It’s always amusing to watch what happens when old media slams head first into a new world.
NBC, the broadcaster holding the rights to Olympic coverage in the United States, seems not to have realized how much the world has changed since Beijing in 2008. Social media is huge now – much more so than it was then – and people routinely have access to a much larger amount of information than we did back then. Whereas most countries saw it, or could at least access it, in realtime, NBC decided to show the Opening Ceremonies on a 3 hour tape delay so they could cash in on the larger primetime audience.
I actually had to turn Twitter off yesterday afternoon because I was already seeing tweets about the Opening Ceremonies from people in other countries and at least one person I know who was actually at the thing.
Now, to their credit, NBC is actually streaming a lot of coverage live on their website and showing highlights for the American audience in primetime. So why not do the same with the Opening Ceremonies? Why not stream it live on the website for those of us who might have wanted to watch it in realtime, then show the tape delayed version later for the larger audience?
Well, someone asked NBC that and this was, no lying, their response:
“They are complex entertainment spectacles that do not translate well online because they require context, which our award-winning production team will provide for the large primetime audiences that gather together to watch them,” the network told the Wall Street Journal.
Right, because we’re all bloody mouth-breathing morons who can’t figure out what’s going on without their precious context.
Is this the same “award winning production team” that didn’t know who Tim Berners-Lee was or realize the significance of the computer he was sitting at? Tim Berners-Lee is why I have a job. Tim Berners-Lee is why I’m able to type this right now, and why an economy that generates billions of dollars every year exists. The British thought it important enough to salute him in the Olympic Opening Ceremonies. They didn’t even know who he was?
Is this the same “award winning production team” that made cracks about Kim Jong-Il while the North Korean team was walking in the parade of nations? Yes, he was a brutal dictator and his “11 holes in one” story is laughable to say the least. But first of all he’s dead now, and second the Olympic Opening ceremonies are not an appropriate time or place to be cracking jokes about other countries’ deceased leaders. I wonder if the BBC called Mitt Romney (who was sitting in the audience) “the American Borat” or made cracks about the French president?
Here’s a clue, NBC: anyone with two brain cells could figure out what was going on, and your “award winning production team” was annoying. Not to mention the advertising EVERY FIVE MINUTES during the parade of nations got really, really old.