BEIJING — In a further sign that the Beijing Olympics are struggling to attract global attention, broadcaster NBCUniversal said on Tuesday that it would not air the Games on its main broadcast network..
NBC will instead use its streaming service, Peacock, as its primary platform for coverage of the Winter Games, which begin on Feb. 4. The decision is a significant blow to the International Olympic Committee, which relies on major broadcasters to generate revenue and promote the Games to a worldwide audience..
The lack of interest in the Beijing Olympics is hardly surprising. The Games have been overshadowed by China’s human rights abuses, its crackdown on dissent in Hong Kong and Xinjiang, and its increasingly aggressive stance toward Taiwan. Several countries, including the United States, Britain and Canada, have announced diplomatic boycotts of the Games, and many athletes have expressed concerns about competing in China..
In addition, the Covid-19 pandemic has made it difficult for fans to travel to Beijing, and the Chinese government’s strict防疫措施 have made it even more difficult for those who do make the trip..
As a result, NBC is expecting to lose money on its coverage of the Beijing Olympics. The company paid $7.65 billion for the rights to broadcast the Games from 2022 to 2032, and it is estimated that it will spend another $1 billion on production costs..
NBC’s decision to move its coverage of the Olympics to Peacock is a sign that the company is betting on the future of streaming. Peacock has struggled to attract subscribers since its launch in 2020, but NBCUniversal is hoping that the Olympics will give the service a boost..
However, it is unclear whether Peacock will be able to generate enough revenue from the Olympics to offset NBC’s losses. The service costs $4.99 per month, and it is unclear how many people will be willing to pay to watch the Games..
In addition, Peacock is not available in all countries, and it is unclear how NBCUniversal will make the Games available to viewers outside the United States..
The lack of interest in the Beijing Olympics is a major setback for the International Olympic Committee. The Games are a major source of revenue for the IOC, and they also provide a global platform for the organization to promote its values of peace and cooperation..
However, the IOC has been increasingly criticized for its close ties to authoritarian regimes, and the Beijing Olympics are seen by many as a propaganda victory for the Chinese government..
The IOC has defended its decision to hold the Games in Beijing, arguing that it is important to engage with China and to promote dialogue between different cultures. However, it is clear that the Beijing Olympics are not being embraced by the global community in the same way that previous Games have been..
The lack of interest in the Beijing Olympics is a sign that the world is changing. The IOC can no longer rely on major broadcasters to generate revenue and promote the Games to a worldwide audience. The organization will need to find new ways to engage with fans and to make the Olympics relevant to a new generation of viewers..
