• paidContent.org, Tuesday, August 5, 2008 10:45 AM

Perkins Miller, chief of digital media for NBC Sports, explains the reasoning behind the network's programming strategy for the Olympics. He says that events will not be shown on TV as they happen because that is not what viewers want. NBCU execs contend that people want to watch the best content during prime time in HDTV on big flat screens in the living room, whether or not the events are live.

"Our programming strategy is to try to deliver the best experience on the best platform and by far, that is the best way," says Miller. He says this strategy also taking into consideration major advertisers and affiliates as well as NBC's own investment.

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