POSTED: February 7th 2013

NBC announces Olympics coverage schedule of Sochi 2014 Winter Games to begin early

CHAD WISE / Sports Features Communications

February 7 – Due to the first day of competition of the 2014 Sochi Winter Olympic Games beginning one day prior to the Opening Ceremony, NBC announced its primetime coverage schedule of the Games will also begin on Thursday, 6 February. Its traditional primetime coverage of the Opening Ceremony will air on Friday, 7 February.

The early start of coverage marks the first time in U.S. history any media company has dedicated primetime coverage to Olympic competition before the Opening Ceremony. Additional Sochi Olympic programming details will be released later this year.

NBC Universal will celebrate being one year away from the Sochi Games on 6 February, 2013, with the distribution of promotional materials across its vast assortment of properties, which include two broadcast networks, 17 cable channels, 10 NBCU-owned stations and 235 NBC affiliates, the NBC Sports Radio Network, the NBC Sports Regional Networks, and more than 40 NBCU websites.

Editorial previews for the Sochi Games will also be distributed by NBCU through television, radio, and the web. NBC’s Today, NBC Sports Network’s NHL Live and The Crossover, and NBC Sports Radio shows are just a few of NBCU’s outlets providing one-year-out coverage.

NBC’s coverage of the Sochi Games will begin with team figure skating and men’s and women’s slopestyle snowboarding, which are new Olympic events, and women’s freestyle moguls the day before the Opening Ceremony.

“Our recent Olympic coverage has clearly demonstrated that the viewer’s appetite for Olympic content continues to grow,” Mark Lazarus, Chairman, NBC Sports Group, said. “Due to the new events, it’s our pleasure to provide and 18th night of primetime coverage, a first in Olympic history that will benefit viewers, advertisers, affiliates, and all of our Olympic constituents.”

At 8:00 P.M. ET/PT on 6 February, most of NBCU’s 19 broadcast and cable networks, as well as 33 non-NBCU cable channels via Comcast Spotlight, will air a 60-second promo for the 2014 Games.

“Our primetime roadblock is emblematic of our ability to utilise the scale of NBCU to market the Olympic Games to great effect,” John Miller, CMO, NBC Sports Group, said. “Our one-year-out campaign begins what will be the largest marketing effort ever by NBCU for an Olympic Winter Games. The eight-tier marketing plan we employ has been honed over the past twenty-plus years. When finished, it will reach every American several times over. And it officially begins tomorrow, one year out from the first day of the competition.”

The TODAY Plaza will also be transformed into a winter wonderland on 6 February. Olympians and Olympic hopefuls will join TODAY’s hosts to preview the Winter Games. Correspondent Ben Fogle will report live from Sochi and take a look at the preparations underway and Russia’s plans for a year out celebration.

New Olympic events like freestyle skiing’s slopstyle event will be introduced, and the TODAY show anchors will discuss other events with past Olympians. The “Countdown to Sochi” celebration will begin at 7 A.M. ET in Rockefeller Plaza.

Keywords · NBC · Sochi 2014 · Olympic Games

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