The age-old tradition of Americans glued to televisions during the Olympic Games to watch the competitions will grow to include audiences glued to laptops, iPads and mobile phones, since NBC-TV announced yesterday that it will also live-stream its coverage of the 2012 London Olympics, July 27 - August 12.
For the first time, NBC-TV, the network officially covering the Summer Games in the US, will live stream all 32 sports, swimming, gymnastics and volleyball, by using the world TV feed.
Fear that streaming would compromise television ratings has been replaced with the desire to maximize viewership and accommodate those with an available screen on a device.
The Olympic TV feed of 3,500 hours will only be available to "authenticated" cable/satellite TV users in the US, according to Multichannel News.
The live feed will be different than the broadcast television version, which will feature repackaged highlights during primetime evening hours.
As part of the 100-day countdown to the opening ceremony, viewers will be able to watch a complete feed of a particular sport such as tennis or track and field and experience "the thrill of victory and agony of defeat," an oft-quoted line from sportcaster Jim McKay, in real time.