Tag Archives: Mark Lazarus

Time to get real time: NBC needs to solve live issue for next Olympics

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A couple of Olympics observations before we go back to real sports:

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During a teleconference, I was struck by a comment from NBC Sports Chairman Mark Lazarus. He called critics of the network’s coverage “a vocal minority” compared to the “silent majority” who made up the bulk of the high primetime ratings.

Now I’m not so sure on Lazarus’ breakdown when it comes to minority and majority. And he shouldn’t construe silence for total approval.

Regardless, Lazarus has to know that the “vocal minority” likely make up a large part of the bread-and-butter viewers of NBC Sports. With the non-traditional sports viewers (women, kids) departing until the next Olympics, many in the “vocal minority” will remain to watch Sunday Night Football, Notre Dame football, golf, hockey, and other sports on the network.

The “vocal minority” clearly want to watch their sports live. NBCOlympics.com does not fill the void for people who prefer their big screen TV. In this day and age, the core sports viewers demand to see events in real time, especially during the weekend. It’s a reasonable request. Really, do we have to wait six hours to watch Usain Bolt on tape delay in the 100 meters?

The whole dynamic makes NBC Sports’ core viewers frustrated and ultimately angry. Perception is highly important, and Lazarus should want the bread-and-butter feeling good about the network’s sports division.

Frankly, the fire over the live issue only is going to get worse for the 2014 Olympics in Sochi, Russia. It’s already starting. Last night, I got followed on Twitter by @Boycott NBC. Its one post read:

NBC has monopolistic Olympic coverage through 2020. Boycott @NBC and let a competent network cover the Games!

I don’t think it is in NBC Sports’ best interests to take another round of getting hammered over tape-delay coverage in primetime. Too much of the narrative about NBC in London was about the live issue, obscuring many of the good things it did.

Lazarus talked about the need to be “innovative” going forward with its Olympics franchise. I’m not sure what the solution is, but NBC must find a way to deliver live coverage on its many networks along with preserving the primetime shows. Have its cake and eat it too.

It’s time for Lazarus and company to innovate. Time for them to make everyone happy, including the “vocal minority,” which as I said may not be a minority.

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One thing I definitely won’t miss is the traditional bashing of NBC’s Olympics coverage. Aside from the live issue, some of the other stuff goes a bit over the top.

Lazarus addressed the criticism in an interview with Richard Deitsch at SI.com. He said:

As far as being defensive, I would say I am protective of the enterprise and  the people who have put so much into this and take pride in what they are  doing…I wish that [some of the criticism] was more comprehensive with research  or with the understanding of what we are doing and how we are doing it. I got an  email the other day from someone who said we had only shown five sports in the  Olympics. We have shown 30 sports on television and everything else is available  online. Frankly, some of the criticism was very personal and targeted and  attacked people by name. That’s reality but as someone leading this group, any defensiveness I feel is trying to protect people who are so dedicated.

Indeed, this is a massive undertaking involving 2,800 people who worked in London. NBC had to mobilize an army to pull off the 5,000-plus hours of coverage. It is an amazing feat that viewers tend to take for granted.

Was everything perfect, no? But it was pretty damn good.

Safe travels home from London.

 

 

 

 

 

 

 

 

NBC wins big in London, but challenges loom for future Olympics

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That’s it. You can have your life back. As the ad says, “You’re now free to move around the country.

Now the postmortem begins. Here’s my piece that ran in today’s Los Angeles Times and Chicago Tribune.

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With the Olympic flame going out Sunday, it won’t be long before NBC turns its attention to the 2014 Winter Games.

There’s no such thing as an extended break when you have $4.38 billion invested for the rights to the next four Olympics.

NBC will prepare for its trek to Sochi, Russia in 2014 buoyed by ratings and financial success that far exceeded expectations for London. The 17-day extravaganza shows its Olympics franchise is stronger than ever.

Challenges loom: Yet it wasn’t a completely smooth run for the network. Going forward, NBC will have to address tough questions.

