The Milan-Cortina Winter Olympics promises to be momentous both on screen and behind the scenes, in terms of new technologies and the consumer viewing experience. As Team USA heads to Milan with high hopes for its strongest performance in decades, NBC, Peacock and Comcast are readying a host of new technology and viewing experiences that they hope will strengthen, if not reverse, challenges to their business models that have been years in the making.
Addressing those challenges is particularly important for Comcast NBCUniversal, which spent some $7.75 billion for the U.S. rights to the Olympics between 2022 and 2032 and another $3 billion to extend those rights through 2036.
“The Olympics in Paris proved the Olympics are back and remain an unrivaled media property,” NBC Sports President Rick Cordella said at a press event, where he noted that NBCUniversal had already sold out its ad inventory for the Winter Games. “We expect Milan…to carry on that legacy…[by] mimicking and building on” NBC’s successful strategy for the Paris Olympics, he said.
Stemming the Decline
How well Comcast and NBCUniversal deliver on that promise will have a major impact on both its traditional and newer streaming and digital businesses.
For its part, NBC is hoping to kick-start the celebration of its 100th anniversary this year by reversing recent Winter Olympics viewing declines. Average total audience hit a record low in 2022 of 11.4 million for the Beijing Winter Olympics, down from the average audience of 19.8 million that viewed the Games in Pyeongchang, South Korea, in 2018 and only a quarter of the 45.6 million who watched the opening ceremony of the Salt Lake City Games in 2002.
The Games will also be crucial for Versant, owner of NBCU’s recently spun-off cable networks. Both USA Network, which will focus on Team USA with “Enhanced 4K” Dolby Vision and Atmos feeds, and CNBC will carry Olympics programming.
Similarly, Peacock, which will stream every event of the Games—around 3,000 hours of Olympics coverage—will look to solidify its stature as a major source of sports programming while the streamer’s owner, Comcast, will use the Games to lure back pay TV subscribers and fend off increased competition from 5G wireless carriers by highlighting the cross-platform capabilities of its video platform and its fast, low-latency broadband network.
Many of the most notable improvements in the Olympics viewing experience also highlight trends in technology that will be important long after the Milan-Cortina Games have wrapped.
- Cross-Platform Tech and Programming: The Winter Olympics will see notable advances in cross-platform experiences, thanks to the development of advanced networks, improved user interfaces and AI technologies that allow networks, digital platforms and streaming services to blur the lines between streaming, TV and mobile.
- Bandwidth and Speed: With cable operators like Comcast losing broadband subs to 5G fixed wireless offerings, Comcast is heavily promoting the competitive advantages of its broadband network, which can deliver bandwidth-intensive Enhanced 4K HDR video feeds with very low latency.
- Artificial Intelligence: The Winter Olympics illustrate how companies are embracing AI to help viewers find content and to create clips and personalized playlists and experiences.
- NextGen TV and HDR: With live sports providing many of the most popular programs on linear TV, programmers and operators are under growing pressure to deliver visually stunning images. NBCU and some station groups declined to comment on their plans for NextGen TV/ATSC 3.0 broadcasts during the Winter Games, but stations in about 56 markets used ATSC 3.0 to deliver HDR feeds during the Paris Olympics.
— George Winslow
“We know that the customers who still have a pay TV service are, by and large, huge sports fans,” Vito Forlenza, vice president of sports and entertainment at Comcast, said. “So, we are really focusing on sports to showcase the technology we have. When you can blend linear TV and streaming together into a seamless experience, you’re offering something that is really hard to replicate on a streaming box or a fixed wireless connection.”
Building on Paris
With NBC offering primetime coverage hosted by high-profile on-air talent, Peacock streaming all the events from 16 sports over 17 days, USA Network focusing on Team USA with 4K visuals and enhanced audio, and massive amounts of additional content available on CNBC, NBCSN and various digital offerings, one of the key issues facing the NBC Sports is finding ways to engage and not overwhelm viewers.
A major part of that consumer experience will be new production technologies. “Our mantra has been to make the best seat in the house even better,” Molly Solomon, executive producer and president, NBC Olympics Production, said. “This is going to be the most technologically advanced Olympics we’ve ever presented.”
That will include more extensive use of data analytics, live drones and mics on many athletes. “We will have mics on the U.S. men’s and women’s hockey players for the first time, and on freestyle, freestyle skiers and snowboarders,” Solomon said. “If you are a fan of snowboarding, you will hear Maddie Mastro give herself a pep talk at the top of the pipe.”
Less obvious will be improvements to the successful comprehensive cross-platform programming and tech strategy that was used during the Paris Olympics to provide viewers with many ways to interact and personalize their viewing experiences on TV, mobile and desktop.
“Customers have told us directly, ‘I love the Olympics, but there is so much of it I get overwhelmed,’” Forlenza explained. “There are customers who want to watch just about anything and some that want to watch specific events. All of them want us to make it as easy for me to get to an event I want to watch as quickly as possible…It doesn’t matter if you are streaming 3,000 hours on Peacock, if they can’t find the minute or two that they really want to watch right now.”
On a high level, that imperative is reflected in a cross-platform programming and tech strategy that worked so well in Paris. As with the Summer Games, all events will be streamed on Peacock and USA’s 4K feeds will focus on Team USA, while the high-profile primetime and late-night programming on NBC will dive into the day’s biggest stories and events.
Alternative Angles
Tying this wide array of programming together will be several new and returning digital tools that will help viewers find content, interact with stories of interest and personalize their experience.
One notable new experience will be “Rinkside Live on Peacock,” where users of the streaming service can access new camera angles for live coverage and behind-the-scenes shots of ice hockey and figure skating via a coach’s cam, a bench cam and other features, said Solomon.
Another notable digital tool is OLI, the AI-powered Olympic Guide that debuted in Paris and has been significantly upgraded for the Milan-Cortina Games. “This AI concierge will make following the games easier and more personalized than ever,” Jenny Storms, chief marketing officer, NBCUniversal Television and Streaming, said. “It’s like having a friendly Olympics expert on call across 19 NBCUniversal websites and apps.”
The clearest expression of this cross-platform strategy of melding programming and tech to greatly improve viewer engagement will be found on the Comcast Xfinity platform.
As part of that effort, Xfinity will bring back and improve popular interactive features from the Paris Games like AI-powered highlights, as well as newer tools like Fan View, which brings together stats, personalized playlists, live scores, athlete profiles, advanced DVR capabilities and betting odds, and Multiview, which lets viewers watch up to four different feeds at the same time.
“We are able to blur the lines between traditional TV and streaming to the point where it doesn’t matter if your favorite event is on broadcast or streaming on Peacock,” Forlenza said. “We’ll have a full and seamless integration of Peacock into our Olympic experience and wrap it all together with tons of interactivity.”
“The core of our business is coupling video, broadband and mobile,” he concluded. “We will be bringing all of that together to provide an unsurpassed experience that others can’t offer and fixed wireless can’t support.”
