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‘#NBCFail’: Why Are Olympic Spectators Being Asked to Stop Tweeting?

Twitter Users Asked to Stop Tweeting as It Interferes With Live Event Coverage, NBC Draws Criticism on Social Media

The official Olympics Twitter page. (Image: Twitter)

NEW YORK (TheBlaze/AP) — The opening ceremonies of the 2012 Olympic Games in London on Friday drew an astounding 9.66 million mentions on Twitter. According to CNET, this is more tweets about the Olympics than were composed during the whole extent of the Games that occurred in Beijing.

Still, not all the tweets were favorable, especially those directed toward NBC, which has exclusive rights to air the Games in the United States and whose decision to delay the premier of the opening ceremonies in the U.S. instead of running them in real time drew ire from the social media site.

With the games well underway, social media junkies watching and attending the games have used sites like Twitter and Facebook to post updates about events and continue criticism of NBC. They’ve even set up their own hashtag on Twitter: (hash)nbcfail. Here are just a few examples:

Twitter Users Asked to Stop Tweeting as It Interferes With Live Event Coverage, NBC Draws Criticism on Social Media

The high volume of tweets about events even had the International Olympic Committee asking spectators to avoid sending tweets if they were not urgent as it interfered with commentators being able to access information for television updates, according to Reuters.

Complaints directed toward NBC Saturday were aimed at its decision to air the marquee swimming event won by American Ryan Lochte on tape delay in prime time. Sunday’s critics started early: people wondering why the U.S. men‘s basketball team’s opening game aired on a cable network while women’s cycling was shown on NBC.

The conversation is so active that NBC’s executive producer of the games, Jim Bell, took to Twitter to answer critics and even change the way NBC is doing something in response.

“(hash)nbcfail is filled with a lot of crying and snark and humor, but NBC can actually learn something from it,” said Jeff Jarvis, a media critic who writes the Buzzmachine.com blog.

Complaints about tape delayed coverage are an evergreen with Olympics held on foreign soil. But the London Games are the first with Twitter, Facebook and other social media sites in full flower, in a mobile phone era where people carry computers that instantly deliver news in their pockets. It has amplified the impatience of viewers who want to see events on their large-screen TVs instantly and haven‘t been mollified by NBC’s decision to stream the events live online.

James Poniewozik, Time magazine TV critic, tweeted that “NBC tape delay coverage is like the airlines: its interest is in giving you the least satisfactory service you will still come back for.”

That drew a quick response from NBC’s Bell: “You do know that all sports events are being streamed live right?”

“I do, indeed!” replied Poniewozik. “Have enjoyed it. Apparently a lot of folks still prefer watching it on TV.”

NBC says it saves big events for prime-time airing because that is when most viewers are available to watch them and where the network makes the bulk of its advertising revenue. Since prime time on the U.S. East Coast coincides with 1 a.m. London time, there are no events to air live then. NBC representatives noted that there were 39 hours of live events Sunday on NBC and its affiliated networks.

Even as it defends its approach, NBC clearly hears those critics. One of Bell‘s Facebook posts highlighted coverage of Sunday’s cycling race by saying it was all-caps LIVE. The network advertised its live streaming on the prime-time broadcast.

Jonathan Wald, who produces Piers Morgan’s CNN talk show and used to work at NBC, tweeted that “the medal for most Olympic whining goes to everyone who complains about what happens every four years. Tape delay.”

One of those complainers, in fact, was Morgan: He tweeted his disdain Friday for NBC’s decision not to make the opening ceremony available live.

The advent of Twitter makes it seems as if there’s a lot of unhappiness when the majority of viewers are watching NBC on tape delay and appear satisfied with it, Wald said in an interview.

NBC can point to television ratings justifying their approach. The Nielsen company said the opening ceremony drew more than 40 million people Friday, the most ever for one of those Olympic events. Saturday’s first night of coverage was seen by 28.7 million, another record, beating every other first night of Olympic competition. In Beijing four years ago, 24 million watched on the corresponding night.

Jarvis said he believes NBC could satisfy fans by, for example, televising events like Lochte’s race live in the afternoon and then repeating it at night. He acknowledges, though, that he‘s not the one who’d potentially be risking millions of dollars in advertising revenue if such a decision cut into prime-time viewing.

NBC has tried to “hold on to old media strategies in a new media world,” Jarvis said. “And that’s a mistake.”

Some of the online complaints seem to take special glee in bashing NBC, with a few describing it like an Olympic sport of its own. Some are quite personal, like the CNN producer who tweeted Sunday: “No USA basketball in my hotel room. Why they aren‘t putting it on NBC’s main channel is beyond me!”

Bell, in some of his back-and-forth with online critics Sunday, answered one tweeter who described herself as a St. Louis mom and complained about NBC’s “Nightly News” on Saturday airing results of events that hadn’t been shown on the network yet. Bell tweeted that he’d look into it, and shortly after told her that “Nightly News” would announce a “spoiler alert” to tell people to avert their eyes if they didn’t want to see results.

Not everyone online is a critic. On Sunday, the U.S. Olympic sailing team tweeted that it was “by far the greatest sailing TV coverage in Olympic history.”

