Sometimes you have to roll the dice if you're to have a shot at a big payout, and that's exactly what NBC did when it scheduled no less than 2,200 hours of live streaming coverage to be available free of charge on its website. Without enough viewers tuning to turn those pageviews into advertising dollars, the decision could have turned into an epic fail for NBC. Instead, the broadcasting company was able to cash in on the virtual gold.
As of Saturday, NBC reported it had received a staggering 1.2 billion pageviews resulting in an equally impressive 72 million video stream views. Those numbers represent more than the totals for the 2004 and 2006 Games combined.
But NBC wasn't the only big winner in this years' Olympics. According to research firm Nielsen Online, search engine and news aggregation Yahoo was getting 4.7 million unique visitors a day at the Olympics' peak. AOL, ESPN, Sports Illustrated, the Beijing Organizing Committee, The New York Times, and USA Today also saw heavily increased traffic.
It might not be well publicized, but there's a major war brewing between Microsoft and Adobe, and they're fighting for you. Each one of them wants to be your provider for rich media content, a task that has traditionally been served by Adobe with its Flash player, but one Olympic sized loss could change the game in Microsoft's favor.
It was Microsoft who won the deal to supply NBC with video-viewing technology via Silverlight for the Olympics in Beijing, and while Microsoft and NBC have ties that go back to their collaboration building MSNBC, Adobe could have been considered a favorite to the win the account based the mature nature of Flash technology. So how did Microsoft secure the gold?
"We talked about features like adaptive streaming, the ability to automatically keep checking how much bandwidth you have and deliver the appropriate quality stream and how to be smart about knowing what's coming up in the stream," said Rob Bennett, the general manager of sports for MSN.
In other words, Microsoft won the account on a combination of Silverlight's feature-set, and convincing NBC that Flash's scalability had never been put to an Olympic-size test, unlike Silverlight's underlying technology which is based on Windows Media technologies.
Of course, it's only one account, but it's not so much what Adobe lost, but what Microsoft gained. While download specifics have not been disclosed, we do know that it's registering 1.5 million downloads a day, and according to a spokeswoman for Microsoft, "in the last several days, more than 50 percent of the visitors to NBCOlympics.com on MSN already have Silverlight 2 installed."
eWeekreports that NBC will provide 2,900 hours of live TV coverage, shattering the 2,562 hours of combined US TV coverage for all previous summer Olympics games. According to NBCOlympics.com, though, the number is even higher (3,600 hours) when all NBC Universal networks and NBCOlympics.com are taken into account.
To learn how NBC's doing it, and how you can watch it on your PC or mobile device, catch us after the jump.