EDITORIALS
How NBC’s Digital Ignorance Screwed the Olympics for You
Let’s be blunt: NBC shit the bed in their Olympic coverage.
In this digital, social media age – when earthquakes are tweeted about before the Earth even finishes shaking – NBC made the unfathomable decision to broadcast events on tape delay in order to garner primetime ad dollars. Apparently NBC execs figured a few billion people could keep secrets until after dinner.
The funny thing is, even if a few billion people weren’t on Facebook, Tweeting, texting and blogging, NBC’s strategy was so stupid, they spoiled their OWN results. While the broadcast was holding back the biggest events into the evening, at practically every other commercial break, they were encouraging viewers to check out additional content on their Olympic website which… wait for it… showed headlines of results they had yet to broadcast.
Fail.
Their Twitter and Facebook pages were no better. Before Americans got to see for themselves, the NBC Olympic Twitter stream had already blown the surprise of the Queen and James Bond parachuting into the arena.
NBC, you do understand how the internet works, right? (Rhetorical.)
But wait! There’s more! While you’re stuck trying to navigate a slow, horribly-designed, advertising-laden NBC site to see streaming events, 64 other countries get to view it live on YouTube for free. Afghanistan and Botswana get YouTube. You get McDonald’s ads to pay off NBC’s investment.
Then, to top it off, when they rightfully got hammered for their ridiculous ad dollar grab in lieu of actual viewer experience, they responded by getting one harsh critic kicked off Twitter .
Because, you know, THAT’S the way to respond to social media criticism. There’s no way that strategy could backfire.
It sure seems like NBC’s entire strategy was “Let’s just say we’re streaming everything live!” without understanding how the viewer actually wants to engage with their content. Consumers have spent the past decade buying giant-ass HDTVs. Not everyone wants to be forced to their 10-inch iPad screen to watch events live. And certainly not everyone can stay completely away from Twitter, Facebook, and the rest of the internet long enough not to ruin the surprise before primetime.
Someday, the networks will come into the 21st century with a digital strategy that makes sense. Unfortunately for fans of the Olympics, that day isn’t in 2012.
Authored by The San Francisco Egotist.
Comments
Not to mention, when you are watching the online stream, the Ads pop up at the most unwanted times. Wanted to see who finished the race? Too bad, we popped an ad over it. And during ads, your "split" screen goes blank too, just in case you were keeping an eye on that second event.
at least this person's having some fun with it: NBC Delayed
I wouldn't blame NBC. The information was everywhere online. If they had it or somebody else did, it's really up to the viewer to want to watch it taped live and see who wins or look it up.
I've been more unimpressed with their American-centric coverage. This is a world games on the world arena. So, cover more of the world and not just our bronze winner in an event and ignore the gold and silver winners. That's selfish. I want to know more about the bigger picture and not just American after American.
NBC = NoBodyelse Covered
Ah, yes, the dilemma on how the digital media world plays in the traditional ad world is still a blur. Suffice it to say, however that it's still all about the ad dollar...as I type this, I'm watching a banner ad NBC has paid The Egotist to promote their online viewing of the Olympics. If you're so against their strategy why did you accept their ad?
I think consumers are smart enough to know the drill...go online to get results on events that took place while we were fast asleep or wait to watch during primetime. Are you suggesting they air live during the day when the country is working? Something tells me if they did they would still garner a higher cpp than the typical daytime daypart could ever get.
I do agree they should cover more of the world. But, then again, I'm certain the world isn't covering more of the US.
There is really not much that can be done for the time difference issue.
I hear you. I don't like to be kept up at all times of the day and night, eventhough I am sensitive to it and it happens so I have to kinda go with it.
I think it is a good aging quality to be desensitized and experienced. It is in the realization of the little subtleties. I like the experienced clicker at the bottom of the tv that is simultaneous with the ongoing program and the broadcaster spoiler alert attention que. I also like to have options to different media preferences you can set up to your individual needs, and preferences of interests -- it makes it highly personal and an intuitive experience. That most offend time is built throughout the process of your personal journey and growth of viewing involvement as related to your position and lifetime, realtime, if you will.
Internet video has come a longway in understanding of content, and I believe that it will be organized better in it's possibilities and place as I have began to. It is slightly different in medium. Glitches that are priced and taken the time to monitor and adjust setting for the savy. Twitter is trending the urgency as well. I believe that it is still young and grappeling the possibilities of the simple influence of sharing a simple unprecedented link.
Regardless. I enjoyed the synonymous attentiveness of detail in your writing! I'm a particular media consumer myself, and about how I go about it and such. Good points everyone!
Most if the time I just go by the highlights and notifications, however I receive them, being there or most of the time not being there, etc. Sight or just sound, not consuming it all - and in it's entirity. That way if I clue into it, as I don't usually consume much media, it doesn't matter so much as to when and where and all of the details, TMI!: etc., etc. I get the jist of it and that is enough. It doesn't peeve me into frustrating rages and eye-rolling, hair-pulling out annoyance, lol.
The problem lies in the wrong people in the wrong positions... this looks like old world thinking and not using contemporary methodologies that look at consumer behavior and strategies how to best meet the business goals, AND secure or strengthen their relationships with consumers. Rather a business person looks purely at the number and business. They may reach their immediate goals but in the end they alienate their audience... MANY companies have this issue. Its old school...
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