Update: @GuyAdams with The Independent has officially been suspended from his Twitter account allegedly for a slew of critical posts about NBC, according to Gawker. It was later revealed he posted contact information for a NBC employee, which is a no-no on the microblogging site. Read some of @GuyAdams’ tweets here. 

This post has been updated since its original posting to include “millions” after 9.66 mentions of the Olympics on Twitter on the day of the Opening Ceremonies.

Comments (48)

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  • Eh2Zed
    Posted on July 30, 2012 at 2:23pm

    Simple solution, go to http://www.ctvolympics.ca/. Great coverage, and it starts live coverage at 02:00 am MST.

    Report Post » Eh2Zed  
  • Papadoc
    Posted on July 30, 2012 at 2:14pm

    How does NBC not get this yet? They still think they are the arbiter kings of information. Whether they are delaying olympic results or refusing to disseminate negative information on their candidate of choice, that information tends to get out. How about putting on your big boy pants and just deal with the world the way it is instead of trying to mold it to your liking.

    Report Post »  
    • KKC003
      Posted on July 30, 2012 at 5:37pm

      You got it, if they gave the people what they wanted people would respect them. Newsmedias all over created their own demise. Its their job to like you say, put on big boy pants and do it right- then people will watch.

      and whats with asking someone who lost a race, how do you feel? geez What about saying, gosh you were so close (1.2 second) i hope you make it in the next stretch your a talented athlete, we are rooting for you!

      Report Post » KKC003  
  • ezekiel22
    Posted on July 30, 2012 at 2:01pm

    NBC short for NoBodyCares network.

    Report Post »  
  • trtmntdude
    Posted on July 30, 2012 at 1:56pm

    It seems that James Bond didn’t kill Elliot Carver after all. He is alive and running NBC.

    Report Post »  
  • Secret Squirrel
    Posted on July 30, 2012 at 1:18pm

    .
    Hmmmm.
    People Tweet results before tape delay airs.
    Who would have seen that coming?
    Snort, snort

    Report Post » Secret Squirrel  
  • RaydocX
    Posted on July 30, 2012 at 12:58pm

    Nationalist Becoming Communist network whines about spoilers but won’t air live and repeat in primevtime?
    Dumb.
    And the seemingly contemporaneous interview with Weiber last night was manufactured without their being honest to viewers: Jordyn walked out initially without an interview and only later spoke, but by their carefully choreographed presentation you wouldn’t know…

    No bad mark for her… Losing a shot at all around by 0.2 would suck, especially when you were fifth overall but excluded from the ‘top’ 24 so she had every right to be upset and need some time

    I find it another example that ‘the big 3’ networks (I’ll pause while you snicker) intentionally abandoning truth and reality for their idea of what we should be made to feel and think.

    Report Post » RaydocX  
  • fastfacts
    Posted on July 30, 2012 at 12:31pm

    This is the same group that claims the seats are full. NO ONE BELIEVES YOU AND THE TWEETS CONFIRM THIS: http://www.thedailycandidate.com/video/2012/july/olympics_seats_stuffed.html

    Report Post »  
  • CZGUY
    Posted on July 30, 2012 at 12:29pm

    Olympics… what are the Olympics?

    Report Post » CZGUY  
    • OniKaze
      Posted on July 30, 2012 at 2:07pm

      Yeah, I mean, do they still have the Olympics?? I mean, I thought the world was still following the “Give everyone a participation trophy” mindset…. And last time I checked the Gold, Silver, and Bronze are awarded to the top three competitors… This would leave out everyone else… Do they have a Matte-Grey medal that they give to everyone else as a participant?

      This show of competition is CLEARLY bad for the minds of developing children… I mean, if this goes on, they might actually grow up with the thought that we must compete to prove our individuality…

      Report Post » OniKaze  
  • rikyby
    Posted on July 30, 2012 at 11:08am

    control freaks

    Report Post »  
  • blanco5
    Posted on July 30, 2012 at 10:36am

    If no one is in the stands, then who is doing the tweeting?

    Report Post »  
    • turkey13
      Posted on July 30, 2012 at 11:07am

      Now the rest of the world knows why all us Nascar Fans cry after mid-season when it switchs from Fox to ABC, TNT, ESPEN. Fox has the best all around news. I love the Fox business channel and of course I can’t wait until Feburary when they start off the season with The Daytona 500. I had to get a step up in my Dish programming to get the Fox Business channel.

      Report Post »  
  • Transmogrifier
    Posted on July 30, 2012 at 10:17am

    Have to appreciate the irony of screwing up the central fact in this story (9.66 mentions) and then putting #NBCFAIL in the link on the main Blaze page.

    Report Post »  
  • Tigress1
    Posted on July 30, 2012 at 10:14am

    I love it! Finally the Progressive media is learning what people have been yelling at their TVs for years now! They ought to hear what people say about their NBC Nightly News!

    Report Post » Tigress1  
    • CatB
      Posted on July 30, 2012 at 10:46am

      Ignorance is bliss … they have been “bliss” for years!

      btw .. what — NBC doesn’t like free speech?

