• by Gavin O'Malley , February 7, 2006

NBC and TV Guide on Monday announced a multi-platform cross-programming and marketing partnership for NBC's coverage of the Olympic Winter Games from Torino, Italy this month. Per the deal, NBC is adding the TV Guide Channel, TV Guide Interactive, and TV Guide Magazine to its long list of distribution channels for the games, including NBC, MSNBC, CNBC, USA Networks, Universal HD, and NBC's Spanish-language network, Telemundo.

TV Guide Interactive, available in some 14 million U.S. homes, will feature a 24-hour NBC Olympics icon, which viewers can click for access to program listings and information on the Olympic Winter Games airing across NBC's networks.

The TV Guide Channel will incorporate tune-in information for all of NBC's Olympic coverage, such as interviews and profiles of athletes, into its daily "Watch This!"--a three-minute segment airing three minutes to the hour every hour. The channel will also feature a dedicated Olympic Winter Games area in its scrolling program listings.

Also, throughout the games, TV Guide Channel's on-screen program listings will maintain a U.S.A. Medal Count, updated twice daily.

For three weeks, beginning with the February 6 issue, TV Guide's magazine will feature coverage of the Olympic Winter Games, including an NBC Olympics TV listings guide to the events.

Throughout its coverage of the Olympic Winter Games, NBC has agreed to direct viewers to the TV Guide Channel for Olympic viewing information about what's on now, and what's coming up in the next hour and in the upcoming days.

"NBC will broadcast the Torino Olympic Winter Games for more than 418 hours over 17 straight days," said Ryan O'Hara, president, TV Guide Channel, in a statement.

Last week, NBC announced a partnership with About.com for coverage of the games.

Under the cross-promotional agreement, NBCOlympics.com will feature links to About.com content throughout, while About.com will promote NBCOlympics.com to its visitors.

NBCOlympics.com--which provides exclusive broadband video and real-time sports results, as well as behind-the-scenes coverage of the Winter Games--will be promoted across the About.com site.