that Comcast will be one of the cable providers participating, now that they own NBC, that is.
The NYT article points out that only two years ago NBC was still trying to protect its prime time broadcast, only providing live streams of hockey and curling (curling!). The broadcaster was making the same mistake many publishers made by holding back content online under the crazy notion that they were protecting their print product. It is good to see that they are changing their policy in time for this summer's Olympics in London.
"We’re not scared of cannibalization,” Cordella told the Times. “Anytime you have a great event that happens before it shows on the air, it increases ratings and generates buzz.”