The issue of tape delay figures to be a heated topic again, as Sochi is eight hours ahead of New York; nine hours ahead of Chicago; 11 for Los Angeles. Can NBC endure another Olympics ignoring demands for live coverage of marquee events?

The network also has to solve glitches that hampered live streaming of events at NBCOlympics.com. Too often, the picture froze at crucial times on various digital devices.

Ultimately, NBC still needs to overcome the perception issues. Despite the high ratings, there was significant criticism over how NBC packages its telecasts of the Olympics. #NBCFail developed a strong following on Twitter.

Lazarus responds: Mark Lazarus, working his first Olympics as NBC Sports chairman, acknowledged the network has heard the reaction that lit up social media throughout the Games.

“Some of it is fair and we are listening,” Lazarus said.

Yet Lazarus believes the critics were “a vocal minority” compared to “a silent majority” of viewers who enjoyed NBC’s coverage. The claim would seem to be supported by a poll conducted last week by the Pew Research Center for the People and Press. It said 76 percent of the 1,005 respondents described the coverage as either excellent or good.

Validated: For NBC and Lazarus, though, the ultimate validation came in the ratings. NBC expected viewership for 2012 to be down by as much as 20 percent from the 2008 Games in Beijing, which had  marquee events live in primetime. Yet despite only taped coverage in primetime this year, NBC averaged 31.5 million viewers per night through Saturday, up 12 percent from Beijing.

NBC also did strong ratings during the day and on its other platforms, including the NBC Sports Network. All told, an estimated 210 million American tuned into its coverage.

“The ratings have been very gratifying,” Lazarus said. “We exceeded everyone’s expectations, including our own.”

Instead of a projected $200 million loss, the network believes it will break even on this year’s Games. With the rights for the next four Olympics relatively flat, NBC has reason to feel good about its big investment.

“The NBC brand is strengthened by the Olympics, and the Olympics are strengthened by NBC,” Lazarus said.

Live issue: Yet NBC came up short in some people’s eyes, especially over the live issue. The network drew considerable ire for not airing high-profile races featuring Michael Phelps and Usain Bolt live during consecutive Sunday afternoon telecasts. Instead, NBC waited nearly six hours to show those events during primetime.

Lazarus is quick to point out that NBC aired more than 30 hours of live coverage daily on its platforms and that every sport was available live on NBCOlympics.com. However, he did acknowledge the network will reexamine its stance for 2014.

“We evaluate our business models all the time, and seek the best ways to satisfy the majority of viewers, as well as advertisers, and our affiliate stations,” Lazarus said. “We have to wait for the data from these Games to come in, and then we’ll make our plans accordingly.”

Lazarus also will evaluate the performance of NBCOlympics.com. It generated more than 1 billion page views. However, the network took heat for technical problems that arose due to the unprecedented amount of live coverage.

“You can’t simulate the Olympic Games,” Lazarus said. “After the first weekend, in relative terms, we had very few issues. The evidence is in the length and amount of live streaming as the Games went on—the numbers are staggering.”

On to Sochi: Indeed, these Olympics marked a transition of sorts. The impact of the digital component, from social media giving a wider voice for critics to watching a 100-meter race on your cell phone, was significant. Lazarus expects the evolution of new technologies to ramp up even more going into 2014 and beyond.

“We’re going to continue to innovate,” Lazarus said. “What we’re doing today is leaps and bounds ahead of  the way the Olympics were handled in Beijing. We’ve got the Olympic games through 2020, and the one thing we know for sure is that the media  landscape is going to change.”

What live means on NBCOlympics.com: No announcers at times; Gold Zone

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The operative word for the Olympics will be live. Or as executive producer Jim Bell says, “Lots of live.”

For the first time ever, every minute of every event at London will be available live at NBCOlympics.com. If you want equestrian at 4 a.m., you’ve got it.

Gone are the days when former NBC Sports chairman Dick Ebersol resisting live online coverage of premier Olympic events, fearing it would hurt ratings for the daily prime-time telecasts.

His successor, Mark Lazarus, contends with the advances in technology and with the way people consume information, live for 2012 was the only way to go. Unlike the Beijing Olympics in 2008, where NBC was able to show some live events such as swimming in prime-time, that won’t be the case for London.

