How do you be sure that the most important sports activities occasion of the 12 months can also be the most important media occasion of the 12 months? Carry on the branded content material, Gen Z-friendly streaming collection and generative AI.
These are the contemporary elements NBCUniversal is mixing into its protection of the 2024 Olympic Video games, unfolding in Paris from July 26 by way of Aug. 11. “We like to lift the bar,” Comcast Company president Mike Cavanagh stated throughout a preview of NBCU’s Olympics technique held Wednesday at Rockefeller Middle’s famed Studio 8H—the house of Saturday Evening Dwell.
That technique will embody a grand complete of seven,000 hours of protection throughout each one of many media big’s linear, digital and streaming platforms. “All of that is going to carry America even nearer to the motion and pleasure, and current an Olympics that might be unforgettable,” Cavanagh promised.
The primary occasion
With apologies to Legislation & Order creator Dick Wolf, NBC’s largest drama throughout the Olympics goes to be Primetime in Paris. Hosted by NBC Sports activities’ common Olympics emcee Mike Tirico, the published community’s 8-11 p.m. programming block has been reimagined as a curated three-hour expertise that takes viewers on a narrative-driven journey by way of the main wins and losses of every Video games day.
“It’s our alternative to concentrate on the moments that encompass the occasions,” Molly Solomon, govt producer and president of NBC Olympics Manufacturing, stated from the Studio 8H stage. “I consider the Olympics are the most effective actuality present on the planet.”
And similar to High Chef or The Voice, every episode of Primetime in Paris may have a dramatic arc. Talking with ADWEEK after the presentation, Solomon stated the present’s narrative will steadily construct to a branded climactic sequence referred to as Occasion of the Evening, a half-hour section devoted to at the very least one key occasion introduced by massive identify sponsors with fewer industrial breaks.
“At round 9:45 every night time, we’re going to succeed in the apex of the present, which might be Occasion of the Evening or Occasions of the Evening,” Solomon revealed. “For the subsequent half-hour, we’re going to make use of all our storytelling firepower round these occasions to carry them to life and inform tales in regards to the athletes. It’s going to be sponsored, and it’ll have restricted industrial interruption.”
