NBC Returns To CES, Touts Olympics Theme

NBC Universal will once again embrace the coming Consumer Electronics Show as a venue to display how it believes device manufacturers should view the content that flows through their systems.

NBCU CEO Jeff Zucker wrote in a blog post that "even the most amazing new electronic device for watching video is only interesting if there is video worth watching on it."

While NBCU's presence at the show is mostly related to hardware, the relationship between programming and distribution is sure to become more important as the company melds into Comcast.

The net's presence on the CES floor (Jan. 7-10) will consist of a booth with a Winter Olympics theme. CES is held just a few weeks before NBC covers the event from Vancouver.

NBCU is the "official broadcast partner," an arrangement that began in 2008 at the annual Las Vegas event. NBCU stages live programming from its booth, particularly for CNBC.

The Vancouver Games orientation will revolve around the events being carried on various distribution devices. Two company executives -- head of research Alan Wurtzel and ad sales Mike Pilot -- will deliver research about how people watch the Olympics, based on findings from the 2008 China games.

Sharp has an agreement with NBCU to sponsor a "multimedia lounge" where bloggers can chronicle the CES showcases.