      Report Post »  
  • Tri-ox
    Posted on July 30, 2012 at 10:10am

    Logistically, these Olympics have been a complete disaster so far.

    Report Post » Tri-ox  
  • Detroit paperboy
    Posted on July 30, 2012 at 10:01am

    NBC………sucks.

    Report Post »  
  • Apple Bite
    Posted on July 30, 2012 at 10:00am

    Digging up some more info about eh Olympics in London…I put 2+2 together and found out the reason why the Queen is P.O.’d, or at least not pleased during the opening.

    Funny, that B.S. NHS opening angered so many conservatives in the UK. Something about this year’s Olympics stink to hell. It’s full of Leftist propaganda. Only Nancy Pelosi‘s gang would revel in it’s filth.

    Report Post » Apple Bite  
    • BeeAlert
      Posted on July 30, 2012 at 11:44am

      So what is the reason? I was wondering if she thought it was disrespectful to have all those kids singing in their pajamas…

      Report Post » BeeAlert  
  • gulph
    Posted on July 30, 2012 at 9:47am

    It doesn’t matter to NBC that their tape delay method sucks for those who tune in to see the live drama. They do it beacuse that‘s the way its always been done and that’s because that in delay they can maximize their commerical prime time numbers.

    Report Post »  
  • David Foxfire
    Posted on July 30, 2012 at 9:46am

    If you have to be on a cable provider before you’re allowed to watch streaming video of the Olympics, then you have a network that isn’t even worth pirating. Go BBC and EuroSport for Olympics Coverage, folks.

    Report Post »  
  • Palmer1943
    Posted on July 30, 2012 at 9:43am

    Folks.. It’s NBC what else would you expect from this organization. I’m actually surprised that they were able to control themselves enough to not turn this event into Pro Obama rally.

    Report Post »  
  • sawbuck
    Posted on July 30, 2012 at 9:35am

    NBCFAIL…LOL….Must be state the obvious day.

    Even the liberal twits don’t want to watch their own drivel .

    Report Post » sawbuck  
  • yougottabekidding
    Posted on July 30, 2012 at 9:28am

    Seems to be some discerning issues!
    Where have I heard that before?

    Report Post »  
  • mcellu
    Posted on July 30, 2012 at 9:28am

    For those of us who refuse to pay cable and satellite rates, we have no way to view live events on-line. You must enter your provider information to be able to see NBC’s on-line live events. I am one of those who wonder WHY specific channels do not do what GBTV does. Charge a monthly rate for an on-line stream to TV?! We realized we were watching about 4 channels regularly on Direct TV and paying $100 a month. NOT worth it. No one has really missed the TV since we got the ROKU and cut the satellite cord. Until now. Would LOVE a pay-per-view type of option or Olympic Coverage. And NBC might have made a little money on it – commercials would still run no matter the time of day. It seems that live viewing has NOT caught up with the technology available.

    Report Post »  
  • American Dad
    Posted on July 30, 2012 at 9:26am

    NBC is fighting against it’s own inevitable irrelevancy, with the world in now irrecoverable 24/7 news mode to assume that US would put up with delayed broadcasting on this magnitude is to say the least pretentious. The world has moved on and so should NBC.

    Report Post »  
  • RJJinGadsden
    Posted on July 30, 2012 at 9:25am

    The amazing thing is that it is only now that these TWITs are awakening to fact that NBC’s major agenda is to not only lie and obfuscate to the Nation, but now to the entire world.

    Report Post » RJJinGadsden  
    • copatriots
      Posted on July 30, 2012 at 9:36am

      I hope you are correct, RJJ!

      It’s stunning how NBC can even screw up the Olympics coverage which, I would think, should be rather simple to cover. Add to that, the leftist dolts found a way to politicize it with the awful Opening Ceremony. I did enjoy Mr. Bean’s bit though.

      Report Post »  
  • eternal_vigilance
    Posted on July 30, 2012 at 9:24am

    That’s how it read but if you mouse over the link or open it it points to http://news.cnet.com/8301-1023_3-57481997-93/twitter-olympics-opening-ceremony-saw-9.66-million-mentions/
    So it’s 9.66 million.

    Report Post » eternal_vigilance  
  • copatriots
    Posted on July 30, 2012 at 9:13am

    Okay…..I‘m not on Twitter and don’t know how it works but…… and “astounding 9.66 mentions” sure doesn’t seem like very many. And who did the 0.66?

    Report Post »  
    • The Jewish Avenger
      Posted on July 30, 2012 at 9:19am

      9.66? Maybe people are catching on and leaving this “stay at home son” social guild.

      Report Post » The Jewish Avenger  
    • Apple Bite
      Posted on July 30, 2012 at 9:26am

      Huh? What? I don’t understand at all. I don’t tweet so….
      If I did, Obama would send his SS after me ASAP!

      Report Post » Apple Bite  
    • BehindBlueEyes
      Posted on July 30, 2012 at 12:12pm

      Yes that’s my question too, especially the .66 person one. I always thought everyone was equal.

      Report Post » BehindBlueEyes  
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