Olympic television has come a long way since it began with CBS’s coverage
of the 1960 games. In an era before advanced
satellites, videotapes of the events for the 1960 Summer Games in Rome had to
be flown back to New York for editing prior to airing. A then-obscure reporter named Jim McKay
hosted some of the initial programs (Maraniss, p. 134-136).
By the early 1970s, ABC became the primary network for the games and ABC
Sports chief Roone Arledge pioneered the formula for covering the spectacle. Just as during the current fortnight, Arledge
produced tape-delayed coverage of marquee events in prime time, when viewership
is at its peak. Using up close and
personal biographies to foster audience familiarity, Arledge generated viewer
interest in athletes few Americans had heard of before each Olympics. While the Game’s success is taken for granted
today, ABC achieved a remarkable feat by attracting millions of people to tune
in night after night to watch sports the country ignores in the interim
years. Having moved to ABC, McKay became
the regular Olympic host and Walter Cronkite of the quadrennial ritual. When NBC bought the rights to the games in
the 1990s, Arledge protégé Dick Ebersol followed the same formula with Bob
Costas assuming McKay’s role.
Before cable, the Olympics completely dominated television and culture
for two weeks while launching the careers of multiple stars in both the Winter
and Summer Games. Peggy Fleming, Mark
Spitz, Dorothy Hamill, the pre-Kardashian Bruce Jenner, Carl Lewis, and Mary
Lou Retton became celebrities who earned lucrative endorsements and are often still
recognized in airports and restaurants today.
As ratings declined with the emergence of greater entertainment options
in the 1990s and early 21st century, the Olympic hype machine seemed
to sputter, only generating a few stars here or there. Unlike earlier figure
skating gold medalists such as Fleming and Hamill, ’98 and ’02 figure skating
champions Tara Lipinski and Sarah Hughes quickly returned to relative obscurity. Similarly, ’04 and ’08 gymnastic titlists
Carly Patterson and Nastia Liukin received few endorsements compared with ’84
champ Retton. In recent years, only swimmer
Michael Phelps has become a breakout star.
Every network that has covered the games has focused heavily on American
athletes and media critics routinely mock the jingoism of U.S. television
coverage. Indeed, it is striking to
watch the international feed on live streaming in the afternoon and contrast it
with the nationalistic tone of the prime-time coverage on NBC. Over the years, though, the networks have also
introduced Americans to a number of international stars, including Soviet
gymnast Olga Korbut, Romanian gymnast Nadia Comaneci, East German figure skater
Katarina Witt, Italian skier Alberto Tomba, and Australian runner Cathy Freeman.
The Arledge strategy has become somewhat anachronistic in recent years,
as the tape-delay formula appears dated in the era of the Internet and social
media. Despite NBC’s live streaming of
all events for the first time during the London games, many still bemoan the
fact that the network won’t air the key events in swimming, gymnastics, and
track and field live during the afternoon.
NBC still believes it can only earn back the investment from its hefty
rights fees by showing the big stars during prime time.
Aided by wall-to-wall television coverage, the Olympics so dominate the
national discussion during the summer that pundits consider it axiomatic that
the presidential campaigns must scale back during their two-week run. Commentators have noted that Mitt Romney will
not introduce his running mate until after the games are over so as to not
diminish the attention given to his announcement. Such is the cultural power that the games have
after coming into our homes for a half-century.
Sources:
David Maraniss, Rome 1960: The Olympics
That Changed the World, (New York. 2008)