“The decision was made because we think that as times have changed there is a sense to satisfy all the people [using digital devices],” Lazarus said. “The avid fan has that need of immediacy. We are going to satisfy that request.”

As a result, more than 3,500 hours of Olympics will be streaming to computers and mobile devices throughout the world. If you’re registered, you can watch Honduras-Morocco now in men’s soccer.

I mean, does it get better than Honduras-Morocco over breakfast?

What does it all mean? Here is some important things do know:

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Gary Zenkel, NBC’s president for the Olympics, said at peak times the network will offer as many as 40 concurrent sports via live streaming. Think about that: 40.

“That means if there are four simultaneous tennis matches at the All England Club, they will be available,” Zenkel said.

However, if you’re watching 40 events at one time, probably time reassess your life.

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If it sounds too daunting to navigate through 40 events, you will have some guidance. NBCOlympics.com will have its version of the NFL’s Red Zone. Gold Zone will take viewers to marquee action, such as event finals or overtime action in games as well as headline events.

However, Gold Zone will be without an anchor. If it was me, I would have tabbed my hero, Red Zone anchor Scott Hanson.

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Live streaming doesn’t mean you will be hearing NBC’s Dan Hicks if you tune into swimming. Lazarus said world feed announcers will be used in some cases, and for other events, there might only be graphics without any play-by-play and commentary.

So there’s a good chance you only will see horses jumping around if you tune into equestrian at 4 a.m.

NBC still is saving its best production for the prime-time audience. Lazarus believes the vast majority of live-stream viewers still will want tune in later to hear the analysis from NBC’s announcing teams. If anything, he said, the prime-time telecasts should receive a boost from people using social media to build excitement for an event.

“When we ask people, ‘When are you available to watch an event?’ The answer is after dinner,” Lazarus said. “This has been a successful formula. We shouldn’t change what’s been successful.”

Yes, some of the Ebersol model lives on.

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Viewers who want to access the live coverage at NBCOlympics.com will have to verify that they are either cable, satellite or Telco subscribers. Zenkel estimates nearly 90% of country will be eligible for the live streaming.

Also, registration is easy, and it’s a good idea to do it in advance. And one key point: Be sure to know your sign-in information for your provider.

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You won’t be able to live streaming for the Opening and Closing Ceremonies. NBC is saving both for exclusive primetime coverage.

Again, the Ebersol model lives.

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During an NBC news conference in New York last month, Zenkel pulled out an iPad, calling it and smartphones game-changers in Olympic consumption. Zenkel said NBCOlympics.com produced 52 million unique users during the Beijing Olympics. Thanks to the instant access from new technology, that number could be a speed bump in 2012.

Zenkel wouldn’t make a prediction, but he said, “The potential traffic is staggeringly high.”

NBC has various apps for mobile devices. Check out NBCOlympics.com for more information.

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Will NBCOlympics.com be able to handle that kind of traffic and show 40 events at one time without any glitches? We’ll find out soon enough.

 

 

 

 

Pressure to fill Ebersol’s shoes: NBC’s Larazus now squarely in Olympics spotlight

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It’s finally here.

After all the countdowns, hype and preparation, the opening ceremonies are set for Friday.

Few people will be feeling the pressure more in London than Mark Lazarus. All the NBC Sports chairman has to do is step into the huge Olympics TV legacy left by Dick Ebersol.

Here’s my look at Lazarus and NBC in a story that also ran Sunday in the Los Angeles Times and Chicago Tribune:

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Mark Lazarus is an affable man, but he seems to prefer to be in the background.

The Olympics, though, will thrust him squarely in the intense spotlight created, in part, by his predecessor, Dick Ebersol.

Lazarus, 48, takes control when NBC begins its massive coverage of the Summer Olympics next week. When Ebersol resigned suddenly in a contract dispute in May, 2011, Lazarus stepped in as chairman of the NBC Sports Group; Ebersol will be on hand as a consultant in London.

