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Edition: U.S. Article Comments (1) Save Email Print Reprints Most Popular Most Shared U.S. state pension funds have $1 trillion shortfall: Pew 12:15am EST Mossad chief won't quit over Dubai hit: source 12:44am EST For Apple suppliers, loose lips can sink contracts 17 Feb 2010 Bad news for record lottery "winner" 16 Feb 2010 On anniversary, Obama defends economic stimulus 17 Feb 2010 U.S. state pension funds have $1 trillion shortfall: Pew 12:15am EST For Apple suppliers, loose lips can sink contracts 17 Feb 2010 Happiness makes for a happy heart 17 Feb 2010 On anniversary, Obama defends economic stimulus 17 Feb 2010 Obama to meet Dalai Lama despite Chinese warning 1:38am EST NBC uses Olympics to lure back lost audience Jill Serjeant LOS ANGELES Wed Feb 17, 2010 6:09pm EST Gold medalist Hannah Kearney (R) of the United States and silver medalist Jennifer Heil of Canada celebrate after the women's freestyle skiing moguls finals on Cypress Mountain at the Vancouver 2010 Winter Olympics, February 13, 2010. Credit: Reuters/Mike Blake Related News Reuters Winter Olympics Schedule at 0601 GMT on Tuesday Feb 16 Tue, Feb 16 2010 NBC scores with Olympics opening weekend Mon, Feb 15 2010 Reuters Winter Olympics Schedule at 1400 GMT on Sunday Feb 14 Sun, Feb 14 2010 Reuters Winter Olympics Schedule at 1400 GMT on Saturday Feb 13 Sat, Feb 13 2010 FACTBOX-Olympics-Reaction to death of luger Nodar Kumaritashvili Fri, Feb 12 2010 LOS ANGELES (Reuters) - NBC's costly gamble on the Vancouver Winter Olympics is leaving a hole in its finances but strong ratings offer a welcome showcase for the struggling TV network's revamped prime-time line-up, media analysts say. Entertainment | Sports | Television | Media Some 138 million people have watched the first five days of the Vancouver games on NBC Universal's networks -- a 22 percent increase on average viewership at the same stage of the last Winter Olympics in Torino in 2006. Fox television's ratings juggernaut "American Idol" stole some of NBC's thunder on Tuesday night, beating its prime-time Olympics coverage into second place by about 23.6 million to 20.3 million viewers, according to early data on Wednesday. But for NBC, which has said it will lose about $250 million on televising the Vancouver games, the payoff could come later if Americans get back into the forgotten habit of simply turning on NBC for its prime-time shows. NBC has languished at the bottom of the four big U.S. TV networks for more than four years and has scrambled to find new dramas and comedies to please audiences. Moreover, it must now fill the gaping 10 p.m. weekday hole left by its failed experiment with "The Jay Leno Show," which ended last week. Many of its new shows, including a Jerry Seinfeld comedy venture "The Marriage Ref" and family drama series "Parenthood," debut in March and are being heavily promoted to Winter Olympics viewers between ice-dancing and speed skating. "I think they have made the most of the opportunity they had. They timed this well for the potential to really promote these replacement shows," said David Bank, media analyst with RBC Capital Markets. "They are positioning their shows really well for a first look. The question is, will they have the legs to stand on their own? And the answer to that is unclear," Bank said. OLYMPICS 'HALO' EFFECT? NBC paid a record $2.2 billion in 2003 for the U.S. broadcast rights to the 2010 and 2012 Olympics -- before the slump in the advertising market and its own ratings slide. Keith Sherin, the chief financial officer of NBC parent the General Electric Co, has said ad sales for Vancouver will be $650 million to $700 million. That's in line with Torino in 2006, which cost less for the network to air. American interest has been fueled by Vancouver's proximity to the United States, allowing many events to be broadcast live, at least to the eastern and central U.S. states. The fatal crash of a Georgian luger on opening day also piqued interest, along with a strong U.S. contingent including speed skater Apolo Anton Ohno, downhill skier Lindsey Vonn and snowboarder Shaun White, analysts said. Visitors to the NBCOlympics.com website have increased 250 percent over 2006, NBC said, while NBC's news shows and daytime coverage on cable outlets like MSNBC and USA have maximized American appetites for Olympics-related events. "The 'Olympic Halo' touches every division of NBC Universal," said NBC Universal sports and Olympics spokesman Chris McCloskey. Dennis Mazzocco, a media professor at Hofstra University and veteran of 12 Olympics telecasts, said the many promotional opportunities offered by the Olympics could also play well with NBC's future parent, cable provider Comcast Corp. "I think there are people inside NBC sports who are trying to establish to Comcast the value of making a huge capital investment in broadcasting the Olympics. "I think they have great concerns that Comcast is going to come in with a bottom line mentality," Mazzocco said. Bidding for the 2014 and 2016 Olympics is expected before the NBC-Comcast deal gets regulatory approval later this year. Entertainment Sports Television Media Comments See All Comments (1) | Post Comment Feb 18, 2010 1:40am EST This article was available on MSNBC…but alas, no more. http://www.msnbc.msn.com/id/35447905/ns/entertainment-television/ Happy_McSlap Report As Abusive See All Comments (1) Add a Comment More from Reuters Toyota faces new probe on Corolla steering DETROIT/TOKYO (Reuters) - U.S. regulators launched a preliminary investigation into reported steering problems on the Corolla sedan on Wednesday as Toyota Motor Corp faced questions from U.S. lawmakers on whether it had ignored red flags on safety before a wave of vehicle recalls. | Video U.S. state pension funds have $1 trillion shortfall: Pew HP raises 2010 outlook as results beat Street view U.S. dollar strengthens; gold dips on IMF sale | Video BOJ keeps rates on hold Calpers names firms not responding on placement agents » More Top News SPECIAL REPORT: Inside Apple's fortress Inside a walled city in South China and amid intense security, employees are provided with dormitories, canteens and even banks. The goal? Keep Apple's secrets. Full Article Apple's iPad e-book store to use DRM Mobile operators fight Apple app store Apple Golden stars and stripes The U.S. dominated day four at the Winter Games led by Lindsey Vonn who overcame a painful injury to win gold in women's downhill. Slideshow The bumpier the better for Mancuso Paerson soars in scary crash Slideshow: Figure skating fashion 2010 Winter Olympics © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts.com Buyouts Europe: Buyouts Conferences: Venture Capital Journal EVCJ International Financing Review International Securitisation Report Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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