And as for NBC…..

UPDATE: Phelps race was live on the East Coast of USA, but not on the West Coast.

Networks are certainly getting a rude lesson from audiences in 2008 that they are far more educated and wise to their tricks with major events like Olympics. It’s not just Aussies protesting to their networks. In the USA there is ongoing criticism of some of NBC’s tactics too.

Viewers on the West Coast are angry their vision is stamped “Live” when it is actually delayed. The “Live” applies to East Coast viewers (hey at least they get the stamp).

Yesterday when Michael Phelps made his history-making swim as the most successful Olympian of all time America didn’t see it live. They watched Access Hollywood instead. The network then crossed to a live news bulletin when the news presenter promoted Phelps’ swim by saying: “Will Michael Phelps make Olympic history?” The US star had swum – and won – the race half an hour before the news bulletin was aired.

This is despite the insistence of NBC to move swimming finals to the mornings, a move that means Australians don’t see the events live in prime time.

But American viewers were told about CGI fireworks as they unfolded, meaning other broadcasters didn’t have, or reveal, the same information.

Here’s the commentary from Matt Lauer & Bob Costas live from the Opening Ceremony.

Lauer: “You’re looking at a cinematic device employed by Zhang Yimou here. This is actually almost animation. A footstep a second, 29 in all, to signify the 29 Olympiads.”

Costas: “We said earlier that aspects of this Opening Ceremony are almost like cinema in real time. Well this is quite literally cinematic.”

US media continues to publish the official medal tally in order of total medals, not gold medals, because it puts the USA ahead of China. It’s a practice that’s out of step with the rest of the world. And they reckon China was fakin’ it?

But there are certainly lessons TEN and Nine should be taking from the 2008 experience as they look toward the 2010 Commonwealth Games and 2012 London Olympics. No longer will audiences sit down en masse and sit patiently through the events as they are spoon fed to them. “Seven bashing” has become something of a sport in itself, some of it justified, some of it reactionary.

It’s clear with the internet, extra channels, and an array of PVR devices that there has been a shift in viewing habits, and especially temperament, with the Beijing experience.

Source: Fox Sports, Hollywood Reporter