Lazarus joins a select group. With a couple of exceptions (yes, CBS actually tabbed Tim McCarver to be a co-host for the ’92 Winter Games), Olympic television coverage in the U.S. has been guided by two men: Roone Arledge and Ebersol.

Arledge designed the up-close-and-personal template of getting Americans to develop a bond with the athletes during his Olympic TV days at ABC. His protégé, Ebersol, refined the approach to accommodate a seemingly endless amount of coverage during nine Olympics for NBC.

Lazarus now is charged with shepherding 5,535 hours of coverage across NBC’s multiple platforms. He ultimately will be held responsible for producing ratings and, just as important, critical acclaim for the network’s $1.18 billion investment in these Games.

Indeed, it is a daunting, if not overwhelming task. During a recent press conference in New York, which included his boss, Steve Burke, the CEO of NBC Universal, Lazarus seemed taken aback when asked about the potential for his Olympics legacy. NBC now has the rights for the Summer and Winter Games through 2020.

“I don’t think you can create a legacy with one Games,” Lazarus said. “So my strong preference is to be invited back to do the next one.”

Unlike Ebersol, who had an extensive production background, Lazarus worked his way up through the business side of the industry. He was president of Turner Entertainment Group before coming over to NBC.

So Lazarus won’t be literally calling every shot as Ebersol did; he doubled as executive producer during his Olympics run. Lazarus will consult with Ebersol, who uncharacteristically is keeping a low profile, denying media requests for interviews.

“My job is to help steward this enormous, talented team to help make judgments and decisions on where we’re going to air product and how we’re going to air product,” Lazarus said.

Lazarus did register a big first impression with his decision to make everything available live on NBCOlympics.com (with the exception of the opening and closing ceremonies). Previously, Ebersol had resisted real-time digital coverage for the marquee sports such as track, swimming and gymnastics, preferring to save it all the network’s prime-time telecasts.

However, when it comes to content, Lazarus isn’t looking to reinvent the Olympic wheel. Indeed, virtually every main cog of the NBC machine in London, from executive producer Jim Bell to host Bob Costas, was nurtured under Ebersol.

“What did I learn from Dick?” Bell said. “Oh, let’s see. Only everything.”

Ebersol taught Bell pacing (“keep it moving”), the importance of planning down to the minute for the primetime telecast, and how to change those plans when the unexpected occurs.

At the core, carrying the link back to Arledge, is storytelling, Bell said.

The Olympics doesn’t deliver a typical sports audience. According to its surveys, NBC says 69 million people who tuned into the Beijing Olympics in 2008 never watched a single NFL football game that season. Typically, women make up more than half the viewership for an Olympics.

“Storytelling is the guiding principle of Olympic coverage,” Bell said. “You’re talking about sports that most people don’t follow. So it is important to personalize those athletes.”

Ultimately, regardless of all the planning, NBC needs good, compelling stories from the competition. NBC’s rating built as swimmer Michael Phelps continued his bid for eight gold medals in 2008. NBC could use similar storylines in 2012.

“By one-hundredth of a second or less, in the second of eight gold medal races, if Michael Phelps take silver there, his teammates take silver in a relay race, then the whole storyline changes,” Costas said.  “And that undoubtedly diminishes the rating.”

Thanks to creative scheduling in Beijing, NBC was able to air swimming and other events live in primetime. That won’t be the case in London (eight hours ahead of Los Angeles).

Without live coverage in primetime, Lazarus said ratings for this year’s Olympics likely will be lower than 2008. And even with the massive amount of commercials, NBC still expects to lose money on the Games, he said.

Lazarus will be held ultimately accountable from all angles. Typically, he tried to downplay his role.

“I don’t have an individual goal on the mark I want to leave on the games,” Lazarus said.  “I think that we want to come out of this with a sense that the viewing population of America says, ‘That was a fun two weeks, I can’t wait to do it again.’”

Yet Lazarus knows—everyone knows—what is at stake for him as head of his first Olympic. If things go awry, Costas, noting that the 2014 Winter Games are in a remote part of Russia, warned Lazarus of the consequences.

“You’re going to Sochi, if only as punishment,” Costas said.