Olympics: TV holds key to a midnight 100m in London
Matt Scott in Beijing
The Guardian, Tuesday August 19 2008
NBC is under pressure from advertisers to broadcast the 100 metres final at peak time in the United States, raising the prospect that the 2012 event will take place after midnight London time.
Usain Bolt led the fastest 100m in history here at 10.30pm on Saturday but American viewers missed out as NBC held back its telecast by 12 hours before releasing it to viewers. At the time of the race - 10.30am in New York - the broadcaster was showing a basketball match between Spain and the US.
With NBC and the International Olympic Committee "protecting" their rights in the US - code for preventing internet access to pirate footage - it meant a tedious wait before track-and-field fans had any chance to see the race. A spokesman for NBC said: "We have an obligation to our affiliates and advertisers to show marquee sports at peak time, when the US is watching."
NBC holds a two-Games contract with the IOC worth $2.2bn (£1.18bn). That deal makes it comfortably the IOC's most important commercial partner.
A spokeswoman for London 2012 said that schedules will not be arranged for two years but admitted that "rights holders want to maximise viewership; we will work this so everyone has the best opportunity to watch."
NBC did not comment on whether it wants a post-midnight 100m final but US broadcasters routinely enforce early-hours scheduling for UK-based boxing bouts, doing the domestic audience a great disservice.
