The first Summer Games of the Broadband Age

A couple of days ago I wrote that for the first time ever, broadband technologies would make it possible for millions of people in developing economies to watch the Olympics this year.  Now those same broadband technologies are making it possible for millions of Americans to watch Olympic events as they occur (or shortly thereafter) rather than relying on the schedule set by NBC and its partner cable networks.  As the New York Times noted in a front page article NBC, spent most of Friday (and likely will spend much of the next two weeks) attempting to keep its exclusive rights to the Olympics. To NBC I say, "Good luck with that."  

I commend NBCU for broadcasting (or cablecasting) 3300 hours of Olympic coverage on its various networks.  NBC is adding an astounding 2200 additional hours of streamed Olympics coverage on the Internet.  But much of that programming will be tape delayed because of time differences between China and the US or to maximize ratings (and advertising dollars).  Internet savvy sports fan used to watching what they want, when they want, where they want and on any device they want simply will not put up with a dictated schedule.   It's not clear how broadband will affect the 2008 Olympics.  It is very clear that in light of the new consumer reliance on and utilization of broadband technologies,  broadcasters will have to rethink their business models as they prepare for the 2012 Olympics.