Some Shows Turn NBC Olympics Into Also-Ran

[SOURCE: New York Times, AUTHOR: Richard Sandomir & Bill Carter]
NBC Olympic broadcasts have always turned back challenges to their ratings dominance, but the Turin Games have shown that strong counterprogramming can succeed. The Games are a valuable franchise for NBC Universal, which has committed $5.7 billion for the Olympic television rights from 2000 to 2012, including $613 million for the rights to carry the Turin Games.
http://www.nytimes.com/2006/02/17/sports/olympics/17tv.html
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http://www.usatoday.com/printedition/news/20060217/1a_cover17.art.htm