The NBC Olympics Live Extra app will live stream every athletic competition for the first time ever.
"The early numbers suggest that all of this is fueling more interest, " said Gary Zenkel, president of NBC Olympics.
The apps are NBC Olympics Live Extra, which will let you stream, and NBC Olympics, which will only provide highlights.
Not surprisingly, there are also digital apps for the London Olympics, including NBC Olympics Live Extra for Android and Apple platforms.
The vast majority of live stream content on NBC Olympics Live Extra will only be available to verified cable, satellite or telco customers.
Advertising in both apps will be served via Adobe Auditude, Adobe's video ad management and monetization platform, which ties in with NBC Olympics' existing ad system.
In another first, NBC Olympics Live Extra will provide multiple concurrent streams for select sports, such as gymnastics (each apparatus), track and field (each event), and tennis (up to five courts).
At American broadcaster NBC, 10 million people watched the Olympics via its mobile site, while 11.2 million and 3.7 people used its two Olympics apps, Live Extra and NBC Olympics.
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The first app, NBC Olympics Live Extra, will allow cable, satellite and telco customers to live stream more than 3, 500 hours of content, including all 32 sports, every athletic competition and all 302 medal events.
The second app, simply titled NBC Olympics, will provide short-form highlights, TV and online schedules, live results, columns and the new Primetime Companion feature -- the ultimate complementary, second-screen experience for NBC's nightly primetime Olympic broadcasts.
The entire Olympics mobile and tablet experiences were built by and are powered by technologies that make up Adobe's Project Primetime, enabling NBC Olympics to create, deliver, verify, monetize and measure the Games across mobile and tablet devices.
The sports media company consists of a unique array of broadcast television, cable television, radio and digital sports assets, including NBC Sports, NBC Olympics, NBC Sports Network, Golf Channel, 11 NBC Sports Regional Networks, NBC Sports Radio and all of their respective digital properties.
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While NBC Olympics Live Extra will be the mobile and tablet home for live stream content, the NBC Olympics app will be the home for everything else Olympics, including short-form highlights, event schedules, TV and online listings, results, athlete profiles, columns and the new Primetime Companion feature.
"NBC Olympics Live Extra puts the London Olympic Games into the hands of America's tablet and smartphone user, enabling us to once again use advances in technology to provide the broadest possible access to the thousands of hours of Olympic competition", said Gary Zenkel, President, NBC Olympics.
On Monday, Guy Adams, Los Angeles-based correspondent of the Independent, a British newspaper, who had been especially critical of NBC for not covering all events live on television, was kicked off Twitter after he posted the work email address of Gary Zenkel, the president of NBC Olympics.
Henley told his audience that the London 2012 Olympic Games not only generated record television viewership (219.4 million viewers) and digital traffic (nearly two billion page views and 159.3 million video streams), but also unprecedented social-media chatter, making them the most social Olympics ever for NBC Olympics.
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Microsoft all but built NBC's Olympics site, which will have 3, 000 hours of events.
"It's really difficult to predict what the future is going to bring, " says Gary Zenkel, senior VP of marketing and business development for NBC's Olympics coverage.
NBC's Olympics ratings are off to a strong start, and it looks like they may actually build from here, according to Gerbrandt, since U.S. competitors are winning medals.
No matter what's going on with Flash, Adobe is still pushing other technologies, and one of them is the one that powered NBC's Olympics apps this summer, Adobe Pass.
Earlier in the Games, NBC came under fire for filing a complaint over tweets by Guy Adams, the Los Angeles-based journalist whose Twitter account was temporarily suspended after he criticized NBC for its Olympics coverage.
It seems that the old-school method of boosting network revenues from cross-promotional efforts have not worked for NBC at recent Olympics, and due to changing landscapes in demographics and viewing habits, may not prove useful in the future.
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Until this year, Dick Ebersol, chairman of NBC Sports and Olympics, has favored withholding coverage of most events until prime-time in the U.S. rather than providing live coverage on NBC Universal's broadcast and cable networks or on the Internet.
The CamCat camera system is the product of an Austrian company that does work with many outfits around the world, including the Olympics, NBC and others.
Playing cheerleader for NBC and the industry, NBC Universal Sports and Olympics Chairman Dick Ebersol used the opportunity to tout the capabilities of broadcast, particularly as they relate to event television.
For instance, Sydney is the first Olympics in which NBC is in competition with the host city to find advertisers for their respective Web sites.
Now NBC is a partner in the Olympics, both as the exclusive American broadcaster of the games and through other corporate ties.
With the EPL, NBC, which also has the Olympics through 2020, has an attractive portfolio of sports brands for viewers and advertisers.
And inasmuch as NBC seems intent on ruining the Olympics regardless of how much we and others scream, why not explain to America why it is choosing to do this?
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