• Los Angeles Times, Wednesday, August 13, 2008 9:15 AM

Everyone talks about the ad revenues that NBC is hauling in at the Olympics for its owner General Electric. But the Games are helping GE in other ways as well; sales of GE industrial products that have been incorporated into Olympic venues will generate profits of more than $150 million.

NBC Universal's coverage of the Games has helped GE pry open the potentially vast Chinese market for its lighting, medical equipment, security systems, water treatment technology and wind turbines.

For GE, owning NBC Universal has never been just about producing sitcoms, newscasts or movies. The Olympics are "just one of the benefits of having NBC in the GE portfolio," says a GE representative.

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