NBC’s London Olympics strategy: If it moves, stream it

Rick Cordella, VP and GM of NBC Sports Digital Media, revealed that his company will for the first time stream live each and every event during the London Olympic Games in July and August.

This is a ramp-up in commitment from the conglomerate’s strategy for 2008′s Beijing Olympics, during which NBCUniversal streamed 25 sports live but held back popular events like swimming, track & field and diving that were shown in prime time. Two years ago for the Vancouver Olympics, NBC only streamed hockey and curling live. This time around, the NBC Sports Group — newly formed under corporate parent Comcast — will stream prime-time events, too. However, viewers wishing to see archived footage of these events will have to wait until their prime-time presentations on U.S. television are complete.